Seminar paper from the year 1999 in the subject Business economics - General, grade: 1,0, Berlin School of Economics, course: Competitive Strategy and Business Perfomance, language: English, abstract: The clothing market environment is characterised by strong competition, low demand and declining margins. As prices deflate, many manufacturers are producing premium products. The present paper analyses the German clothing company JIL SANDER AG, which is then compared to BOSS AG and ESCADA AG. Despite their different size they all pursue a similar strategy to survive in a highly competitive surrounding: they built up a strong brand, diversify in other lifestyle segments and distribute their products through own mono-brand shops as well as through franchise partners. The main task is to assess the performance of a company like Jil Sander in pursuing this strategy, especially considering its size constraints. This is done by qualitative as well as quantitative analysis in view of a environmental analysis, a financial analysis and a scenario analysis Implementing this strategy, it should be kept in mind that it means less control over franchise partners and factories. The push is on to answer the 'management question' by strengthening the second management level, as a tight control over sales channels will not be possible by the person Jil Sander itself.

L'autore:

Almut Stielau studierte Ostasienwissenschaften in Bochum, Taipei und Berlin. Nach einigen Stationen in der Telekommunikationsbranche setzt sie seit 2001 ihre interdisziplin�re Denke als Consultant in verschiedenen Branchen und Funktionen ein: zun�chst in Top-Management Beratungen, danach auf selbstst�ndiger Basis. Neben Strategieentwicklung und Transformation wurde das Thema Nachhaltigkeit zu einem weiteren Beratungsschwerpunkt. Akademischer Hintergrund & Abschlussarbeiten: M.A. Sinologie, VWL und Politologie. „Der wirtschaftliche Integrationsprozess zwischen China, Hongkong und Taiwan". FU Berlin (1995) Note: sehr gut. MBA. „Strategischer Markteintritt und Marktgestaltung: Der chinesische Telekommunikationsmarkt f�r Basisdienste". FHW Berlin (2000) Note: 1,4. Certificate of Advanced Studies (CAS) Social Mgmt. / Social Responsibility. "Entwurf eines Referenzmodells f�r die Einf�hrung eines Sozialmanagement-Systems auf der Grundlage einer standardisierten Projektmanagement-Methode." ZHAW Z�rich (2009) Note: ausgezeichnet.

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