mad hats. deloitte competition team 12 presentation. final
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AGENDA
1. Changing Marketing MIX and Targeting Consumer Base
2. Streamlining Supply Chain
3. Implementing ERP and e-Commerce technology via Infor
4. Changing organizational structure with outside HR firm
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PROBLEM
MAD HATS needs to change its organizational structure on the
business and IT levels in order to synchronize operations in
anticipation of sustained growth in future years.
1 . M A S S A C H U S E T T S I N S T I T U T E O F T E C H N O L O G Y A L U M N I
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4PS: PRODUCT SELECTION -STRATEGY-
• HATs
- High Quality Adults Casual (Wool & Waterproof)
- Regular Adults & Youth Athletic (Acrylic Fiber)
• T-Shirts
• Zipped Sweatshirts
• Back-Packs
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PROMOTION
CONSUMER – MAGAZINE ADS
• Target Consumer Base 28 – 48 years of age
• Advertisement price is $141k/ month
• Rate Base of an advertisement for international National
Geographic is 965,000
• Spread the Good News
2 . N A T I O N A L G E O G R A P H I C M A G A Z I N E
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PROMOTION:
CONSUMERS - YOUTUBE
• Consumer base is 18 – 48 years of age
• Operators of YouTube channels receive hats and other apparel
from our product line to give to channel subscribers/video
viewers
• Ex. Ricky Shucks & KevJumba
3 . Y O U T U B E
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PRICING & DISTRIBUTION CHANNEL
STRATEGY
• Medium to High Pricing ($$ - $$$)
- Justification: Quality Products and Doing a Good Cause
• Priced at premium on Adult Quality Casual Wear
• Priced relatively similar to competitors on Athletic Wear
• Increased Distribution Channels
- Amazon Online, Company Website (e-Commerce)
- Amazon Mobile, PayPal Mobile (m-Commerce)
- Retail Stores
4. Fontmeme 5. Ruleyork
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SUPPLY CHAIN MANAGEMENT
• Ceasing manufacturing in Nigeria
• Moving operations from China to
Indonesia
• RFID integration to track materials,
inventory, etc.
• More Vertically integrated rather than
horizontally 6 . S M A R T K I P S
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IMPLEMENTING INFOR (ERP SYSTEM) TECHNOLOGY
• Use Infor products for ERP and eCommerce
• Infor has much experience with retailers in fashion
• M3 includes
• Customer sales and service
• Enterprise Asset Management
• Supply Chain Management
• Manufacturing operations
• Financial Management
• Technology
7 . C I L I P
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IMPLEMENTING INFOR
• eCommerce is all about the customer
• Allow ease of product browsing
• Interface customer information
• Live chat help
• Real time available to promise information to maximize
transparency to customers
• Enables search engine optimization (SEO)
8 . Z I P P Y C A R T
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ORGANIZATIONAL STRUCTURE
-HUMAN CAPITAL- • The president has limited work experience
• The president will continue to hold decision -making power,
however there needs to be a majority 3/5 vote in order for her
decision to go through.
• Outside HR firm would evaluate jobs in firm
• Retraining will be done on a need basis
9 . B A R R Y - O V E R S T R E E T
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PROJECTED FINANCIALS ( NEXT 5 YEARS)
Expenses
-YouTube Promotion
$300 per year
-Magazine Advertisements
$423,000 per year
- Infor ERP System
$525,000
- Infor e-Commerce
$420,000
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PROJECTED FINANCIALS ( NEXT 5 YEARS)
• Estimated Growth of 30% per year
• 2012 Rev. will exceed 11 M and expected to hit 14 M in 2013.
• 2012 Gross Profit will hit 3.6 M and increase to 4.6 M in 2013.
• By 2017, expected to Grow to a 2.3 million in net income and 42.6 million in
Revenue
• Revenue, Gross Profit and Net Income continue to increase !
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BIBLIOGRAPHY
Benson, Daryl. "NIKE: Managing Ethical Missteps--Sweatshops to leadership in Employment Practices.“
“Deloitte Case Competition Exhibits” Exhibit 1 to 11.
“ Infor e-Commerce” http://www.infor.com/content/brochures/ecommerce.pdf/
“Smartphone Users Around the World…. Facts” <http://www.go-gulf.com/blog/smartphone/>
Waterman, Justice. “IBIS World Industry Report: E-Commerce & Online Auctions in the U.S.”
http://www.infor.com/
http://amazon.com/
http://www.startgrp.com/
http://www.paypal.com/home
http://www.amazon.com/
http://cool.conservation-us.org/coolaic/sg/bpg/annual/v11/bp11-33.html
http://shop.nationalgeographic.com
http://www.lids.com
http;//www.dickssportinggoods.com
http://www.gap.com
http://www.macy.com
http://www.eastpak.com
http://www.gore-tex.com/remote/Satellite/home
http://www.jcpenney.com
http://www.infor.com/product_summary/erp/m3/
http://www,nationalgeographic.com/mediakit/pdf/ng-magazine/Rates.pdf
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FOOTNOTES
1. alum.mit.edu
2. www.shop.nationalgeographic.com
3. www.youtube.com
4. www.fontmeme.com
5. www.ruleyork.com
6. www.smartkpis.com
7. www.cilip.org.uk
8. www.zippycart.com
9. www.barry-overstreet.com
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APPENDIX : MAD HATS’ INCOME STATEMENT