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EVA CONSULTING
CeeCee Business Challenges and Strategic Solutions 15 May 2010

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TABLE OF CONTENTS INTRODUCTION DISTRIBUTION STRIKE CHALLENGE RECOMMENDATIONS IT FAILURE CHALLENGE RECOMMENDATIONS CELEBRITY MARKETING EXPANSION INTO JEWELLERY RANGE CHILD LABOUR ACCUSATION CHALLENGE RECOMMENDATIONS CONCLUSION APPENDICES APPENDIX A-1: DISTRIBUTOR STRIKE APPENDIX A-2: DISTRIBUTOR STRIKE APPENDIX A-3: DISTRIBUTOR STRIKE APPENDIX A-4: DISTRIBUTOR STRIKE APPENDIX B: IT SYSTEM FAILURE APPENDIX C: CELEBRITY MARKETING 3 5 5 6 7 7 8 9 9 10 10 11 11 Error! Bookmark not defined. Error! Bookmark not defined. Error! Bookmark not defined. Error! Bookmark not defined. Error! Bookmark not defined. Error! Bookmark not defined. Error! Bookmark not defined. Error! Bookmark not Error! Bookmark not

APPENDIX D: JEWELLERY RANGE EXPANSION defined. APPENDIX E: COMPETITIVE ENVIRONMENT defined.

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INTRODUCTION CeeCee is a retail fashion company that was established in 1989, operating 630 shops across 18 European countries. The success of the company is grounded upon employing the ‘fast fashion’ business model that utilizes the manufacturing ‘Just In Time (JIT)’ principle combined with efficient design and delivery systems. This business model relies on sophisticated IT systems, close contact with manufacturers, fast creation and supply to shops, and the swift sale of new inventory items. CeeCee has employed this business model to great effect, capturing significant market share in their target market of young professional women looking for fashionable but affordable clothing. It has since expanded into menswear, children’s wear and home furnishings. The following SWOT analysis highlights key attributes and opportunities CeeCee should leverage, threats to be mitigated and weaknesses to overcome. Despite intense rivalry between numerous competitors such as Zara and H&M, CeeCee offers a unique value proposition that differentiates it and positions it competitively in the
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