We Googled You

Topics: Luxury good, Decision making, Decision theory Pages: 8 (1536 words) Published: February 28, 2014
We Googled You

WRITTEN ANALYSIS &
COMMUNICATION

EXECUTIVE SUMMARY

Fred Westen, CEO of Hathaway Jones, planned to expand business to China. His friend’s daughter Mimi who had grown up in China liked to be a part of this move. He conducted an interview and found that she has enough capability to lead a flagship store in China. But, vice president of HR department in his firm found a news saying that Mimi had led a nonviolent protest group that protest against China. This made rethink about hiring Mimi for the China project.

He should decide future course of action in the issue of hiring Mimi and successfully implementing the project of Hathaway Jones in China. Different alternative solution for this situation is evaluated on the basis of five criteria. I recommended that Fred must hire Mimi and post her in different place other than China and find a new person with suitable qualities for leading the flagship store in Nanjing road, China. An effective action plan that Fred should be taken for implementing this solution is given in the last.

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TABLE OF CONTENTS

Letter of Transmittal ............................................................................................................ 1 Executive Summary ............................................................................................................... 2 Situation Analysis .................................................................................................................. 4 Problem Statement .............................................................................................................. 4 Alternative solutions ………………………………………………………………………………………………………......5 Evaluating the solutions using criteria .................................................................................. 5 Recommendation ................................................................................................................. 7 Action Plan ............................................................................................................................ 7

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SITUATION ANALYSIS
Fred Westen is the CEO of Philadelphia based luxury apparel retailer Hathaway Jones. He was planning to expand it to China. His old friend John Brewster called him and said that his daughter, Mimi wanted to be a part of this project. John also mentioned her skills and abilities. Fred told him that her daughter can come and meet him. Mimi had grown up in China and she spoke Mandarin and local dialect. She completed graduation from Berkeley and worked in a management consultancy where she got enough business exposure. Then she applied to MBA program and chose Stanford over Harvard because Stanford was near to her place. After graduation from there she was recruited by Eleanor Gaston, the largest clothing, shoe and accessories company, where her work was concentrated on the volatile fashion tastes of young, newly rich people. Now she is seeking of a general management experience, preferably in a fast growing market like China. Fred was recruited to Hathaway Jones because of his high credential and experience of working with luxury brand. Now he is aware of the fact that company’s image is getting older and younger people in U.S. wanted more affordable clothing with more flair. So he needed to improve the brand image of the company. He planned to open new stores in wealthiest and cosmopolitan cities of China where luxury goods market is growing at a percentage of 70% per year.

Mimi had an interview with Fred and there she made a good impression on him. She talked about an idea of using ancient Chinese archetypes to bring the company’s image. She was hoping to lead the team opening flagship store on Nanjing road. Fred liked her and decided to hire also. Virginia Flanders, the vice president HR has the habit of scanning the first eleven pages of Google result. While she was searching about Mimi in Google, she found a review, saying...
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