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FOXY ORIGINALSCASE STUDY BRIEFINGPREPARED FOR: JENNIFER GER & SUZIE CHEMELPREPARED BY: MARIA CHELO GALEOSGROUP: TEAM EURASIAJUNE 9, 2018Page 1
Table of ContentsEXECUTIVE SUMMARY3SITUATIONAL ASSESSMENT FINDINGS 4RECOMMENDATIONS5EVALUATION CRITERIA6APPENDICES7BIBLIOGRAPHY9EXECUTIVE SUMMARYPage 2
The case set up is about the decision that stakeholders, Jennifer Ger and Suzie Chemel will undertake through online expansion and strategic choices to increase revenue. Foxy Originals (Foxy) is an exceptional designing and manufacturing jewelry industry in Toronto, Canada. The products are made in high quality and style where they personally designed and distributed to the United States and Canada. This gain Foxy a competitive edge in the jewelry industry. Both partners were trying to increase their online sales or continue to attract retailers who are willing to carry out their product line (Bond, 2016). The company is in predicament on how to increase their sales. Taking into account their limited resources, the partners questionedif trade shows are viable considering the cost per year for 10 shows. Although the exhibitions attract 75,000 buyers in attendance, comparing it with potential buyers online the partners should focus on increasing their online store. Foxy Originals has gained brand awareness in Canada and the United States through sales representatives or retailers who have contributed tremendously to total sales in 2005. The partners wanted to consider doing more trade shows since it was the primary success of Foxy. However, they could do more with online retailing. Doing collaboration with social media influencers would attract potential customers not only in Canada and the United States but all over the world. Influencers who have more than one million followers can persuade their audience to try Foxy products. Furthermore, the company is on the right track and can do more improvements nonetheless. ISSUESIncrease sales strategy – Foxy can increase sales through online or doing more trade showsAttract more retailers – the partners can do more trade shows and gain more potential buyers through diverse audienceLimited resources – the partners being married and doesn’t have much time to do trade shows whilst hiring more sales representatives SITUATIONAL ASSESSMENT FINDINGSPage 3