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CK Defense

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by

Maurilla Imron

on 18 June 2013

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Transcript of CK Defense

Optimizing the Attainment of CK’s Accessories Division Competitive Advantage through Effective Product Development (PD) Process

Introduction
Methodology
Analysis
Recommendation
Conclusion

Table of Contents

Confidential

Calvin Klein

Introduction

Mission Modern, Directional and Sexy with
Urban Edge.

Calvin Klein label is a modern, global lifestyle
brand for uniquely sophisticated individuals,
offering a distinctive edge with strong use of
color and texture.

Confidential

“How to build an Effective Product Development in
Calvin Klein’s New Accessories Division in order to Gain Competitiveness”

?

Calvin Klein

Tommy Hilfiger

PVH

Warnaco

Introduction

Confidential

Strength and Weakness

Opportunity and Thread

Competitor Analysis

Porter’s Five

Target Market
Marketing Mix
Ansoff Matrix
BCG Matrix


Internal Analysis


External Analysis


SWOT Analysis and Matrix


Analyses tools

Journals, papers, books

Company’s reports


Interview


Brainstorming

Data Collection


Secondary


Primary

Confidential

Methodology

Calvin Klein Accessories Analyses

CK Platinum:Super-premium brand
High level of quality
CK only use real leather material in this group

CK Jeans: Intended for lower price segmentation
Fun, casual, and easy designs
This group focuses on using PVC (Polyvinyl
Chloride)

Analysis

Confidential

Current Communication Flow

Current Supply Chain Process

Product development is a potential source of
competitive advantage for many firms (Brown & Eisenhardt, 1995).

Product Development

Analysis

Confidential

Highly essentials
Punctual delivery and Quality
Control equality
Currently is still low
Manufacturing Flow Process

Supplier Relationship Management

Depends on internal work performance
Execution and end product
Analysis

Where is the problem ?
Internal communication
Unclear Job Descriptions
Apparel Un-synchronization
Design Complication and Limitations
Naming

Analysis

Invest in Planning

Systemic Approach

HOW?

Lean Manufacturing: Efficient system that adds to the bottom line and in turn give competitive advantage.
Speed-to-market: Shorter time in market and short product development time

Recommendations

Improve performance and effectiveness by setting up

Strategy and Planning
Organization Structure and Sustainability
Process
Technology





Recommendations

Confidential

Strong technical leaders
Invest in conducting research of needs and demands by merchandising







Research of materials and price in advance
Effective allocation planning
Effective team meeting

Recommendation: Strategy and Planning

Confidential

Recommendation: Process

SUPPLIER RELATIONSHIP MANAGEMENT

Set of interactions not only between factories with Calvin Klein

How much put in to work versus how much production is place needs to be deliberated

Start a business with a factory that has not yet established as a minor source.

To have an on-time information and accurate projection


Confidential

MANUFACTURING FLOW PROCESS


Increase flexibility in Speed-to-Market by having multiple allocations of productions.
Distinction between Production and Development



PLM systems help organizations in coping with the increasing complexity and
engineering challenges of developing new products for the global competitive
Markets. (Karnie, Arie; Reich, Yoram (2011).


Benefits of PLM:
Reduced time to market
Improved product quality
More accurate
Ability to quickly identify potential sales opportunities and revenue contributions
Process stability
Maximize supply chain collaboration


Recommendation: Technology

Confidential

New Communication Flow

The accumulation of time consumption adds a lot in the end products lead time of the factory as it extends the time process.

Conclusion


Confidential

Superior Vendors

Development Team

Communication and Collaboration

Calvin Klein Accessories Launchpad

“Success here Derives from a European Design Approach with the power
of the American Brand”

Confidential





Source Mills/Factories in Europe for competitive price, quality and imports

Conduct a supplier survey for a better relationship



Recommendation: Process

End
Thank you!
Questions?
by Maurilla Sophianti Imron
473684
18 June 2013
Recommendation: Process

Supervisor: Mrs. Tatyana Rashkov-Todorova
1
2
3
4
5
6

Clarify job descriptions

Showing off organizational chart, it should not be secrecy

Evaluations by team leader every few months

Make the visions of each individual in the chain clear

Involve Warnaco employee in new CK product development



Recommendation: Organization Structure and Sustainability
Communication flow process after Implementation
Full transcript