Charles & Keith

IS3251 Principles of Entrepreneurship Technology

Individual Assignment 1
1

Nurul Afiqah Binte Rashid

A0160361R
 Business Model Canvas
Key Partners Key Activities Value Proposition Customer Relationships Customer Segments

• Global tie-ups with L • Designing and producing • specialises in • Privilege membership • Female working adults
Capital Asia, Louis trendy products at women’s’ footwear
• Email/ newsletters (Mama,2015)

• Social media platforms • Metro-sexual

Vuitton Moet affordable market prices and accessories
males
Hennessy (LVMH)
• B2C distribution/ (National Library
(Mama,2015)
("Charles & Keith Goes
Shipping & tracking
Board, 2018) • Discount campaigns/ • 18-45 years old, mid to
Global With LVMH Tie-
Up | Jakarta Globe",
• target customers promotions
high level of disposable
who favour elegance
2018) Key Resources Channels income (Mama,2015)
and simplicity in
• Collaborations with
Breast Cancer
• Social media platforms fashion sense (Keith,
2018)
• International shipping/ • “women consumers
who “buy shoes every
Foundation, United • Email marketing • catering fashionable Delivery month-recession or
Nations Entity for
• E-commerce website footwear for all
• Retail shops not” ("Forbes
Gender Equality
(UNWOMEN) and Earth • Distribution/ production women sizes ("Brand • E-commerce sites/ Welcome", 2009)
Profile", 2018) mobile application
Hour ("Brand Profile", facilities
2018) • Mobile application
Cost Structure Revenue Streams

• B2C Distribution/ Delivery of goods/ International shipping • Products such as bags, wallets, accessories, shoes, costume
• Production/ Manufacturing/ Exportation jewellery

• Marketing of products • Collaborations with other companies

• Employees wages
 SWOT Analysis

Strengths Weaknesses
• Customer loyalty • Adaptability in shoe sizes to cater different regions
• Good branding/ marketing strategies • Foreign about seasonal weather conditions for the products to
• Good value proposition in terms of affordability and product cater to
design • Inability to improve product quality to sustain affordability
• International e-commerce/ retail marketing
• Strong management/ design team
Opportunities Threats
• Trend of e-commerce • Complex & fast-changing markets in fashion industry may
• New markets unexplored hinder innovation

• To work directly with factories since design are all done in- • Other local/ international competitors entering the same
market
house
• International expansion of business outside of Asia-Pacific
region 3
What would I do to
strengthen the company?
Continue maintaining and fostering customer Continue collaborations
loyalty/ relationships with other companies
Holding memberships, having discounts, Creating franchising and
promotions, warehouse sales, newsletters collaborations would
and runway shows/ events contribute a lot to create more opportunity
fostering a better relationship with for Charles and Keith to be 4
customers. well promoted and could
potentially learn a lot, in
Maintaining services such as customer
strengthening the
service, returns and exchanges and inviting
company, from other
affiliates builds trust for customers and keep
successful businesses.
them satisfied with the products.
Doing such would strengthen the company Collaborations with other
businesses would make the
because customers are happy and satisfied
products more unique as
with the products and services; thus, being
well.
loyal patronisers of Charles and Keith.

124 words
What would I do to
strengthen the company?
Continue strong Continue innovating Continue expanding
relationships with and be adaptable to internationally solely on
manufacturers change social media platforms
Maintaining strong Keeping up and being Expanding, promoting
ties with malleable to innovate and marketing on social
manufacturers would new creations in an media platforms such 5
be beneficial to the ever-changing fashion as Facebook, YouTube
business so as to industry is crucial to and Instagram would
achieve and strengthen the strengthen the
strengthen its value company. This would company on a bigger
proposition to keep provide opportunities scale as majority of the
the product prices to remain as one of population are enticed
affordable while the top businesses in by the word of mouth
proposing top-notch the marketplace, or from influencers.
works done and even overseed other
maintained by in- competitors.
house designers. 132 words
What would I do to
strengthen the company?
Expanding primary Penetrate higher end- Expanding range of
target market market products/ services
Based on Penetrating a higher- Expanding the range
demographic, end market would of products would
behavioural and shake up the provide opportunity
concentrated niche marketplace and out for Charles and Keith 6
segmentation, run any competitors, to experiment and
Charles and Keith locally and shake up the market
should explore other internationally. with a new unexplored
target audiences; target market.
It is not a market/
thus, catering to a This strengthens the
business model that
wider range of target company as it out
any competitor can
customers to ranks other
mimic, which makes
strengthen the competitors who
Charles and Keith
company, rather than offers a similar range
unique; thus,
limiting its target to of products/ services.
strengthening the
young women. company. 131 words
 01

7
3 CRITICAL SUCCESS
FACTORS

03 02
3 Critical Success Factors
Adaptability to the Customer loyalty. Seek opportunity.
rapid change in the The membership Being one of the first
fashion industry. opportunities, few businesses to
Being adaptable and newsletters, discount launch an e-
ready to create promotions and commerce sites,
sophisticated strong social media Charles and Keith 8
products that appeal presence promotes seek the opportunity
to trend-conscious engagement through to expand to its
consumers would be the word-of-mouth, success because of
crucial to being which is critical exploring and entering
successful in the because the good an untouched, new
market because the aspects of the marketplace, which
fashion industry is business would foster potentially yields great
truly complex and loyal customers to returns in sales
constantly changing. come back for more. globally from
international online
marketing.
References
A View from the Top - CEO - Charles & Keith Group. (2018). Headhunt.com.sg. Retrieved 14 February 2018,
from http://www.headhunt.com.sg/resources/industrynews/45-a-view-from-the-top-ceo-charles-keith-group.aspx
Brand Profile. (2018). Charleskeith.com. Retrieved 14 February 2018, from
http://www.charleskeith.com/sg/brand-profile/
Charles & Keith Goes Global With LVMH Tie-Up | Jakarta Globe. (2018). Jakarta Globe. Retrieved 14 February
2018, from http://jakartaglobe.id/archive/charles-keith-goes-global-with-lvmh-tie-up/
Forbes Welcome. (2009). Forbes.com. Retrieved 14 February 2018, from
https://www.forbes.com/global/2009/0511/052-charles-keith-shoes-world-at-their-feet.html#31c314b27c71
Keith, C. (2018). Charles & Keith. eCommerce Management | Digital Marketing | SEO | Apps |. Retrieved 14
February 2018, from https://mwmstudioz.com/charles-keith/
Mama, N. (2015). Marketing Summary for Charles & Keith. Nelly Riana. Retrieved 14 February 2018, from
https://nellyriana.wordpress.com/2015/06/22/marketing-summary-for-charles-keith/
National Library Board, S. (2018). Charles & Keith | Infopedia. Eresources.nlb.gov.sg. Retrieved 14 February
2018, from http://eresources.nlb.gov.sg/infopedia/articles/SIP_1696_2010-08-03.html