Case Study
Submitted to Prof.
Fakih
Group 8
Ajinkya Jog- 04
Gokulnath Ravishankar- 1
Krishna Saurabh- 25
Venugopal Nair- 55
Scope Of Presentation
1. Introduction
2. Archies - A Brief
3. Situation Analysis for Archies
4. SWOT Analysis for Archies
5. Vintage- A Brief
6. Situation Analysis for Vintage
7. Possible Reasons
8. SWOT Analysis for Vintage
9. Graphical representation
10. Recommendation
2
Introduction
Case talks about two companies Archies
Archies A brief
Archies is one of the biggest retailers in India for
Situation analysis of
Archies (2/2)
Regional language Cards were launched along
90
80
70
60
50
40
30
20
10
0
2000
2001
2002
Greetings
2003
Gifts
2004
2005
2006
Stationery
SWOT Analysis of
Archies
Strengths
Few Competitors in
organized sector
Good Brand Image
Developed
Stronger Corporate
Image Due to its
Initiatives with
different NGOs
Weaknesses
Cheaper
alternatives
available
Lower margins in
case of gifts due to
outsourcing
Opportunities
New Product
category
( Mobile
Phones/Cakes/Dres
ses)
Marketing via
Social media (eg.
Orkut)
Threats
Fluctuating
demand
Unorganised
sector
Very low
margins(in some
cases) will make it
difficult in the long
run
Vintage- A Brief
A Partnership firm started in 1983 by Anil
Kapur
and
Rajesh
Vaishnav
for
manufacturing and supplying Greeting Cards
Vintage had a huge collection of 3000
design, 26 distributors across India and
massive 3000 outlets by the year 1992 and
grew at a rapid scale of having 221 franchise
outlets in 94 cites by end of 1999
To increase its sales it tied up with Hallmark
Greetings the largest greeting manufacturer
to meet its demand of cards
9
10
11
Possible Reasons
From 96 to 99, the no. of
Recommendations (2/2)
Vintage should not focus on only greeting
13
SWOT Analysis of
Vintage
14
Strength
Tie Up with
Hallmark
Huge sales
Driven by after
tie up with Walt
Disney
Weakness
Over
Dependency on
Hallmark
Excess
Inventory
Huge Operating
Loss
Opportunities
Adopt new
technology to
drive sales
Target
customers
across the world
by online sales
Threats
Huge threat
from Archies
Change in
trends made it
difficult for the
company to
drive sales.
Graphical
Representation
Archies
90
Vintage
30
80
25
70
20
60
15
50
40
10
30
20
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
-5
10
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Sales
PAT
-10
Sales
PAT
PAT Comparison
Sales comparison
15
90
80
10
70
60
50
40
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
30
-5
20
10
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Archies
-10
Archies
Vintage
Vintage
17