Brooks Brothers Incorporation is a privately owned company located in United States. It started operations in 1818 as a family business. The company has enjoyed close to 200 successful years specializing in the production of men’s suits and outwear. Over the years, Brooks Brothers has become a popular company that has sold United States’ top government officials suits. Examples of these iconic officials include the likes of Bill Clinton, George W. Bush and Abraham Lincoln. It has its headquarters in New York. For the past 200 years, it is undisputable that the company has made a rich history, which is its main competitive advantage. Currently, the company has ventured into production of clothes outwears for both women and the younger generation. The company is determined to make the same impact it has made in men on both women and the younger generation.
Strengths and opportunities of Brooks Brothers Incorporation
Strengths
- Reputation for quality: There is no USA top government official would buy suits and outwear of inferior quality. This Company has served respected individuals like Abraham Lincoln, George W. Bush and many others.
- Presentation of a variety of men wears: the company offers a wide range of men suits and outwears. There are different men suits in this company a feature that most customers seek in any business.
- Smart image (goodwill): The Company has been in this business for almost 200 hundred years now. It has a rich history in the form of the caliber and status of customers it has served. It has customers’ goodwill, which earns it a competitive advantage over its rivals.
- Loyal customer base: The business has loyal customer base and hence it is assured of continued sales (Huang, Ying and Huddleston, 2009). Loyal customers buy products from organizations they deem the best in the industry.
- Strong website: The Company’s website is easy to access and very much detailed. It contains all information a customer needs before making any purchase. Moreover, it reaches more parts of the world hence creates an opportunity for more customers.
Opportunities
- E-commerce: This presents an excellent opportunity of increasing the company’s sales. It is likely to boost the revenues of Brooks Brothers through online purchases (Jordan and John, 2009).
- Young generation and women: The Company’s management is considering serving these new groups of individuals. For the past years, it has been profitably operating serving only men. If it ventures to these other categories, it is likely to increase its sales.
- Technology: New and efficient methods of production are being discovered now and then (Ashdown, Susan and Dunne, 2006). The opportunity here is to embrace the latest technology to minimize production costs and increase production efficiency.
- Mobile phones (smartphones): These gadgets offer cheap internet services. The company has ventured in online marketing. Therefore, more smartphones in the hands of new owners presents an opportunity for a new market.
- International markets: most of the company’s operations happen within the European Union. Other regions of the world present an opportunity for more sales especially with the introduction of e-commerce and smartphones.
- Committed workforce: for the past years, the company’s committed workforce has seen it climb the ladder of success. It has achieved the international status courtesy of a stable and committed workforce. If this continues, the company’s prospects are expected to continue increasing.
- Sportswear: They are on demand in the present world and hence offer an opportunity for increasing the company’s revenues. More fans and players need more sportswear to wear during the sporting functions.
Works Cited
Ashdown, Susan P., and Lucy Dunne. "A Study of Automated Customs Fit: Readiness of the Technology for the Apparel Industry." Clothing and Textiles Research Journal 24.2 (2006): 121-136.
Huang, Ying, and Patricia Huddleston. "Retailer Premium Own-Brands: Creating Customer Loyalty through Own-Brand Products Advantage." International Journal of Retail & Distribution Management 37.11 (2009): 975-992.
Jordan, John W. "(Ad) Dressing the Body in Online Shopping Sites." Critical Studies in Media Communication 20.3 (2003): 248-268.
