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ML was founded by Malka family in 1991. The chain includes 85 stores all over Israel and 15 stores abroad ML has gained a good IMAGE and a NAME in the initial niche he has chosen in the plus size women and in the maternity fashion. Confronted to aggressive competition in this niche, ML had to develop a new business strategy.
1 ML business Abell model
ML has to continually implement new business actions in order to strengthen its advantage in front of the new entrants. It is maintaining its strategy of niches in developing a business for ” BIG MEN”, and modest clothes for religious and arab women. In the same time, they choose to be present in the segment of young women with sizes 42 - 46.
The new axis for this strategy, directed by the customers is shown on the Abell graph below.
Who:
§ Plus size women
§ big men
§ 42-46 young women
§ religious and Arab women.
What:
§ Confortable and flattering clothes
§ fashionnable and loose fit
§ natural and fine fabrics
§ low cost.
How:
§ opening numerous shops in strategic areas
§ using advertisment and mass media
§ investing in design of the clothes.
Tree dimensional business definition by Abell
2 ML STRATEGY
2. 1 MAIN FUNCTIONNAL ACTIONS APPLIED
Services to the customers:
The services to the customers have been improved in few fields :
ML uses different medias (TV, internet ) with attractive messag ...