A Positioning Study of An Online Clothing Boutique Store

Abstract A Positioning Study of An Online Clothing Boutique Store By Victor Albores Master of Business Administration This consulting project began by interviewing the client to get background information about the company. With the information collected from our client and secondary research, we identified the industry which the client's company belongs as the online clothing boutique industry. The target market of the client firm is the female Generation Z born between 1997-2012. The client company faces fierce competition and the key competitors include Laura's Boutique, 327 Clothing, and OOTDFashion. The PESTEL analysis, Porter's Five Forces, and SWOT analysis were also conducted to identify its key strengths and the key opportunities such as improving its website and the increase of its presence on social media. A primary research was conducted and an online survey was sent to possible customers to evaluate their perception of the store website and its product offerings. The survey yielded 46 responses which helped us generate recommendations for the client. My contributions to the project include working and collaborating on the internal factors (Strengths and opportunities) of the SWOT analysis, Porter's Five Forces, and two factors of the vi PESTEL analysis. I also worked on creating a team calendar for all deadlines pertaining to the final project, and I worked on updating the MBA consulting log for group activities. Finally, I contributed to the survey result analysis and the recommendations plan for the client. At the conclusion of the research project, we will present our client with our findings, a written report, and a set of recommendations that the company could implement to address the issues discovered by our research. The findings and recommendations are proprietary of the client and shall remain confidential.