I have already started this assignment and need help to finish it. It is a report for my management class. We had to choose a company we wanted to interview. Clearly, I did not conduct the interview. However, I need the exhibits fixed and the written section completed. I have attached 3 documents here. The first being an example of how it should look like as this is double spaced. The second being how much I have done already and the third is the assignment instructions for you to refer to.
ARBUS300- Final Research Maria Boctor 20660951 Arbus 300 Professor Lynn Gazzola April 11th. 2021 YXXKICKZ- Interview with Megan Nunner Table of contents 1. YXXKICKZ organization - Business Overview …..…………………... 2 ● Description ……………..………………………………………… 2 ● Vision and Mission ………………………………………………. 3 ● Services Provided & Market Strategy …………………………. 4 ● Position …………………………………………………………… 5 ● Competitive advantage …………………………………………. 5 2. Industry Analysis ………………………………………………………… 6 3. Business Strategy …………..…………………………………………… 8 4. Resources Analysis ………….……………………………..…………... 8 5. Management Preferences ……………………………………………… 9 6. Organizational capabilities …………………………………………….. 10 7. Diamond- E Evaluation …………………………………………………. 10 8. Summary Outlook .…………………………………………………….... 11 9. Exhibits …………………………………………………………………… 13 Boctor 1 YXXKICKZ organization Business Overview- Description (Nunner, 2021) YXXKICKZ is a sneaker reseller business operating in Abbotsford, British Columbia in Canada. CEO Megan Nunner has alone launched her successful sneaker reselling business to provide high-quality products-- specifically high-end sneakers, to shoe- enthusiasts all around the world. Named after the YXX airport in Abbotsford, YXXKICKZ operates locally in Abbotsford, where there is minimal to no competition. YXXKICKZ is committed to acting in its clients’ best interests and matching them with pieces that match their taste and preferences. The company launched its home page on Instagram-- their main retail and shopping business page, at the beginning of November, 2020. YXXKICKZ operates solely via its Instagram page and has managed to gain the attention of a lot of sneaker enthusiasts in Abbotsford. In Abbotsford, the sneaker reselling industry has a few players and YXXKICKZ is considered one of the biggest players currently; especially since its recent partnership with 2 of the biggest sneaker communities-- HeatVault and Pure Sneakers. Said partnerships allows YXXKICKZ to expand its resources and reach wider markets. HeatVault is one of Abbotsford’s biggest sneaker resellers, and a recent partnership with them has enabled YXXKICKZ access to a physical store-- broadening its resources, and has added a new layer of clientele. Seizing the opportunity to supply to a highly demanding market has allowed YXXKICKZ to jumpstart its career and experience success within the first few months of its launch. Furthermore, Pure Sneakers is a Facebook group where sneaker enthusiasts sell, buy, and trade their shoes with one another. Being a part of this Facebook sneaker community enables YXXKICKZ to strengthen its social media Boctor 2 presence and gain access to more products and clients. CEO Nunner has managed to collaborate with these 2 players within the first 6 months of its launch; this is solely due to CEO Nunners’ initiative and dedication to expand its business, grow its client base, and strengthen brand image. Thus, operating on a local level in Abbotsford and partnering up with big players in the market act as competitive advantages to YXXKICKZ (Exhibit 1). Additionally, although its operation is on a local level, YXXKICKZ offers worldwide shipping, which further builds on their competitiveness within the industry (Exhibit 1). Currently CEO Nunner is solely operating the business-- with mind to the partnerships. She is an entrepreneurial figure who is currently pursuing a second degree in Business while growing her company. Vision and Mission (Nunner, 2021) Vision YXXKICKZ is committed to providing high-quality products of high-end shoes and apparel to sneaker enthusiasts with unique tastes and preferences in a timely manner. Our duty is to act on behalf of the client to secure unique pieces and enhance the client’s experience Mission YXXKICKZ is currently expanding into new markets and connecting with new suppliers to enrich the company’s resources and expand their product lines. Both short- and long-term goals are set for the company by Director Executive Nunner and she has been relentlessly innovating and growing her company. The company’s current short-term goals are to grow a base of followers on their Instagram’s home page as well as gain a 100 client references (Exhibit 1). YXXKICKZ Boctor 3 currently has over 3.5K followers on Instagram; however, the recent partnerships with fellow competitors will advance its reach and help gain followers. Additionally, since the sneaker community is very quaint in Abbotsford; thus, gaining client references where they recommend YXXKICKZ to their social circle is also on CEO Nunner’s list. In regard to long-term goals, YXXKICKZ is working to expand its services to operate Canada wide. Though one of YXXKICKZ main focuses is to continue operating at the Abbotsford local level to maintain its competitive advantage; YXXKICKZ worldwide shipping has led CEO Nunner to seek expanding her operations Canada wide while the company’s headquarters remain in Abbotsford. Services Provided & Marketing strategy (Nunner, 2021) Currently YXXKICKZ provides worldwide shipping and is thus able to serve a global clientele. The service provided is both reactive and proactive to fulfill as well as anticipate clients’ needs. Since CEO Nunner is an active member in the sneaker community, she has a plethora of resources to access which allows her to find specific pieces the client wants (reactive) or purchase pieces to add to her product line (proactive). She is also very present on social media and is involved with other resellers. Since her Instagram business page is the main means of operation, she is able to easily communicate with clients and other sneaker enthusiasts to trade, buy, or sell pieces. This enables her to connect directly with clients via direct messaging, provide efficient and high-quality service, and is very cost effective expenses-wise. YXXKICKZ Instagram page also serves the company’s marketing strategy. It allows for Ms. Nunner to post her weekly purchase and start biddings and transactions over Boctor 4 Instagram. Her multifaceted use of her page serves the overall quality of operations and service provided. Position Locally, YXXKICKZ stands in a very strong position with the Abbotsford sneaker community (Exhibit 1). The sneaker reselling industry is very recent in Abbotsford and YXXKICKZ among very few other competitors has managed to dominate the market. Additionally, YXXKICKZ has continued to strengthen its position in the market by partnering up with like-minded individuals who share the same values and allow for the expansion of the company’s resources and product line. CEO Nunner is fully aware that operating digitally without a physical store can cost her a client segment. This acted as an incentive for her to partner up with HeatVault. Heatvault is also a main player in the sneaker reselling with a physical store and a well-established client base. CEO Nunner took the initiative to reach out and HeatVault was very receptive to the collaboration based on Ms. Nunner’s achievements in such a short time. Furthermore, YXXKICKZ has also scored a spot in an exclusive Facebook group-- Pure Sneakers, where it gained further access to more clients and business opportunities. These initiatives have acted in accordance with CEO Nunner’s commitment to the company’s vision and mission. Competitive Advantage Upon the realization of the market opportunity, CEO Nunner decided to launch her Instagram reseller page-- YXXKICKZ, in order to fulfill the market demand. Due to the lack of competition, YXXKICKZ has a very strong position within the market, which acts as a competitive edge (Exhibit 3). Furthermore, the operations are very efficient Boctor 5 and the CEO has direct contact with the clients, eliminating middle men and cutting down on costs. Additionally, the company has initiated partnership and collaboration with other players in the market that allowed YXXKICKZ access to a physical store and a wide client base. Additionally, CEO Nunner has connections within the sneaker reselling business that enable her to purchase items for a fair price and sell it for a big profit. Most of the products offered by YXXKICKZ are purchased upon clients’ requests. If an item is sold proactively (no client has initiated the transaction) and if no clients have displayed any interest, CEO Nunner will allow bids on the item and sell it to the higher bidder. This financial intellect has allowed her company to break even within the first few months of its launch and continues to this day increasing her revenues. Thus, the company’s financial performance also acts as a major advantage (Exhibit 5 & 9). On the other hand, since CEO Nunner works on behalf of clients herself, this means the elimination of the middleman role. This allows for direct contact with clients and a more personal relationship. This organizational environment is rare, and most competitors and big companies lack that personal relationship with the client. Finally, the company ships worldwide and operates digitally which helps it reach a wider market and keep up with social and technological trends. All of these advantages act to boost YXXKICKZ’s position within the market and differentiate it from its competition. Industry Analysis The sneakers reselling industry has successfully emerged in Canada and managed to become a multi-billion industry with a global market (Exhibit 2). It is a prevalent industry and is a division of both apparel and retail industries. The industry is Boctor 6 very attractive and has recently become very active due to celebrities’ and athletes’ sponsorships and promotions (which drive the value of the market). Within the industry, emphasis is on collector’s pieces and unique high-quality sneakers that are designed and made for a limited population (those who manage to purchase early releases and collector pieces). This emphasizes the social aspect of the industry as well as the role of technology within the industry. Additionally, there are very few regulations and policies restricting the industry and the same laws and terms of retail and apparel industries are applicable for the sneaker reselling industry as well. Finally, the sneaker reselling industry’s contribution to sustainability and environmental awareness revolves around sustainable and eco-friendly packaging, as well as eco-friendly modes of shipping and transportation. In Abbotsford, the sneaker reselling business has recently started in Abbotsford and a few of the top players in the market are HeatVault and YXXKICKZ. Due to high demand and limited supply, the industry is still emerging; however, is very profitable in Abbotsford. Within the industry, social trends and habits influence the operations of suppliers. When new sneakers are designed, companies send samples of the product to celebrities and athletes only, who then proceed to share the products on social media. This is one of the many ways sneakers retailers, as well as resellers, market their products. After celebrities promote the product, companies release a limited number of pairs while inflating the prices. These limited items are then traded and resold within the sneakers community and to shoe enthusiasts. This is the core of the sneakers resellers industry in which YXXKICKZ operates. Boctor 7 Business Strategy (Nunner, 2021) The company focuses on supplying the high demand for sneaker resellers in Abbotsford. The goal is to connect clients with pieces that go along well with their preferences. This requires both a proactive and a reactive stance from YXXKICKZ, which are reflected in the company’s core activities (Exhibit 5). The proactive stance stems from the company collecting and offering a product line of sneaker stables in efforts to anticipate clients’ taste. On the other hand, the reactive stance stems from the company matching the