Ecco Analysis Essay
Handed out the 23rd of April
Hand in the 25th of May
List of content
1. DESCRIPTION OF THE COMPANY .
1.1 Company presentation 2. 2. ASSIGNMENTS 11
2.1 Marketing 11
2.2 Organization 12
2.3 Communication 12 3. PURPOSE 12 4. CONTENT 13 5. EXTENSION AND SIZE OF GROUPS 13 6. SUPERVISION 13 7. DEADLINES 13
ECCO achieved record results in 2011
(Source: http://www.ecco.com/en-XI/Media-Center/Annual-Report )
In 2011, ECCO achieved the highest surplus in the company’s history with a profit before tax of DKK 904 million. This highly satisfactory result was particularly due to successful new collections and improvements in sales in most of ECCO’s markets.
The outcome could have been …show more content…
In November, ECCO opened the doors to shop number 1,000 in the Mall of America in Minnesota, one of the world’s largest shopping centres with over 40 million visitors a year.
From Hong Kong to San Francisco, several hundred thousand customers are in daily contact with ECCO’s shops. With over 1,000 shops, an essential part of ECCO’s strategy is to ensure strong positioning in the market.
ECCO’s shop concept represents the Group’s most powerful platform for communicating the ECCO brand’s values to consumers. Around the world, the shop concept helps to signal Scandinavian design, comfort and quality with passionate service and interiors that are simple, modern, light and friendly.
During 2011, ECCO was able to welcome four new markets: Kazakhstan, Lebanon, Pakistan and Kyrgyzstan. In addition, ECCO secured yet more attractive shop locations in the 94 markets in which the company operates.
In the coming year, the global expansion will continue to be focused on existing markets with the vision of ensuring greater profitability and a stable return on investment.
In total, ECCO has 1,002 ECCO shops, or 3,792 conceptual points of sale, including outlets, shop-in-shops and shop-points.
Europe, The Middle East and Africa 62% of net revenue
ECCO EMEA is ECCO’s largest region and represents 62% of the business. The revenue in Europe in 2011 increased by 15% and the Group again saw further improvements in the strong East