TBUS 620 Business Strategy Capstone Project
Registered Higher Education Provider
TEQSA PRV12059 | CRICOS Code: 02491D
Top Education Group Ltd ACN XXXXXXXXXXtrading as Australian
National Institute of Management and Commerce (IMC)
TBUS 620 Business
Strategy Capstone
Project
Sem 3, 2021
Client company: LISCA
Client Brief
3 | Australian National Institute of Management and Commerce (IMC)
• Swimming suits
• Lingerie
• Sleepwear
• Sports underwear
• Activewea
for women, men and children
Lisca (Slovenia)
4 | Australian National Institute of Management and Commerce (IMC)
Lisca was established
in 1955 as a sewing
workshop,
predominantly
making ties and
shortening pants.
By identifying a gap in
the market, they
decided to move into
manufacturing of
lingerie.
They became a
synonym for a good
quality
and, while
focusing on fashion
trends and authentic
designs.
Lisca
5 | Australian National Institute of Management and Commerce (IMC)
● In 1964 they made their
first expansion to a
foreign market –
Germany.
● In 1969 they launched
their first swimwear
collection.
• Initially focused on
manufacturing of lingerie
and corsets
Product lines
6 | Australian National Institute of Management and Commerce (IMC)
• Located in Sevnica, Slovenia (European Union).
• ‘Lisca’ and ‘Cheek by Lisca’ are their
ands that
feature underwear and swimwear collections.
• 708 employees – 211 employees are working in their
HQ.
• Annual revenue: US $ 23.67.
• Sales: 2 million pieces per annum.
• Distribution network – 30 countries.
• 120 flagship stores.
• Type of industry (DNB report):
• Apparel Knitting Mills,
• Apparel Manufacturing,
• Manufacturing.
Lisca – overview
7 | Australian National Institute of Management and Commerce (IMC)
Their ‘
icks and mortar
stores’ have:
• A specific colour
scheme and design.
• Seasonal collections
(Northern Hemisphere
Winter / Summer).
• Product categories are
displayed according to
seasons.
• Floor space features
fitting rooms at the
ack of each store.
• Mannequins in neutral
colours.
• Large LCD displays
ehind the counters.
LISCA stores
8 | Australian National Institute of Management and Commerce (IMC)
Lisca shops
9 | Australian National Institute of Management and Commerce (IMC)
● The company is cu
ently present in the following
European markets:
● Austria
● Bosnia and Hercegovina
● Croatia
● Check Republic
● Germany
● North (FYR) Macedonia
● Russia
● Se
ia
● Slovenia (home market)
Market expansion
10 | Australian National Institute of Management and Commerce (IMC)
● In 2002 a new
and of underwear
“Cheek by Lisca” was
introduced.
Market expansion
11 | Australian National Institute of Management and Commerce (IMC)
Lisca retailing model
❑ A distribution network spreads to more than 30
countries.
❑ Over 2 million products sold every year.
❑ The company is using different selling channels,
such as:
❑ corner stores,
❑ specialized and multi
and stores,
❑ the Lisca e-shop and
❑ other global e-providers.
12 | Australian National Institute of Management and Commerce (IMC)
Online store - cu
ently shipping to these countries
Product Lines
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Underwear for women and men
15 | Australian National Institute of Management and Commerce (IMC)
Activewear
16 | Australian National Institute of Management and Commerce (IMC)
Swimwear
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Sleepwear
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Casualwea
Stockings
Beachwea
Lisca Brand
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● New collections are presented twice a
year (Winter / Summer).
● The
and is present at major
international fashion events and state
fairs.
● Swimwear collections are designed and
sized for an average sized woman or
man.
● The
and advocates for a ‘heathy body
image’ among their models and
customers.
Lisca
and
Australian National Institute of Management and Commerce (IMC) | 21
Positive Body
Image campaign
In 2021 the company
launched a PR campaign
that featured pictures of
four ‘unperfect’ bodies.
These ladies shared their
personal stories about
‘perfect underwear model
ody’ stereotypes and
concerns about their own
looks.
This campaign showed that
any body can look good
when wearing the right
type of cut and
comfortable underwear
designs.
LISCA
22 | Australian National Institute of Management and Commerce (IMC)
Lisca advocates
Anika’s story tells us about her personal transition
from someone who felt that she does not have a
‘perfectly built body’ to an underwear photo
model.
Business
Objectives
24 | Australian National Institute of Management and Commerce (IMC)
Market entry to
Australia
❑ Select the best new market entry model for Lisca.
❑ Identify a retailing channel suitable for their
swimwear
and.
❑ Or identify a distributor for their swimwear.
❑ List all costs related to their market entry strategy.
❑ Suggest the organizational structure of their
operation in Australia.
25 | Australian National Institute of Management and Commerce (IMC)
❑ Timeline: create a Gannt chart and list all
phases of this project.
❑ Create a viable plan how to kick-start their
operations in Australia before the Summer
season 2022/2023
❑ Duration of project:12 months.
❑ Budget: AU$ 250,000.
Project duration
and budget
26 | Australian National Institute of Management and Commerce (IMC)
❑ Sales: AU$ 750,000 in year 1.
❑ 5000 pieces of swimwear.
❑ Sales growth: 10% per annum.
❑ Growth of market share 3% per annum.
Business
objectives
27 | Australian National Institute of Management and Commerce (IMC)
Lisca in Australia
Australian National Institute of Management and Commerce (IMC) | 28
Suggest how to promote
the
and in AU.
How to create
and
loyalty in a new market.
How to benefit from
and loyalty during
low season months
when swimwear does
not sell.
How to increase future
sales.
Tips
29 | Australian National Institute of Management and Commerce (IMC)
Any
questions?
If you have any additional questions please contact your
lecturer (ba
XXXXXXXXXX).
Your lecturer will compile a list of questions and will
provide answers regarding the client company.
The answers to the questions will be posted on Moodle –
that way all groups can see them.
Good luck with your group project!
DrBG
TBUS 620 Business Strategy Capstone
Business Strategy Project – LISCA
Group assignment – strategic report (written) and client pitch (presentation)
Term 3, 2021
Page 1 of 12
GROUP ASSIGNMENT (50%) – INSTRUCTIONS
Business Strategy – LISCA (Swimwear)
TYPE:
This is a group assignment, and students will work in groups of 3-4 members. The
student teams will have to deliver two assessment parts: a written report – strategic
proposal (30%) and a group presentation – client pitch (20%). Both assignment parts
will require an equal contribution and participation of all team members. A
confidential peer assessment process will be used to evaluate their contribution.
Unless otherwise determined by the peer assessment feedback form, all team
members will receive the same mark for the written report. All students must attend
the group presentation in week 11. An absent student (not present during the group
presentation) will receive no marks for the oral presentation, regardless of
participation in the earlier stages of the preparation process.
TOPIC:
Our client is a manufacturing company LISCA from Slovenia (European Union) that
produces and sells lingerie and swimwear. They sell their products in their own flagship
stores (120 retailing locations – boutique style), and through a network of distributors
in over 30 countries. Sometimes their products are sold in other types of shops:
specialised, multi
and, and department stores that are not operated or
anded by
Lisca. They have an e-store on their corporate website that ships to 24 countries. Their
distubutors in foreign markets have their own independent e-stores where products
are described in a local language and priced in a local cu
ency. They also sell their
goods via global retailing platforms.
TBUS 620 Business Strategy Capstone
Business Strategy Project – LISCA
Group assignment – strategic report (written) and client pitch (presentation)
Term 3, 2021
Page 2 of 12
The business was established in 1955 as a small manufacturing workshop. Their initial
product line was focused on lingerie and corsets, which were popular in the 1950’s.
Their first line of swimwear was introduced in 1969. They soon became a synonym for
good quality swimwear, lingerie, and underwear in very competitive Central and
Southeast European markets. Today they have over 700 employees, over 200 of them
are working at the HQ in Sevnica, Slovenia. The annual sales are 2 million pieces per
annum, or US $23.67 million.
Lisca is cu
ently considering an expansion to a new market – with their swimwear
collection. Australia is their cu
ent favourite because of its climate, geography, living
standard, and lifestyle. Australia has longer swimwear seasons than most European
markets. The largest cities in Australia are located on the seaboard and have access to
eaches. The beach lifestyle is widely adopted by all Australians, and use of swimwear
is more frequent than in other markets where people use it only for short holiday
eaks or sport activities. In Australia the beachwear category is perceived as part of
casualwear. It is acceptable to wear it (dresses, overalls, kaftans, shorts for men) not
only at a beach, but also in pubs, bars, and restaurants. Because of its specific climate
and geographic regions, there is always a high season for swimwear somewhere in
Australia (NSW, ACT, VIC, TAS and QLD during Summers, and NT and QLD during
Winters). The Australian GDP is higher than in most regional economies, and
employment rates are growing despite the economic slowdown during COVID-19
lockdowns (OECD, 20211).
Due to COVID-19 crisis and lockdowns during the last two years, some of the major
Australian fashion
ands went into administration. Some swimwear
ands were so
affected that their retail stores are permanently closed, and they are only available in
large department stores. Most Australian swimwear
ands are designed locally but
manufactured overseas (due to