The Rise and Fall of the J. Peterman Company

Topics: Al Capone, Strategic management, John Peterman Pages: 4 (619 words) Published: February 9, 2014

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The Rise and Fall of the J. Peterman Company
By eltonchic, august 2008 | 3 Pages (737 Words) | 1 Views |
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The Rise and Fall of the J. Peterman Company

Answer #1

On my point of view positioning statement of the J. Peterman Company could look like: “To romantic people from 35 to 55 who appreciate unique emotional feelings and who are intellectually and emotionally on a journey, J. Peterman Company is a provider of unique, romantic, authentic, excellent goods by catalog and Internet”. Core competence of the very company is again selling different goods that are associated with “authentic”, “unique”, “romantic”, “excellent”, “journey”, “wondrous” concepts, especially clothes, by catalog.

Another competence that differentiates the company from others is corporate culture within it. Many had criticized the culture where employees had too much freedom and authority in making decisions. Lately, this freedom and recruitment mistakes set boundaries between old and new staff and destroyed the collective.

However, with the growth of the company the product line was expanded. The more items were added to a catalog, the less of them were fit to the six descriptions stated above, thus, to the main concept of the company. Target market was enlarged and products became more commercial than wondrous or authentic.

Answer #2

During the growth, the first challenge of every developing company is money, that is, finding source of capital. It’s difficult to find investors, but more difficult to convince...
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