Naja case

The Naja Group A/S was established by Thomas Lntoft in 1975.

When it started the company was based on womens fashion, but during years it expanded to some
other directions(golf clothes).
The company has entered a number of export markets. Today Najas largest market is Norway , and
the Danish market is the second largest.

Their main challenge is to expand to other markets.

How to expand to another market?

Internal

situation

History

Started in 1975
1981 started the first kids collection
In 1997 Naja introduced jeans wear in the market
1999 the introduction of baby Naja
In 2000 all Womens wear was grouped under the
new brand Naja.dk
In 2001 Naja introduced Backstreet Mens wear
Last year they introduced Backstreet Golf

The company is managed by the main share holder Thomas Lntoft

He has built the company himself based on Good Business Style Naja employs 162 people of
which 72 works in the parent company. The company consists of the parent company and a
number of subsidiaries.

The operation of the companys stores and the foreign activities is primarily handled by the
subsidiaries.

The organization is function-based with a flat structure. The heads of design, procurement,
sales, marketing, warehouse, and finance are all represented in the management group.

Products and Design

The design staff at Naja.dk consists of the head designer and two designers. For
Bakerstreet + Golf there is one designer.
There is also one designer working for Naja Teens + Bakerstreet Kids. One designer works
for Naja Kids + Bakerstreet Baby.
For the three brands Naja Baby and Mini + Bakerstreet Mini, there is one designer as
well.
The designers always travel to London to get inspiration for the collections.
Sometimes they also travel to Amsterdam, Antwerp, Brussels, Barcelona, Florence, and
occasionally Paris.
The selection of destination depends on price as Naja.dk is keen to obtain the best price
and therefore destinations may vary.
The design department uses the drawing program Canvas and Photo Shop.

The companys central warehouse is in Horsens.

Finished products are procured from China and India

Some products are procured in Europe( Poland, Latvia, Lithuania, Croatia, Turkey).

The piece goods are manufactured in Poland, Latvia, Ukraine

The warehouse works primarily with DSV.

The company does not have a clear profile of its target group.

The company wants to be known for good quality and contemporary design.

It also prints a catalog for customers.

In general the company has been more focused on its customers than on its competitors.

Naja uses different distribution channels.

Clothes are sold throw shop- in shop stores managed by independent retailers.

The company has 15 stores and a large number of francize stores.

Marketing mix

Naja offers a wide range of products with medium to high class, distributed in Scandinavia,
promoted through showrooms, catalogues and fairs.

Macro economical

- Political decisions which are taken in Brussels, that may affect the market sales.
-Economical situation in the countries which export their market, may influence the sales.

Purchasing power of the population, affects the company

The technological development influence the company by increasing or decreasing the

production capacity.

Competitor analysis

Naja is not focused on competitors, rather they focus on customers need.

Golf in Denmark is not a major sport, It is continually growing in popularity. Denmark has a lot
to offer the tourist and it is possible to combine golf with other attractions. Golf is a popular
sport in Norway, and thats why golf courses keep popping up around the country.

SWOT analysis

Strengths
The company is well known in
the Scandianvian region
It has a big variety of products
Quality products
The company is based on the
customers needs

Weaknesses
- It is not a world wide company
- It is not a trend creating
company
- Doesnt focus on the competition

Opportunities
The possibility to expand in the
European market.
The rising popularity of the sport
called golf.
Well known company
The European Union is expanding,
and new the company can sell the
products in the new markets.

Threats
- It is focused on the Scandinavian
market, so that is why it may
disappear in a few years
- Cheaper similar products are
being sold from China, India,
Taiwan, etc.

Naja is doing its job well, but our recommendations are:

- should be more competitive

-should extend on the European market

- this could increase the income

So this 3 factors are related. It was a good idea to start the golf series, but next year the company
will produce articles for women also.

Using a scale from 1-4 (4 = best) rate the following aspects

Store Front

Store front sign and logo

Cleanliness insects

Lighting does everything work

Colours/paint intact

Logo visible from all sides/from a distance

Opening hours shown

Other comments

Windows/Displays

Clean

Traces of streamers

Empty spaces or stands

Every item has a sign

Lighting is focussed and works

Window display has an excellent seasonal focus

Clear message

Supporting the idea and image of the store

On a scale from 1-4 (4 = best) rate the following aspects

Goods on display in the street

Seasonal goods

Trimmed and clean

Signs with info and price

Double-sided weather resistant signs

Displays are filled and intact

Other comments

Entrance area

Attractive encourages customers to enter store

Clean

Open/bright

Other comments

Aisles

Cleared

Lead the customer to seasonal goods

Variation

Other comments

In-stores

Clearly separated from other goods

Variation in displays

Experiences with seasonal themes

Suggestions for alternative goods

Suggestions for supplementary goods

Highlighted

Larger/better signage

Using colours

Clear and understandable message

Other comments

On a scale from 1-4 (4 = best) rate the following aspects

Goods on display in the street

Seasonal goods

Trimmed and clean

Signs with info and price

Double-sided weather resistant signs

Displays are filled and intact

Other comments

Entrance area

Attractive encourages customers to enter store

Clean

Open/bright

Other comments

Aisles

Cleared

Lead the customer to seasonal goods

Variation

Other comments

In-stores

Clearly separated from other goods

Variation in displays

Experiences with seasonal themes

Suggestions for alternative goods

Suggestions for supplementary goods

Highlighted

Larger/better signage

Using colours

Clear and understandable message

Other comments

On a scale from 1-4 (4 =best) rate the following aspects

Shelves and stands

Goods of immediate interest placed in the most visible spots

Bargains en route to the most important goods

Impulse goods displayed at a level where customers may easily see and take them

Other comments

Utilisation of area

Goods placed so that they make a shopping list

No aisles are dead end ones

Shelving below eye level

Eye catchers visible at a distance

Other comments

Staff

Active approach

Inspiring and well-informed

Dressed to match the idea/image of the shop

Name tags

Other comments

Colours

Co-ordinated use of colours

Uniform and intact finish

Create an environment

Articles placed to create colour plays

Other comments

On a scale from 1-4 (4 =best) rate the following aspects

Lighting

Drama/Contrast

Fixtures are clean

All bulbs are working

Lights are correctly focused on goods

Other comments

The cash/wrap area

Enough space for customers

Impulse items

No more than three customers waiting in a queue

No discontented customers

Other comments

Fixtures/Furniture

Intact and clean

Correctly filled with goods

No clutter

Fixtures match the image of the store

Uniformity

Other comments

Signage

Size matches the displays

Not enough signs

Signs are up-to-date

Goods available at promotional signs

Directional signs/info signs

Other comments