Chapter 2 - Strategic Planning for Competitive Advantage

Victoria's Secret focuses on giving to our costumers the best benefits, providing high quality, unique luxury products and excellent marketing strategies based on our wonderful lingerie. We provide the best merchandise for a low-cost in the lingerie industry.

Strengths Weaknesses Opportunities Threats 
VS is one of the most recognized companies around the world and has an enormous evolution and keep growing with 1 billion income every year. Our store is a complete store because women find the basis for them such as underwear, beauty and clothing what make us a competent store on different categories. In addition, we offer to our costumers a high volume of  promotions as well as opportunities for example coupons, in store specials and the Angel's Card which keeps our current customers & attracts new ones. You have the choice to shop in store or  online on our official website: www.victoriassecret.com

Marketing mix (4 Ps)

*Product

Victoria's Secret main product is the bras (lingerie) which is the reason why we are recognized around the world. Even though we have implementing other resources to the market like clothing, perfumes and feminine services. We keep innovating our products and growing as a company to always give you the best quality and variety of the market. 

*Place

In this strategy we concentrate on the different locations and merchandise availability for our customers. Our company have more than 1,000 stores and distributors in all over the world because we love our clients and the best way to show it is being near you, offer a good distribution and for you to have the best shopping experience is our satisfaction.

*Promotion

We promote our product by different ways including advertising in the magazines, social media, billboards  and others resources. A good strategy is by our called Angels which is a group of supermodel who are the face of the company like advertising campaigns, interviews and everything related to Victoria's Secret communication activities. 

 *Price 

We have a few pricing strategics and is having low-cost products, giving awesome coupons, specials and others. You can compare our price with the competition and you will see the benefits we give to the  customers. 

Strategic Directions

We introduced the clothing to become a complex store where you can find everything in just one place. Victoria's Secret current star is the lingerie especially the panties and bras.For this reason, the company need cash to afford rapid evolution and get more promotions, better product quality, and involve to the market more clients. 

Effective Strategic Planning

Victoria's Secret has shown all these years that is a competent company and one of the most important one in the market . It is a company which does not stop growing and expanding their product around the world; I assume their Effective Strategic Planning is doing very well and it will keep Victoria's Secret on the Top. 

Chapter 1 - Overview of Marketing (Brief History & Mission Statement)

Victoria's Secret is one of the largest retailers of the world which sells lingerie and beauty product such as lotions, make up and perfumes.The first store was founded in 1977 by Ray Raymond & his wife Gaye [Who borrowed 40,000 dollars from her parents to make their project real] situated in Palo Alto, California. When Raymond could not handle any more embarrassing moments shopping at lingerie department stores he felt the need to create a store where men could not feel embarrassed for shopping lingerie for their women.

Our mission statement is to catch our costumers attention with our divers merchandise where you can mix and match with no problem because of all the colors and variety. Also, we work so hard to give the best quality and experience of the market.