Company analysis introduction

Table of content

Kuyichi
Company
Mission & vision
Value connection pyramid
Product, market & size
Ownership
Organizational culture
Marketing
Main consumer
Strategy & goals
Market position
Innovation
Financial KPI’s

Esprit
Company
Value connection pyramid
Customer analysis
Ownership & History
Corporate information
Marketing
Strategy & goals
Market position

5 forces model porter kuyichi and esprit

Attachments

Introduction
‘What factors determine the brand experience?’; is the question we used in this report to analyse the brands Esprit and Kuyichi. By studying both companies internal and the external market environment, this company analysis helps to understand different levels of the brands’ operational structure and direct/indirect environment. Trough deep desk research and field research we set up different models to clarify our data.
We have chosen for brands that do business on a completely different way. Esprit is an international brand that started out strong and profitable but lost their goal in the past few years. At the moment they are starting to climb up again and looking for their right position in the market. Kuyichi is an international fair trade brand that is trying to climb up from the beginning, holding on to their goal, but unfortunately is still not very successful. Two struggling brands with different types of operating will show us what strategy will be superior.

Kuyichi

COMPANY

“A fair trade jeans fashion brand for the young urban consumer”.

The Dutch brand Kuyichi was born in 2001 by NGO Solidaridad to introduce organic cotton in the clothing industry. Solidaridad found out that the cotton industry causes a lot of pollution among indigenous Indians and factory workers.
Before Kuyichi was born the company Solidaridad, who represents a lot of