Table of Contents 1. Introduction 1 2. Company’s Current Strategy 1 2.1. Vision 1 2.2. Mission 1 2.3. Objectives 1 2.4. Corporate level strategy 1 2.5. Business level strategy 1 3. Evaluation of Current Strategy Performance 2 3.1. Competitive performance 2 3.2. Financial performance 2 4. External Analysis 3 4.1. General external environment 3 4.2. Industry situation analysis 4 4.2.1. Industry structure 4 4.2.2. Industry directions and trends 4 4.3. Competitive situation analysis 4 4.3.1. Competitive forces (Porter analysis) 4 4.3.2. Key competitor’s analysis 4 4.4. External analysis conclusion 5 5. Internal Analysis 5 5.1. Company’s resources, capabilities, competencies, and competitive advantages 5 5.2. Value chain analysis 5 5.3. Marketing Strategy and competitive position 6 5.4. Is the company competitively stronger or weaker than key rivals? 6 6. Problem Statements 6 7. Formulation and Discussion of Strategic Alternatives 6 8. Strategy Recommendation 7

1. Introduction
Le Chateau, a specialty retailer, who has been in business since 1959, has managed to vertically integrate its value chain to achieve financial stability while targeting the middle market. With tough competition in the industry, Le Chateau has struggled with marketing its brand and international expansion. 2. Company’s Current Strategy 3.1. Vision
Le Chateau plans to market to the post-baby boom market while still attracting its current Baby Boomer clients and the rest of its current market. 3.2. Mission
What: Retailing the latest runway fashion and global trends for men’s and women’s apparel, shoes and accessories.
Who: Targets the middle market; large number of soccer moms and career oriented women. * In 2004, it became more upscale and offered better quality products, 50% of