RESEARCH PROJECT. MGT- Wiltraut

C-suite dream team| Research Project

Lone Star Chic

By Alanna Wiltraut

• Company Overview
• Target Audience
• Marketing Strategy
• SWOT Analysis: Strengths & Weaknesses
• SWOT Analysis: Opportunities & Threats

• C-SUITE Dream Team
• Chief Executive Officer
• Chief Financial Officer
• Chief Operating Officer
• Chief Human Resource Officer
• Chief Digital Officer
• Chief Culture Officer
• Chief Green Officer
• Chief Information Officer
• Chief Marketing Officer
• Conclusion
• Sources Cited

Lone Star Chic

The table of contents

Lone Star Chic provides a wide range of products. Clothes such as game day tops, jeans, dresses, sweaters, workout sets, and campus athletic wear will be available. Jewelry will include a variety of earrings, necklaces, bracelets, and rings. Dorm decor will be offered through throw pillows and blankets, wall art, wall prints, and curtains. Some accessories will be available seasonally, including game day purses, and winter scarves.

Lone Star Chic is a chain of trendy, affordable, and stylish boutiques located in 5 major University towns in Texas. Lone Star Chic is strategically placed near University of Texas, A&M, Texas State, Baylor, and its first location at Texas Tech. The name Lone Star Chic attracts fashionable college students while also showing pride in Texas culture. Both the name and locations were chosen to appeal southern charm in an affordable and convenient way.

Lone Star Chic's company goals are to provide a wide range of trendy and clothes, jewelry and dorm decor while being budget friendly; ensuring a positive customer experience. A strong brand presence is established through campus marketing and collabs with sororities. Lone Star Chic believes in ethical practices , leading to sustainable products. Appealing to girls who are updated on trending fashion but have reasonable budgets is Lone Star Chic's mission.

Company Overview

PRODUCTS/ SERVICES

COMPANY GOALS

NAme/ Location

The target audience of Lone Star Chic consists of college girls currently attending Texas Universities. The ladies are interested in budget-conscious trending fashion, seeking affordable clothing, jewelry, and accessories. They value the convenience of locations near campus, and the in-person shopping experience. This audience is socially attractive, looking for items that are unique enough to demonstrate individualism, but trendy enough to allow them to fit in. They appreciate boutiques for their specific understanding of popular items that represent a practical and fashionable lifestyle. They value a place where they can find items that fit casual needs, but also formal needs. Lone Star Chic incorporates a combination of preppy style with traditional Texas western style, appealing to many Texas University students. Each location successfully targets their specific audience of that University by providing product lines that include that university's colors and logo. This includes Texas Tech game day dresses with school colors, and boots/ earrings with the college logo. Older teenagers living in the area may also find much of the merchandise sold appealing, as well as potential new students.

Target Audiance

Lone Star Chic will heavily rely on different marketing strategies to reach their target audience. Using social media platforms will be an easy way to engage with followers through interactive reels, tips, and behind-the-scenes advertisements. The target audience age group of 17-22 yr olds often use social media, so this will reach them quickly. Additionally, influencer collaborations will boost social media following and increase brand visibility. Campus ambassadors will be selected to promote Lone Star Chic through word-of-mouth and pop-up events, creating direct in person connections. Email marketing may be used to feature exclusive deals and discounts, as well as new product promotions. Event sponsorships with campus sororities will provide hands-on exclusive events with in person shopping, increasing brand exposure. Content marketing through blogs will appeal to potential online students, or students interested in life hacks. Loyalty and Reward programs will be offered, creating incentives that bring customers back for birthday discounts and punch cards. Lastly, collaborating with other local businesses such as coffee shops will create a mutually beneficial strategy to bring new customers to both businesses.

Marketing Strategy

Unique Product Lines: Lone Star Chic offers fashionable college clothing that is reasonably priced, setting it apart from other companies. Local Presence: Since each boutique is based off of a University town, a distinct brand resonates easily with its target audience, creating a loyal customer base. Social Media Active: A strong social media presence allows more customer engagement Strong Brand identity: Creating merchandise specific to each location as well a popular loyalty program with many incentives creates a strong customer base as well

Dependence of the Local Market: Lone Star Chic heavily relies on the local college student market, mainly female, which creates a fluctuation in profits due to seasonal college changes. Limited Resources: As a new and smaller business with few locations, Lone Star Chic may have a more limited financial selection compared to larger, more developed competitors. Inventory Management: Challenges with creating inventory levels that are diverse but profitable may arise due changing trends and seasons Brand Recognition: Lone Star Chic thrives in its local University markets, but may face challenges with national and international recognition due to its niche product variety.

SWOT Analysis

WEAKNESSES

STRENGTHS

Online Stores: Growing and expanding into an online store may help reach an audience broader than the local markets in the surrounding towns Partnerships: Brand visibility could be improved by partnering with bigger stores in the area Event Sponsorships: Customer engagement and brand presence can be increased by Lone Star Chic sponsoring University sports events and campus activities Sustainability Trends: Introducing eco-friendly fashion lines may attract a new consumer market

Competition: Increased competition by local boutiques, or online retailers may pose a threat on Lone Star Chic. Stores with a bigger variety, trend thrift shops may also drive consumers in different directions Economic Downturns: Changes in the economy affect consumers willingness to purchase goods such as clothing. College students' inconsistent and low incomes may also pose a threat Changing Fashion Trends: Rapid changes in fashion trends may affect the popularity of goods offered at Lone Star Chic. This creates a challenge to keep inventory relevant and appealing Seasonal Change: Academic break may lead to inconsistent revenue trends and lower profit margins during certain times of the year.

SWOT Analysis

THREATS

OPPORTUNITIES

c-suite dream team

Brian Niccol is culturally fit to become the CEO of Lone Star Chic due to his executive experience in many different markets. Brian has been able to implement strategies that turn a declining profit into a thriving company. Brian has a great understanding of social dynamics and consumer preferences, regarding niche markets like Starbucks. Brian has represented the needed leadership qualities for years on end as well as representing the personal attributes needed to bring the success needed. Although the target audience is females, Brian would excel at a Chief Executive role due to his education and credibility from previous years and company successes.

I have chosen Brian Niccol as the CEO for Lone Star Chic. Brian Niccol is currently the CEO of Starbucks, and was formerly the CEO of Chipotle and Taco Bell. During his time as the CEO of Chipotle, he made many great achievements, such as doubling business, expanding internationally, and introducing new menu options. Brian received his Bachelor's Degree from University of Miami Ohio, and MBA from University of Chicago's Booth School of Business, and has spent over 25 years in marketing and operations roles in well known brands. Brian has shown great abilities in leadership roles by implementing turnaround strategies and digital growth that led to increased revenues at Chipotle. Brian was selected to become Starbucks new CEO due to his innovative strengths and detailed plans such as no extra charges for non-dairy milks, lowering wait times, bringing back condiment bars, scaling back store growth and renovations, and simplifying the menu. Brain Niccol was on The Bloomberg 500, and Fortune's Businessperson of the Year in 2019, as well as many other recognitions.

CEO's play a key role in the leadership and direction of their company. They are responsible for setting the vision and long-term goals, setting the tone all the way down the chain of management. CEO's are responsible for setting key objectives and aligning the company through common goals. Additionally, management is a huge part of a CEO's responsibilities, as they must lead and coordinate the rest of the C-Suite team, making sure they are equipped with proper resources. As the top decision-maker, it is important the CEO aligns decisions with the company's core values. The CEO's other responsibilities include overseeing operations and finances, addressing crucial issues, challenges, and concerns. CEO's must keep up with changing trends, adapting and innovating their company to meet consumer preferences. It is also vital for CEO's to keep an established and growing network of connections, ensuring a positive public image

Chief Executive Officer | Brian Niccol

Cultural Fit

Credibility & Progress

Importance & Roles

Adrian V. Mitchell will be a good cultural fit for Lone Star Chic due to his leadership experience in retail. By blending strategic vision, inclusiveness, and innovation, Adrian will be goal oriented. Adrian is known for his inclusivity in leadership and ability to adapt to challenging situations making him a good fit for well thought out plans. Adrian will build trust and value community leading to growth and transformation for Lone Star Chic.

I have chosen Arian V. Mitchell to be the Chief Financial Officer of Lone Star Chic. Currently, Adrian V. Mitchell is the Chief Financial Officer and Chief Operating Officer of Macy's, leading stores, supply chain, technology and finances. He specializes in accounting, treasury, internal relations, internal audit, financial/ capital planning, internal audit, and analysis. Before joining Macy's, and the Board of Directors and member of the audit and governance Committees of Stanley Black and Decker, Adrian was the MAnaging Director and Partner in the Digital BCG and Consumer Practices of BCG. Adrian also has wide ranging retail experience, including serving as the Chief Executive Officer Arhaus LLC, Board Director and Member of the Audit and Finance Committee at REI Corp, and much more. Adrian V. Mitchell received his MBA from Harvard University.

The CFO is responsible for overseeing a company's financial obligations. Long term financial strategy, including forecasting and budgeting are crucial responsibilities, as well as preparing financial statements, analyzing performance, and controlling costs. CFO's are accountable for managing the cash flow, tax, and risk of the company, ensuring strong internal control. They are also involved in raising capital and maintaining investor relations. Overall, the CFO ensures the company is efficient, growing, and profitable. THe CFO plays a vital role in the company's health.

Chief Financial Officer | Adrian V. Mitchell

Cultural Fit

Credibility & Progress

Importance & Roles

Kecia Steelman will be a good cultural fit for Lone Star Chic due to her commitment to excellence, strategic thinking, and knowledge on up to date trends. Kecia has shown strong values of fostering collaboration and results through her ability to inspire others, lead with integrity, and create a positive and welcoming team culture. Kecia is known to navigate complex business environments through result driven approaches while ensuring the company's values remain most important. With Kecia on my dream team, empowerment, clear communication, employee engagement, and customer satisfaction will be efficiently delivered, as well as an inclusive culture.

The Chief Operations Officers responsibilities include monitoring the daily operations of the company. Their main role is to ensure that the business runs efficiently and effectively, which they achieve by using the CEO's strategies. Key duties include managing internal processes, improving operational efficiency, and overseeing production, logistics, and supply chain management. The COO also ensures high-quality customer service and ensures that the company meets its operational goals. They do this by supervising departments such as HR, IT, and production. The COO ensures that the company can run smoothly while maintaining quality and meeting customer demands.

I have chosen Kecia Steelman as the Chief Operating Officer of Lone Star Chic. Excelling through experience, Kecia was promoted from COO to CEO of Ulta Beauty, while still obtaining her roles as COO. In 2014, Kecia joined Ulta Beauty as Senior Vice President of Operations. In 2015 Kecia was promoted to Chief Store Operations Officer, then Chief Operations Officer in 2021. Previously, Kecia was the Vice President at Family Dollar, and Director of New Store Innovations at Home Depot Corporation. Currently, Kecia is responsible for Ulta's corporate strategy, information technology, store and services operations, supply chain, Ulta Beauty at Target, loss prevention, and optimization efforts. Kecia attended Kennedy Western University and began her role in retail in 1993.

Chief Operating Officer | Kecia Steelman

Cultural Fit

Credibility & Progress

Importance & Roles

Robin Leopold would be a good cultural fit for Lone star Chic due to her talents in management, employee focus, and organizational development. Robin is known for driving initiates that support the company's goals while engaging in employee inclusion. She brings lots of experienced skills to the table such as being data-driven and collaborative. Robin is a strong D.I.E advocate and has led several initiatives aiming to create a more inclusive workplace, specifically for women and underrepresented groups. Robin's experience and skills will create a developed Human Resource team for Lone Star Chic, allowing it to flourish and run smoothly from the start.

I chose Robin Leopold to be the Chief Human Resource Officer of Lone Star Chic. Robin Leopold has a net worth of 10.2 million dollars, owning over 3000 units of JPMorgan stock. Robin Leopold has been the Chief Human Resource Officer of JPMorgan since January 2018, and before that was the Head of Human Resources for the Corporate and Investment Bank since 2012. Robin led JPMorgan during a period of transformation by supporting the Mortgage Human Resources Banking team. Before working at JPMorgan, Robin spent 20+ years working at Citi and its Predecessor companies, starting at Lehman Hutton. Robin's responsibilities have included recruitment, compensation, employee relations, and generalist functions supporting multiple lines of business. Robin holds a Bachelor's degree from The University of Massachusetts, Amehert in psychology/ Business, and has decades of Human Resource experience.

The CHRO is responsible for managing all aspects of a company’s workforce. Their main roles include overseeing recruitment and hiring, ensuring the company attracts and retains top talent. They also develop and enforce company policies related to employee behavior, benefits, and compensation. The CHRO works to foster a positive work culture by supporting employee development, engagement, and satisfaction. They manage performance evaluations, training programs, and resolve workplace conflicts. Additionally, the CHRO ensures compliance with labor laws and helps the company adapt to changing workforce needs. Overall, the CHRO plays a critical role in building and maintaining a well-managed team.

Chief Human Resource Officer | Robin Leopold

Cultural Fit

Credibility & Progress

Importance & Roles

I chose Justin Richmond to be the Chief Digital Officer of Lone Star Chic. Justin Richmond has rich experience in the retail industry, currently working as the CDO of LuluLemon since January 2018. Justin has improved Lulu Lemons website availability and content, as well as improving product inventory. Since Justin's website improvements, LuluLemon has witnessed a 20% increase in site traffic and 19% increase in site conversions. Before his time with LuluLemon, Justin served as the SVP and CMO of Zulily and Apollo Education Group, where he specialized in e-commerce, web development, and marketing strategies. Justin's responsibilities include creative vision, PR, brand strategy, digital marketing channels, lifecycle remarketing, loyalty, content strategy, and user experience.

Justin Richmond would create a good cultural fit at Lone Star Chic due to his extensive experience in successful digital research transformations. Justin is well versed in leading initiatives that align technology with strategy, focusing on elevating customer experience outcomes and business growth. Using technology to enhance digital consumer outcomes, Justin has been able to implement many successful changes. His talents in data-driven solutions, forward-thinking, and digital innovation will allow him to successfully lead Lone Star Chic in a beneficial way. With his expertise, he will be able to craft digital media with updated trends, resulting in high revenues.

A CDO is responsible for overseeing a company's digital strategies and transformations. Their primary role is to incorporate digital technologies into the business to improve customer satisfaction, efficient operations, and drive toward growth goals. The CDO helps processes like developing online platforms, managing e-commerce sites, and utilizing data analytics to inform decisions. They also oversee digital marketing efforts, including social media and online advertising, to build the company’s online presence. Additionally, the CDO ensures that the company’s digital tools and systems are secure, efficient, and aligned with overall business goals. In conclusion, the CDO is key to keeping the company competitive in the digital age.

Chief Digital Officer | Justin Richmond

Cultural Fit

Credibility & Progress

Importance & Roles

Stacy Sullivan will be a well suited cultural fit for Lone Star Chic. Through her many years of experience, she has established values of a comfortable workplace culture at Google. Lone Star Chic will have an established company culture through a team with years of knowledge and credibility. Stacy will implement programs that focus on a team-oriented environment, leading to employee and customer happiness. Company culture will be prioritized through this dream team culture officer, leading to the best experience possible.

I chose Stacy Sullivan as the Chief Cultural Officer of Lone Star Chic. Currently, Stacy is serving as the Chief Cultural Officer of Google, where she has spent many years shaping and maintaining the corporate culture. In 2004, Stacy transitioned into her current role as CCO, one of the first instances where Culture has been incorporated into a c-suite position reflecting Google's acknowledgement of culture being an asset. Stacy has worked to create initiatives such as the Google-O-Meter, as well as cultural clubs to develop workplace solutions. Stacy works to sustain employee engagement and continuous cultural innovation with the main responsibility driving a positive workplace culture, leading to employee satisfaction.

A CCO is responsible for shaping and maintaining the workplace culture. Their main role is to ensure that the company’s values, mission, and vision are embedded in all aspects of the organization. The CCO works to create a positive and inclusive work environment where employees feel engaged, valued, and motivated. They oversee initiatives like employee wellness programs, diversity and inclusion efforts, and team-building activities. Additionally, the CCO addresses workplace issues such as employee satisfaction, morale, and communication. By promoting a strong, healthy culture, the CCO helps attract and retain top talent while improving overall productivity and job satisfaction.

Chief Culture Officer | Stacy Sullivan

Cultural Fit

Credibility & Progress

Importance & Roles

Lucas Joppa will be a good cultural fit for Lone Star Chic due to his vigorous academic rigor, and scientific expertise. He will be able to align the company with sustainable programs and core values. Lucas will be a visionary for strategies that are reachable. His strengths in adaptability and commitment to making a difference have shined through his career, making him a valuable asset to Lone Star Chic's C-Suite team!

I chose Lucas Joppa to be the Chief Green Officer. Lucas Joppas is recognized as a leader in environmental sustainability and is currently the CGO of Microsoft, a credible and well known corporation. Lucas' key responsibilities revolve around combining science and corporate responsibility to address environmental and global changes. Lucas Joppa has a Ph.D. in Ecology, and has published Science and Nature Journals. Lucas founded the AI for Earth Program, a $50 million initiative to solve climate change, biodiversity, and water resource management at Microsoft. He has also served on U.S. federal advisory committees for climate assessments, being a voice for sustainability policies. Lucas flourishes in bridging technology, science, and strategy together to mitigate many challenges at Microsoft.

A CGO is responsible for leading a company’s sustainability efforts and environmental initiatives. Their main role is to develop and incorporate strategies that reduce the company’s environmental impact, including lowering energy consumption, minimizing waste, and promoting eco-friendly practices. The CGO ensures the company follows environmental regulations and works to make sustainability a key part of the company’s core values and operations. They also look for ways to incorporate renewable resources, sustainable sourcing, and environmentally conscious products. By promoting green initiatives, the CGO helps the company become more environmentally responsible while potentially saving costs and improving its public image.

Chief Green Officer | Lucas Joppa

Cultural Fit

Credibility & Progress

Importance & Roles

Jerry Geisler will fit culturally into the C-Suite team at Lone Star Chic due to his strengths and educational background in Information Technology. Jerry's cyber security approaches emphasize building trust with stakeholders and customers by ensuring their information will be protected, which will protect Lone Star Chic's reputation. Jerry is talented in implementing strategies into complex environments, always working towards continuous improvement in the company. Jerry's accomplishments in technology prove that he will fit seamlessly into the Lone Star Chic team, helping the company thrive.

I have chosen Jerry Geisler to be the Chief Information Officer of Lone Star Chic. Jerry Geisler is the Sr. Vice President and Global Chief Information Security Officer of Walmart, having over 25 years of experience in technology and cybersecurity. Jerry has played critical roles in transforming Walmart's security framework through innovation and forward-thinking. Geiser worked as a software engineer for Wlamart before receiving his Master's in Information security, allowing him more leadership opportunities. After taking a position as CISO, Jerry became responsible for Walmart's global digital and physical infrastructure protection. Jerry is sufficient in implementing advanced threat intelligence systems, developing comprehensive programs, and enabling secure digital transformations. Jerry has dedicated his career to sharing practices that best strengthen the cybersecurity world.

A CIO is responsible for managing a company’s technology strategy and information systems. Their main role is to oversee the company’s IT programs, ensuring that all technology systems and platforms are efficient, and aligned with goals. The CIO leads the development and implementation of digital software, and data management systems to improve business operations. They also focus on cybersecurity, protecting company data from threats, and ensuring compliance with regulations. Additionally, the CIO works to drive innovation by introducing new technologies that can enhance the company’s performance, efficiency, and customer experience. Ultimately, the CIO plays a key role in keeping the company’s technology updated and competitive.

Chief Information Officer | Jerry Geisler

Cultural Fit

Credibility & Progress

Importance & Roles

Ann Lewnes will fit in Lone Star Chic's culture well due to her creativity, customer-focused approach, and experience in the industry. Her ability to build strong brands has been presented throughout her career, allowing her to easily align her education into a smaller more niche market here. Ann has a passion for embracing new trends in fast-paced markets, as well as embracing a supportive and inclusive workspace. Her hands-on style will help target college students by creating authentic and captivating content. Ann Lewnes will be a valuable leader for Lone Star Chic.

I have chosen Ann Lewnes as the Chief Marketing Officer of Lone Star Chic. Ann Lewnes is the former CMO for Adobe, where she spent 16 years transitioning the company to a subscription-based model, setting industry benchmarks. Ann Lewnes had an extremely credible history of being recognized in prestigious groups such as the American Advertising Federation's Hall of Achievement and Marketing Hall of Fame. Her responsibilities of blending creativity with data-driven marketing have created a lasting influence on the Marketing field. Ann accomplished many successful journeys with Adobe, such as shifting 75% of the marketing budget to digital in 2010, long before it was an industry norm. She expanded the company's portfolio of digital tools, and led many campaigns for diversity and inclusion such as "Diverse Voices".

The CMO is responsible for a company's marketing strategy, ensuring that its brand is effectively promoted. Their main role is to develop and execute marketing campaigns to attract customers. The CMO leads efforts in market research by understanding market trends to create relevant products and messaging. They manage advertising, digital marketing, social media, and public relations efforts to build a strong brand presence. Additionally, the CMO works closely with other departments to align marketing goals with the company’s overall business strategy. By driving brand awareness and customer engagement, the CMO helps the company grow its customer base and meet goals.

Chief Marketing Officer | Ann Lewnes

Cultural Fit

Credibility & Progress

Importance & Roles

Lubbock Chic!

In conclusion, Lone Star Chic is a company that will be introduced in five college towns in Texas. Each store will offer a unique variety of fashionable clothing lines, meeting the needs of trendy college girls. Other products such as jewelry, and dorm decor will also be available, as well as seasonal accessories for game days and formal sorority events. Lone Star Chic will stand out from its competition by offering these products at affordable prices, allowing college students to indulge on their wants. Lone Star Chic will thrive by the dream team that has been selected above. Each fortune 500 C-Suite Officer has been carefully selected to benefit the vision and mission of Lone Star Chic. Through each individual's talent, Lone Star Chic will boom with success due to the specific strategies each department has implemented. Lone Star Chic has created a positive change in the market for affordable college styles. Every aspect of the C-Suite team has mastered its responsibilities to create an effective and efficient company.

Cute, comfy,and affordable!

Thank you!

Conclusion

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