Comparison Between Unilever and P&g

A. Strategic resources required

1. Core Competencies

• Flexible with seasons

Fashion is fickle, and trends come and go. For Katsa Co. to be able to survive in the cutthroat world of fashion, it has to be able to keep up with the fast-changing trends. The company has to be forward-looking: anticipating what designs would prove popular for the forthcoming seasons

• Innovative designs

Through test market surveys, we will able to determine what designs are more popular with our target market, which we will then mass-produce. Although we are starting out with merely 8 designs, we will create more designs each period. We will also pattern our designs according to the trends.

• Efficient and experienced subcontractors

The company’s selected subcontractors have been significant experience in making textile-based bags. This will ensure efficiency in the production process.

• First mover advantage

Katsa Co. will be the first one to produce katsa bags to be marketed as fashion accessories, and will thus have a first mover advantage. The company has a chance to build on the product quality and brand image, which will eventually lead to customer loyalty. Also, the company has the advantage of being more efficient and knowledgeable about the workings of the production process, which can pave the way for economies of scale later on.

• Personal networks

Each member of Katsa Co. has a personal network of people that he or she can personally sell the products to. These networks may also be used to advertise about the products through word-of-mouth, and consequently create awareness and interest for them.

2. Strategic Assets

The company’s success would lie more with the creative and fast-changing designs, thus the key assets would be the designers as well as up-to-date research