Republic of the Philippines

BALIUAG UNIVERSITY
Baliuag, Bulacan

SCHOOL OF GRADUATE STUDIES AND

CONTINUING EDUCATION

CASE 11
MAKING IT BIG
Joan Winn
University of Denver
In Partial Fulfillment of the Requirements of the subject
STRATEGIC MANAGEMENT

Submitted by:
Rose Ann G. Nicolas

Submitted to:
Mr. Don Brodeth

CASE BACKGROUND
Making It Big is a company founded by Cynthia Riggs. Cynthias belief
that no one should be discriminated against because of his or her size gave
her the inspiration to put up the company. She thought that adequate
clothing would contribute to better self-esteem and make the lives of fat
women easier.
The companys performance was well going until the spring season of
2002 but the returns from the latest mail order catalog had been far lower
than expected. Cynthia didnt understand why her previously successful
company was suddenly foundering. MIBs one of the short coming is not
having a strong vision that determines the changes to come. The company
needs a new direction.
Now, Cynthia was thinking of looking for someone to share the
commitment of the company someone who can be a real partner in the
operation, or to renew her efforts to find a few key people to help her with
marketing and strategic planning.

PROBLEM
What will CEO Cynthia Riggs do to propel the company to the next level?

ISSUES
Company Issues
Company was not a typical catalog business.
Rules of mail order didnt necessarily apply to the business.
Catalogs presentation directly affected its sale.
MIB is a very labor-intensive business.
MIBs one of the biggest problem is the staffing on the
management level which is the most challenging.
Company needed a new direction.
Companys S.W.O.T. Analysis

Strengths
Inventory is flexible.
Everyone works exceptionally hard, at all levels.
Loyal customers.
Niche market is very specific.
Product lines are always at trend since CEO Riggs regularly
attended trade shows.
Weaknesses
Company has improvisational style of management.
Dont have strong vision that determines changes to come.
Advertising is not that much, so it was mostly by hitting the
road and word of mouth.
Opportunities
Houseparties events a success and customers look
forward to it.
Womens apparel was a highly competitive global industry
consisting of numerous manufacturers, importers and
retailers.
Plus-size or extended-plus-size market was the fastestgrowing segment of the womens apparel market.
Threats
Big competitors such as Charming Shoppes who has
sophisticated information system for maximum profitability.

ALTERNATIVE COURSES OF ACTION

1. Focus on strengthening the marketing strategy of the firm.
2. Correct the staffing inside the company.

3. Consult an expert in clothing industry to ask for guidance and

direction.
4. Merge with other company or have a joint venture.

RECOMMENDATION
MIB needed a new direction to bring the company to the next level.
CEO Riggs should consult an expert in running a clothing industry. All the
employees work at their best but only little changes happen. The way
Cynthia does business before is not applicable to her growing company. She
needed others point of view and input to create a larger scheme.
Cynthia, the CEO, and all the managers in the company have strengths
and weaknesses. And it seems that all of them are not that fit in their
present position.
MIBs marketing strategy is also a struggle. Sales are declining that
maybe due to some marketing error.
Cynthia is now facing problems in staffing and marketing. Cynthia may
choose to focus only on one problem and ignore the other, or she may
choose to deal them both. But how will Cynthia know which alternative give
the company the most benefit?
Assessment by an expert about what the company is facing is a good
thing to do. For now, Cynthia lacks that skill so she really needs the guidance
of an expert to direct her decisions.