marketing essay clothing

This essay will look at Clothing Company Pty Ltd, an organisation that has undergone change since its inception. The culture of the organisation will be examined, as will the leadership style. This essay will also examine the relationship between motivation and performance with the Clothing Company (CC Inc.). This essay will examine how the management style impacts on an organisation undergoing change.
CC Inc. was formed by 2 Australians in the 1970’s, both keen to earn a living while living at the beach (Waddell, Cummings, Worley (2007). Beginning as a home-based business, the pair designed and manufactured beach wear which suited their own requirement. Attracting attention from both Australia and overseas, the business grew to become a workable enterprise. By the mid 1970’s the founders sold licenses for the CC brand. By the late 1980’s the USA arm of the business had become dominant and CC Inc. was floated on the New York stock exchange. Today the company is the biggest-selling beachwear brand in the world. The company have expanded, adding winter sportswear, footwear and golf equipment to its portfolio and operates in 3 regions: Europe, the Americas and Asia Pacific.
During the late 1980’s and early 1990’s the company expanded its adult clothing range to include sportswear for teenage girls, clothing for toddlers, boys, girls and men. In the Australian branch of the business there has been a recent expansion into retail. The company has ceased to manufacture in Australia, preferring to go off-shore for this process. However, the design, merchandising, marketing, distribution and retailing take place in the local market. The coastal town where the company began continue to remain the centre of operations. The small, supportive community are dependent on local industries such as CC Inc. for year-round employment.
Commitment to staff flexibility is apparent and the company prides itself on having equal numbers of male and female employees….

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