Afflelou
Prof. Marco De Marco
2009-2010
Afflelou: 1 brand name, 30 years, 1000 stores
- SELLING EYEWEAR ONLINE –
Rendre le progrès accessible à tous
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Table of contents
1. Management summary 4
2. Business context 4
3. Targets 25
4. Study of feasibility 27
5. Methodology 33
6. Analysis 37
7. Logical vision 43
8. Physical vision 45
9. Configuration 51
10. Database 55
11. Input / output vision 56
12. Programming 57
13. Test 58
14. Deployment 59
15. Performance checkout 60
16. Handling/ Maintenance 60
17. Costs 61
18. Suggestion and criticism 64
Management summary
Last year, the selling figures of Alain Afflelou, famous brand name in the optical sector, have shown a light increase of 3%. For the second year, we have seen the same tendencies, to know: * An increase in eyewear sales * An increase in the number of selling points
Due to this weak increase in sales and an increase in cost, Afflelou group has chosen to focus on the improvement of the actual sales channel. As the result, Afflelou will reduce or even stop temporary the opening of new selling point.
In this crisis context, the development strategies of the group are: * Help the franchised to survive thanks to attractive offers * Access the customer catchment area of at least 50.000 people where they are not present.
As the minimum turnover required for a shop is 500.000 € yearly (bruto margin 55%), this will create difficulties to develop this kind of strategies in this difficult economic context.
That’s the reason why we investigate in the possibility to set up e-business. This will offer the possibility to access those areas with a controlled cost.
We proposed here after to analyze the business case of the potential project.
Business context
OPTICS' MARKET
The sector of optical distribution, in spite of various and inappropriate tendencies of