Introduction
La Senza Corporation owns and operates lingerie retail stores in Canada and internationally. It offers bras, panties, loungewear, hosiery, and body care products; and beauty products and accessories, including lotions, creams and body washes, lip glosses, bra accessories, naughty accessories, booties, cosmetic bags, gift sets and boxes, and phone cases. The company also serves customers online. La Senza Corporation was formerly known as Suzy Shier Limited and changed its name to La Senza Corporation in June 2001. The company was founded in 1990 and is based in Toronto, Canada. La Senza Corporation operates as a subsidiary of Limited Brands Canada.
As Canada's premier lingerie retailer, La Senza owns and operates over 300 stores throughout Canada, and a further 300 stores in 30 more countries around the world.
La Senza UK business collapsed into administration earlier in July 2014. La Senza's parent company Marnixheath said: "Every effort has been made for two and a half years to transform and revitalize the La Senza UK business, but it has continued to experience difficult trading conditions, against the backdrop of a challenging economy and the changing dynamics of the UK retail market."
Figure 4
Figure 6
Figure 5Task 1.
An analysis of the company's vision, mission and internal capabilities drawing on relevant models
La Senza mission is to provide an outstanding lingerie presentation in a world class environment. La Senza provides customers with outstanding personal service, while combining quality, fit and value. The mission statement of La Senza, defines the organization's purpose and primary objectives. Its prime function is "to provide an outstanding lingerie presentation". It provides a reason for being, which is one of the most important aspect of a mission statement. The mission statement is clear and concise and provides focus and a sense of direction. The company aims to satisfy two areas of consumer...