T4 - part B – case study report – May 2010

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T4- Part B – Case Study CeeCee - Retail fashion case – May 2010 REPORT To: Carla Celli, CeeCee CEO From: Management Accountant Date: 27 May 2010

Review of issues facing CeeCee Contents 1.0 2.0 3.0 4.0 5.0 6.0 7.0

Introduction Terms of reference Prioritisation of the issues facing CeeCee Discussion of the issues facing CeeCee Ethical issues and recommendations on ethical issues Recommendations Conclusions

Appendices Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5 Appendix 6

SWOT analysis PEST analysis Financial and ratio analysis Evaluation of franchising proposal Evaluation of proposal to open a second distribution centre Summary for presentation to the CeeCee Board on the proposal to franchise CeeCee shops in Asia

1.0 Introduction CeeCee operates a chain of retail fashion shops in Europe selling ladies’ clothes, men’s clothes, children’s clothes and home furnishings. At the end of December 2009, it had 630 shops in operation and sales of almost €2.8 billion. 2.0 Terms of reference I am the Management Accountant appointed to write a report to the CEO which prioritises, analyses and evaluates the issues facing CeeCee and makes appropriate recommendations.

1 © The Chartered Institute of Management Accountants 2010


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