Strategy for 2020 2022 - Varusteleka.com
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Strategy for 2020 - 2022
10.01.2020
1 22.5.2020
Varusteleka’s Values:
VARUSTELEKA SUPPORTS THE GOOD GUYS
The good guys never stray to the dark side. However, that isn’t
enough - those in the middle are happy as long as more bad doesn’t
happen in this world. Good guys go through the trouble of
ensuring that there is more good in this world.
2 5/22/2020 HYVIEN PUOLELLA
Varusteleka’s Vision:
TOTAL WORLD DOMINATION
We are forerunners We are internationally known We are a growing and
profitable company
• Continuously develop and try out • We will make Varusteleka known
new and better ways to serve as the best and most unique • Take care of business so that the
our customers around the world shop to get good, durable company has a solid foundation
clothing and equipment
• We will be an international role • We are a company in which
model • Bring prosperity to Finland: Sell employees may improve upon
more abroad than what we their skills, may be proud of their
• We will dare to take risks import work, and enjoy being at work
• We will off-set our environmental
impact on a long run
• We are a company that functions
properly as a part of society
3 5/22/2020 HYVIEN PUOLELLAVarusteleka’s Mission:
Take tasks head-on Do something you can be Share knowledge and
proud of experiences
• Be brave and take initiative • Try to always surpass • We will be open about both
customers’, coworkers’, good and bad experiences
• Help the customer, and affiliates’ expectations
coworker, or affiliate to • Lead by example for our
succeed • Do things so well that you customers, coworkers, and
want to tell others of your affiliates
accomplishments
Full responsibility
We all have 100% responsibility to work according to our mission, take care of ourselves,
our own work ethics, and our behavior at work
4 5/22/2020 HYVIEN PUOLELLAStrategic themes 2020-2022 Critical battles to win 2020: Impact:
Number of
customers +++
• Execute ”Brand Level-Up” project from bottom up. Basics in place and brand guidelines in action
Brand Level-Up! • Execute Brand page project. Upgrade of Särmä, Särmä TST, Terävä ja Jämä pages in online store
• Create a plan for brand marketing for years 2020-2022
Conversion +
Make Särmä, Särmä TST Jämä, and Terävä into
internationally-known brands • Execution of first brand video
Items/order +
America First! • Opening of the new sales channel: Amazon US Number of
customers +++
• Improve online store speed in US market: server in US soil
Accelerate attack on the largest and most
• Re-organize influencer marketing. Acquire new influencers and improve relationship with the existing
important market in military and outdoors
segment ones Conversion +
• Improve category management practices and create development plans for all categories for 2020-2022 Conversion +++
Winning Assortment! • Renew category management toolbox (analytics, processes the works)
• Enhance supplier relationship management
Make the best possible assortment for the
customer. Not necessarily the widest, but the best
• Improve product life cycle management and de-listing process in order to keep assortment fresh
• Expand warehouse capacity and automation
Items/order ++
Climate Change. Now! • Assess environmental impact and compensate 2019 carbon footprint
Conversion +
• Continuous improvement to reduce environmental impact according to Unethicality Program
Reduce the environmental destruction caused by
• Expansion of circular economy model
Varusteleka and promote the circular economy Order Quantity +
5 22.5.2020 HYVIEN PUOLELLAStrategy 2020-2022 in numbers:
Our goal is swift but controlled growth that comes from increased customer numbers,
better conversions, and the ability to offer more products per order
Amount of orders (thousand) Items / Order Turnover € (thousand)
CAGR CAGR CAGR
2019-2022 2019-2022 2019-2022
362 +2% 22.100
10% +15%
325
19.200
5.339 +4%
294 128 4%
269 16.700
5.263
124
14.493
119 5.077
113
4.725 9.306 +36%
112 34% 4,56 4,68 4,78 6.905
84
4,45
62 5.039
47 3.722
109 112 117 122 4% 6.584 7.032 7.455 +7%
6.045
2019 2020 2021 2022 2019 2020 2021 2022 2019 2020 2021 2022
Varusteleka.fi Varusteleka.com Store
6 22.5.2020 HYVIEN PUOLELLAImpacting Trends
Technology changes Scarce resources and Informative and ethical Well-being and Global liberalism and Death of traditional
everything climate change consumption importance of free time security policies marketing - content sells
Strategy for achieving Total World Domination in
Vision: 2020-2022:
TOTAL WORLD DOMINATION
We are forerunners We are internationally We are a growing and Brand Level-Up!
Make Särmä, Särmä TST Jämä, and Terävä into internationally-known brands
known profitable company
Mission:
America First!
Take tasks head-on Do something you Share knowledge Accelerate attack on the largest and most important market in military and outdoors
segment
can be proud of and experiences
Full responsibility
Winning Assortment!
Make the best possible assortment for the customer. Not necessarily the widest, but
the best
Values:
VARUSTELEKA SUPPORTS Climate Change. Now!
THE GOOD GUYS Reduce the environmental destruction caused by Varusteleka and promote the circular
economy
7 5/22/2020 HYVIEN PUOLELLAYou can also read
