Организационная структура бизнес-единиц
Общая организационная структура холдинга представлена на Рис. 4 [3, с. 109].
Рис.4. Организационная структура группы компаний PRADA S.p.A.
Что касается подробного рассмотрения организационной структуры отдельных бизнес единиц – в Global Offering PRADA S.p.A. указано, что дочерние компании имеют схожую структуру, базирующуюся на общей для всех бизнес-единиц бизнес модели (Рис. 3). Таким образом, такие дочерние компании, как Prada Far East B.V., Prada USA Corp (USA) имеют такую же структуру организации бизнеса, суженую до определенного географического сегмента рынка в области коммерции, маркетинговых разработок. Church Holding UK Ltd (UK) имеет отдельное направление развития конкретного бренда Church’s, таким образом, её разработки и функционирование ведутся по той же организационной структуре, но в конкретном направлении развития этого бренда.
Стадия организационного развития бе и/или входящих в нее компаний (по модели Адизеса)
Рассмотрим на какой стадий организационного развития по Адизесу:
-
Выживание;
-
Младенчество;
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«Давай-давай»;
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Юность;
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Расцвет;
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Стабильность;
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Аристократия;
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Ранняя бюрократия;
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Бюрократия;
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Смерть
находятся группа компаний PRADA S.p.A. и БЕ, входящие в нее.
Группа компаний PRADA S.p.A. уже прошла стадию «Юности», сформировав холдинг, и сейчас находится между стадиями «Расцвета» и «Стабильности», поскольку сохраняется значительный потенциал как для диверсификации (что компания демонстрирует, развивая новые бренды, например Miu Miu – [3, с. 97-98]), так и для географической экспансии и расширение позиций в уже существующих «базах» по всему миру. Компания вышла на IPO в июне 2011 года, с целью привлечения дополнительного капитала и вывода компании на новый уровень мировой торговли.
Если брать в рассмотрение отдельную единицу, интересно так же рассмотреть дочернюю компанию Prada Far East B.V., поскольку она на данный момент находится между стадиями «Младенчество» и «Давай-Давай», прогрессивно увеличивая количество «точек прямых продаж», обороты продаж, уровень операционной прибыли. Первые две ступени развития компания достаточно быстро преодолела, имея весомую поддержку материнской компании Prada S.p.A, уже запущенного бренда, международного маркетинга и т.д.
Анализ управленческого контура
Организационная структура корпоративного центра
Распределение полномочий с бизнес-единицами
Источники синергии
Тип корпоративного центра (по классификации McKinsey) с обоснованием
Преобразования
История возникновения холдинга
History of PRADA Group [4, с.11]
The Prada brand dates back to the beginning of the last century. In 1913, Mario Prada opened a luxury store in the Galleria Vittorio Emanuele II in Milan, selling leather handbags, travelling trunks, leather accessories and beauty cases, luxury accessories and articles of value. Thanks to its exclusively designed goods, handcrafted using fine materials and sophisticated techniques, Prada rapidly became a point of reference for European aristocracy and the most elegant members of the haute-bourgeoisie in Europe. In 1919, PRADA became an official supplier to the Italian Royal Family. Over the years, the Prada name gained increasing renown and prestige.
The Group saw a turning point in the development of its activities at the end of the Seventies, when Miuccia Prada, Mario’s grand-daughter, launched a partnership with Patrizio Bertelli, a Tuscan businessman already involved in the leather goods sector with Granello and Sir Robert. This partnership combined creativity and business ideas to commence a new era.
In 1977, Patrizio Bertelli set up I.P.I. spa to consolidate the production resources that he had built up over the previous ten years, including those of Sir Robert and Granello. In the same year, I.P.I. spa obtained an exclusive license from Miuccia Prada to produce and distribute leather goods bearing the Prada brand name. In the following years, the activities of the two families were gradually brought together within a single Group and, in 2003, IPI spa was merged into PRADA spa.
In 1983, the Prada family opened a second store in the prestigious Via della Spiga in Milan. The new store showcased the new brand image as it blended traditional elements with a modern architectural setting and would represent a revolution and a benchmark for luxury retail. In response to the growing demand for and appreciation of Prada products, the range was extended from leather goods (such as bags, luggage and accessories) to include footwear, as well as men’s and women’s ready-to-wear apparel.
A new brand, Miu Miu, was launched in 1993.
In 1999 PRADA acquired full control of Church’s Group, a prestigious brand of English shoes.
In 2001 PRADA acquired control of Car Shoe, an historical Italian brand famous for its exclusive driving shoes.
In 2003, Prada entered into a ten-year licensing agreement with Italian eyewear manufacturer Luxottica, one of the world leaders in the eyewear industry. The Luxottica Group currently produces eyewear for the Prada and Miu Miu brands.
In 2003 a joint-venture with Spanish cosmetics manufacturer PUIG Beauty & Fashion Group was set up and it launched its new Prada women’s fragrance at the end of 2004.
On April 27, 2011, the PRADA Group announced the signing of a joint-venture agreement with UAE based Al Tayer Insignia llc for the development of a retail network for Prada and Miu Miu throughtout countries in the Middle East.
On June 24, 2011, PRADA spa was listed on the Hong Kong Stock Exchange.
The main stages in the recent development of the Prada and Miu Miu brands were as follows: [4, с.13-15]
1979: launch of Prada women’s footwear collection
1983: opening of a second store in Via della Spiga, Milan
1986: opening of the first store in the United States, in New York
1989: launch of Prada women’s ready-to-wear collection
1993: launch of Miu Miu women’s collections (ready-to-wear apparel, handbags and footwear) launch of PRADA men’s collections (ready-to-wear and footwear)
1997: launch of Prada Linea Rossa products
2000: launch of Prada eyewear collection
2001: opening of the first “Epicenter” store in SoHo, New York
2003: opening of the second “Epicenter” store in Aoyama, Tokyo joint-venture with Puig Beauty for the fragrance lines
2004: opening of the third “Epicenter” store in Beverly Hills, Los Angeles
2006: Miu Miu fashion show in Paris Prada launches its first men’s fragrance
2007: launch of first Prada phone by LG launch of new Prada women’s fragrance, Infusion d’Iris
2008: launch of Infusion d’Homme, the new Prada men’s fragrance launch of the new Prada phone by LG
2009: launch of exclusive new “Made to measure” (customized and made to measure men’s shirts) and “Made to order” (possibility to customize clothes, accessories and shoes) services available as part of a new concept at the store in Corso Venezia, Milan launch of new Prada women’s fragrances Eau Ambree and Infusion de Fleur d’Oranger
2010: Prada is an official partner of the Italian Pavilion at the Shanghai World Expo launch of the “Prada Made in...” collection launch of “Postcard” eyewear
2011: launch of “Minimal Baroque” eyewear Prada “made to order” goes on-line Miu Miu e-store launched on April 6, 2011
HISTORY OVERVIEW [3, c80-81]
We were established as a limited liability company (societa. a responsabilita.
limitata) in Italy on July 11, 1990, in the presence of Notary Public G. Pozzi, rep.
no. 32175, collection no. 3693. On November 25, 2003, following a merger by
incorporation with other companies within our Group, we were transformed
into a joint-stock company (societa. per azioni) and took our current name of
PRADA S.p.A. As provided in our By-laws, the duration of our Company is until
January 31, 2100. Our Company’s limited duration is common for Italian
joint-stock companies and it can be extended by shareholder approval in an
extraordinary shareholders’ meeting. Our Registered Office is at Via A.
Fogazzaro, 28 20135, Milan, Italy.
Our origins date back to 1913 when Mr. Mario Prada, the grandfather of Ms.
Miuccia Prada, our President, opened a store in Galleria Vittorio Emanuele II in
the center of the historical, commercial, tourism, business and financial district
of Milan. The store sold leather bags, trunks, beauty cases, luxury accessories
and precious objects such as silverware and Bohemian crystal. The store in
Galleria Vittorio Emanuele II, which is still leased and managed by the Prada
Family under a franchise agreement with us, became an important shopping
destination for the European aristocracy and upper classes. In 1919, Prada was
awarded the patent of “Fornitore Ufficiale della Real Casa Italiana” (Official
Supplier of the Italian Royal family) and the Savoy coat of arms and Savoy
figure-of-eight knots became an integral part of the Prada brand.
The expansion of our Group’s business began in the late 1970s when Ms.
Miuccia Prada, who had just started to manage our Group, and Mr. Patrizio
Bertelli, who at that time had a business that operated in the high-end leather
goods industry, started their collaboration. Mr. Patrizio Bertelli’s company, I
Pellettieri d’Italia S.p.A. (later called Prada Industrial S.p.A., which merged into
our Company in 2003), obtained a license from Ms. Miuccia Prada for the
production and distribution of a leather goods collection under the Prada
brand. This license became exclusive in January 1984. In 1983, the Prada Family
opened its second store in Milan in Via della Spiga. Combining some traditional
elements and an up-to-date architectural design, the store’s interior was
predominately pale green — the color that later became a distinctive trait of
Prada stores worldwide. From 1986, new stores were opened in New York and
Madrid, followed by London, Paris and Tokyo. Concurrent with Prada’s
international expansion, Prada’s product range was extended beyond
traditional leather goods (bags, luggage, accessories), first to include shoes,
and then to include ready-to-wear for both women and men. The first Prada
womenswear fashion show was held in Milan in 1988.
In 1993, Ms. Miuccia Prada’s creative inspiration led to the establishment of a
new brand — Miu Miu — designed for women who are particularly
fashion-forward and interested in trendy and sophisticated fashion and
lifestyle. The brand was first licensed to our Group by Ms. Prada but was
acquired by our Group in 2003. Miu Miu now offers women’s ready-to-wear,
leather goods and shoes, and is an increasingly important component of our
Group’s sales.
In summary, the key events in the development of the Prada and Miu Miu
brands from 1980 are as follows:
Year Event
1980 Design and launch of the “triangle” Prada logo
1982 Launch of the first Prada women’s shoes collection
1983 Opening of the second Prada store in Milan, Via della Spiga
1984 Launch of the Prada black nylon backpack
1986 Opening of the first Prada stores abroad in Europe (Madrid) and the US (New York)
1988 Launch of the first Prada women’s ready-to-wear collection and first women’s
fashion show in Milan
1993 Launch of the first Miu Miu women’s collection (ready-to-wear, leather goods and
shoes)
1993 Launch of the first Prada men’s collection (ready-to-wear and shoes)
1997 Launch of the Prada leisure-time line, identifiable by its “red stripe”
2000 Launch of the first Prada eyewear collection
2000 First Sponsorship of the Luna Rossa Challenge
2001 Opening of the first Epicenter Store in Soho, New York
2003 Opening of the second Epicenter Store in Aoyama, Tokyo
2003 Agreement with Luxottica for the production and distribution of eyewear for Prada
and Miu Miu
2004 Launch of the first Prada fragrance
2004 Opening of the third Epicenter Store in Beverly Hills, Los Angeles
2006 Launch of the first Prada men’s fragrance
2006 First Miu Miu fashion show in Paris
2007 Launch of the LG Prada mobile phone
2009 Launch of the exclusive new “made to measure” and “made to order” services
2010 Prada-dressed hostesses and stewards in the Italian pavillion at the Shanghai World
Expo; Launch of the “Prada Made in ...” Project
2011 First Prada fashion show in Beijing