Core Competencies

Introduction

Bossini International Holdings Limited is a leading apparel brand owner, retailer and franchiser specializing in casual clothing. As a main player in the retail industry in Hong Kong, Bossini had put resources to strengthen the company's leadership position and hence achieve a sustainable competitive advantage through continuous improvement. They have developed different core competencies which allow their company to perform well in the competitive business.

Core competencies

Innovation is one of the core competences. Bossini offered consumers with different new shopping experience. They collaborated with Octopus in 2005 and they are the first apparel retailer in Hong Kong to accept payment services from external sources. The convenience resulting to continued flow of consumers. They also interfaced with customers through online discourse communities. It is a way to ensure that the company is serving their customers well in terms of service and brands.

Further elaboration on the core competencies

Moreover, Customer Relationship Management (CRM) is another core competence. It serves as the core competence as it allows them to have the ability to deliver excellent service and high quality product to meet the needs of customers. Bossini had taken appropriate measures that would ensure computer systems and equipment required for CRM is stable since 1999 and they are continuing to invest in that technology. It allows the company to track access and analyze customer data. Besides, they are people-oriented and they have invested a lot on employee education and special training. Trainings are provided as basic terms especially for frontline managers and

would-be managers such as sales technique, language and communication skills. They aim at training their staff to become caring, positive, cooperative and professional. It provided excellent experience to customers and thus maintains a positive brand image.

Customer value

It is a great benefit to customers as they can understand customer needs and it exceeds customer's expectation. The changing consumer preference is fully captured by Bossini. The company understands every family member's need as they have close relationship with customers and they own the latest information of customers. So it came up with a brand portfolio that caters to both men and women of all ages including baby, youth and maternity and is continuing to do so. Moreover, the company recognizes the need to diversify products thus they provide wide choice of colors and styles. Besides, the changing shapes of bodies provide opportunities for improvement for Bossini such as plus sizes and petite sizes especially in Asian regions where women are generally petite compared to Westerners. Undoubtedly, different customer's