Vera Bradley in 2015:
Can Its Turnaround Strategy Reverse Its Continuing Decline?
The Board of Directors of Vera Bradley has employed you as a consultant and asked you to
assess the company’s strategy, competitive market position and firm performance. After
conducting your analysis, the Board has tasked you with making recommendations regarding a
plan of action to correct the downward trend for the company and reestablish positive revenue
and earnings trends that meet or exceed the performance of other competitors in the Handbag,
Luggage & Accessory Stores Industry.
When making your recommendations to the Board, it is important that you make
recommendations and set benchmarks in the following areas:
Product, Product Mix and Distribution Channels
Revenues
Earnings Per Share
Please present the Board with a 3 page Executive Summary detailing the areas of Vera Bradley
that need to improve, and your recommendations to improve the company’s overall performance.
It is important that you set quantifiable and time-based targets for the company on (1) Revenues
and (2) Earnings Per Share.
Your report should be prepared as a 3 page Executive Summary of Recommendations. Your
financial recommendations should be specific and contain numerical, time-based targets and be
clearly supported by your analysis of the company’s situation. You may supplement your 3 page
summary with an appendix that contains (a) an analysis of the company’s financial statements,
and/or (b) pro-forma financial projections. You may also include a table of References to sources
that you use in your Executive Summary. Case Submission:
Create your summary as a Word document and submit by clicking the title of this
assignment and attaching your saved document to the link provided. Please use Times New
Roman, 12pt. Font, Single and/or Double Space.
Note: Three pages MAXIMUM for your Executive Summary of Recommendations. This three
page maximum does not include any Appendix or References, if included.
