Chern Case Study
ompany Profile
Chern’s is a successful national chain of upscale apparel retail locations. It was founded 20 years ago by Ryan and Ann Chern as shoe and handbag retailers which, five years later, expanded their product line to become a full-scale clothing retailer. Their corporate vision is to provide their customers with the best quality merchandise and selection. Chern’s prides itself on its first-rate customer service that sets them apart from the average apparel retailers. Their strategies for excellence include up-to-date customer service management and inventory software as well as extremely professional sales personnel. Chern’s is committed to its outstanding personnel through its recognition of them as a vital element in the organization’s success and through extensive training and promotion of its personal into store management positions. Chern’s currently has 140 stores in 28 states on the East Coast and Midwest and has plans to expand their presence within the upscale apparel market. (FROM CASE STUDY HANDOUT – MW) The new marketing strategy
Business Strategy:
In order to make strategic staffing process successful it is much important to have a strong business strategy . This process involves short-term and long-term planning i.e hiring, positioning and retaining suitable employees with required skills and talent to implement the strategy,which will help Chern in fulfilling its mission and achieve goals.
For a brand like Chern, core values are important aspect and foundation of its culture, as it is family owned business. Hence, every employee and customer is valued and cared.
Core Values
Customer service and care
Product selection
Product quality and value
Corporate “Traits”
See spreadsheet for “traits” provided by company
Strategic staffing
Short Term
Process Goals
Conduct job analyses on the current store-level jobs (including work trait inventories) to ensure that the appropriate KSAOs and competencies are identified and consistently is applied across all store locations to ensure alignment with Chern’s corporate brand and core values.
Jobs to be analyzed
Store Manager
Department Manager
Assistant Department Manager
Sales Associate
Full time
Seasonal
Processes