The objectives of Diesel is to maintain their leadership position, expand their existing operations by opening 30 new stores in 2003, increase sales volume of 600 million by double digits and to enter the Children's market with Diesel Kids Line as well as enter the youth market with 55DSL.
To Maintain leadership position, Diesel is in the leadership position, since Diesel is the industry leader, they must work toward ensuring that they maintain that role, so Diesel have to do the defense, Diesel have to improve their design and design more innovative and trendy jeans. To compare to other Jeans companies, Diesel have to spend more money for adverting to attract more people to buy their product and attract the people who never try Diesel product before. For the adverting, they could use media, just like TV spot, big out door broad, poster, magazine, newspaper and some fashion show. For the magazine, they should post the picture to different tape of magazine to attract all different age group, since Diesel Jeans focuses on youth age people, that is why they have to expend their target market to increase their sales. Fashion show is very useful way to present their product, this special adverting is not every single closing company can do it, Fashion show is a big project to the company, the advantage of the fashion show is increase the reputation to the brand and the designer. Diesel is very successful brand to do the fashion show.
To open 30 new stores in 2003, this ties in with the maintaining leadership position to increase their sales. To open 30 new store in different Area, and introduce Diesel to those countries which never knew Diesel. To increase sales of 600 million by double digits is their main objective, since Diesel Jeans is the leader of the industry. .
To enter the Children's market with Diesel Kids Line and also enter the youth market with 55DSL. Since Diesel Jeans was focuses on youth age group, to expend the new Kids line will increase their sales.