Comparative analysis of LC Waikiki and Brand House

Fatih Öztürk

Comparative analysis of LC Waikiki and Brand House

         LcWaikiki

1. In My opinion, LC Waikiki uses a hybrid organizational structure because Vahap Küçük, Chairman of the Board of LC Waikiki, states that the organizational structures are mixed. “We use vertical in some places, horizontal in others, and matrix organizational structure,” says Küçük. Although Lc Waikiki uses a system similar to the geographical structure in the hybrid structure, we cannot say it exactly geographically. They have divided the stores in Turkey and abroad into the classter they determined. They divided the stores in turkey into 10 classters and the management of this is in the hands of only one person. Lc Waikiki have released some countries abroad to the same class because they are close to each other and the remaining countries are classified as a single country. Classters are not exactly geographically, the places in each class have similar characteristics and are grouped in accordance with the purchasing behavior.

Considering that the company has large stores and stores in many countries of the world, I find it best for them to use the hybrid structure.

Yes, some organizational changes have been made. For example, In the past, the product manager and the buyer were in the same department, but later they were separated into different departments. Separating a Product manager from the department indicates that you have a particular focus on design. Separating the buyer from the department indicates that your supply capacity has increased.

BrandHaus

Brandhaus uses horizontal structure. In this system, everyone is equal, everyone contributes their own expertise and usually arises a good result. Everyone has a specific task, if they don't do it, it's instantly noticed. I think the horizontal system fits the company well. Ln this system the fact that a newcomer is in contact with someone who has already started, they provide data to each other. In the horizontal system, people feel informally moving together and This creates a factor in the formation of group dynamics. There have been no structure changes so far because the company has just been created.

2. Population Ecology (Brandhaus)

When we look at the population ecology of Brandhaus, we can say that it is variable. We can know that population ecologies are variable because they are in contact with people as part of their job and they are always in contact with different people by participating in new projects. When I say projects, what I want to say is, for example, if they are preparing projects for the European Union today, they can prepare projects within the World Bank tomorrow.

Population Ecology(LC Waikiki)

When we look at the population ecology, the LC cannot differ from its competitors in its segment. Over the years, the population of LC has been of interest to people with low and middle class and less fashion sensitivities. But LC is taking important steps to change the population ecology. In my opinion, these steps will be noticed at times.

Institutionalization(LC Waikiki)

One of the steps of LC waikiki towards institutionalization is to create its own academy. They even want to turn their education department into a university. A lot of things go through systematic instructions, everything goes in a certain order and rules. The company is very optimistic towards its employees and no unregistered transactions are made. The financial support provided to the employees of the company other than the salary is an example of institutionalization. Regardless of the lack of salaries in many businesses during the pandemic, every employee of LC Waikiki was paid in full. Between 40 and 60 percent of those working in the upper and middle levels are women. 80 percent of the designers are women, and women make up 55 percent of the entire enterprise. These figures show that Lc Waikiki cares about women employees. This is an example of institutionalization. We cannot say that the company is fully institutionalized, but we can say that it is moving towards full institutionalization.

lnstitutionalization(BrandHaus)

One of the biggest steps of Brandhaus towards institutionalization is to give superiority to female employees. Since the company has just been created, it has not taken many steps towards institutionalization.

Resource Dependency(LC Waikiki)

When we look at the resource dependency of the company, Taha Giyim Sanayi Ve Ticaret AS and Tema Magazacilik Hizmetleri Ticaret A.S. provides from companies. Taha Tekstil meets LC Waikiki's demands for ordering, printing, embroidery, labeling, quality and short and long run production. The Tema Magazacilik Hizmetleri Ticaret A.S's line of business includes the retail sale of men's and boys ready-to-wear clothing and accessories. LC waikiki also works with many suppliers that are not within its own body. In my opinion, it would be better if Lc made self-employed businesses supplying loads of quantities not just for himself, but within another company. For example, by working with other companies they can increase the profit rate and learn which way other businesses are moving

Resource Dependency(BrandHaus) The company used to be a department of Weglobal, and the departments split up and became companies on their own. Company can supply from divided departments in any resource need. In case of a supply shortage, it supplies it from external companies.

 

Collaborative Networks (BrandHaus)

Brandhaus has prepared its own projects, but sometimes it may need individuals outside the business. In such cases, the company invites professionals for the project, and for a certain fee, the professionals help in the project within their field of expertise.

3.Culture(LC Waikiki)

ln my opinion LC Waikiki has a mission culture. LC Waikiki also has a mission culture, no matter how bureaucratic it may seem from the outside. The CEO of the company knows every little thing his employees do. Normally, when we look at the hierarchical system, it is difficult for a department employee to communicate directly with the Company CEO But in LC Waikiki it's not that hard. I think their culture is very suitable for the business because LC Waikiki aims to be one of the three most successful fashion retailers in Europe by 2023.

Culture(Brandhaus)

ln my opinion BrandHaus has clan culture. When a task is assigned to you, even if you are relationship with a very important person, instead of contacting your manager, they deal with you directly and you don't want to embarrass your own manager and if you do your job better to improve yourself. To give another example,you continue to do your best work even though your manager says you need to rest when you see yourself getting tired and you have to work extra hours. Here, there are sincere relations between the employees and their managers, such as teammates, not the boss relationship.

4. Brandhaus uses a horizontal structure while LC uses a hybrid structure. I think the biggest reason why the organizational structures are different is Lc is a more established company, that is, it has been operating for many years, but Brandhaus is a new company. l my opinion, In the future Brandhaus may change its organizational structure after making substantially more profits in its annual revenues. Secondly, I would like to say that, When we compare the two companies, the number of employees of LCW is noticeably higher. Thirdly, I can say that LC has more experience than Brandhaus. So l say that LC has been through generational change, economic crises, and so on, and that's why its organizational design is different from Brandhaus.

I can show the hybrid structure of lc waikiki to Brandhaus. I would recommend LC waikiki's hybrid geostructure to Brandhaus. Considering that Branhaus's projects are international, I think the geographical structure will be very useful for them. For example, considering that the projects they participate in are in different parts of the world, they can divide their geographical structures into continental regions according to themselves.

I can recommend the culture of Brandhaus to LC Waikiki. When we look at the culture of Brandhaus, their work efficiency is higher because the employee and boss relations are very cordial. If we consider applying this in Lc Waikiki, I can say that work efficiency will increase with the sincerity between managers and employees.