2. Playboy’s HistoryPlayboy’s History  Magazine was introduced in 1953  Created by Hugh Hefner in Chicago, Illinois  Revolutionized the idea of men’s entertainment  One million copies produced monthly in 1958  Allowed opinionated people to voice their thoughts  Technological forces impacted Playboy’s success

3. Managers Versus LeadersManagers Versus Leaders  Christy Hefner was C.E.O. from 1988-2009  2009 Scott Flanders put in charge of operations  Hugh Hefner still offering organizational strategy  Cooper Hefner being groomed to succeed Hugh  Scott Flanders in charge of day-to-day management  Hugh Hefner still owns 20 percent of Playboy

4. Choosing A NicheChoosing A Niche  Losing one million dollars producing the magazine  Focusing on the magazine and product licensing  No longer producing TV shows  Cologne deal with Coty worth eight figures  Focusing on selling apparel to consumers  Management feels licensing is more stable

5. Doing Business GloballyDoing Business Globally  China responsible for one third of product revenue  Markets available that resemble 1950’s America  2009, $20 million was made in consumer licensing  2013, $60 million estimated in consumer licensing  Asia and India among untapped markets  2013, $20 million revenue projected from China

6. In SummaryIn Summary  Playboy has determined the leaders and managers  Playboy has determined their Niche  Playboy has began doing business globally  Playboy tripled 2010’s profits in the year 2011  Playboy plans on taking company public in 2015  Fundamental management tactics are being practiced

7. References  Hawkins, Lee. “Playboy Founder Hugh Hefner Discusses His Life, His Family Successor, & Playboy’s Future.” YouTube Video Blog. 28 min. 55 sec. 29 Nov. 2012. Web. 5 Mar. 2013.  Hugh Hefner: Playboy, Activist and Rebel. Dir. Brigette Berman. Perf. Hugh Hefner. Metaphor Films, 2010. DVD.  Robbins, Stephen P., et al. Fundamentals of Management. 6 th Ed. Toronto: Pearson, 2009. Print.

8. Thank YouThank You