final marktng term paper

8/7/2019 final marktng term paper

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Quantative Technique (MGT- 204)

Term paper

On

Liderty bags

SUBMITTED BY: SUBMITTED TO:

Name: Satnam singh Mrs. Sukhpreet kaur

Class: BBA Dept: LSM

Section: S1804

Reg. no.: 10809169

Roll no.: 22

Introduction to Visions of


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Liberty

About Bags and HandbagsBags and handbags are used in almost every life situation. From going to theoffice, to the gym or an evening out on the town, bags and handbags areused to assist people with their daily routines and events.

If youre looking for a quality sports bag, Ogio has a variety of styles for either the gym or the field. For colorful backpacks , for school or work,Dakine has a selection that will not disappoint. If you are looking for adiaper bag but dont want to compromise your style, Timi & Leslie has afashionable selection of functional diapers bags to keep you and your littlebundle happy. Fossil has a range of versatile and stylish wallets to keep your money safe in your pocket or purse.

Zappos has a large selection of handbags , ranging in size and shape, toaccommodate any style preference. For a chic and sophisticated look, LodisAccessories has an array of evening bags that are fashion-forward andquality made. If you are looking for more of an edgy- urban look,Tokidoki or Harajuku Lovers has colorful and eye-catching designs.

Lucky Brand has a variety of fashionable and functional handbags that couldbe used as an everyday, throw-around bag. Whatever the occasion, Zapposhas a handbag that youll love.

The global luggage market is growing with increasing population, changingtravel trends and spending habits. The market is taking a turn towards brandsand fashion products. China is one of the leading importers of business bagsand cases but its imports have started declining from 2007. Canada is aleading market in exports of business bags and cases.

Travel and tourism are the primary drivers of luggage sales and accordinglyregional and global luggage sales correlate favorably to the relative trends inairline and other forms of travel. Another factor that has a substantialinfluence on the luggage market is changing preferences of consumers.

Samsonite is a leading player in the worldwide luggage market. The
http://handbags/http://gym/http://handbags/http://ogio/http://gym/http://backpacks/http://backpacks/http://dakine/http://fossil/http://wallets/http://handbags/http://lodis-accessories/http://lodis-accessories/http://urban/http://tokidoki/http://harajuku-lovers/http://lucky-brand/http://handbags/http://gym/http://handbags/http://ogio/http://gym/http://backpacks/http://dakine/http://fossil/http://wallets/http://handbags/http://lodis-accessories/http://lodis-accessories/http://urban/http://tokidoki/http://harajuku-lovers/http://lucky-brand/http://handbags/http://handbags/


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company has expanded its reach all over the world and now looking toexpand in developing countries like India. Coach has created a nicheposition for itself in the luxury accessories market. Its products areaffordable to both value-conscious and top-end consumers.

This report focuses on the global luggage market its segments, value,growth rate, and market trends. It undertakes a comprehensive analysis of the US and European markets, including the role of exports, imports andretail sales. It also discusses the value chain of the luggage market with adescription of various distribution channels. It outlines the major players inthe field of luggage manufacturing and business strategies of the major players.This report analyzes the worldwide markets for Luggage in Millions of US$.The Major Product Types analyzed are Suitcases/Pullmans, Casual Bags &Garment Bags, Business Bags, Sports Bags Backpacks & Daypacks, andOthers.

All bags offered are handcrafted. It can be very frustrating when you buythings at the store only to find the stitching letting go after a few uses, so Istarted making bags that would last.. Their bags were made for trips to the library. The bags needed to be able towithstand lots of love and being able to embrace too many books to carry.children looked forward to going to the library just because they got to bringtheir special bag, it was great!

Although these bags were primarily developed for the library, you could usethis bag for lots of things...

A trip to Nanas with your special teddy and your jammies library booksyour favorite coloring books and crayons a place for special toysa car trip bag so your always prepared a diaper bag you name it.

And for my more mature customers, you could use them for.... that day trip the ladies are going on a crochet bag


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knitting bag I have even had one customer that used them for flower girls in a

wedding.Even with all of the love children have given their bags they have still heldup very well! These cotton bags are doubled lined and the straps are strongnylon webbing. The measurements are 16" wide and 13" deep.My bags aremade with quality in mind for the everyday use from a loving child!

Marketing mix

The marketing mix is generally accepted as the use and specification of the'four Ps' describing the strategy position of a product or service in themarketplace . The 'marketing mix' is a set of controllable, tactical marketingtools that work together to achieve company's objectives. One version of themarketing mix originated in 1912 when James Culliton said that a marketingdecision should be a result of something similar to a recipe . This version wasused in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined theterm "marketing-mix". A prominent marketer, E. Jerome McCarthy ,proposed a 4 P classification in 1960, which has seen wide use. The four Psconcept is explained in most marketing textbooks and classes.

Four PsElements of the marketing mix are often referred to as 'the four Ps':

Product - A tangible object or an intangible service that is massproduced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism

industry & the hotel industry or codes-based products like cellphoneload and credits. Typical examples of a mass produced tangible objectare the motor car and the disposable razor . A less obvious butubiquitous mass produced service is a computer operating system .

Price The price is the amount a customer pays for the product. It isdetermined by a number of factors including market share,competition, material costs, product identity and the customer's
http://wiki/Marketplacehttp://wiki/Recipehttp://wiki/Recipehttp://wiki/American_Marketing_Associationhttp://wiki/E._Jerome_McCarthyhttp://wiki/Product_(business)http://wiki/Product_(business)http://wiki/Mass_producedhttp://wiki/Mass_producedhttp://wiki/Tourism_industryhttp://wiki/Tourism_industryhttp://wiki/Hotel_industryhttp://wiki/Motor_carhttp://wiki/Razorhttp://wiki/Computer_operating_systemhttp://wiki/Pricinghttp://wiki/Pricinghttp://wiki/Marketplacehttp://wiki/Recipehttp://wiki/American_Marketing_Associationhttp://wiki/E._Jerome_McCarthyhttp://wiki/Product_(business)http://wiki/Mass_producedhttp://wiki/Mass_producedhttp://wiki/Tourism_industryhttp://wiki/Tourism_industryhttp://wiki/Hotel_industryhttp://wiki/Motor_carhttp://wiki/Razorhttp://wiki/Computer_operating_systemhttp://wiki/Pricing


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perceived value of the product. The business may increase or decreasethe price of product if other stores have the same product.

Place Place represents the location where a product can bepurchased. It is often referred to as the distribution channel. It can

include any physical store as well as virtual stores on the Internet. Promotion represents all of the communications that a marketer may

use in the marketplace. Promotion has four distinct elements -advertising , public relations , word of mouth and point of sale . Acertain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion.Advertising covers any communication that is paid for, from cinemacommercials, radio and Internet adverts through print media andbillboards. Public relations are where the communication is not

directly paid for and includes press releases, sponsorship deals,exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the productby ordinary individuals, satisfied customers or people specificallyengaged to create word of mouth momentum. Sales staff often playsan important role in word of mouth and Public Relations (see Productabove).

4 PS OF LIBERTY BAGS

PRODUCT

Is the current product line appropriate? What changes should be madein how products are being handled?

Competitors should do what liberty does like sell a huge variety of products,including sports and fashionable bags for women and children. All of whichare currently its top-selling product categories. The main target of libertybags is to manufacture Womens bags.Competitors should also look into selling active sports apparel as well asathletic bags and accessory items. The competitor like Nike should sell aline of performance equipment under their brand name, such as sport bags,fashionable bags ,etc also sell a line of dress and casual footwear andaccessories for men, women and children just like Nike under the brandname Cole Haan. The company markets headwear under the brand name
http://wiki/Placehttp://wiki/Placehttp://wiki/Promotionhttp://wiki/Promotionhttp://wiki/Advertisinghttp://wiki/Public_relationshttp://wiki/Word_of_mouthhttp://wiki/Point_of_salehttp://wiki/Placehttp://wiki/Promotionhttp://wiki/Advertisinghttp://wiki/Public_relationshttp://wiki/Word_of_mouthhttp://wiki/Point_of_sale


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Sports Specialties They could also venture to manufacturing anddistributing ice skates, skate blades, in-roller skates, protective gear, hockeysticks and hockey jerseys and accessories like Bauer Nike Hockey Inc. brandnames.

Product Reviews

Finally a bag that can get you from workout to a night out in one stylishcarryall. All your gear, all in one place, the liberty Monika Club Bagfeatures the best in versatile organization. Two large zippered compartmentsto keep shoes and sweaty gym clothes separate from everything else. Secure,mesh interior pockets hold your music player and phone, and a lined pocketdesigned for fragile items like jewelry. Designed with a modern shape, themulti-purpose Monika is the perfect size to carry all your daily essentialswithout looking overstuffed. The rich nylon exterior gives the bag superior durability, while leather trim details and premium metal hardwarethroughout the bag create a stylish, top-quality look and feel. Premium metalhardwarePremium leather touch-pointsDouble zip compartmentsInterior zip

pocketExternal bungees for yoga/pilates matMagnetic closuresystemRemovable and adjustable shoulder strapDimensions: 21"L x 8"W x11"HFabric: 90% nylon/10% leatherImported

Traveling BagWith PaddedLaptopCompartment

ProductCategory :Leather Bags

libertycreatesPUREBackpack
http://products.jimtrade.com/4/leather_bag.Htmhttp://products.jimtrade.com/4/leather_bag.Htm


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available withPadded laptopcompartment,Interestingfabric mix,integrateddesign andmade from100%polyester.

Product Differentiation

In terms of product differentiation, liberty is also leading the market. The

only competitor nearly has an identical business is Adidas-Solomon. Productdifferentiation is healthy in the fashionable bag making industry and allowsthe company to increase its profits through the sale of different products.Another advantage of manufacturing a number of product lines is thereduction of risk in that if one product fails there are numerous other products to compensate for this loss. Companies in the apparel and bagmaking industry that concentrate on manufacturing a single product are at agreat disadvantage since their revenues depend exclusively on the sales of only one type of product, therefore, increasing the potential default risk.

Leather BagWith HighSheen FinishDesign

ProductCategory :Leather Bags

Aditi ExportsPvt Ltd
http://products.jimtrade.com/4/leather_bag.Htmhttp://products.jimtrade.com/4/leather_bag.Htm


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suppliesLeather Bags.Aditi ExportsPvt Ltd offerswide ranges of sports bag ,belts, wallets,carpets etc.Leather Bag isdesigned inaccordancewith the choiceof fashionconsciouswomen.

SalientFeatures of Lather Bagare:Made by withsoft and suppleleather. Theseare highlydurable,reliable andpossess high

sheen finishdesign.

Lady Fashion Handbag, Fendi Spy Purse, Chloe Ha...

We specialized in offering brand Handbags, such as, Chloe Handbags, Juicyhandbags, Gucci Purses, Fendi tote Bags,Chanel Handbag,prada handbagetc. Authentic quality, hot style and a competitive price are the main featuresof our products which coming with tags, serial numbers, authentic cards,dust cover and so on in original packaging.

Pricing strategiesCompetitors should use vertical integration in pricing just like Nike whereinthey own participants at differing channel levels or engage in more than one


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channel level operations. This is also an attempt to control costs andinfluence pricing practices.

PLACE

Distribution channels and policy. Should additional channels be added,why?

libertyits product to about 20,000 retail accounts in the U.S. and inapproximately 110 countries around the world. Liberty products nationalmarkets through independent distributors, licensees and subsidiaries.Independent distributors has little or no pressure for local adaptation becausethe 4Ps of marketing are managed by distributors.

Innovation is at the heart of every liberty bag we make. Our job is to get theathlete to the event ready to compete. If the load is too heavy or uncomfortable the athlete's performance might suffer. This season, welaunch our Max Air Cushioning Straps that will change the way the worldcarries sport. Lighter and more comfortable than any strap on the market,Max Air will revolutionize the Backpack world. Key women's liberty bagsfor the season are liberty Dance, rock your workout! These bags Show off your moves before you ever step foot in the studio. Other key Women's bagstories for the season are Women's Gym, liberty Goddess, La Liga andHeritage LX. We designed our Women's Gym bags to reward your dedication to fitness with sleek, stylish silhouettes and thoughtful,convenient organization features. liberty Goddess, These bags were inspiredby a classic statue of liberty herself. May they carry you to victory (or evencarry a new dream that's all your own).

liberty Brand Rating

eBags customers who've purchased liberty products have submitted unbiasedratings, displayed below, to help you make a more informed buying decison.Overall - 8.9


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Appearance - 9.2Durability - 9.0

Organization - 8.6Price/Value - 8.5

PROMOTION

Bags, bags, bags Bags are a superb vehicle for the promotional activity of your business. The range of promotional bags onto which you can print or embroider your logo is extensive and they have all been designed to give aviable area to put your logo and contact details. The range of promotionalbags covers sports bags , laptop bags , conference bags , cotton bags , carrier bags , clothes bags , plastic bags, paper bags, travel bags, nylon bags, golf bags with this wide range of uses mixed with the large area onto whichyour logo can be printed or embroidered these products are well worthconsidering in the promotional element of your marketing mix.

Do I effectively use promotional items?Many companies have a great product but do not thrive because they donteffectively get their message out to their target customers and dont useenough promotional marketing variety to effectively establish their position.You might well consider promotional gifts to be just promotional give-

aways that are nice to have at exhibitions. If this is the limit of your understanding of promotional items then you are missing out on the keybenefits that can be gained by strategically adding printed gifts to thepromotional element of your marketing mix. Promotional items can increasein effectiveness just by the way that you give them out!

Do I get my marketing message out to the right people?So, back to the use of promotional bags printed or embroidered with your logo and contact details. Sports people use sports bags, business people uselaptop bags , most people use travel bags and more recently eco friendly bags

have increased in use to reduce the use of plastic carrier bags atsupermarkets. So bags are regularly used by many different people. At thispoint I would like to highlight to you a number of ways in whichpromotional bags, printed or embroidered, can be used to increase awarenessof your organisation to your target customers.

Rebranding using promotional bagsI was recently involved with a company that was going through a rebranding
http://aaronspromotions.co.uk/bags-c-70http://aaronspromotions.co.uk/bags-drawstring-bags-c-70_137http://aaronspromotions.co.uk/bags-drawstring-bags-c-70_137http://aaronspromotions.co.uk/bags-sports-bags-c-70_134http://aaronspromotions.co.uk/bags-laptop-bags-c-70_90http://aaronspromotions.co.uk/bags-conference-bags-c-70_136http://aaronspromotions.co.uk/bags-eco-bags-c-70_132http://aaronspromotions.co.uk/bags-drawstring-bags-c-70_137http://aaronspromotions.co.uk/bags-drawstring-bags-c-70_137http://aaronspromotions.co.uk/bags-backpacks-c-70_138http://aaronspromotions.co.uk/http://aaronspromotions.co.uk/http://aaronspromotions.co.uk/pens-c-129http://aaronspromotions.co.uk/pens-c-129http://aaronspromotions.co.uk/http://aaronspromotions.co.uk/bags-c-70http://aaronspromotions.co.uk/bags-laptop-bags-c-70_90http://aaronspromotions.co.uk/bags-eco-bags-c-70_132http://aaronspromotions.co.uk/bags-c-70http://aaronspromotions.co.uk/bags-drawstring-bags-c-70_137http://aaronspromotions.co.uk/bags-drawstring-bags-c-70_137http://aaronspromotions.co.uk/bags-sports-bags-c-70_134http://aaronspromotions.co.uk/bags-laptop-bags-c-70_90http://aaronspromotions.co.uk/bags-conference-bags-c-70_136http://aaronspromotions.co.uk/bags-eco-bags-c-70_132http://aaronspromotions.co.uk/bags-drawstring-bags-c-70_137http://aaronspromotions.co.uk/bags-drawstring-bags-c-70_137http://aaronspromotions.co.uk/bags-backpacks-c-70_138http://aaronspromotions.co.uk/http://aaronspromotions.co.uk/http://aaronspromotions.co.uk/pens-c-129http://aaronspromotions.co.uk/pens-c-129http://aaronspromotions.co.uk/http://aaronspromotions.co.uk/bags-c-70http://aaronspromotions.co.uk/bags-laptop-bags-c-70_90http://aaronspromotions.co.uk/bags-eco-bags-c-70_132


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exercise and they were holding a number of events to publicise the newbrand image and what it stood for. A key part of the new image was their new logo which they wanted to be seen regularly throughout thesepromotional launch events the ideal solution was to give out bags,however, this was a prestigious, high tech, Information Technology brand soprinted plastic carrier bags were out of the question but distinctive laptopbags, embroidered with the logo hit the mark exactly. Not only because thenew logo, embroidered on the promotional bags, was on view throughout thepromotional launch events but they also had lasting promotional effect - theywere carried wherever these people travelled because the embroidered laptop bags were desirable items.

Promotional bags at exhibitionsYou will all have been to exhibitions where everybody is trying get you totake their promotional bags so that you then carry their logo and contactdetails around the exhibition for them. At a recent exhibition we advised our customer to use nylon promotional drawstring bags which subsequently wesaw being carried around the exhibition, displaying our customers logo andcontact details, because they were neat promotional bags and easy to carry.Ive since been to a number of follow-up events and seen a number of thebags in regular use. So this carefully about the selection of the promotionalbag and you can derive significant marketing benefit from it. There are evena number of promotional bags that can be individually numbered enablingyou to give out bags to everyone as they come into the exhibition and have a

prize draw every hour that is announced over the announcement system withyour company name and stand number. So people see your logo, hear your company name and know where you are located in the exhibition. Theannouncement will tell them where to look on the promotional bag for theindividual identity and then tell them to come to your stand with their promotional bag to pick up their prize another promotional item!

Promotional bags as memory triggersIf you are giving a presentation a key way to trigger memory at a latter stagein your audience is to give them a promotional gift and tell them to

remember what youve said each time they see it. So what better item to usethan promotional bags that will be used again and again.We could go on with many more ideas and stories about promotional bagsand many other promotional items so I leave you as I started whenthinking about the promotional mix of your business think bags, bags, bags -if you want to know more about effective marketing by using promotionalitems then ring us on 0800 630 0086 today and one of our consultants will
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be happy to help.Aarons Promotions Ltd specialise in the selection and effective use of promotional gifts. They advise on how items can be printed or embroideredas each material and design will affect what can be printed or embroidered.

So if its one colour or four colour, Aarons Promotions can advise on whatcan be printed or embroidered on which promotional item.

Are both advertising and promotion strategies in place? Succeeded?

liberty one of the top retail industries for quite along time. This is becausethey sell quality products, customer loyalty, but most of all, its greatmarketing techniques.liberty has large famous athletes to create a great deal of attention to their products. Competitors should sign up the top athletes in many differentmanufacturers like sports bag, ladies bags ,etc..

Audit on liberty's Marketing StrategiesThe 4Ps - Product, Price, Place and Promotion

liberty is a global sports shoe giant company. It is the largest seller of athletic sports and designable bag in the world, holding the lion share of 33% of the global market. The company has production facilities in Asia,sales facilities in almost 200 countries, and customer service and other operational units worldwide.The marketing mix or the 4 Ps of Marketing are Product, Price, Place(distribution) and Promotion. liberty's 4Ps are the following:

1. Product

liberty offers a wide range of bags, apparel and equipment products, all

of which are currently its top-selling product categories. They startedselling sports apparel, athletic bags and accessory items in 1979. Their brand Cole Haan carries a line of dress and sports bag,school bags andaccessories for men, women and children.

They also market head gear under the brand name Sports Specialties,through liberty Team Sports, Inc. They sell small amounts of plasticproducts to other manufacturers through liberty IHM, Inc. they provide all
http://aaronspromotions.co.uk/http://aaronspromotions.co.uk/


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products which customer wants to purchase from the market.2. Price

libertys pricing is designed to be competitive to the other fashion bagsretailers . The pricing is based on the basis of premium segment as targetcustomers. liberty as a brand commands high premiums. libertys pricingstrategy makes use of vertical integration in pricing wherein they ownparticipants at differing channel levels or take part in more than one channellevel operations. This can control costs and influence product pricing.3. Place

liberty bags are carried by multi-brand stores and the exclusive liberty storesacross the globe. liberty sells its product to about 20,000 retail accounts inthe U.S. and in almost 200 countries around the world. In the internationalmarkets, liberty sells its products through independent distributors, licenseesand subsidiaries. Independent distributors need not adapt to local pressuresbecause the 4Ps of marketing are managed by distributors.4. Promotion

Promotion is largely dependent on finding accessible store locations. It alsoavails of targeted advertising in the newspaper and creating strategicalliances. liberty has a number of famous athletes that serve as brandambassadors. They manufacture many fashionable womens bag. By thisthey earn maximum profit.

liberty also sponsors events such as Hoop It Up and The Golden WestInvitational. libertys brand images, the liberty name and the trademark swoosh, make it one of the most recognizable brands in the world. libertysbrand power is one reason for its high revenues. libertys quality products,loyal customer base and its great marketing techniques all contribute tomake the shoe empire a huge success.

The copyright of the article Audit on liberty's Marketing Strategies inConsumer Goods Manufacturers is owned by Gwendolyn Cuizon .

Permission to republish Audit on liberty's Marketing Strategies in print or online must be granted by the author in writing.
http://web.syr.edu/~cshim/Report.htmlhttp://web.syr.edu/~cshim/Report.htmlhttp://consumer-goods-manufacturers.suite101.com/http://www.suite101.com/profile.cfm/gcuizonhttp://web.syr.edu/~cshim/Report.htmlhttp://web.syr.edu/~cshim/Report.htmlhttp://consumer-goods-manufacturers.suite101.com/http://www.suite101.com/profile.cfm/gcuizon


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LIBERTY marketing strategies - PresentationTranscript

Liberty

History of liberty Inc.Its name is derived from a winged Greek goddess.Swoosh logo designed by Caroline Davidson.Is now one of the worlds top shoemaker that captures more than 20%of US athletic market.Original name of liberty given by Phil was Blue Ribbon Sports.

With an agreement and handshake in 1964, they began importingJapanese brand and designable bags.By late 70s, liberty had moved from $10million to $270million insales.In 1996, revenue increased to $6.74billion. Sales reached $12billion in2000.

Liberty Sells

Performance Equipments: Bags Socks Sport Balls Eyewear Timepieces Electronic Devices

Liberty Also Sells:Apparels and AccessoriesAthletic BagsOffers Apparels for Licensed Sports bagsProvides Licenses to Produce and Sell:Swimwear Cycling Apparel


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Childrens ClothingSchool Supplies

Electronic Devices Eyewear Golf Accessories Belts

Sales TechniqueThe company sells its products to retail accounts, through its ownedretail stores, and through a mix of independent distributors andlicensees, as well as through Internet Web site libertystore.com.liberty inc. has major four subsidiaries which are:

Converse Cole HaanHoldings liberty Bauer Hockey Hurley International

Marketing strategiesBrand imageWeb site of the liberty bagsCustomer preferencesUpdate itself timelyProduct diffrentiation

4Ps of MarketingProductPricePlacePromotion

Advertisement strategies

Customers feedback

very soft to wear I feel comfortableHug my feetLIBERTY ITS MY CHOICE

Competitive Advantage something which gives the organisation someadvantage over its rivals


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Brand Positioning and Brand ArchitectureEstablish the structure of features, functional and emotional benefitsand align them to what are perceived by consumers as cost-of-entry(required), motivating (differentiated), or crucial (inspired).Competitive Strategy

Athletic SPORTS BAG Market Share 20052005

Strategic Planning:libertyBusiness DefinitionTarget Consumer What do we want them to THINK What do we want them to FEEL

How do we want them to ACTBrand DESTINATION

Holistic MarketingInnovative and Niche productsCompetitive strategies adopted by LIBERTYIncreased Value ChainBreakthrough MarketingSelective DistributionParticipating in events and showsEndorsing sports personalities

Labor Practices Poor Labor Practices in Asian Countries Child Labor in Cambodia and Pakistan Vigorous overtime Paid below low wages Verbal abuse and sexual harassment

Poor Health and Safety conditions Poor medical facility Restrictions on drinking water

RecommendationsCompany should follow Corporate Social Responsibilyliberty should hier 3rd party for audits


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liberty should work with General Federation Of Labor and Labor Unionliberty should work with other bags maker manufacturers, providesfair wages to the workers

SWOT ANALYSIS

v Strengthv Weaknessesv Opportunitiesv Threats

STRENGTHS

liberty enjoystong brand equity among their customers Company have good relationship with suppliers and vendors Production system process, procedures, reflect the element of excellence Strong brand recognition Internet sales Growing international presence Superior research and development department Strong financial returns Strong sense of culture in the working environment Great celebrity spokespersons Automatic replenishment system Successful experience being competitive Successful marketing campaigns theyenjoying competitive advantage over their competitors by sheer dominance Company is maintaining good company relationship with labor, collectivebargaining agents


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WEAKNESSES

Mission, vision and long term objectives need improvement It needs improvement in marketing management HRM needs improvement Lack of stores catering to the active females Poor employment practices at their international manufacturing sites givinga bad reputation Heavy dependency on footwear sales Issues with Footlocker The retail sector is very price sensitive Most of liberty margin comes from the, so in a sense they are putting alltheir eggs in one basket which is risk

Questionable factory working conditions

OPPORTUNITIES

Economic component are good, economic condition in U.S.A. portrayreasonably good situation Opportunity for liberty is equipped to internalize the social shift liberyty poised to take care of articles of legislation USA political stability apparently seems favorableliberty implementing the contemporary technology related to athletic shoeindustry Customer use of companys products change from athletic purpose to afashion item Development of international trade (GAAT and NAFTA) Generation Y children (born between 1979 and 1994) will reach 60 million General demand for clothing/footwear for leisure activities continues toincrease Growing e-commerces positive effect since one of companys competitiveadvantages is Internet sales Women demand for athletic bags and clothing is increasing significantly US market tied to domestic business cycle Contest for market share in Europe Importance of fashion experiment and core competencies


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Owners truly believe that IT is NOT a Fashion Brand but someconsumers feel different Could develop sport wear, sunglasses, and jewelry

THREATS

Social shift and USA experiencing social shift in terms of people areseeking out convenience and value from their transaction Legislation are being passed frequently in USA Technological changes do bring about significant transition and that is

being experienced in athletic shoes industry as well European businessenvironment inclusive of reasonably favorable Competitors which copy company's business model (high value brandedproduct manufactured at a low cost) Reebok's strong presence with 204 factory direct stores Adidas-puma, top European competitor The impact of foreign currency fluctuation and interest rates, and politicalinstability Labor and political unrest in the suppliers countries Cost orientated customers vs. companys higher-end market

STP ANALYSIS

Handbags are one of the key accessories driving the fashion world. Theprices of designer handbags have been rising rapidly for the last several


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years. However, few analysts feel that the growth of handbag sales in USmarket might slow down compared to rapid growth in recent years. Thehandbag market is also facing intense competition from other accessorieslike jewelry and watches.

The premium handbag companies mainly include luxury brands as well asprivate label retailers. Europe has dominated the luxury handbag market for long with brands like Louis Vuitton, Chanel, Gucci and Prada. But nowAmerican designers are fiercely competing with new strategies and brandinginitiatives. A key issue is the addition of lower-priced lines by severalAmerican designer brands. The handbag marketplace has become extremelycompetitive with a large number of independent designers launching their own stores.

A key trend is of US and European accessories firms entering the Asianmarket. Coach expects expansion opportunities in China, Southeast Asia andthe Middle East. Gucci has planned a series of store openings in emergingmarkets, including two in India, and others in Macau, Prague and Budapest.Dooney & Bourke opened its first store outside US, within the VenetianMacao Resort Hotel in Macau. It plans to open five to 10 stores in Asia over the next three years. Cole Haan is also expanding into the Far East.

The report begins with a discussion of the segments of the handbag marketand then goes on to analyze the US and European market. The reportprofiles the major companies, focusing in-depth on their business strategies.It also analyzes the major trends prevalent in the market.

Mens and Womens Fashion Accessories in the U.S.: Bags, Belts, Gloves,Hats, Scarves, Ties and Handkerchiefs is based on information gatheredfrom primary, secondary, and syndicated sources. Primary research involveson-site study of how accessories are sold through retail stores; PackagedFacts also consults with industry executives. Secondary research involves

the evaluation and comparison of data from mountains of articles found infinancial, marketing, and retail publications, as well as correspondingwebsites. Company literature, government agencies, and other sources alsoprovided valuable secondary data.

Stats on market revenues and growth trends were derived from all publiclyavailable data on the fashion accessories marketplace, be they quantitative or


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qualitative, factoring in a broad range of societal and economic trends toshape the most accurate possible view of sales progress.

Analysis of consumers purchase and use of accessories is based on semi-

annual surveys by Simmons Market Research Bureau, Inc., one of theleading compilers of demographic data in the United States. Topical data onconsumers purchasing habits are provided by BIGresearch LLC, whichconducts monthly online surveys.

TARGETING

With an increasing number of women finding the pleasure of the golf coursean attraction for them, it is no wonder many companies have startedtargeting the female market with their product, and Ladies Golf Bags are noexception. We have to say there are some excellent examples out there thatare sure to impress.

Ladies golf bags tend to be lighter in weight than some of the male versions,and they are available both as cart bags and stand bags, leaving you free tochoose what style you would prefer. There are some cross over bags outthere too, for those who sometimes cart and sometimes walk the course. Allare slightly lighter to carry, allowing for the fact that women are not alwaysas tall as men and may find a heavier bag causing them to suffer with a badback, neck or shoulders the next day.

Added to this, the manufacturers have gone for girly' colors to appeal moreto the female player, although in fairness not all women want baby pink everywhere! That said, although some brands have gone down thestereotypical women like pink route, thankfully others have just gone for bright colors that just work together to offer a feminine look without

resorting to pink, pink and more pink!

We have to say that we particularly like the Precept Golf LadiesPerformance cart bag. This is available in orange and white, lime green andwhite, or a pale purple and white, which is the true girly choice if you dolike to look ultra feminine on the course. The bag itself has all the featureswe would expect to find. It has 14 full length pockets to keep your clubs


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from knocking together and getting damaged, and plenty of other pockets for tees, drinks, and valuables that you want to take with you.

For those of you who just can't let go of the whole pink style then Preceptoffers a seriously girly bag, mainly pink with pretty candy stripes in arainbow of colors, and they have thoughtfully added a small handbag thatmatches perfectly and allows you one seamless look. If you are looking for astand bag, fear not! There are just as many ladies golf bags out there thathave the attached stand, and again there is a massive range of more femininecolors to tantalize and impress you, starting this time with that must havepink.

Datrek Ladies Storm bag is nicely styled in pink and black and stands wellon the course, the color matched legs coping well with any terrain. It is amid range bag that has many of the features you would expect to find in anygood stand bag, including a waterproof cover in case you get caught in ashower. Nike offers an excellent ladies stand bag that is gray and black,which looks smart without being flowery and is an excellent light weightbag for a woman who doesn't need the girly colors as part of her kit.

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