strategic marketing plan - case debate at hogeschool van amsterdam
DESCRIPTION
Case Debate - C&B (Curry and Boss), a Dutch leather company.TRANSCRIPT
Fail to identify the root of problem
Contradiction between strategy
& SWOT
Overestimation
3MAIN
PROBLEMS
Fail to identify the root of problem
Contradiction between strategy
& SWOT
Overestimation
3MAIN
PROBLEMS
Fail to identify the root of problem
Contradiction between strategy
& SWOT
Overestimation
3MAIN
PROBLEMS
Fail to identify the root of
the problems
WHAT ACTUALLY HAPPEN??
• No emotional value attach to the brand
• Lack of effective SCA
• Lack of customer intimacy and good communication
MARKET PENETRATION
DO NOT BUILD SCA
A good Marketing strategy should consider the building of a SCA
If Your Marketing strategy doesn’t point out how to building up SCA
THEREFORE, we can conclude that the particular marketing strategy is NOT a good Marketing strategy!!!!!!!
NONE OF THEM REFLECT
THE BUILDING OF SCA
Travelers Business Electronics
C&B is a Niche playerMass Advertisements
in Niche Market? Workable?
Too Broad Target Group? Workable?
“All things to All people”
POTENTIAL????
TRAVELER
Percentage of Travellers' Luggage Types Preference
Leather6% Fiber
15%
Canvas34%
Others45%
Leather
Fiber
Canvas
Others
Ladies Purses23%
Men's Purses37%
Travel Accessories
17%
Business Articles19%
Ladies Handbags
3%
Consumer Electronics
Protection Bags1%
Ladies Purses
Men's Purses
Travel Accessories
Business Articles
Ladies Handbags
Consumer ElectronicsProtection Bags
What are we good at?
sending gifts/samples to customers ??
ISSUES
• High cost since it is LEATHER
• The fact is People only buy leather twice a Year!!!
• The fact the budget doesn’t appear on your pie chart
Where is Your sample gift budget??????
Contradiction between strategy
&
SWOT analysis
It contradicts to C&B strengths
• High quality• Wide product range• Good image• High brand awareness
STRENGTHS
IF C&B LIQUIDATES ITS DOG
Mismatch between
Strengths and
Strategy
Overestimation
Market growth rate
Total growth rate in the next 3 years
Target Market
• Business executives
- Affordability
- Status enhancement
- Quality product
(Leather)
Future Trend
• People are moving toward the idea of self-expression.
• They are finding the products that are tailored made for their individuality
>>>> differentiate and special.
Therefore, we are trying to build our Sustainable Competitive Advantage (SCA)
“Operational adaptability to offer greater value which meet customer needs and demands”
Strategies
“Operational adaptability to offer greater value which meets customer needs and demands”
• Rebranding
Strategies
“Operational adaptability to offer greater value which meets customer needs and demands”
• Rebranding
• Customers’ intimacy
Strategies
“Operational adaptability to offer greater value which meets customer needs and demands”
• Rebranding
• Customers’ intimacy
• Superior design
Rebranding• Endorsement Advertising
Magazine
Rebranding• Event
Rebranding• Event
Customer Intimacy
• Open on-line shopping
On-line Shopping
On-line Shopping
On-line Shopping
On-line Shopping
Customers’ Intimacy
• Embossing
Zalano
Superior Design
• Cooperate with famous designers
- Limited Edition
- Enhance the company’s design and
brand image
Superior Design
• Collection
- Twice a year (Seasoning)
Examples of Print Adfor Seasoning Collection
Budget for the Marketing Plan
Event35% Endorsement
14%
Embossing1%
Magazine Advertisement
20%
Design Development
30%
Event
Endorsement
Embossing
Magazine Advertisement
Design Development
In Long-Term
• Open our own shop !!
- Made-to-order
- Invest in customer relationship
management (CRM)
Own Shop
In Long-Term
• Create sub-brand
- Target young customers
- More colorful in design
- Non-leather / semi-leather product lines
“We provide essential opportunities for young plant to develop and grow sustainably“
Sub-brand
• Heidi’s by C & B
In Long-Term
• Move company’s inspection and quality control (QC) department to China
- Save transportation costs
- Also decrease ‘pipeline length’ in the
supply chain
- Allow the company to response quickly
to customers
Transportation
Transportation
Conclusion
• Short-term
- Rebranding
- Customers’ intimacy
- Superior design
• Long-term
- Own shop
- Sub-brand
- Moving QC
department to China
Support our SCA !!!