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Clubb International: Revisiting the Marketing Strategy

Neena Sondhi; Rituparna Basu;

商品編號:9B18A009
出版日期:2018/02/05
再版日期:2018/02/05
商品來源:
商品主題:Entrepreneurship; Marketing
商品類型:Case (Field)
涵蓋議題:marketing strategy;product innovation;family business
難易度:5 - MBA/Postgraduate
內容長度:15 頁
地域:India
產業:Retail Trade;
事件年度:2017

Clubb International Private Limited (Clubb) was a 26-year-old travel goods and accessories firm based in Kolkata, India. The owner believed in a complete ownership model. The firm had come a long way since its beginning and now had close to 200 product offerings. In March 2017, the owner’s son (the second-generation director of Clubb) felt it was time to scale up the business and acquire a leadership position in the market. Clubb had at its core a legacy of innovation, quality, and a bootstrapping philosophy, but it might not be conducive to the new strategic vision. For the road ahead, the company needed a professional and streamlined product and retail strategy. Could the desired scale of operations be achieved with the complete ownership model and mantra of no advertising?

教學手冊:8B18A009;
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