| Swiss Army: Diversifying into the Fragrance Business - Teaching Note |
| 作者姓名：Ilan Alon; Marc Fetscherin; Claudia Carvajal |
| 商品類型： | 商品編號：8B14A066 |
| 出版日期：2014/11/19 | 內容長度：10 頁 |
Teaching note for product 9B14A066.
|
| Swiss Army: Diversifying into the Fragrance Business |
| 作者姓名：Ilan Alon; Marc Fetscherin; Claudia Carvajal |
| 商品類型：Case (Field) | 商品編號：9B14A066 |
| 出版日期：2014/11/19 | 內容長度：10 頁 |
In 2005, Victorinox, the original producer of the Swiss Army Knife, acquired Wenger, including the fragrance label “Swiss Army Fragrance.” The acquisition of Wenger allowed Victorinox to become the only producer of the famous Swiss Army Knife as well as the key player in Swiss Army watches. Victorinox’s head of marketing was asked to design a business strategy that would successfully allow the company to enter the fragrance industry. How should Victorinox .....more
|