strategic marketing plan - case debate at hogeschool van amsterdam
DESCRIPTION
Case Debate - C&B (Curry and Boss), a Dutch leather company.TRANSCRIPT
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Fail to identify the root of problem
Contradiction between strategy
& SWOT
Overestimation
3MAIN
PROBLEMS
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Fail to identify the root of problem
Contradiction between strategy
& SWOT
Overestimation
3MAIN
PROBLEMS
![Page 4: Strategic Marketing Plan - Case Debate at Hogeschool Van Amsterdam](https://reader033.vdocuments.net/reader033/viewer/2022061305/54b203654a7959c2358b462a/html5/thumbnails/4.jpg)
Fail to identify the root of problem
Contradiction between strategy
& SWOT
Overestimation
3MAIN
PROBLEMS
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Fail to identify the root of
the problems
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WHAT ACTUALLY HAPPEN??
• No emotional value attach to the brand
• Lack of effective SCA
• Lack of customer intimacy and good communication
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MARKET PENETRATION
DO NOT BUILD SCA
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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!!!!!!!
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NONE OF THEM REFLECT
THE BUILDING OF SCA
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Travelers Business Electronics
C&B is a Niche playerMass Advertisements
in Niche Market? Workable?
Too Broad Target Group? Workable?
“All things to All people”
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POTENTIAL????
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TRAVELER
Percentage of Travellers' Luggage Types Preference
Leather6% Fiber
15%
Canvas34%
Others45%
Leather
Fiber
Canvas
Others
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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?
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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
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Where is Your sample gift budget??????
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Contradiction between strategy
&
SWOT analysis
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It contradicts to C&B strengths
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• High quality• Wide product range• Good image• High brand awareness
STRENGTHS
IF C&B LIQUIDATES ITS DOG
Mismatch between
Strengths and
Strategy
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Overestimation
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Market growth rate
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Total growth rate in the next 3 years
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Target Market
• Business executives
- Affordability
- Status enhancement
- Quality product
(Leather)
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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.
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Therefore, we are trying to build our Sustainable Competitive Advantage (SCA)
“Operational adaptability to offer greater value which meet customer needs and demands”
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Strategies
“Operational adaptability to offer greater value which meets customer needs and demands”
• Rebranding
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Strategies
“Operational adaptability to offer greater value which meets customer needs and demands”
• Rebranding
• Customers’ intimacy
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Strategies
“Operational adaptability to offer greater value which meets customer needs and demands”
• Rebranding
• Customers’ intimacy
• Superior design
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Rebranding• Endorsement Advertising
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Magazine
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Rebranding• Event
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Rebranding• Event
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Customer Intimacy
• Open on-line shopping
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On-line Shopping
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On-line Shopping
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On-line Shopping
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On-line Shopping
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Customers’ Intimacy
• Embossing
Zalano
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Superior Design
• Cooperate with famous designers
- Limited Edition
- Enhance the company’s design and
brand image
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Superior Design
• Collection
- Twice a year (Seasoning)
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Examples of Print Adfor Seasoning Collection
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Budget for the Marketing Plan
Event35% Endorsement
14%
Embossing1%
Magazine Advertisement
20%
Design Development
30%
Event
Endorsement
Embossing
Magazine Advertisement
Design Development
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In Long-Term
• Open our own shop !!
- Made-to-order
- Invest in customer relationship
management (CRM)
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Own Shop
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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“
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Sub-brand
• Heidi’s by C & B
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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
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Transportation
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Transportation
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Conclusion
• Short-term
- Rebranding
- Customers’ intimacy
- Superior design
• Long-term
- Own shop
- Sub-brand
- Moving QC
department to China
Support our SCA !!!
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