Realistic Business Improvements within Marketing ---A case study of Samsonite Corporation

Essay by blue_flinkCollege, Undergraduate October 2009

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1. IntroductionMarketing, which involves getting a product or service into the market, promoting it, influencing behaviours, and encouraging sales, is a broad topic that covers a various range of aspects (Geld, 2006). Companies without a marketing mind-set are at a disadvantage in today's business world. Therefore, how to use marketing strategies to improve the business become extremely important in any industry nowadays.

The global luggage industry has experienced increasing production costs and stiffer competition, especially in the non-luxury, high-volume, and low-price segment (RobSearch, 2006). Various factors such as the increase in business and leisure travel, emergence of women buyers as a dominant segment, and the invasion of technology at the workplace in the form of gadgets and laptops have been redefining product innovation and design in this industry (RobSearch, 2006). On the other hand, established luggage brands are facing a threat not only from private labels but also from low-cost destinations.

Environment and labour-related requirements have also posed a challenge to manufacturers worldwide in the post-WTO milieu. As the leading manufacturer of luggage in the world and the top seller of luggage in the United States, Europe, and Japan, Samsonite Corporation has adopted various marketing strategies for its business improvement through the situation. Samsonite is chosen as the case in this assignment. By analyzing its different marketing activities and evaluating the effectiveness, this assignment assesses the importance of the marketing function in its business improvements and makes some further recommendations for its further improvements. Though in addition to its world-renowned Samsonite label, the company also markets the popular American Tourister and Lark brands, this assignment will only focus on Samsonite Classic and Blacklabel brand.

2. Case Study Context --- Samsonite CorporationSamsonite Corporation was founded in 1910, and has been the world no. 1 luggage maker for decades. However, at...