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3 pages/β‰ˆ825 words
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Style:
APA
Subject:
Business & Marketing
Type:
Case Study
Language:
English (U.S.)
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Topic:

Strategic Marketing Problems: The Victorinox

Case Study Instructions:

Hi,
This is the Marketing Problems-Application and Decisions course.
I want you help me do 3 pages case summary.
Please follow the rubric.
I will provide you with course slides that I hope will be helpful.
Thank you.


 


 




SUMMARY EVALUATION FORM

% (Score)

Comments

Introduction, Statement and Assessment (20)

The problem/opportunity is clearly identified and discussed. (5)

 

 

The problem/opportunity and firm activities are fully developed. (5)

 

 

The competitive environment is understood and articulated. (5)

 

 

Strategic outcomes, both short and long term are discussed. (5)

 

 

Strategic and Situation Analysis (30)

Industry analysis (SWOT, Porter’s, Timmons, KSF, PESTEL, etc.) completed with conclusions drawn and applied to present and future critical success factors. (20)

 

 

Financial and other relevant analysis is represented (exhibits), discussed, and supports industry and competitive product/service positioning. (10)

 

 

Evaluation of Alternatives and Recommended Action (40)

Product/Service Placement and Marketing Strategy is thoroughly discussed and tied to successes and challenges that are responsive to market pressures. (12.5)

 

 

Firm structure, management and other key success factors are fully developed and outlined, with alternatives developed and evaluated according to product position and decision criteria for action. (12.5)

 

 

Specific and actionable implementation of selected alternative is fully developed, with concise action plan that is measurable and tied to success. Action is evaluated and solutions are tied to performance. (15)

 

 

Summary and Guidelines (10)

Summary is succinct and logically organized, following prescribed guidelines: no more than 4 double spaced pages, 12pt. 1" margins. (5)

 

 

Summary is free of errors (grammatical, spelling, structure, etc.). (5)

 

 

Overall Score (out of 100 points, or 5% of Case Summary Grade), Late Submissions will Receive Overall Score of 0.

 

 


Case Study Sample Content Preview:

Strategic Marketing Problems
Author’s Name
Institutional Affiliation
Strategic Marketing Problems
Introduction, Opportunity and Assessment
The Victorinox is a Swiss Army Knives company that manufactures fragrance, knives watches and luggage. The head of marketing of Victorinox Company is facing problem in developing a strategy that will allow the fragrance company to enter in the fragrance sector directly. With the formation of a successful strategy, there is an opportunity for the company to generate higher revenue and increase its profitability ratio. The assessment of the company’s overall resources and capabilities indicate that the company has the potential of enhancing the capabilities of its overall business operations (Alon & Carvajal, 2014; Chernev, 2018). The development of a suitable strategy plays a vital role in enhancing the performance of the company’s business processes. The firm activities are fully developed as the focus of the organization’s management is on collaborating with all the stakeholders regularly.
Strategic and Situation Analysis
The market of fragrance is influenced by external factors like product diversification, product visibility and many others. The increase in the visibility of organic and natural products is directly linked with the fragrances market demand. The high cost or price of fragrances product restricts the acquisition of customers in mass quantity and market growth (Alon & Carvajal, 2014; Kerin & Peterson, 2013). The unisex fragrances, men’s fragrances and women’s fragrances have a high market share.
The quality of the products produced by Victorinox Company is excellent, which ensures that the company establishes a strong brand reputation globally. The fragrance market has emerged as a massive market all around the world. Therefore, the competition present in the market is significantly higher than in other industries. In the Latin America region, the market share is nearly 28 percent (Alon & Carvajal, 2014; Grünig & Morschett, 2017). The increase in the number of middle-class population in Latin American countries like Brazil provides a large market to Victorinox for expanding their business operations. The younger generation of people have good brand awareness, and this group of people can play a huge role in increasing the sales of the company. The Latin American region mainly consists of underdeveloped nations. The government regulations present in this region does not imply a strict policy for fragrance businesses. The Victorinox Company can benefit a great deal from such a situation.
The fragrance market has developed a significant market globally, and the industry is dominated mainly by some major companies like Avon, Coty and L'Oréal. These companies pose a serious threat to the Victorinox Company as these brands have established their keen brand awareness (Alon & Carvajal, 2014; Roger, 2010). Customers prefer buying new and high price products in the fragrance industry. Victorinox can benefit from this situation by introducing a new stylish perfume product at a lower price than its competitors. Below is the SWOT Analysis of the Victorinox Company:
Table 1: SWOT Analysis of Victo...
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