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    Hudson Case Study

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    Khôi Lê
    Hudson Corporation, a luxury luggage manufacturer, faces increased competition from cheaper imports. It must decide how to protect its brand and create new markets. The document discusses Hudson's background as a top-of-the-range luggage maker based in New Jersey with a well-known brand. Market research finds its products seen as expensive and outdated. Opportunities exist in Europe with wealthier consumers and a fashion culture. The case study proposes marketing strategies like repositioning the brand, stretching it to new products, and developing e-commerce sales.

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    Hudson Case Study

    Uploaded by

    Khôi Lê
    70 views11 pages
    Hudson Corporation, a luxury luggage manufacturer, faces increased competition from cheaper imports. It must decide how to protect its brand and create new markets. The document discusses Hudson's background as a top-of-the-range luggage maker based in New Jersey with a well-known brand. Market research finds its products seen as expensive and outdated. Opportunities exist in Europe with wealthier consumers and a fashion culture. The case study proposes marketing strategies like repositioning the brand, stretching it to new products, and developing e-commerce sales.

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    Hudson Corporation, a luxury luggage manufacturer, faces increased competition from cheaper imports. It must decide how to protect its brand and create new markets. The document discusses Hudson's background as a top-of-the-range luggage maker based in New Jersey with a well-known brand. Market research finds its products seen as expensive and outdated. Opportunities exist in Europe with wealthier consumers and a fashion culture. The case study proposes marketing strategies like repositioning the brand, stretching it to new products, and developing e-commerce sales.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    70 views11 pages

    Hudson Case Study

    Uploaded by

    Khôi Lê
    Hudson Corporation, a luxury luggage manufacturer, faces increased competition from cheaper imports. It must decide how to protect its brand and create new markets. The document discusses Hudson's background as a top-of-the-range luggage maker based in New Jersey with a well-known brand. Market research finds its products seen as expensive and outdated. Opportunities exist in Europe with wealthier consumers and a fashion culture. The case study proposes marketing strategies like repositioning the brand, stretching it to new products, and developing e-commerce sales.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 11

    HUDSON

    CORPORATION
    A luxury luggage manufacturer is facing
    increased competition from cheaper
    imports. It must decide how to protect its
    brand and create new markets for its
    products
    HUDSON CORPORATION

    Marketing
    Background
    Strategies

    CASE
    STUDY

    Market research Writing

    2
    BACKGROUN
    D
    Location:
    01
    - Based in New Jersey, USA

    Products:
    02 - Top-of-the-range luggage and travel accessories.

    Strengths:
    03 - Suitcases and bags are associated with high quality

    - A well-known brand name in USA

    3
    Market Research

    4
    CASE STUDY

    - Expensive and do not have value for their money

    Problems - Designs are old fashioned

    - New on European market

    5
    6
    CASE STUDY

    - Europe have a fashion culture

    Oppotunities - Have high incomes per year

    - Italy, French and Switzerland are one of the most


    luxury consumers markets.

    7
    8
    Develop the Hudson
    Reposition the brand Stretch the Hudson brand
    Brand
    Sell products at medium price ranges Promote the Hudson products as an exclusive brand Put the Hudson brand on high-quality watches
    and jewelleries
    Use a high-volume, low-cost strategy Use product placement and product endorsement Make an agreement with the Swiss
    manufacturers

    Marketing Strategies

    Develop sales using e- Develop a wider product range


    Hire a top designer
    commerce
    To produce a new range of products Sell existing product lines via the Sell a wider range of products
    Internet at competitive prices
    Sell the products under a new label Sell at lower, competitive prices

    9
    Writing

    10
    THANK
    YOU

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