scnewproduct - Short Life Cycle Products: The case of Sport...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
1 utdallas.edu/~metin Short Life Cycle Products: The case of Sport Obermeyer www.obermeyer.com
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2 utdallas.edu/~metin Obermeyer* High-end fashion ski-wear design and merchandising Headquarter in Aspen, Colorado Sells ski-wear to department stores and ski-shops It has a global supply chain extending over US, China, Hong Kong, Japan, Germany, Korea, etc. Obersport is Hong Kong based and is a joint venture between Sport ObMe and a Hong Kong partner *: Obermeyer possibly from “ober meier”, which may mean a “high rank town official”.
Background image of page 2
3 utdallas.edu/~metin Company Background Established in 1947 to provide functional ski-wear: parkas, vests, ski suits, shells, sweaters Innovative: Introduced goose-down vests in 1950s and ski brakes in 1980s $32.8 M sales, 45% of children’s market, 11% of adult market A high price and low volume per style company
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
4 utdallas.edu/~metin Products 4 Genders: Men, Women, Juniors (boy, girl), Preschoolers ~6 Products: Parkas, sweaters, pants, turtlenecks, vests, suits, stretch pants for skiing only ~4 Styles: Gail, Isis, Entice are for women parkas Currently: ATC (NYC style), ALT 3 (Tibetan style), Ridgeline (Sophisticated performance), Timeless (Classic style), Nouveau (Haute new fashion) ~4 Colors. Jackets seem to have more colors than pants. ~8 Sizes. Women clothing has more size combinations than men clothing. A total of about 3000 (=4x6x4x4x8) product combinations. Why so many products?
Background image of page 4
5 utdallas.edu/~metin Market Segmentation for Men Fred, conservative Rex, high-tech – New materials used Light water repellent clothes Biege, functionality Zips, Pockets Klausie, stylish Fashionable: Fur lapels Why is segmentation important? What is market surplus?
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
6 utdallas.edu/~metin Market segmentation Price Demand $100 $50
Background image of page 6
7 utdallas.edu/~metin Short-life cycle products Short-life cycle products are designed for consumption over a single selling season (<1 year) Is a Campbell soup short-life cycle product? Fact: Only 5% of Campbell’s current product portfolio is introduced within the last year. Fact: Campbell’s profit margin is about 5%.
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 25

scnewproduct - Short Life Cycle Products: The case of Sport...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online