textbook assignment 2 marketing

textbook assignment 2 marketing - Chapter 10 1. Do you...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 10 1. Do you think Tommy Hilfiger should change its channel strategy in the face of its dwindling sales and in light of what competitors are doing? If so, what channel strategy changes should the company make and how would such a move affect Hilfiger’s product differentiation and product positioning strategies? Slow times in the economy and changes in style is a definite red light for a company to make changes to its channel strategy. It’s crucial for a company to adjust its strategy from time to time if external environmental factors change. Because the economy was not doing so well during those years, it would be vital for the company expand its retailers to discount stores like Wal-Mart or K-Mart especially if competitors have already done so. Consumers will definitely choose the competitors that have expanded their lines to stores where the clothes are much more affordable during the economic slowdown. Product differentiation will be more prominent relative to competitors like Nautica and Ralph Lauren. Consumers will be able to perceive the difference portrayed through the company if it begins to sell its clothes in discount department stores and not only in specialty stores. It will closer fit the consumers buying preferences and therefore raise sells if Tommy Hilfiger decides to go this route. Its product positioning will also change. The Tommy clothing sold in department stores will be seen as an alternative to buying the expensive lines in specialty stores. It will also be seen as an alternative to buying the other line of clothes normally sold in Wal-Mart or K-Mart. The particular brand of Tommy would be seen more as the higher quality clothing line sold at discount prices in
Background image of page 1

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

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 3

textbook assignment 2 marketing - Chapter 10 1. Do you...

This preview shows document pages 1 - 2. Sign up to view the full document.

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