Abercrombie Fitch Case Study.docx - CASE STUDY Abercrombie...

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CASE STUDY Abercrombie & Fitch: Is it Unethical to be Exclusive? BUSI 1093 Introduction to Marketing 6/11(21W-O-1E) Table of Contents Introduction ……..………………………………………………………………………1 Problem & Problem Statement …………………..………………………………………2 Strengths & weakness ……………………………………………………………………3 Recommendations …………………………… ...... ……………………………………4, 5
Conclusion …………………………………………………………………………….5, 6 References ………………………………………………………………………………. 6 Introduction: The case of Abercrombie & Fitch is one of interest for ethical issues, especially given that we are in the 21 st century where everyone is entitled to their own beliefs and rights. Abercrombie and Fitch incorporation is one of the leading manufacturers of cloths in the world. It dominates the largest market in America targeting age 18-24. Nonetheless, it continues to face stiff competition from other clothing competitors like the Fubu. In addition, there has been continued decrease of sales for apparel and sportswear due to economic downtown. To remain on the competitive edge, Abercrombie and Fitch should assess the market and develop a strategy to counter the current factors hindering their operations, especially in the market. Outlined below is a SWOT analysis of Abercrombie and Fitch market.
Abercrombie and Fitch has changed over the decades to make it a profitable and successful business. The direction of strategies that the company uses to segment its market is unique and its target population is different as compared to its competitors. However, to have billions of dollars in sales it seems the company is on the right path. The vision and direction of the CEO, Michael Jeffries may not be supported by every segment of the population and this led to several criticisms from different people and agencies. The analysis of this case would identify the problems that the company currently faces and what would be the possible solutions and or recommendations for these issues. Problem & Problem statement: Sales decreased for the company, especially in the women’s section by 30% since celebrities have started painting a negative image of the company. This is a clear indication that the image of the company is changing and consumers and the general public are becoming more

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