Brand Image Case Studies Samples For Students

Abstract

JC Penney is one of the largest retail stores in the world. It has a century long history of success. JC Penney has seen many big changes over the last 100 years in its product portfolio. However, the last effort to change it brand image went horribly wrong. It lost almost 33% of its customer base within a year, biggest in the history of retail industry. However, it has now realized that it needs to stick to its tried and tested brand image and also the operational tactics that have succeeded for the last 4 decades. Once those are in place, ...

Red Bull was established by Dietrich Mateschitz in year 1985. Company introduces energy drink exclusively in Austria in year 1987. After five years of exclusive operation in Austria Market, Company expanded its business in European market. Company decided to slowly enter into foreign markets in order to create buzz and anticipation. This paper intends to analyze brand equity and other related aspects of Red Bull.

Answer 1

Brand Equity
Brand Equity reflects value premium earned by the company from its product that has well recognized and establish brand name in the market as compare to competitors. Company creates brand equity ...

Executive summary of the case

The case study starts with a brief history of Mc Donald’s; how it came into being. McDonald’s “competency center” in each country uses their acquired to knowledge to innovate and develop strategies for growth of the company. The case focuses on the company’s Switzerland strategy. In 2001, McDonald’s diversified into hotel industry in Switzerland by setting up two hotels in Zurich and Lully. The hotels were operated under the brand name of "Golden Arch Hotel”. They were positioned as 4 stared hotels that were highly modern and technologically advanced in terms of interiors of the hotel ( ...

Introduction

Background
Established in 1941 as a small family-owned business, Coach morphed into a fashion brand over time, providing superior quality fashion goods of modern and classic style. It started operating its own exclusive retail stores in 1980 (Coach Inc., 2014). The Coach brand was sold to Sarah Lee in 1985, and since then, the company has undergone a rapid expansion. The product portfolio of Coach included luggage, briefcases and other fashion accessories, apart from its original men’s and women’s leather bags. Until 2000, Coach mainly operated its stores in the USA before starting to expand into international markets like ...

Question One

The sales of the Lego’s movie themed products keyed to popular film franchises, such as Harry Potter, Lord of the Rings, and Spiderman are performing well according to the company’s main shareholder and the Chief Executive Officer Kjeld Kirk Kristiansen who has served the company from 1979 to 2004 (Lego). The increased sales can be attributed to the increased number of alliances with Walt Disney Company and Lucas Films, which is the creator of the popular Star Wars Series. According to my opinion, I think this was the right strategy for the company to adopt considering the ...

Implementation issues

Snapple has experienced a decrease in sales and sales and revenue after firing of the Company’s spokespeople. The first implementation plan would be bringing back another spokespeople, with similar characteristics as the previously fired. From the first alternative, the sales department plays a major role in shaping the revenues of an organization, and as such, the company should employ massive sales people with the ability of moving a big crowd of customers. In addition, the fired group had a lot of influence towards customers who loved taking juice from Snapple Company. A similar recommendation would be for the company to hire the ...

Abstract

Hong Kong Disneyland has been opened for over a period of ten years .It is beautiful and attractive place to visit. Being so famous it still has many problems till today. Below discussion describes the issues faced by the Hong Kong Disneyland.

ISSUES FACED BY HONG KONG DISNEYLAND ARE AS FOLLOWS:

- With over emphasis on China market, Hong Kong Disneyland has focussed on China market for a long period. With the opening of Shanghai Disneyland this year, Hong Kong Disneyland predicts that they will lose 50 percent of tourist’s attendance.
- Brand image of Hong Kong Disneyland is diluting because it has created too many issues like ...

INTRODUCTION

In the modern global business world people interact within organizations to achieve a variety of targets. Organizational behavior helps realize how people influence each other in companies. Given this fact, organizations are examining ways to treat employees respectfully and to support them at work creating a stressless workplace, motivating staff and maintaining competitive advantages among their rivals (Schermerhorn et al 26). Additionally, realizing organizational behavior managers receive perfect insights into the problems of individual differences, values and diversity, which have become increasingly popular and important in the recent years. With the increasing value of diversity in the workplace, organizations need to ...

Executive summary

Domino’s Pizza Enterprises Ltd. is an international medium sized pizza franchise that has operations in the following countries: New Zealand, the Netherlands, Australia, Belgium and the principality of Monaco. It was established in 1960 and listed in NYSE and DPZ in 2004. The founders of the company were Tom and James Monaghan. The company’s slogan is “it is all good”. It boasts of a strong digital presence that allows its customers in Australia and other nations to order their pizza via Face book, an app on their Ipad and the Domino’s pizza. The mission of the company is ...

Li-Ning is a leading sportswear brand in the Mainland China and they aspire to be a world's established brand in the sports goods industry. The company has been successful in maintaining and increasing its market share in China while facing strong competition from Nike and Adidas. Direct resources to branding and product research and development for long term well being of the company.

The competitive edge of the company is maintained by its strengths such as; strong distribution channel, R&D, endorsements from major athletes and sponsoring sports events. Their biggest strength is brand loyalty and recognition in the Chinese market. These strengths ...

Background Information

Harley-Davidson Inc. is one of the largest motorcycle manufacturing companies that has not only dominated the United States market, but also other parts of the world. The Company has 100 years experience in terms of motorcycle manufacturing and has attracted a broad base of clients across the United States (Brannen, Jeffrey and Nabil, 11). Economists have mentioned that Harley Davidson Inc. is one of the two motorcycle manufacturing companies that did not experience significant impact as a result of the Great Depression (Zarco and Morgan, 47). Besides, the company has undergone a series of management as well as ownership ...

Management

INTRODUCTION
Zynga Inc. is the largest game developer in the world with nearly 290 million monthly active users per month who are playing their games mainly on Facebook such as Mafia Wars, Zynga Poker, Frontier Ville, City Ville, Farm Ville, among others. Moreover, Zynga offers its game through several platforms such as My Space, iPad, Yahoo, iPhone and Android (Survey Analytics).

The leader of Zynga, Mark Pincus, founded the company in 2007 and led the company with his leadership skills making the company to be a pioneer in the social gaming industry. Although it is important for a leader ...

Background of the Study

The fast food industry is witnessing an unprecedented growth in the recent years. In this era of globalization, multinational organizations are willing to expand their business operations in growth markets. For exploiting this opportunity of global expansion, they must formulate appropriate business strategies according to the targeted market (DePalma, 2002). These strategies are based on host country’s geopolitical and socio-economic environment. Nowadays, companies are aware of the fact that if they want to attain lucrative business then they have to focus on local needs, as well. Glocalization is new business concept, which is used to elucidate the concept ...

Harley Davidson is the world’s leading manufacturer of heavyweight motorcycles. The company is based in Milwaukee, Wisconsin and has been producing motorcycles for more than 100 years. The company provides wholesale and retail financing and insurance programs principally to its dealers and customers. It operates in two business divisions: motorcycles and related products and the financial services. The company undertakes strengthening its marketplace position through launching new product, reorganization programs and tactical alliances. The company operates in an industry characterized by fierce competition. Its main competitors include Yamaha and Honda. Initially, the company operated in the United States ...

SWOT ANALYSIS:

Strengths:
- An old and successful brand name
- Experience of working in emerging markets
- Knowledge of developing or growing economies
- Good financial backing
- Diversified company
- The company is experience high growth in sales, net income, and earnings per share
- 38% Market Share in the oral care industry
- Full variety of oral care product – In 2009 alone, Cottle-Taylor was able to sell 46% of all tooth brush sold in India

Weakness:

- Margin of the company falls on low-end products
- Weak distribution network in ...

Marketing Management

- Situation assessment
The company ECCO Shoes had to devise the most effective online strategy to convey the new minted category platform ‘The Comfort to Express your Style.” The shoe brand was perceived differently in the various regions of the world. In Japan, ECCO shoes were considered highly fashionable whereas in the regions of Western Europe the shoes were considered less fashionable and were even called granny shoes. It was a challenge for the company to resolve such an inconsistency in the brand image in the various regions of the world. The decision had to be taken within the ...

Introduction: Case synopsis

The shampoo market in India had grown exponentially due to customers placing a high degree of importance on their physical appearance. Herbal brands and synthetic brands are widely used, however coming from a tradition of using herbs, Indians tend to prefer the herbal brands more than the synthetic ones. Himalaya shampoo is among the herbal brands of shampoo that had to compete with established and successful conventional and ethnic brands such as the Nyle, Meera, Gamble, and Unilever India. The challenge for Himalaya was to formulate a positioning strategy so that it can be able to reach out to consumers who strongly ...

Pita Pit franchise case study

A number of advantages are incumbent upon the purchase of a franchise as opposed to starting one’s own business. It should be appreciated that franchises bring with them advantages present in already developed business which often lacks in the start-ups. In this vein one appreciates issues like product formula and manuals, brand image and developed markets and supplier base. In considering the advantage as to the product formula and business manuals, one takes into consideration that the products are no longer new in the market and enjoys the brand image enabled by the franchisor’s establishment. In the fact ...

Table of Contents

Introduction..3

Marketing Briefing Document3
A. Importance of Maintenance of Relationships with Clients..5
B. Suggestions Regarding Improvement of Relationships with
Clients.5
A. Evaluation of Issues Faced by The Creative Agency..7
B. General Recommendations.8

The current paper relates the case study of The Creative Agency, further named The Agency. The Agency faced several problems which are to be solved urgently since it is on the verge of bankruptcy. The Agency management applied to the experts for advice.
The paper represented here contains four parts. The first part is a marketing briefing document. The second ...

Consumer behavior refers to any character adopted by consumers with regard to selection, purchasing and consumption of goods and products . This is the study that deals with several decisions made by consumers with regard to products and services that satisfy their needs. Understanding the decision making process of the buyer is paramount if one attempts to adjust such behavior. Blending elements of psychology and economics in marketing practices is probably the sure to go about it. Additionally, adopting scheme that could influence groups or families may also change the tide in consumption of the products. This research examines scholarly ...

Introduction:

Global Gadgets Imports started the business of gifts and home décor items in the year 1992. Presently the company owns eleven independent stores along with distribution of gift and décor items to multiple retail store locations. Company was enjoying good sales through its wholesaling network and through retail outlets till last year. Over the last year company noticed a downfall in wholesale business whereas the business of retail stores was flat. After various evaluations and research, company decided that the main reason for downfall is improper brand building activities. The company decided to explore public relation marketing communication ...

The major strategic challenge facing the Apple computer Inc. is its strategic competitiveness with respect to the company brand image. As the company expanded its product line to include media, software, and hardware, its brand image declined tremendously. It diversified broadly and as result loses its strategic brand image in the industry. The broad differentiation strategy employed which sought to differentiate the company’s product offering from rivals’ in ways that appealed to a broad spectrum of buyers. Besides, it tries access broad and varied consumers as opposed to its already established market. The company thus finds it extremely impossible ...

Recommendation I: Innovative Promotion Strategy

It is evident that Snapple drink was misinterpreted by the Quaker management, once the decision to turn it from “fashion” to “lifestyle” brand was taken on the top management. While the sales of the Snapple soft drinks fell as consumers felt betrayed and believed that the natural and family brand was “sold out”, people still feel good about the old Snapple experience, based on the following values:

Fun drink with informal and natural proposition;

Sensual experience with high variety, imaginary and special flavors;
Taste experience, created by packaging of the drinks;
Unique drinks, which is differentiated from traditional Coke-style sparkling drink as well as simple water;
...

Introduction

Sony Corporation began in 1946 in Tokyo as a manufacturer of measurement and telecommunications equipment. Over the decades that followed, Sony became a major player in electronic markets such as communications, audio and video equipment’s meant for professional and home use. By 2010 the company had more than 171,000 employees worldwide in countries such as china, the United States, Europe and japan. In the financial year ending March 31st, 2010, Sony Corporation reported annual sales of $89billion. Sony introduced the VAIO series of computer products to build its consumer lines and debited the market with desktop product ( ...

Question One

Panera Bread's strategy is a focused market differentiation strategy that provides meals to consumers to a particular target group. The target group of the company comprises of suburban dwellers and workers. The market objective of Panera is to satisfy the needs and tastes of the consumers by offering its signature soups and sandwiches that rival those provided by other companies. The competitive advantage of Panera is to offer high-quality products that match those of the other players in the market. When dealing with food products, quality is a critical aspect and the company that provides better quality can not ...

Integrated marketing communications

INTEGRATED MARKETING COMMUNICATIONS
Introduction
Nestle is well known in the food industries of India due to its brand known as Maggi noodles. Maggi is a well-known brand for noodles, soup, sensing and was established around 1947 in Switzerland (Sahoo, Mishra and Sahoo, 2016). In 2015, the Maggi noodles faced a crisis when the Food Safety and Standards Authority of India recalled 9 modifications of the brand in the market around the country (Desai, 2016). The claim was that the product contained some traces of lead and glutamate that are considered unsafe for human consumption (Soni and Harnawale, 2015). Due ...

Key Problems Identification

External
Increasing competition
In 1990s, the competition in the frozen desserts industry was on the rise. As soon as the market preference changed to healthier food habits, there was a rush to introduce the lower fat products and the ice cream market got fragmented increasing indirect competition manifold. The demand for such low fat frozen desserts continued to expand with an overall shift in preference towards the lower fat products as late as 1995. Especially the market share of the super-premium segment was being lost to the premium segment in Ben and Jerry hardly had any penetration.
The increasing ...

Recommendations

In regards to the recalls as conducted by the Mattel Inc. in 2007, significant recommendations are necessary not only to once again boost the sales of the company but also for the reaffirmation of the good rapport that had initially been created between the firm and its clients both locally and abroad. The recommendations have been particularly chosen based on the mood and depreciating confidence of the United States consumers in regards to the Chinese goods. (Bapuji & Beamish, 2008, p. 3) The recommendations encompass:

Revaluation of the location of the production facility and the diversification of the manufacturers, as well as, the supplies.

Rebuilding and strengthening the brand image of Mattel.
Researching and planning to conduct investments in ...

Cadbury Strategic Ambiguity

In 2009, Cadbury introduced a new advertisement where two school children made their eyebrows move to music. The advertisement was part of Cadbury’s strategy of preparing creative content for the company and capturing the attention of the audience. The advertisement is considered vague and strange as it does not make it clear why the students are moving their eyebrows or if eating Cadbury eggs is making their eyebrows move.
The play on anonymity is the ultimate of the advertisement and makes the audience watch the whole ad for its creativity. The audience keeps guessing the reason for the ...

The Problem

Abercrombie and Fitch is an international retail clothing brand which was incorporated in 1892 in New York. Until 2011, the company had followed an intensive business strategy of expanding its direct-to-consumer operations and brick and mortar stores through closure of local stores. When its share value dropped in 2011, A&F was faced with the decision of choosing between market segments and re-evaluating its focus strategy. The paper aims to evaluate A&F’s existing business strategy to maintain competitive advantage through SWOT analysis and to provide alternatives and recommendations for employing a strategy in the present situation.

Analysis

A SWOT analysis ...

Company Background

Brief History
General Motors is one of the companies that played a pivotal role not only in the development of the US auto industry but also in building the economy of the country over the past 100 years. The company is one of the largest manufacturers of cars in the United States and in the World, operating manufacturing and assembly plant as well as distribution centers in the US, Canada, and other states. The company was founded by Willian Durant back in 1908 when he invested USD$ 2000 in incorporating the company in New Jersey. The first fortune of ...

A Tale of Two Markets: NYC Subway Line

Executive summary of the case
The case, “A Tale of Two Markets: NYC Subway Line” speaks about the various business establishment strategies applied by Lynne Lambert during her pursuit to establish her brand NYC Subway Line and the line of products used the New York Lifestyle based positioning. The case describes how Lynne tried to channel across the conventional distribution system of the apparel retail markets and tried to develop retail sales for her products in two different markets, the gift retail, and the apparel retail markets. The case study provides an elaborate detail of the competition, costing, distribution, ...

Major Resources and Capabilities

All the organizations have some resources and capabilities that separate them from rest of the competitors. Some of the core resources and capabilities of Zara that create distinctive competencies are discussed below.
One of the core capabilities of Zara that is a distinctive competency of the company is that it follows a customer centric approach. The company focuses on its customers and provides them with the designs that are specifically for their body shape. The company is concerned about the body shape of the customers that allows them to make such products that fit the customers best. It not ...

- Executive Summary
Quench is a brand leader in the bottled water sector. The company was founded in 1998 and has steadily expanded operations to become a global multi million pound company. Its main strengths have been competitive pricing, strong advertising campaigns and a positive brand image. Their main market sector consists primarily of customers with sporty, healthy, clean-living lifestyle aspirations. It sponsors several sporting events not only in Britain but worldwide. The Quench brand is associated with trust and reliability. With increased competition and economic recession, the company has registered low sales volumes and reduced profit margins.
This report provides ...

Executive Summary

Mattel is one of the largest toy manufacturers in the world. It has business operations all across the world. Mattel sources most of its toys from Asian subcontractors. China is the main source of Mattel toys. In 2007, a retailer found lead paint in Mattel toys. This started a huge investigation on the part of US government and Mattel. Mattel recalled millions of toys from the market. The CEO of Mattel apologized to the customers. Mattel also employed huge changes in its safety and quality check policies. It also acted in a very transparent way in the investigation and helped the government ...

Marketing Plan – Annie’s: Growing Organically

The paper presents a marketing plan for Annie’s organic food company that uses healthy natural ingredients in preparation of organic foods. The company currently offers products in three main categories namely meals, snacks and desserts. Now, the strategic planners aims to enter in frozen food category as part of product and business expansion strategy; therefore, this paper will critically analyze target market, product planning, pricing, place and promotion components of will analyze the marketing plan. The researcher will provide arguments and recommendations that will lead to growth of Annie.

The Target Positioning Strategy

Annie has divided its target market into two core segments. ...

Integrated Marketing Campaign Folio

Executive summary
The study caters to the development integrated marketing campaign folio for Apple Inc and the market offering of the organization will be iPhone 6. The integrated marketing campaign preparation is developed for the purpose of better communication t the customers and market place. The introduction section covers the aspects of integrated marketing communication and its relatedness within the study. The literature section explains the importance of integrated marketing communication and the shift of communication from traditional strategies to integrated marketing strategies. It is important to analyze the difference between traditional communication strategies and integrated communication so ...

MARKETING

1. Which of the different product mix strategies discussed in the text applies best to Payless’s new strategy? Discuss this in detail.
A product mix comprises of the entire product and services that is manufactured and sold by the company. The product mix strategy affects the product from all the angles. The product mix strategies are
- Developing new products
- Brand or product expansion
- Existing product modification
- Removal of any product or brand
With the decreasing market space and the closure of stores, Payless was forced to implement a completely ...

Introduction

Enhancing the shareholder’s equity is one of the most effective activity of an organization for which the organizations stride for. According to majority of consensus, increasing the shareholder’s equity is the most important and critical things from the viewpoint of an organization as it is something from which positive impact would have been reflected over the bottom line of the organizations. Success story of an organization could not be derailed from any standpoint, as it something from which different aspects of an entity would be decided.
The essence of structure is an important thing from the ...

Identify and explain the two underlying assumptions of the RBV. Talk about these assumptions within the context of the industry that the case is set in. Does the company in the case possess unique resources?
One of the assumptions of RBV is the resources need to be heterogeneous. This implies that the resources, skills and capabilities that an organization has needs to be different with other organizations. This ensures that organizations use different strategies from one another. This then leads or allows an organization to develop competitive advantage. An organization with a varied source of resources can be a leader ...

Gap Inc. is a retailer located at America at San Francisco that deals with clothing and accessories. It was founded in year 1969. It is one of the world largest giant's dealers in the apparel retailers. It has more than 3000 stores and branches in the united state, Canada, Britain France, Ireland and Japan. In 2009, it registered fiscal revenue of 14.2 billion dollars. This shows how it operates at great budget and has high revenue. Therefore, the profit margin is also high. The most apparel brand in the word that it operates is five and consists of Piperlime, Antheta, ...

Introduction

The strategic and consistent growth of Amazon is not just spectacular but is truly admiring because its continuous innovations and strategies are very well organized, timely and innovative. Its net sales in 2012 reached US$61 billion, a 27.1% increase from $48.08 billion in 2011. North American net sales totaled $34.81 billion, which is a 30.4% increase from the $26.70 billion in 2011 (Brohan, 2013, p. 1). North America accounted for 57% of sales in 2012 (2013, p. 1). Its business strategy is bent on the utmost customer service by giving them the widest array of products and services. It has a ...

What are strengths and weaknesses of whole foods?

Whole Foods Market inc. has various strengths that continuously stamp its authority as a market leader in retail of natural and organic food items. It also has weaknesses that have made it susceptible to competition and comparative disadvantage in the global market. The company, nevertheless, has taken to its stride to capitalize on its strengths and mitigate on its weaknesses in order to retain its competitive edge in the global market.

Strengths

The company has several strengths that explain why it has enjoyed the position of market leader for years in the food industry. The first strength is noted to be ...

The Kraft Foods Group is a holding company involved in manufacturing and marketing branded foods and beverages. It is the world’s second largest food and beverage company that carries out its operations in more than 150 countries across the world. The powerful products from Kraft’s are created by strong brand image through innovation which enables the company to command a premium for its products. The company was established in 1903 by James L. Kraft in Chicago through the wholesale selling of cheese. It acquired other companies such as United Biscuit following the implementation of the internationalization strategy. The Kraft Foods ...

The Marketing Mix: Products and Brands

A brand is simply a product but other dimensions are added to make it different from other products which are specifically designed to satisfy the same purpose (Kerin & Regan 2008). Any product can be branded in such a way that it attracts a particular group of customers. Advertising this brand name is also of very much importance. Porsche used this idea of branding to attract many customers and made the company to expand.
Porsche have brand image and core values which can best be described as sporty, good tradition and greater performance. The brand is prestigious, premium, luxurious with high level ...

Energy drink is among the alternative beverages that have shown rapid growth in the beverage industry in the mid-2000s in the United States. As a response to the declining demand for carbonated soft drinks due to shifting consumer preferences towards beverages like energy drinks, sports drink, bottled water, fruit juices, ready-to-drink tea, vitamin-enhanced beverages, ready-to-drink coffee, and other types of beverages, PepsiCo had relied on these alternative beverages for its sustained growth in mature markets, and prospectively, market expansion for alternative beverages to emerging international markets.
In 2009, PepsiCo led in the beverage industry in most beverage categories other ...

Recommendations: Purely should focus on developing a consistent brand image by clearly identifying the marketing mix. Commercial users should become the main target market. Promotion expenditures should be kept to minimum to free up capital for capacity expansion.

Short/Medium Term – Immediately to One Month

1) Purely should focus on commercial users. Firstly, fewer competitors exist in this market. Moreover, servicequality, competitive prices, and word-of-mouth advertising are effective for these users. Longer-term contracts reduce demand volatility and facilitate forecasting.
2) Expand newspaper advertising to publications used by businesses and leverage current network in the Filipino community to penetrate and further expand in the commercial business segment. ...

1.0 Background and introduction.
Porsche Automobile Holding SE, also known as Porsche, is a Germany company with numerous investments in the automotive sector. The headquarters of Porsche SE is based in Zuffenhausen and is mainly owned by the Pieche family and Porsche family. During June 2013, Qatar holdings ended up selling their 10% ownership giving the founding family 100% control. Porsche currently owns about 50.72% of voting rights in Volkswagen AG and also 50.1% in Porsche Zwischen holding GmbH, the main manufacturer of sports cars. In July 2012, Volkswagen AG ended up taking over Porsche completely, which is one ...

1. Why is the soft drink industry so profitable?
Soft drink industry is very profitable mainly because this industry is duopolized by two major soft drinks giants PepsiCo and Coke. Over last 4-5 decades they have enjoyed more than 70% market share by volume. Their duopolization in the market and their consolidation with the bottling companies has made the entry of new competitors almost impossible in the market. The factors that are impeding the entry of new competitors into the soft drink market are as follows:
- Bottling Network
Both PepsiCo and Coke have entered into a ...

Executive Summary
Sheraton Hotel also referred under the name Le Centre Sheraton is a well-established hotel chain located in downtown Montreal. Sheraton hotel, as of 1987, had received a ‘Four Diamond Award’ and subsequently given a ‘Four Staraccolade’ by Mobil Travel Guide and thus its four star status to date. Sheraton hotel boasts of its prestigious 824 rooms that also entail the Sheraton Towers, an acclaimed five-story hotel, independent check-in facilities, special amenities and lounge, 131 rooms that included 16 suites. Of these rooms, there was a balance between king, queen as well as double beds,in addition to 24 suites and6 ...

Li-Ning is a leading sportswear brand in the Mainland China and they aspire to be a world's established brand in the sports goods industry. The company has been immensely successful in maintaining and increasing its market share in China while facing strong competition from Nike and Adidas. The competitive edge of the company is maintained by its strengths such as; strong distribution channel, R&D, endorsements from major athletes and sponsoring sports events. Their biggest strength is brand loyalty and recognition in the Chinese market. These strengths have enabled the company to achieve a prominent and successful position in the sports wear industry in ...

The crisis of Senior Health Plus

Situation Analysis

The general situation of Senior Health Plus can be characterized by the frictions, which often accompany the period of transition for the companies. Senior Health Plus has entered the phase when rapid growth and development of the company dictates the need to change its internal structure and culture. The first signs of the problem were already visible when Jamie Richards was hired as a VP of Human Resources. The company was not able to embrace the new dispersed structure and to formalize communication among company managers and its employees. Moreover, the introduction of the new external brand for ...