...w. wi l ey .c om/ c o l le ge / aak CASE 5-1 Barkley Foods Joyce Stevenson, the manager of marketing research for Barkley Foods, had just left an emergency meeting with the firm’s president. An opportunity to buy an established line of gourmet (high-quality/high-priced) frozen dinners had arisen. Because there were other interested buyers, a decision had to be made within three or four weeks. This decision depended on judgments about the future prospects of the gourmet frozen dinner market and whether Barkley could achieve a competitive advantage. The marketing research group was asked to provide as much useful information as possible within a 10-day period. Although uncomfortable with the time pressure involved, Joyce was pleased that marketing had finally been asked to participate in the analysis of acquisition prospects. She had pressed for such participation and now she had to deliver. Because of prior work on frozen fruit juices, Joyce had some knowledge of the gourmet frozen market. It was pioneered by Stouffer, who introduced the Lean Cuisine line of entrees in 1981. Since then, other firms have entered the industry with complete gourmet dinners (including Swanson’s Le Menu and Armour’s Dinner Classics). The distinction between entrees, dinners, and the three main types of food offered— conventional, ethnic (i.e., Benihana Restaurant Classics), or low-calorie (i.e., Weight Watchers or Light & Elegant)—define relevant submarkets. Joyce hypothesized that the gourmet...
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... see Ed Bauer. Eddie Bauer Holdings, Inc. Eddie Bauer script logo.svg Type Private Industry Retail Founded Seattle, Washington, U.S. (1920) Founders Eddie Bauer Headquarters Bellevue, Washington, The USA Number of locations 370[1] Area served United States, Canada, Japan, Germany Key people Michael Egeck, President, CEO[2] William End, Board Chair Products Clothing, sportswear, outdoor gear Owners Golden Gate Capital Employees 10,000 worldwide (2007) Website http://eddiebauer.com/ http://firstascent.com/ Eddie Bauer Holdings, Inc. (EBH) is an American holding company that operates the Eddie Bauer clothing store chain, headquartered in Bellevue, Washington, United States. EBH was formed after Eddie Bauer's former parent company, Spiegel, Inc., went bankrupt in 2003. Eddie Bauer currently operates three independent sales channels: Retail Stores - Sells "premium" Eddie Bauer merchandise Outlet Stores - Sells Eddie Bauer merchandise and inventory overstocks at cheaper prices Direct Order Center - Sells Eddie Bauer merchandise through call centers in and Groveport, Ohio, and the website (EddieBauer.com) The company was first established in 1920 in Seattle by Pacific Northwest outdoorsman, Eddie Bauer (1899 – 1986). In 1940 Bauer patented the first quilted down jacket.[3] He went on to patent numerous other designs, and his was the first independent company that the United States Army hired and allowed to use a logo on the Army-issued uniform. Bauer retired...
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...Eddie Bauer Eddie Bauer started off as a sporting goods store with high quality materials. They focused on a market that enjoyed outdoor living; fishing, hunting, hiking ect…, but respected the quality of a higher end product. That has still carried forward to today with a complete expansion of their product line. (Company Info, 2014) When considering opening a new store Eddie Bauer needs to take into consideration of who is buying their product line. Their main target market should be men and women ages 30 to 54, they will need a higher income being that the products are in the price range of $50 plus. A middle class to upper middle class demographic would be best with household incomes of $50,000 or more. With the slogan “Live Your Adventure”, Eddie Bauer is targeting the active and adventurous consumer who travels and explores the outdoors. The consumers are looking to purchase tough gear and clothing that can withstand many types of weather and terrain. They are also looking for comfortable yet fashionable clothes that reflect who they are while keeping them climate friendly. This is a higher end cliental who keeps up with the latest technology and trends. They would buy higher end cars such as Ranger Rover or Volkswagen, a vehicle that is nice but can also handle weather and unstable conditions. They go on skiing vacations and hiking trips, and have the opportunity to take leisure time out of their busy work schedule. Eddie Bauer should look for this type of market...
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...Case 5-3 Eddie Bauer: Strategize with Secondary Marketing Data What demographic and geographic information should Eddie Bauer collect to select store locations? Demographic should include age, size of household and income. In addition, possible target market race and education. Geographic areas should be cities, counties, zip codes and blocks groups. The information from USA Today provide useful information that Eddie Bauer’s marketing team can use for potential new locations for store. There are four subgroups that they can target who has different life style. There the Urban, Suburban, Second City and Town and Country. They like to be consider as hardworking family or individual. The multi culture people like to be define as dependable hard working individual (http://usatoday30.usatoday.com/news/graphics/whoweare/flash.htm). The current primary target of Eddie Bauer is women and men between the ages of 30-54 with an income of $77,000.00. Eddie Bauer need to look at what other target market/geographic area will help them more profitable. The Nielsen Segmentation can help them gain insight on “better market planning, media strategy, customer acquisition and new stores. It offer a “flexible framework for decision-making that is consistent for all geographic levels from household, to local, to national and every level in between (http://www.claritas.com/MyBestSegments/Default.jsp).” What information on the competitive environment should Eddie Bauer collect? ...
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...Please Note: While the content of this document is very similar to information found on the EarthWear and Willis & Adams, CPAs websites, it contains specific content related to the 2014 audit. This information is applicable to all EarthWear Mini-cases. Background of EarthWear EarthWear Clothiers was founded in Boise, Idaho, by James Williams and Calvin Rogers in 1973 to make high-quality clothing for outdoor sports, such as hiking, skiing, fly-fishing, and whitewater kayaking. Over the years, the company's product lines have grown to include casual clothing, accessories, shoes, and soft luggage. EarthWear offers its products through three retailing options: catalogs, retail outlets, and its website. When EarthWear founders, Williams and Rogers, decided to incorporate their company in 1975, they searched for an accounting firm to conduct the company’s approaching year-end audit. They were referred to a bright, young auditor that had recently started his own CPA firm, Michael Willis. Williams and Rogers were immediately impressed with Mr. Willis, and agreed to have Willis and Company complete EarthWear’s upcoming audit. Ever since, EarthWear and Willis and Adams have had a strong relationship. EarthWear decided to go public in 1986. Although Willis and Adams audited very few other public companies at that time, EarthWear retained Willis and Adams as the company’s auditor. Outdoor Clothing Industry Over the past several years, the outdoor clothing industry has...
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...Problem Solution: Remington Peckinpaw Davis Inc. Remington Peckinpaw Davis began more than 35 years ago as a trading firm. RPD has since been a Wall Street force to be reckoned with. The company was founded by legendary Wall Street buccaneer Sam Remington, who was instrumental in shaping the stock market as it exists today. RPD was successful by targeting the 2% of American families who hold 80% of the country’s assets. This strategy that served the company well through the early 1990s was not faring so well by the mid-1990s. A new layer of wealth was created which in turn created new target audience for RPD and for their competitors. In 2005, RPD developed their first attempt at an online trading site called eRPD. The site has had major issues and a multitude of customer complaints. The following paragraphs, and accompanying tables, will review the problem RPD is facing and offer a potential solution for its executive leadership team. Describe the Situation Issue and Opportunity Identification RPD started over 35 years ago. It has since focused on America’s richest families however, the progress of the internet and the recent real estate booms, there has been a lot of change and RPD must also change if it wishes to remain successful. RPD has hired many ambitious employees who, with their knowledge and understanding, can help RPD move forward in its next challenge: eRPD. RPD wants to take this new idea for eRPD and create an internet site that will allow their customers...
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...in the color of the truck — blue. Blue is often interpret to be a male domain color therefore, the in-group’s loyalty is towards men. The secondary group is not very much open to both genders. The secondary products being sold in this ad is freedom and strength. Freedom is displayed in the environment of the open land/water. All the open space gives a sense of choice to be able to go anywhere with this Silverado. Strength is being sold because of the words exhibited on the ad. The saying at the top — “Your bait should wiggle, twist and sway. Not your trailer.”— these words indicate the strength of the truck and in some way if you drive a big “tough” truck it will reflect yourself as being tough. Displayed in ad 2A is a couple wearing Eddie Bauer Ever-therm jacket. The background view is white, which would have a view convey this as snow. The couple is out in the cold weather smiling and wearing shades. This Ever-therm jacket ad is posted in Field & Stream and give the sense of the warming ability of the jacket. The intentions of 2A is to persuade viewer the Ever-therm jacket is the best for retaining heat. 1B is aimed also aimed to all genders who love outdoor activates — just as 1A. The retention of the heat performance is with the need to be warm through harsh weather. A primary group is indicated in 2A because of the social experience that is given off from the picture. The social experience includes Adrian Ballinger climbing Mt. Everest. He has an achieved status in this ad...
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...M&A Project Table of Contents 1. Executive Summary 1 2. Introduction 2 2.1. History 2 2.2. Company structure 3 2.3. Products 4 2.4. Stock analysis 4 2.5. Competitors 5 2.6. Industry and Economic Trends Analysis 6 3. SWOT Analysis 7 4. Valuation 11 4.1. Weighted Average Cost of Capital 11 4.1.1. Re: Cost of Equity 12 4.1.2. Rd * (1-Tc): Cost of Debt 14 4.2. Pro Forma Forecasting 16 4.3. Discounted Cash Flow Valuation 19 4.4 Earning Valuation 21 4.5 Relative P/E Ratio Model 23 4.6 Synergy 26 5. Outcome and process of negotiations 28 6. References 30 7. Appendices 31 Executive Summary The purpose of this paper is to evaluate and negotiate an acquisition of Jos. A Bank by Men’s Wearhouse. The first step of this process is to use fundamental analysis to value the equity per share value of Jos. A Bank. The second step is to value the synergy between Men’s Wearhouse and Jos. A Bank to estimate the value that would be added to Men’s Wearhouse if they were to acquire Jos. A Bank. Lastly, the paper will address the process of the negotiation with Jos. A Bank management for the proposed acquisition and the ultimate outcome of the process. The North American Industry Classification System (NAICS) classifies Men’s Wearhouse as a clothing and clothing accessories store and this subsector of the retail industry has approximately 2.5 million employees. The firm was founded by George Zimmer in 1973 in...
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...Daisy’s Chocolate Fruit Basket Marketing Plan MARKETING 3000 Executive Summary Daisy’s Chocolate Fruit Baskets (DCFB) is a premier chocolate fruit basket manufacturer and retailer. DCFB is concentrating on making these one of a kind baskets out of a wide range of high quality organic fruits and chocolates. In addition to having several flagship baskets, DCFB will also offer the option of a custom basket, allowing the customer to choose the fruits and types of chocolates themselves. DCFB will be selling to individuals as well as companies, and independent vendors. Initially the bulk of DCFB’s business will be generated from individuals, but as time passes, a growing percentage of sales will come from other vendors and companies. While there are many different competitors in the market now, they are larger in size and much less flexible. DCFB will be able to meet customer demands through superior products, customer attention, as well as customer product offerings. DCFB will be raising awareness of their products through the use of a brochure and a Website. Once a customer is interested in placing an order, they can come by the office, call in the order, or order via our secure Website. In addition to the customer being able to pick up the basket from DCFB’S office, DCFB is able to ship via UPS. Once up and running with some momentum, DCFB will be producing profits at a high rate. It is projected that by September of next year, DCFB will be profitable...
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...Amazon.com: An E-Commerce Retailer A case report prepared for MG 495 Business Policy Fall ! 2014 Amanda Ransdell August 23, 2014 AMAZON.COM: AN E-COMMERCE RETAILER I. INTRODUCTION Amazon.com is one of the most prominent names in the e-commerce sector and has been for many years. In order to stay relevant in an ever-expanding market, Amazon.com has to continue to evolve. A. EXECUTIVE SUMMARY 1. Amazon.com wants to expand to keep up with the growing online marketplace. Their goal is to expand the product selection while controlling costs. They have two options to choose from to continue expanding their business one is to expand their business in online auctions. Because of the continued need for an intermediary in these types of transactions, Amazon.com would be able to market this additional service to both its current customer base, through the use of personalized emails, and to new customers through a general advertising campaign, including television and print ads. There second option was to develop and implement a business-to-business (B2B) exchange for suppliers, manufacturers, distributors, and retailers to use. Because the largest percentage of e-commerce sales resulted from transactions conducted on 13213 exchanges, this opened up a large potential market for Amazon.com to expand into. 2. My solution is to create the B2B exchanges, as it seems the most likely to provide the kind of expansion that Amazon.com is looking for while still...
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...Praxis II: Marketing in the 21st Century Marketing: Strategic Innovation in Globally Diverse Markets December 23, 2012 Abstract This paper will explore the potential evolution of the role of consumer marketing. I will examine the role of the retailer and the consumer on the Internet and the vital changes retailers must incorporate to stay competitive in the marketplace. In addition, I will discuss the role of personalized marketing, traditional advertising versus online advertising, changes in the marketplace attributable to globalization, the implications of interpersonal communications, and management of the 5Ps. Personalized Marketing Personalized marketing (sometimes referred to as one-to-one marketing) is the marketer attempt to provide the customer individual attention through a variation of methods. Personalized marketing is a strategic approach which involves tailoring products differently for each and every consumer while retaining the principles of mass production. One-to-one marketing is attributable to two converging phenomena: the interactive flow of information made possible by robots and just-in-time inventory (Lampel & Mintzer, 1996, p. 21). In order for a company to be effective in personalized marketing, the company must be able to gather information on the target individual. Today, with the power of technology this is a widespread practice on the Internet. The Internet provides a medium to make one-on-one personalization practical for...
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...MARKET ANALYSIS FOR THE RETAIL INDUSTRY IN SOUTH AFRICA Contents Page Executive Summary 2 1. Introduction 3 2. Retail industry in South Africa 5 3. Macro and Micro environment analysis 6 3.1 Macro environment of Retail market in South Africa 6 3.1.1. Political Environment 6 3.1.2. Economic environment 8 3.1.3 Technological Environment 10 3.2 Micro environments analysis 11 3.2.1. Suppliers’ Environment 11 3.2.2 Consumers’ Environment 12 3.2.3 Competitors’ environment 15 4. Findings summarization 17 5. Conclusion 18 References 19 Executive Summary The purpose of the assignment is to develop the written and oral communication skills of marketing for business leadership students. The objective of the assignment is to aware students about the application of market analysis for the retail industry in South Africa. The retail industry effectiveness is dependent on the macro and micro environment analysis of the sector. The students of this group has done the analysis using different resources from South Africa statistics, Standard Bank, and other private consultancy reports that are listed in the reference list. According to the findings, South Africa’s economy is continuing in growth since 1994, which is after the democratic election that resulted from the failure of apartheid. During the regime of Nelson Mandela different improvement in poletical, technological...
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...Praxis II: Marketing in the 21st Century by Daisy Chesley Marketing: Strategic Innovation in Globally Diverse Markets Walden University December 23, 2012 Abstract This paper will explore the potential evolution of the role of consumer marketing. I will examine the role of the retailer and the consumer on the Internet and the vital changes retailers must incorporate to stay competitive in the marketplace. In addition, I will discuss the role of personalized marketing, traditional advertising versus online advertising, changes in the marketplace attributable to globalization, the implications of interpersonal communications, and management of the 5Ps. Personalized Marketing Personalized marketing (sometimes referred to as one-to-one marketing) is the marketer attempt to provide the customer individual attention through a variation of methods. Personalized marketing is a strategic approach which involves tailoring products differently for each and every consumer while retaining the principles of mass production. One-to-one marketing is attributable to two converging phenomena: the interactive flow of information made possible by robots and just-in-time inventory (Lampel & Mintzer, 1996, p. 21). In order for a company to be effective in personalized marketing, the company must be able to gather information on the target individual. Today, with the power of technology this is a widespread practice on the Internet. The Internet provides a medium to make...
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...Table of Contents I. Executive Summary 2 II. Environmental Analysis 2 A. The Marketing Environment 3 B. Target Markets 4 C. Current Marketing Objectives and Performance 5 III. SWOT Analysis 6 A. Strengths 6 B. Weaknesses 7 C. Opportunities 8 D. Threats 8 E. Matching Strengths to Opportunities/Converting Weaknesses and Threats 9 IV. Marketing Objectives 9 V. Marketing Strategies 10 A. Target Market(s) 10 B. Marketing Mix 11 VI. Marketing Implementation 13 B. Activities, Responsibility, and Timetables for Completion. 14 VII. Evaluation and Control 15 A. Performance Standards and Financial Controls 15 B. Monitoring Procedures 16 Target Corporation Marketing Plan I. Executive Summary Target is an upscale retail store offering trendy, high quality merchandise at discount prices. Their slogan is “Expect More-Pay Less”. Target Corporation operates Target.com, an online, electronic retail store, as well as Super Target, which offers a full line grocery store in addition to the Target retail operation. The company’s other key business include Target Financial Services, which encompass the Target Red and Target Visa card business. Target Corporation, originally called the Dayton Corporation, was formed in 1902 by George Dayton. The company recorded revenues of $59,490 million during the fiscal year ending January 2007. Target Corporation prides itself on its corporate responsibility which includes charitable contributions...
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...Table of Contents I. Executive Summary 2 II. Environmental Analysis 2 A. The Marketing Environment 3 B. Target Markets 4 C. Current Marketing Objectives and Performance 5 III. SWOT Analysis 6 A. Strengths 6 B. Weaknesses 7 C. Opportunities 8 D. Threats 8 E. Matching Strengths to Opportunities/Converting Weaknesses and Threats 9 IV. Marketing Objectives 9 V. Marketing Strategies 10 A. Target Market(s) 10 B. Marketing Mix 11 VI. Marketing Implementation 13 B. Activities, Responsibility, and Timetables for Completion. 14 VII. Evaluation and Control 15 A. Performance Standards and Financial Controls 15 B. Monitoring Procedures 16 Target Corporation Marketing Plan I. Executive Summary Target is an upscale retail store offering trendy, high quality merchandise at discount prices. Their slogan is “Expect More-Pay Less”. Target Corporation operates Target.com, an online, electronic retail store, as well as Super Target, which offers a full line grocery store in addition to the Target retail operation. The company’s other key business include Target Financial Services, which encompass the Target Red and Target Visa card business. Target Corporation, originally called the Dayton Corporation, was formed in 1902 by George Dayton. The company recorded revenues of $59,490 million during the fiscal year ending January 2007. Target Corporation prides itself on its corporate responsibility which includes charitable contributions...
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