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Classic Knitwear and Guardian Case Analysis
Problem
Classic Knitwear is a publicly traded company, which operates in the unbranded market segment. It is a manufacturer and distributor of non-fashion casual knitwear. The main business comes in from Wholesalers and Retail Channels. Recently, the company has been able to take advantage of low production costs through their state-of-the-art offshore production facility, established in the Dominican Republic. Due to Classic Knitwear’s moderate cost advantage over other US producers, rival companies such as JamesBrands and FlowerKnit had noticed Classic Knitwear’s model. It would only be a matter of time until these rivals reached similar or better manufacturing efficiencies.
Classic Knitwear’s primary short-term objective is reaching and sustaining a gross margin of 20% in 2006. The low gross margin is due to Classic Knitwear’s poor brand recognition, the company needs to focus on innovating their products and raising recognition. To reach this objective and maintain a consistent stock price, Classic Knitwear knows that it needs to communicate compelling plans for margin growth. Through market research, the company found that a licensing agreement with the chemical firm Guardian, a manufacturer of odorless insect repellents, would benefit the reputation and financial stability of the company. In this case, I will calculate the break-even point in order to determine the best solution for Classic Knitwear.
Solution
Executives at Classic Knitwear discusses the option of having the insect-repellant shirts sold by using cardboard in-store displays. These displays would only have the Guardian brand name on it as opposed to having both. If Classic Knitwear wants to become a more well-known, they need to make sure that their name is on every single display next to Guardian’s. This will increase the awareness of Classic

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