Samsonite is one of the world's largest designers, manufacturers, and distributors of luggage. They sell their products using a number of quality brand names, including Samsonite and American Tourister, and are a leader in the highly fragmented global luggage industry. Through aggressive product development and marketing, President and Chief Executive Officer Marcello Bottoli hoped to increase the company's market share from 36 percent in 2005 to 40 percent in 2010. Mr. Bottoli recognizes the importance of new product development and that Samsonite must continually introduce successful new products in the marketplace.

The Marketing Research Decision 1. What type of marketing research should Samsonite undertake to successfully introduce new products? and increase market share? 2. Discuss the role of the type of research you recommend in enabling Marcello Bottoli to increase Samsonite's market share.

The Marketing Management Decision 1. How should Marcello Bottoli build an aggressive marketing strategy? 2. Discuss how the marketing management decision action that you recommend to Marcello Bottoli is influenced by the research that you suggested earlier and by the findings of that research.