Samsonite. Life's a Journey.

The situation

Samsonite is one of the world's largest designers, manufacturers, and distributors of luggage. It sells its

products using a number of quality brand names, including Samsonite and American Tourister.

Samsonite's tagline - "Life's a Journey" - embodies the brand, signifying the role Samsonite continue to

play in the multifaceted lives of the global traveler. With net sales of $1.1 billion for its fiscal year ending

January 31, 2010, it is 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. Bottoli recognizes the importance of new product development

and acknowledges that Samsonite must continually introduce successful new products in the

marketplace.

THE MARKETING RESEARCH DECISION

1. What type of marketing research should Samsonite undertake? (Check as many as are

applicable)

a. Product research

b. Pricing research

c. Promotion research

d. Distribution research

e. All of the above

2. Discuss the role of the type of research you recommend in enabling Marcello Bottoli to increase

the market share of Samsonite.

THE MARKETING MANAGEMENT DECISION

1. Marcello Bottoli's aggressive marketing strategy should be built around (check as many as are

applicable):

a. New product development

b. Price discounts

c. International marketing

d. Distribution through flagship stores

e. All of the above.

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.