English case

Isma BELKHEIRI BUTEL

Antoine VIGUIE

Maxime BALIEU

Hudson Corporation Case Study :

First of all, we think that hire a top designer traduces the first step that Hudson Co has to set up on its new strategy. It will help to create a new range of product under a new Label to target business people travelling all over the world and to rich, younger, fashion-conscious buyers.

Moreover, Hudson Co should work on the actual products to adapt them on the current trend.

With these first actions, Hudson Co should work on 2 points : the innovation and exciting aspects of their products.

We think that they could contact some top-cat on different sectors as fashion, lifestyle, sports, and specialized influencors.

The brand could offer some products, and in exchange, the influencor can post a picture of him/her with the product, in his/her style with the luggage.

Each post could contain a promotional code which allows followers to have a discount on the product.

It could offer huge visibility to Hudson Co a huge, at low cost and a trend image on different networks. This perception is interesting because the followers feel like they are similar as the top-cat with the new products.

Hudson Co should be a major actor on the different networks, not only a shopwindow by interacting with the consumers and allow them to be on the official page if their post is interesting and powerful.

This could be an efficient and economic promotion for Hudson Corporation.

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Since its inception in 1877 in Milwaukee, Wisconsin, Hartmann has been a leader in the travel goods industry. Today, Hartmann proudly crafts the finest quality luggage and leather goods to meet diverse and ever-changing travel needs.
Throughout its history, Hartmann has upheld its image as the definitive American purveyor of stylish carrying bags, always viewing luggage as a veritable fashion accessory. From creating gorgeous yet practical trunks and Pullmans for steamliner and railway travel to the development of smaller, fashionable suitcases designed specifically for travel on new commercial jets, Hartmann has always been the brand of choice for discerning travelers. Even now, the Hartmann customer appreciates stylish design and the finest materials, demands practical functionality, and truly respects American heritage.

Introduction:

Upon review of the available information, we recommend that Hartmann should discontinue the gift-with-purchase promotions, but still consider price promotions based on actual contribution margins. To achieve corporategoals of 25-30% annual earnings growth, maintain its premium brand image, and increase its share of the highquality luggage segment, Hartmann should implement the following recommendations:

Recommendations:

•Pricing and Promotions:

In order to appropriately segment its customer base, Hartmann should conduct adetailed conjoint analysis to obtain the various customer preferences. Using information gathered from thisanalysis, Hartmann should refine its prices. Hartmann should then offer the right price promotions at the righttime. The gift-with-purchase and purchase-with-purchase promotions should be discontinued unless the gifts orpurchases are items currently available within the product lines (of a similar quality).

•Market Segmentation:

Hartmann should conduct detailed market-research surveys to identify emerging growthsegments (i.e. enhance carry-on and portable lines; add backpacks and bookcases; enter personal leather goodsmarkets with folios, wallets, purses) and thereby broaden its customer base for maximum brand leverage.

•Cost Analysis:

To enhance margins, Hartmann should conduct a detailed analysis of its variable costs.

•Advertising:

The overall advertising budget should be carefully expanded (with additional monitoring andcontrols). Hartmann should focus its marketing expenditures on those programs that return the biggest “bang-for-the-buck” in its focus customer segments (especially the cooperative advertising programs with its retailers).

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