We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

- Culinarian Cookware - Case Study Example

Comments (0) Cite this document
Case Study - Culinarian Cookware Table of Contents Table of Contents 2 Statement of the Marketing Challenge 3 Vice President of Marketing’s View 3 Senior Sales Manager’s View 4 Industry Trend 4 Analysis of the Current Situation 5 Strength 5 Weakness 5 Opportunity 5 Threat 6 Target Market Analysis 6 Identification of Alternative Solutions 6 Recommendation 7 8 Works Cited 9 Statement of the Marketing Challenge According to author of this case primary marketing challenge for Culinarian Cookware is to decide appropriate pricing strategy and discount offer for existing product line…
Download paper
Case Study - Culinarian Cookware
Read TextPreview

Extract of sample
- Culinarian Cookware

The company has conducted previous price promotions of 20% discount in the year 2004 (for CX1 Tyro collection line), in the year 2005 (for CX1, DX1 line) and in the year 2006 (CX1 and DX1 line). Vice President of Marketing’s View Vice president of marketing for the company believes there is no need for adopting price promotion because that can hurt the premium brand image of the company. He took help of research report prepared by consulted to show that price promotion in 2004 impacted negatively to the profit margin of the company. The company hired external consultant to analyze profitability of 2004 price promotion. The consultant pointed out price promotion has caused of loss of $469, 489 as contribution during 2004 period. Time series analysis shows that unit sales for DX1 line decreased by 4800 units during price promotion hence external consultant concluded that $99,332 was lost as contribution DX1 product line due to brand cannibalization. Taking support from above mentioned statistics marketing vice president of the company concluded that price promotion for a single product line might increase sales revenue for that particular brand but it would eat the revenue of other brand. Price promotion for a particular product line will encourage customers to switch from purchasing other product lines offered by the company in order to purchase discounted products and as a result total revenue earned by Culinarian Cookware would be decreased. Senior Sales Manager’s View Senior sales manager is in support for price promotion and she pointed out that report of external consultant is apocryphal due to following reasons. Sales revenue for first quarter of 2004 was 24% low in comparison to sales revenue for the same quarter in 2003 hence due to external reasons. She concluded that company should not blame price promotion alone for the low sales volume of second quarter in 2004 and sales data for the year should be judged by lowering the margin by 24%. Inclusion of elements other than labor and raw material in variable cost calculation in the report was questioned by her. Cannibalization cost calculation method was also questioned by her. Industry Trend Research data shows offering gift with purchase is more successful push strategy in comparison to price promotion strategy. Competitors of Culinarian Cookware such as Robusto and Le Gourmand offer gifts with purchase. Multi dimensionality of the condition forced Culinarian Cookware to rethink about implementing price promotion strategy to increase sales revenue. Major marketing challenge for the company is to select a pricing strategy which can help them achieve sustainable growth in near future. Analysis of the Current Situation Strength Culinarian Cookware sells premium range cookware products and also the market leader with 6.5% market share in the premium product segment. They offer four product lines complemented with Tyro Collection (CX1), Classic Collection (DX1), Advanced Chef collection (SX1) and Professional Grade collection (PROX1). Variety of product line helps the company to cater multidimensionality of customer’s demand. Sales and distribution channel for the company is ... Read More
Cite this document
  • APA
  • MLA
(“Case Study - Culinarian Cookware Example | Topics and Well Written Essays - 1250 words”, n.d.)
Retrieved from https://studentshare.net/marketing/74377-case-study-culinarian-cookware
(Case Study - Culinarian Cookware Example | Topics and Well Written Essays - 1250 Words)
“Case Study - Culinarian Cookware Example | Topics and Well Written Essays - 1250 Words”, n.d. https://studentshare.net/marketing/74377-case-study-culinarian-cookware.
  • Cited: 0 times
Comments (0)
Click to create a comment
Case study Case Study
The fall of the hammer in a traditional auction is complete when the auctioneer announces its completion by the fall of the hammer or in other customary manner-and until any such announcement is made any bidder may retract his or her bid. The equivalent of the fall of the hammer in an eBay auction is the automatic close of bidding at a fixed time and the generation of an eBay advice headed "won" appear to have been accepted by the parties to an eBay auction.
6 Pages(1500 words)Case Study
Case Study
14). In addition, according to Campbell and Miller (2011), the following characteristics of people with NPD include: grandiose sense of self-importance, preoccupations with unlimited success, exhibitionism, rage in response to criticism, and at least two of
2 Pages(500 words)Case Study
Convenience Cookware case
This will help to improve the competencies of the company if it offers quality products that have been tested and certified. This calls for restructuring of the
2 Pages(500 words)Case Study
Case study
This is a clear indication that the company has outstanding marketing strategies, keeping in mind that it has a variety of writers who in turn provides quality writings. In addition, the company has its
1 Pages(250 words)Case Study
Case study
Other get cut in work hours, demotion or just replaced by the person who was covering for them (Sims et al., 102). As a fact, it is unlawful to send packing or
7 Pages(1750 words)Case Study
Case study
This has been significant in enabling the firm to segment the market and create a barrier of entry for any interested investors. The consistence that Mobinil brand has portrayed in the market is connected to its service
1 Pages(250 words)Case Study
Case study
The management also did not review their training journals as was expected, and there were no Monday meetings as promised. The last time the apprentices had a
5 Pages(1250 words)Case Study
Case Study
Therefore, the organizational life cycle is a sequential growth and development of an organization to its eventual termination (Özbilgin and Malakh-Pines, 2007). Hence, organizational life cycle follows distinct procedure that starts with conception, expansion, and eventual
1 Pages(250 words)Case Study
Case Study
The question as to whether Henrietta should inform the authority or not is an issue of ethical responsibilities the social worker owes to their client and society (NASW Delegate Assembly, 2008). I think Henrietta should not information the authority about the issue because
1 Pages(250 words)Case Study
Case study
As a counselor, then encourage what each is doing to maintain the family wellbeing in making them aware that you know their plans. The counselor focuses on the individual strength and abilities. The abilities difference cause attraction of
1 Pages(250 words)Case Study
Let us find you another Case Study on topic Case Study - Culinarian Cookware for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us