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Case from journal
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Reference no. JIACS11-01-04
Subject category: Marketing
Published by: Allied Business Academies
Published in: "Journal of the International Academy for Case Studies", 2005
Length: 18 pages
Data source: Field research

Abstract

This case is about Kirkland's Inc, a specialty retailer that began with one store in the late 1960s, and today has close to 300 stores with annual sales of over $350 million. Also, it is adding about 30-40 new stores per year. Kirkland's began as a gift shop but has evolved into a home décor/accessories retailer. It has adjusted its product mix to meet the changing demands of consumers and because of some moves made by its competitors. The case includes a very detailed analysis of the home décor/accessories industry, a history of Kirkland's, the current status of Kirkland's (including its strategy and corporate culture), and a detailed description of its major competitors. Some detailed financial information is provided in the case, and current websites are referenced for additional financial information. In this case the authors tell the story of the founding and impressive growth of Kirkland's Incorporated. The story is one of niche marketing perfected through a deep understanding of product acquisition and merchandise display by a management team that has stayed together for decades. The case is suitable for an upper division undergraduate marketing strategy or business strategy course, perhaps even as a capstone project. The case is designed to be taught in one fifty to seventy-five minute class period, with about thirty to forty-five minutes of reading and preparation time on the students' part, prior to class.
Industry:
Size:
Large

About

Abstract

This case is about Kirkland's Inc, a specialty retailer that began with one store in the late 1960s, and today has close to 300 stores with annual sales of over $350 million. Also, it is adding about 30-40 new stores per year. Kirkland's began as a gift shop but has evolved into a home décor/accessories retailer. It has adjusted its product mix to meet the changing demands of consumers and because of some moves made by its competitors. The case includes a very detailed analysis of the home décor/accessories industry, a history of Kirkland's, the current status of Kirkland's (including its strategy and corporate culture), and a detailed description of its major competitors. Some detailed financial information is provided in the case, and current websites are referenced for additional financial information. In this case the authors tell the story of the founding and impressive growth of Kirkland's Incorporated. The story is one of niche marketing perfected through a deep understanding of product acquisition and merchandise display by a management team that has stayed together for decades. The case is suitable for an upper division undergraduate marketing strategy or business strategy course, perhaps even as a capstone project. The case is designed to be taught in one fifty to seventy-five minute class period, with about thirty to forty-five minutes of reading and preparation time on the students' part, prior to class.

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Industry:
Size:
Large

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