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Case
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Reference no. 586-020-1
Subject category: Marketing
Authors: James L Whyte (Edinburgh Napier University)
Published in: 1986

Abstract

The case, which contains 23 pages of appendices, deals with the development of what was, in 1947, a small family firm manufacturing metal products, to its present position as the largest and most profitable firm in the winter sports equipment industry, with 88% of sales outside France. Salomon is a dominant leader of the ski binding market and through the new products it developed, became leader in the Nordic ski systems market and a challenger to the leader in the ski boot market. The case provides a good introduction to strategic marketing, dealing with investment in R and D and promotion in the long term and development of the production process to enable the company to become a low cost producer. The firm has recently acquired a U.S. manufacturer of golf equipment.
Location:
Industry:
Size:
1,382 employees
Other setting(s):
1947-1986

About

Abstract

The case, which contains 23 pages of appendices, deals with the development of what was, in 1947, a small family firm manufacturing metal products, to its present position as the largest and most profitable firm in the winter sports equipment industry, with 88% of sales outside France. Salomon is a dominant leader of the ski binding market and through the new products it developed, became leader in the Nordic ski systems market and a challenger to the leader in the ski boot market. The case provides a good introduction to strategic marketing, dealing with investment in R and D and promotion in the long term and development of the production process to enable the company to become a low cost producer. The firm has recently acquired a U.S. manufacturer of golf equipment.

Settings

Location:
Industry:
Size:
1,382 employees
Other setting(s):
1947-1986

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