Share a link:
https://casecent.re/p/23230
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
This case study describes the evolution of the ''UMBRO'' brand into a leading competitive force in the Sportswear, and most especially the soccer, market. It develops simultaneously, the growth in UMBRO''s product mix and the inherent drawbacks, from a marketing viewpoint, of such a strategy. Product diffusion is highlighted and underpinned by team sponsorship and related promotional activities. Finally, the organisation''s global structure is outlined with special reference to marketing, planning and co-ordination.
Location:
Industry:
Size:
300+ employees
Other setting(s):
1993-1994
About
Abstract
This case study describes the evolution of the ''UMBRO'' brand into a leading competitive force in the Sportswear, and most especially the soccer, market. It develops simultaneously, the growth in UMBRO''s product mix and the inherent drawbacks, from a marketing viewpoint, of such a strategy. Product diffusion is highlighted and underpinned by team sponsorship and related promotional activities. Finally, the organisation''s global structure is outlined with special reference to marketing, planning and co-ordination.
Settings
Location:
Industry:
Size:
300+ employees
Other setting(s):
1993-1994