Subject category:
Marketing
Published by:
Cranfield School of Management
Length: 16 pages
Data source: Field research
Share a link:
https://casecent.re/p/23585
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
This case summarises the recent experience of Dunhill Holdings Plc, a British based luxury consumer goods group which has dramatically changed its strategic direction and nature over the past 10 years. This case study charts these changes, focusing on the company's growth, organic and through acquisition. The case also examines the strategic use of advertising and publicity in building brand images for the group.
Time period
The events covered by this case took place in 1975-1987.Geographical setting
Region:
World/global
Countries:
United Kingdom; United States
Featured company
Dunhill Holdings
Industry:
Luxury goods
About
Abstract
This case summarises the recent experience of Dunhill Holdings Plc, a British based luxury consumer goods group which has dramatically changed its strategic direction and nature over the past 10 years. This case study charts these changes, focusing on the company's growth, organic and through acquisition. The case also examines the strategic use of advertising and publicity in building brand images for the group.
Settings
Time period
The events covered by this case took place in 1975-1987.Geographical setting
Region:
World/global
Countries:
United Kingdom; United States
Featured company
Dunhill Holdings
Industry:
Luxury goods