Chapter 13, Problem 2CTQ

Summary Introduction

Case summary:

Person C started a business of manufacturing Pants by establishing Company R. It focusses on providing hardwearing pants for hardworking women. Person C focusses on the three elements of marketing strategy such as target market selection, segmentation and positioning.

She focusses on value and quality of the products. The customers of these products agree with a reasonable price to pay for pants that keep them to safe and contented on the relevant jobs. She started selling the products through retail outlets that would allow more customers to try the pants.

Later on, she opted to function on her own distribution channel, by selling through own website and over the telephone. The advertisement style of Company R is different from other companies, the communication style is more fun and more daring. Person C looks for high visibility and low cost ways to reach customers. It has gained customers all over the world with the integration of meeting the needs of the customer and quality products and an imaginative marketing effort.

Characters in case:

• Company R
• Person C

To discuss: Effects that influence Person C’s decision to continue functioning on own retail channel rather than going by established retailers if the investors of Company R expect a quick returns.