Escape Outdoors: The Herschel Brand Mix Decision
(8 pages of text)
The co-manager and partner at Escape Outdoors (EO), North Sydney, Nova Scotia had to decide if the adoption of Herschel Supply Co. (Herschel) products—as part of her outdoor store’s product mix—was a good decision for her company. Herschel had never been included in the traditional outdoor mix of brands, and EO’s market was an older clientele than Herschel’s. Marketing factors affecting her decision to adopt a new brand included buyer behaviour, marketing informatics, segmentation, differentiation, and positioning. However, Herschel was a post-millennial-focused brand, and the company’s representative believed the younger demographic was becoming more interested in outdoor recreation. EO’s co-manager and partner had concerns. Did Herschel fit EO’s values, current brand mix, and customer base? Should EO adopt the brand? Which specific lines or products would be the best fit? How much inventory should EO begin with?
This case is suitable for use in undergraduate- and graduate-level management courses on introductory marketing, marketing management, consumer behaviour, or entrepreneurship. After working through the case and assignment questions, students will be able to
- compare and understand the purpose and power of positioning alternatives;
- examine the major influences of consumer buyer behaviour;
- examine the types of growth strategies;
- understand target market selection and segmentation strategies; and
- explore industry trends and analysis.
Canada, Small, 2019
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