Clubb International: Revisiting the Marketing Strategy
(8 pages of text)
Clubb International Private Limited (Clubb) was a 26-year-old travel goods and accessories firm based in Kolkata, India. The owner believed in a complete ownership model. The firm had come a long way since its beginning and now had close to 200 product offerings. In March 2017, the owner’s son (the second-generation director of Clubb) felt it was time to scale up the business and acquire a leadership position in the market. Clubb had at its core a legacy of innovation, quality, and a bootstrapping philosophy, but it might not be conducive to the new strategic vision. For the road ahead, the company needed a professional and streamlined product and retail strategy. Could the desired scale of operations be achieved with the complete ownership model and mantra of no advertising?
The case can be taught as part of a foundation course in marketing in a postgraduate management program or used to illustrate strategy formulation in a second-year strategic marketing course. Discussion of the case gives students the opportunity to do the following:
- Understand how an entrepreneur translates his vision into his firm's business philosophy.
- Understand how macro environmental factors and a competitive landscape determine the context that strongly affects a company's business strategy.
- Comprehend how a firm's overall strategy is translated into its marketing strategy.
- Carry out a financial analysis to evaluate the company's business performance.
- Work toward conceptualizing a marketing plan for achieving the firm's future goals.
India, Medium, 2017
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download