Ivey Publishing
Clubb International: Revisiting the Marketing Strategy
Product Number:
9B18A009
Publication Date:
02/05/2018
Revised Date:
02/05/2018
Length:
15 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Ivey/ISB
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?
Learning Objective:
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.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Retail Trade
Setting:
India, Medium, 2017
Intended Audience:
MBA/Postgraduate
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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