Chipman Union

CASE ANALYSIS Chipman- Union, Inc. Odor-Eaters Socks Marketing Assignwork forcet GROUP 11 Anoop S Raj 2011-PGP-557 Bhawna Gokani 2011-PGP-595 Gawtam Kannuri 2011-PGP-679 Keerthan G 2011-PGP-688 Nitin Jain 2011-PGP-757 Sahil Sambyal 2011-PGP-842 Vel Bhagyaraj 2011-PGP-931 Executive Summary The conjunction was established in 1972 by merger of union Manufacturing summercater along with Charles Chip mans Sons Company. Chipman Union in the main make work forces and boys day-by-day and athletic socks which were sell to deal unbrand as private labels. There we re only if devil companies namely Burlington industries and interwoven division of Kayser -Roth Inc., which manufactured brand socks, and companies draw off those two companies had 20% gross margins or below. To permit high gross margin, CU had to venture into ne w business branded socks. They began to investigate the marketing course for the new product, and recogni zed that there were not only important possibilities, but also problems they would have to form before entranceway the product. Objectives: ? To improve the gross margins of Chipman union to supra 20% by introducing branded socks, for this introduction they have be after a market research.

Situation Analysis ? The Hosiery Industry In 1979 the hosepipe shipments totaled 289 million dozen pairs of which 25% were mens socks. In the men socks dress contributed 34.9 % of sales and casual contributed 21.9% of sales. The revenue snag was in similar ratio as of sales crosswise different types of hosiery .Per capita consumption of mens socks was immutable at around 10 pairs a nnually. However, the take of tube socks, ! the unrivalled having no specific shape rosebush exponentially from 1 % in 1970 to over 50% by 1979.In 1979, there were 319 hosiery manufacturers in US, down from 457 in 1972.These companies operated 438 create from raw material mills of which 93% were turn up in gray United States .A knitting machine capable of producing 8...If you expect to get a full essay, order it on our website: OrderEssay.net

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