SUBJECT: VIDEO CASE: FOSSIL
DATE: 4/21/03
Video Case: Fossil
The Fossil company, a producer of watches, eye wear, leathers goods, sports caps, and boxers shorts with a 1950s retro look, has decided to open up retail stores to peddle its goods. The Fossil Company has to consider the impact business research has on the development and marketing strategy of trendy fashion products. Since the Fossil Company has decided to open retail stores, its research information has to be used differently to maximize its competitiveness.
Case Questions
- A company that focuses on a retro image of the 1950s needs business research to determine if there is a market for these products and which particular items will be in demand from the many different items from that era. Business research could also play a significant role in making sure that the products the company creates are authentic looking.
- The information needs that change as a company moves from an entrepreneurial company and begins to market its products through its own retail stores are the pricing strategy, store location, and product placement information. When the Fossil Company used a traditional channel of distribution, it was mainly concerned with covering its cost of production and making a profit. Now the company has to consider additional costs associated with the sale of its products such as purchasing or leasing of buildings or mall space, retail store employee cost, and other overhead resulting from operating retail outlets.