Charisma Shoe Company Case Analysis

Document Type

Article

Publication Date

1-2011

Department

School of Business

Abstract

Charisma Shoe Company is based on an actual company. The company is one of the few remaining U.S. shoe manufacturers. Their children's division contains four brands of shoes for infants to twelve year olds. The company faces competition from foreign manufacturers and declining sales in their children's division. The board decided to hire an outside marketing company. They also voted to commit the resources necessary to bring the Children's Division sales levels. The marketing consultant's recommendation is for Charisma to change the branding in the children's division and develop a family branding strategy using the Charisma name as the central theme that ties each individual brand together.

First Page

11

Last Page

16

Volume

17

Issue

1 (Supplemental Special Issue)

ISSN

10784950‎, 15325822

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