Title
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
Recommended Citation
Brumm, J., Davis, L., & Bashaw, E. (2011). Charisma Shoe Company case analysis. Journal of the International Academy for Case Studies, 17 (1), 11-16.