Case Study: Amanda's
| Title |
Amanda's |
| Author |
Amangbo, C |
| Pages |
19 |
| Product Type |
|
| Reference # |
505-011-1 |
| Teaching Note |
505-011-8 |
| Institute |
Lagos Business School |
| Setting |
Nigeria |
| Year |
2005 |
| Keywords |
Branding; Faking of products |
| Summary/Abstract |
Amanda's was a subsidiary of Sylvester Investments and involved in the trading of clothes for the fashion-conscious lady executives in Nigeria. In May 2003, Amanda's was faced with the challenges of responding to the faking of their star brand of handbags. The brand name Amanda's had been built over time with limited resources and other challenges. As was the norm in an unregulated market, faking had become a challenge for them. In addition to this, in May 2003, there was an influx of Asian ladies wears - the mainstay of Amanda's business - with representatives of Asian manufacturers setting up shop in Balogun market. Brands that were imitations of her best selling designs were being imported into the country. This case provides opportunities to discuss the challenges of branding and the role of promotions in the marketing mix. It is suitable for use in marketing programmes for owner managers and senior managers in corporations. The background of a developing country with poor development in infrastructure and financial support for small businesses gives the case a special flavour. The problems of faking and regulations are also highlighted |
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