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Lawrence and Mayo Envisioning the Future
內容大綱
The director of marketing for Lawrence & Mayo (L&M) was reviewing the company’s results for the past financial year. Far from encouraging, the results were a reflection of an addition to the company’s existing product portfolio: accessories. L&M was an established name in the field of ophthalmic and optical instruments. The prestigious brand had maintained an exclusive positioning for over 100 years. When L&M launched premium watches under its existing brand, it took a bold step. The product was, no doubt, world class in quality and design. However, the company’s detractors wrote it off, calling it an attempt to ride two horses at the same time. Did the recent financial results vindicate these critics? The director of marketing wanted to comprehend the impact of the new product line, the reasons behind the poor performance and the way forward for L&M.
學習目標
Using the case, students will be able to:<ul><li>Learn about management and decision-making patterns in family-run businesses.</li><li>Understand how opportunities are identified and acted upon in retail.</li><li>Explore how to extend a brand established in one product category to another product category.</li><li>Examine the retail business in detail.</li></ul>