Marketing of Chicago Cutlery, Dexter-Russell, Cutco,and Emerils Research Paper

Marketing of Chicago Cutlery, Dexter-Russell, Cutco,and Emerils Cutlery - Research Paper Example It is evidently clear from the discussion that Chicago cutlery was established way back in 1930. The business venture offers knife conditioning service to professional butchers and packing plants. Initially, knife conditioning was their main specialty, but when the demand for sharp knives increased, the business venture (Chicago cutlery) introduced a knife manufacturing business for the meat and poultry industry. Back in 1969, Chicago cutlery also ventured in the retail market with professional cutlery. They designed knives to cater for increasing demands of professional knife users. The knives were also available for home use. At the present, Chicago cutlery brand is owned by world kitchen, LLC. Market segmentation is to identify and profile distinct groups of knife users who might be having homogenous characteristics or needs, and hence, prefer varied genres of knives. Market segments are identified by Chicago cutlery by identifying, notifying and examining demographic, psychograph ic and behavioral differences among buyers. The firms then decide which segments present the greatest opportunity and whose needs the firms can meet in a superior fashion. The cutlery firms also aim at one or more market segments to cater for their needs. For each chosen target market, the firms develop a market offering. To satisfy the needs of the consumers more successfully and reach them in the most effective and efficient way, the cutlery firms identify groups of customers or potential customers with homogeneous characteristics or behaviors and try to adapt their service as much as possible to the unique needs and desires of the segment members. They identify and profile distinct groups of knife lovers who might have the same needs and hence prefer varied genres of knives. Having defined their market that: they need to supply knives to the meat and poultry industry, as well as a house, holds, the cutlery firms then go ahead to design knives for specific usage. The company has s egmented the market according to the needs of the customers. The world kitchen manufactures and markets branded consumer bakeware, dinnerware, kitchen, and houseware tools. Their cutlery products include well-known brands such as Corelle, Pyrex, Corning Ware, and Chicago Cutlery.

Topshop Case Study Essay Example | Topics and Well Written Essays - 3500 words

Topshop Case Study - Essay Example trendy, moderately-priced apparel (Biesada, n d) that has grown remarkably from humble beginnings to 300 stores in the UK and over 100 in international territories. The brand gained its iconic status in 1994 when it took over a 90,000 square feet space at London Oxford Circus where it remains to date (â€Å"About Us - Topshop,† 2011). The London Oxford Circus shop alone attracts over 200,000 shoppers per week and as such has earned Topshop the accolade to be considered as the world’s largest fashion store on the high street. Topshop’s phenomenal success can be traced back to 1985 when Jane Shepherdson, then the director of Topshop, decided to take the company in a new direction. Jane put up a team of 16 stylists and made them travel the world in search of new fashion ideas. This team moved from trendy neighborhoods, to catwalks to flea markets in places as diverse as Tokyo, Paris and New York looking for fashion trends to interpret (Coco, n d). Using the un ique ideas they had encountered Jane’s team of stylists revolutionalized Topshop into a fashionable and trendy boutique. Since 2000, Topshop’s covetable collections have been made available over the Internet through www.topshop.com, which draws tens of thousands of anxious shoppers. Topshop is owned by Arcadia Group, UK’s largest privately-owned clothing retailer. The Arcadia Group owns six other high street best-known fashion brands namely: Topman, Dorothy Perkins, Burton, Evans, Wallis and Miss Selfridge. Cumulatively Arcadia Group has more than 2,500 outlets (â€Å"About Us,† n d). Topshop is their flagship brand. All the same, as the global economy is recovering from the recession, the fashion industry is experiencing intense rivalry. Sir Philip Green, the owner of Arcadia Group, believes that the fashion houses likely to emerge stronger from this current environment would be the ones who are focused on having good store environments, fresh products and ‘newness’, at low prices. Sir Green says, â€Å"It’s not going to be just about price, it’s going to be about ‘price and nice’† (Hawkes, 2008). Does Topshop’s retail strategy encompass â€Å"price and nice†? Industry at a glance The fashion industry has dramatically evolved over the past few decades. Fashion products that used to be luxury items are now considered as basic commodity products and are bought by almost all segments of the society (Mazaira, Gonzalez, & Avendano, 2003). Some of the factors that may contribute to this growing demand for fashion products are the continuous low prices brought about by an increasing number of target markets and transfer of manufacturing sites to developing countries especially in Asia. With an increasing number of players in the industry, the rivalry is intense. Topshop’s main competitors are Zara, H&M and French Connection (Biesada, n d). The fashion industry is also characterized by consumers with a strong buying