Question

COMPANY PROFILE

Bridget Sandals have been described as "wearable desserts" and things of beauty so perfect they should be "hanging on a gallery wall or from a socialite's ear lobe". Starting her design journey in 1980, by 1982 Bridget was learning about making sandals until she finally opened Bridget Sandals in 1987, by then creating original designs for the young company's fashionable customers who not only returned for new styles but told two or more friends.

Twenty years later, the Bridget Sandals brand has grown to be one of the most recognized fashion brands from the Caribbean with a fiercely loyal client base throughout the region and wherever fashionable Caribbean women live.

The brand's headquarters is located at 1 Abbeydale Road in Kingston, Jamaica and houses both the retail store and the factory where the staff of nine skillfully hand crafts the line of all leather ladies’ footwear and accessories. Quality control is high, and the company gives warranties and guarantees on all its sandal products. Credit and payment arrangements are also offered. guare

The Bridget Sandals line is elegantly simple ranging from leather slingbacks and ankle wrap thongs to ornamental flip flops. Her delicate detailing is often inspired by nature with floral or leaf-like embellishments available in many colours particularly metallics and colours inspired by the Caribbean. The line boasts an eclectic mix of materials from snakeskin and nappa leather to imported fabrics which Bridget sources primarily from Europe, South America and the US.

Bridget Sandals has established itself as an internationally competitive brand offering quality craftsmanship, comfort and cutting edge designs for the discerning shopper. The line has been featured in numerous fashion shows including all of the Caribbean Fashion Week events and in media from Elle, Vogue, Footwear News and Caribbean Beat Magazines to the Jamaican Observer and Gleaner.

Bridget Sandals is poised for growth and to celebrate its upcoming 40th anniversary, the company is introducing “Earth Bridge”, a “top end roots and hip” designed sandal that can double as a sandal and a shoe. The shoe would be marketed with similar marketing strategies as their current line. In 2017, total sales for the industry was $200 million with sales in Jamaica for Bridget Sandals being $60 million compared to sales of $95 million, for the market leader, Gucci. The industry growth rate is high.

SECTION A. – COMPULSORY                                                                            (100 marks)

After visiting the Marketing Seminar at Utech and having lively chats with students, Bridget is appreciating the need to grow its market share, bearing in mind its brand’s prominence.

As the new marketing manager for Bridget Sandals, you are required to provide a report to the VP of Marketing for consideration at the next board of director meeting. In the report you are to:

Task 1.

1. Calculate and interpret the market share and relative market share for Bridget Sandals for the 2017 financial year.                                                                           (10 marks)                                                                             

2. Assuming total industry sales for 2018 was $400 million, calculate the industry growth rate between 2017 and 2018.                                                                          (5 marks)

Task 2.

1. Critique the importance of the BCG model to Bridget Sandals when it is doing its long-term strategic planning and considering its growth opportunities.               (10 marks)

1. Use the diagram of the BCG model to plot Bridget Sandals’ position on the grid and recommend an appropriate strategy for the Bridget Sandals line.               (10 marks)

           

Task 3.

1. Evaluate the three broad entry strategies, that Bridget Sandals should consider when

entering the USA and Caribbean markets.                                                     (15 marks)

Task 4.

1. Apply the concept of the Three Levels of the Product to Bridget Sandals new “Earth Bridge” shoes.                                                                                                 (10 marks)

1. Show how Bridget Sandals can use the Three Levels of the Product to create customer value and make the new “Earth Bridge” shoes a success in the marketplace.

(10 marks)

Task 5.

1. Assess the two (2) New Product pricing strategies, including the conditions necessary for each, that Bridget Sandals could consider when introducing its new “Earth Bridge” to the market.                                                                                                      (10 marks)

1. Justify which strategy is more suitable for Bridget Sandals when introducing its new “Earth Bridge” to the market.                                                                 (5 marks)

                                                                       

Task 6.

1. Explain how three (3) Social Media tools can be used by a marketer to promote his/her products/brand.                                                                     (10 marks)

Demonstrate, using at least two (2) examples, how using Social Media might be preferable to using advertisement to promote Bridget Sandals.