Case
SAMSONITE
INDUSTRY :CONSUMER PRODUCTS
AREA :MARKETING
ORGANIZATION :-
LENGTH :13
LUMS No :04-505-87-1
PUBLICATION YEAR : 1987
DESCRIPTION
ABSTRACT:
Haroon Rashid Malik, National Sales Manager of Samsonite was studying the strategic and promotional logic of a special discount scheme for Samsonite luggage for Hajis. The marketing department of the company had devised the plan to increase sales in the Haj season . The case gives an interesting account of the company background, marketing channels, the market and competition.