Rimowa-Marketing case study

5625 Words Nov 28th, 2013 23 Pages
Anna Mornhinweg
Study Course: IBIS
Semester: 3
Matriculation number: 181037

Marketing cases
N. Lauermann MA
Case Study: RIMOWA

Marketing case study
RIMOWA
Submitted to Ms. Nadine Lauermann MA., June 27th 2013

Anna Mornhinweg
Matriculation Number:
181037
Study course: IBIS
Spring term 2013

0

Table of contents

1.

Introduction - General information ....................................................................................... 2

2.

Mission statement ............................................................................................................... 3

3.

Strategic posture
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Anna Mornhinweg
Study Course: IBIS
Semester: 3
Matriculation number: 181037

Marketing cases
N. Lauermann MA
Case Study: RIMOWA

1. Introduction - General information

The following essay will deal with the well-established Cologne-based luggage and suitcase manufacturer RIMOWA who has achieved world fame with its rectangular aluminium travel trunk featuring an iconic design - that is a grooved surface. The tradition-rich company can proud itself of over 100 years of experience having resisted drastic market fluctuations and recessions, extreme politico-economic crisis, reforms and other externalities such us societal change, globalisation and change at an unprecedented pace since the inception of the Internet in the
1990s.Hence the continued existence of the family business attests to the effectiveness of their strategies and a certain market resilience. The business has realized a meteoric career from a local business to global player

which is now dispersed in more than 50 countries all over the

globe.
Their resounding success can be attributed to an incident in 1937 when the entire production site was destroyed due to Force majeure. Such an event often means that a company is doomed to decay as it incurs exorbitant reconstruction costs. In this case a „creative destruction“1 of the current business was imposed by an exogenous shock,that is the explosion of a bomb

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