Chipman Union

CASE ANALYSIS Chipman- Union, Inc. Odor-Eaters Socks Marketing Assign workforcet GROUP 11 Anoop S Raj 2011-PGP-557 Bhawna Gokani 2011-PGP-595 Gawtam Kannuri 2011-PGP-679 Keerthan G 2011-PGP-688 Nitin Jain 2011-PGP-757 Sahil Sambyal 2011-PGP-842 Vel Bhagyaraj 2011-PGP-931 Executive Summary The union was established in 1972 by merger of union Manufacturing influence along with Charles Chip mans Sons Company. Chipman Union in the first place make mens and boys cursory and athletic socks which were interchange to deal unbrand as private labels. There we re solitary(prenominal) devil companies namely Burlington industries and interwoven division of Kayser -Roth Inc., which manufactured mark socks, and companies draw off those two companies had 20% gross margins or below. To arse around high gross margin, CU had to venture into ne w business branded socks. They began to investigate the marketing weapons platform for the new product, and recognized that there were not only worthy possibilities, but also problems they would have to form before founding the product. Objectives: ? To improve the gross margins of Chipman union to supra 20% by introducing branded socks, for this introduction they have be after a market research.

Situation Analysis ? The Hosiery Industry In 1979 the hosepipe shipments totaled 289 million dozen pairs of which 25% were mens socks. In the men socks dress contributed 34.9 % of sales and casual contributed 21.9% of sales. The revenue snag was in similar ratio as of sales crosswise different types of hosiery .Per capita consumption of mens socks was immu! table at around 10 pairs annually. However, the cope of tube socks, the unrivalled having no specific shape pink wine exponentially from 1 % in 1970 to over 50% by 1979.In 1979, there were 319 hosiery manufacturers in US, down from 457 in 1972.These companies operated 438 knitting mills of which 93% were turn up in southerly United States .A knitting machine capable of producing 8...If you expect to get a full essay, order it on our website: BestEssayCheap.com

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