Critical Analysis: Handbags and Wallets Essay

1296 Words Nov 18th, 2012 6 Pages
Question 1:
Conduct a critical analysis of the mini-case.

CRITICAL ANALYSIS OF THE CASE

CRITICAL ANALYSIS OF THE CASE
• The product mix of the company is Handbags and Wallets.
• These company operates within a dynamic and ever-changing environment as it produces fashionable products.

CRITICAL ANALYSIS OF THE CASE
Buying situations for Handbags and Wallets:
Limited Problem Solving
Impulse Buying

CRITICAL ANALYSIS OF THE CASE
SWOT ANALYSIS

CRITICAL ANALYSIS OF THE CASE
Strengths
• Extremely popular / High reputation
• Already has an established customer base and market share
• On growth stage on the Product Life Cycle
• Tania’s skills and inner instinct for fashion and trends; she is a talent oriented
…show more content…
snakes, crocodile, etc.

Question 3:
How can the market for wallets be segmented?

Market
Market segmentation:
• Market segmentation divides the complete market of possible customers into smaller and distinct subsets comprising of consumers with a similar taste, demand and and preference.
• The major segmentation variables are:





Geographic;
Demographic;
Psychographic; and
Behavioural.

Geographical
Geographical Segmentation

• Country
▫ Coins denominations
▫ Size of bank notes

• Climate
▫ Type of materials

Plastic

Leather

Fabric/
Nylon

Demographic Segmentation

• Age and Sex
▫ Under 10

• Age and Sex
▫ Teens

• Age and Sex
▫ 20+

• Age and Sex
▫ Retired

• Profession
▫ Breast wallet
(also called a "secretary wallet“)

▫ Travel wallet

• Profession
▫ Sport wallet

• Social class
▫ Upper class

▫ Middle class

▫ Working Class

Psychographic Segmentation

• Lifestyle
▫ Love the classics – likes higher-end wallets
▫ Classic deal-seekers – likes promotion

• Lifestyle
▫ Fashion on a budget – wants fashion but at a hot deal.

• Lifestyle
▫ Man of the house – Price is not an issue with him.
▫ Online shoppers – is ever-connected to the

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