Monica’s Designer Handbags: Creative Marketing Decision-Making Based on Financial Analysis—A Case Study

Abstract

Monica learned much about the designer apparel trade as an intern with a major retailer, and started a designer handbag business, selling through independent retailers. She practiced making sound marketing decisions using financial analysis techniques learned in college. These techniques proved useful when a regional discount chain offered a deal to sell her handbags through their stores on a trial basis. She was faced with a tough decision to accept the deal, reject it, or renegotiate it on mutually acceptable terms. Students are asked to analyze case data and to advise Monica on how to proceed with the prospective deal.