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

Authors

  • Michael T. Manion University of Wisconsin – Parkside
  • Karen Crooker University of Wisconsin – Parkside
  • Peter Knight University of Wisconsin – Parkside

Keywords:

Marketing Development, Finance

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.

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Published

2016-09-01

How to Cite

Manion, M. T., Crooker, K., & Knight, P. (2016). Monica’s Designer Handbags: Creative Marketing Decision-Making Based on Financial Analysis—A Case Study. Journal of Marketing Development and Competitiveness, 10(2). Retrieved from https://articlegateway.com/index.php/JMDC/article/view/1843

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Section

Articles