Birdi Golf Apparel : flying high or swinging low? / Alison Gaylard & Laurence Beder.

Format:

Book

Author/Creator:

Gaylard, Alison, author.

Beder, Laurence, author.

Series:

SAGE knowledge. Cases.

SAGE Knowledge. Cases.

SAGE knowledge. Cases

Language:

English

Subjects (All):

Birdi Golf Apparel (Firm).

Strategic planning--Case studies.

Strategic planning.

Leadership--Case studies.

Leadership.

Marketing--Management--Case studies.

Marketing.

Marketing--Management.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations (black and white, and colour).

Place of Publication:

[London] : SAGE, 2016.

System Details:

text file

Summary:

In December 2008, Charlene Lewison, marketing director of the Johannesburg-based family business, Birdi Golf Apparel, surveyed the company's well-stocked shelves with pride - but also with a growing sense of unease. In the past 12 years, Birdi had become an established brand on both the professional and amateur golf circuits in South Africa. In recent months, however, sales had started to slow as the economic crisis took effect, and Lewison knew the time had come to rethink her company's marketing strategy and planning. Should the company look at new products, or perhaps new market segments? Should it retain its `niche' status or broaden its base, or should it try to penetrate its current corporate business further?

Notes:

Originally Published in: Gaylard, A., & Beder, L. (2009). Birdi Golf Apparel: Flying High or Swinging Low? WBS-2009-18. Johannesburg: The Case Centre, Wits Business School.

No ILL or scholarly sharing allowed.

Description based on online resource; title from home page (viewed on April 28, 2016).

ISBN:

9781473963405

OCLC:

1017711488

Access Restriction:

Restricted for use by site license.