Marketing Mission
1. Background
Founded in 1892, Abercrombie & Fitch Co. (NYSE: ANF, listed 1996) (A&F) was a camping supplies and outdoor wear company. A&F has re-established to a specialty retailer of casual apparel that we are well familiar of now in 1996. As of end of Q2 2012, the company is operating 936 stores in the United States and 118 stores internationally (Abercrombie 2012a). By 16 March, 2012, the company employed approximately 90,000 associates (Annual Report 2011).
1.1 Organization
Abercrombie & Fitch is holding four lifestyle brands, namely Abercrombie & Fitch, abercrombie kids, Hollister Co. and Gilly Hicks, each target to different age groups ranging from 7-22 years of age. (Annual Report 2011). The company took the first step of international expansion in Canada by the year 2006. The global penetration continues to Europe by opening the first store in London in year 2007 (Columbus Dispatch, 2007). The road to Asia also started with a flagship store opened in Tokyo in Year 2009 (Tokyofashion.com, 2009).
1.2 Mission
Abercrombie and Fitch committed to provide comfortable and long lasting clothes that look good, augmented with the best service, care and experience, thus, creating the best value for money for teenagers all around the globe (scribd.com, n.d.).
1.3 Study objective
The aim of this case study is to analyze the marketing orientation and marketing strategy; how marketing strategies are formulated by using the strategic planning models and evaluation on the effectiveness & performance. Analysis will also be done on the growth opportunities of Abercrombie & Fitch under the macro environment.
Greenway2china.com retrived Nov 6, 2012 http://www.greenway2china.com/seven_reasons_to_invest_in_china.htm | Kotler et al, 2009, Marketing Management - An Asian perspective, 5th edition, pp. 47-50 | McKinsey.com, 2011 McKinsey Consumer & Shopper Insights, retrieved Nov 6
Founded in 1892, Abercrombie & Fitch Co. (NYSE: ANF, listed 1996) (A&F) was a camping supplies and outdoor wear company. A&F has re-established to a specialty retailer of casual apparel that we are well familiar of now in 1996. As of end of Q2 2012, the company is operating 936 stores in the United States and 118 stores internationally (Abercrombie 2012a). By 16 March, 2012, the company employed approximately 90,000 associates (Annual Report 2011).
1.1 Organization
Abercrombie & Fitch is holding four lifestyle brands, namely Abercrombie & Fitch, abercrombie kids, Hollister Co. and Gilly Hicks, each target to different age groups ranging from 7-22 years of age. (Annual Report 2011). The company took the first step of international expansion in Canada by the year 2006. The global penetration continues to Europe by opening the first store in London in year 2007 (Columbus Dispatch, 2007). The road to Asia also started with a flagship store opened in Tokyo in Year 2009 (Tokyofashion.com, 2009).
1.2 Mission
Abercrombie and Fitch committed to provide comfortable and long lasting clothes that look good, augmented with the best service, care and experience, thus, creating the best value for money for teenagers all around the globe (scribd.com, n.d.).
1.3 Study objective
The aim of this case study is to analyze the marketing orientation and marketing strategy; how marketing strategies are formulated by using the strategic planning models and evaluation on the effectiveness & performance. Analysis will also be done on the growth opportunities of Abercrombie & Fitch under the macro environment.
Greenway2china.com retrived Nov 6, 2012 http://www.greenway2china.com/seven_reasons_to_invest_in_china.htm | Kotler et al, 2009, Marketing Management - An Asian perspective, 5th edition, pp. 47-50 | McKinsey.com, 2011 McKinsey Consumer & Shopper Insights, retrieved Nov 6