Rimowa-Marketing case study
Anna Mornhinweg
Study Course: IBIS
Semester: 3
Matriculation number: 181037
Marketing cases
N. Lauermann MA
Case Study: RIMOWA
Marketing case study
RIMOWA
Submitted to Ms. Nadine Lauermann MA., June 27th 2013
Anna Mornhinweg
Matriculation Number:
181037
Study course: IBIS
Spring term 2013
0
Table of contents
1.
Introduction - General information ....................................................................................... 2
2.
Mission statement ............................................................................................................... 3
3.
Strategic posture ................................................................................................................. 3
4.
short-term objectives ........................................................................................................... 5
4.1
long-term objectives ..................................................................................................... 5
4.2
Brand ........................................................................................................................... 5
4.2.1
4.2.2
image .................................................................................................................... 5
4.2.3
personality............................................................................................................. 6
4.2.4
equity .................................................................................................................... 6
4.2.5
5.
essence................................................................................................................. 5
logo ....................................................................................................................... 6
Environmental analysis........................................................................................................ 6
5.1
5.2
Study Course: IBIS
Semester: 3
Matriculation number: 181037
Marketing cases
N. Lauermann MA
Case Study: RIMOWA
Marketing case study
RIMOWA
Submitted to Ms. Nadine Lauermann MA., June 27th 2013
Anna Mornhinweg
Matriculation Number:
181037
Study course: IBIS
Spring term 2013
0
Table of contents
1.
Introduction - General information ....................................................................................... 2
2.
Mission statement ............................................................................................................... 3
3.
Strategic posture ................................................................................................................. 3
4.
short-term objectives ........................................................................................................... 5
4.1
long-term objectives ..................................................................................................... 5
4.2
Brand ........................................................................................................................... 5
4.2.1
4.2.2
image .................................................................................................................... 5
4.2.3
personality............................................................................................................. 6
4.2.4
equity .................................................................................................................... 6
4.2.5
5.
essence................................................................................................................. 5
logo ....................................................................................................................... 6
Environmental analysis........................................................................................................ 6
5.1
5.2