This will affect the brand image that CIMA has worked hard to establish for the past 20 years. 4. A line extension or a new product line will require additional investment for product development and marketing activities. 5. CIMA is not sure what percentage of sales the typical footwear company makes through the mail-order catalogs...
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Lack of experience with leather and nylon that are being used in the lighter boots. 7. Concern with the reaction that retailers will have when they discover that CIMA is selling to the catalog companies, this could create some problems. Assumptions: 1. Let assume that the "Weekender" segment estimated share of the market is 25 percent and it is growing quite rapidly...
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