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A_rose_by_any_other_name_case

Essay specific features

 

Issue:

Miscellaneous

 

Written by:

Judy S

 

Date added:

July 15, 2013

 

Level:

University

 

Grade:

A

 

No of pages / words:

2 / 528

 

Was viewed:

7225 times

 

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Essay content:

However, as market situation changes, Rose's CEO Tom Rose has seemingly found himself between a rock and a hard place. Rose's major customer, Party! Chain store plans to launch a private label line of party goods and wants Rose to do the manufacturing. This happening just then Rose is preparing for a major branding effort creates a dilemma of which way should the company go, as current capacity isn't enough to support both private-label manufacturing and the branding campaign...
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Firstly, a myth of impossibility of branding a commodity good is totally busted by the example of toilet paper brands. Though Party! currently accounts for 20% of Rose's business, a long term relationship with it as its producer will surely have a negative effect on the relationship with customers in other sectors (especially the independent stores), it will push back or make utterly impossible own brand creation ? a well researched and promising opportunity...
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