CASE STUDY ON FOSSIL

BY-

Sourav De (37)

Company Overview

Fossil was founded in 1984 It is based on Richardson, Texas, United States Fossil .Inc is a designer and manufacturer of clothing and accessories ,

primarily watches and jewellery but also sunglasses , wallets and belts , shoes and clothing.

Major competitiors of fossil are Swatch , Guess.

Segmentation , Targeting and positioning (STP)

• Segment under Consideration

- Male & Female (workeing Professional)

- 21-39 years old

- Style adapters and mainstream consumer

-Consumers preference is the most important.

• Targeting the Segment

-Changeing the fashion trends

-Speciality Stores

-Incorporateing the trands into the products

• Positioning

-Positioning is modern vintage

Compare Between Other Brands

Overview of the Case

Reason for creation of speciality stores Positioning of the products Design team for each product devision. Worldwide product strategy

-85 % of the product is based on the best selling product.

- 15% strategical factor for regional level .

- Change the product strategy and taste on the basis of positioning of market

, political influence, economic nature, socio-cultural effect, technological ada-

ption and legal issues.

Case Questions

1. Does a company that focuses on a retro image of the 1950s need business reserch?

2. How do that information needs of an entrepreneurial company change as it begins to market its product through its own retail stores rather than through a traditional channel of disteibution?

3. How can a company use business research to determine the best products to sell in global markets?

4. how can business research help a firm that focuses on high fashion watches?