Introduction

Samsonite International S.A. (SEHK: 1910) is an

American multinational luggage manufacturer and retailer.

It was founded in Denver, Colorado in 1910.

The company's registered office is in Luxembtheirg and it is
listed on the Hong Kong Stock Exchange.

Samsonites products ranging from largesuitcases to small
toiletries bags and briefcases.
Vision


To become one of the worlds most highly regarded premium
lifestyle travel brands.
Bussiness strategy
Samsonite is pursuing several strategic initiatives designed to capitalise on their underlying business
strengths, grow and diversify their revenue stream, improve their profitability and their cash flow
generation and enhance the resiliency of their business. Key elements of their business development
strategies include:
Introducing a stream of innovative and contemporary products into the MARKET;

Strengthening support behind their brand and product MARKETING and advertising;

Expanding their retail distribution platform;

Pursuing expansion opportunities in high-growth geographic MARKETS;

Exploiting new business opportunities;

Continuing to improve operating efficiencies and cash flow generation.

In 2010, the total global revenue of Samsonite amounted to
about 1.22 billion U.S. dollars.
The company saw exceptional net sales growth in 2012 and
2013, as Asia Pacific spearheaded generated revenue for its
luggage products; 38 percent of Samsonite's global net sales
were generated by this region in 2013.
Swot analysis
Strengths
-domestic MARKET
-existing distribution and sales networks
-barriers of MARKET entry
-high profitability and revenue

Weaknesses
-future profitability
-competitive MARKET
-small business units
-investments in research and development

Opportunities
-new MARKETS
-growth rates and profitability
-growing demand
-new products and services
-growing economy

Threats
-increasing rates of interest
-price changes