SUMMER TRAINING PROJECT REPORT

Undertaken at
SAMSONITE, MIDDLE EAST

Submitted in Partial Fulfillment of the Requirement for the Award of

The Degree of

MASTER OF INTERNATIONAL BUSINESS (MIB)

On

EXPANSION OF SAMSONITE
AND AMERICAN TOURISTER IN UAE

By
SHAMS MUSTAFA HASHMI
09-MIB-46
MIB Class of 2011

Under the Supervision of

MR. SHAHEEN JAMIL
Asst. Director
SAMSONITE, MIDDLE EAST

CENTER FOR MANAGEMENT STUDIES

JAMIA MILLIA ISLAMIA NEW DELHI

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Declaration

I, Shams Mustafa Hashmi, a bonafide student of MIB (Full Time) Programme at the
Centre for Management Studies, Jamia Millia Islamia, New Delhi, hereby declare that
I have undergone the Summer Training at Samsonite, Middle East under the
supervision of Mr. Shaheen Jamil on and from 02/06/10 to 20/07/10.

I also declare that the present project report is based on the above summer training and
is my original work. The content of this project has not been submitted to any other
university or institute either in part or in full for the award of any degree, diploma or
fellowship.

Further, I assign the right to the university, subject to the permission from the
organization concerned, use the information and contents of this project to develop
cases, caselets, case leads and papers for publication and/or for use in teaching.

Shams Mustafa Hashmi

MIB, Class of 2010
Roll No: 09-MIB-46
Place: New Delhi
Date: 02/08/10

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Acknowledgment

I express my sincere gratitude to my industry guides Mr. Shaheen Jamil, Asst Director
Sales and Mr. Prashant Vatkar, Vice President Samsonite Middle East for their
guidance, continuous support and cooperation throughout my project, without which
the project would not have been possible.

I would also like to thank the entire team of Samsonite M.E, for their constant support,
which helped in successful completion of the project.

Shams Mustafa Hashmi

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 Table of Contents
S.No Topic Page No.
1 Executive Summary 4
2 Genesis: Samsonite 5-7
3 History 8-9
4 American Tourister 10-13
5 Samsonite Black Label 14-19
6 Vision & Organizational Structure 20-21
7 Objective 22
8 Plans For Expansion in UAE 23-24
9 Article in Gulf News 25-27
10 Literature review 28-29
11 Business Strategy & Current Core Strategy 30-31
12 Form of Organization & Brand Portfolio 31-32
13 Market Share & Past Performance 33
14 Future Prospects 34-36
15 Competition (Samsonite & American Tourister) 37-39
16 Customer & Retailer Preference 40
17 Recent Management Initiatives 41
18 Project Assigned 42
19 Purpose 42
20 Nature of Work and Working Hours 42
21 Research Methodology 43
22 Project (Field Research) 44
23 Samsonite, Stores and Recommendations 44-56
24 American Tourister, Stores and Recommendations 57-65
25 Outcome and Result, Learning & Experience 66
26 SWOT Analysis 67
27 Findings & Recommendations 68
28 Appendix 69-82
29 References 83
Executive Summary

The project aims at studying the stores of the UAE market that can be a partner or
sync with the Samsonite and American Tourister. So my project deals with the study
of luggage markets as well as stores that can sync with the luggage products. Luggage
products combine the luggage items of all sizes (55cm, 66cm, 77cm), Backpacks,
Laptop bags, Women’s Bags, Briefcases, Wallets & Accessories.

The research deals with the study of the stores that can be a partner for Samsonite &
American Tourister in UAE and finding the demand for the product in the market.

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Checking all the stores that fall in the criteria of Samsonite & American Tourister.
Checking the products, price, size of the store, brands etc.

UAE is a growing market for the luggage industry. Samsonite is the only luggage store
that has maximum numbers of store in UAE if compared to the competitors.
Competitors are far behind. It involved the product-price customer mix by which an
analysis is taken for the product the price given by the customer. It also involved that
on the basis of store the products will be kept, if it’s a women’s bags store then
Samsonite Red Label brand will be kept and same for other stores also.

After studying the Malls/High street stores/Campuses/Business districts and analyzing

the findings of the research various conclusions are drawn and recommendations are
given accordingly.

Genesis

Samsonite: A brand on the move

When Jesse Shwayder founded Samsonite in 1910, early travel was reserved for only

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an exclusive few, those who had the means to see the world. Given this exclusiveness,
travel was a high quality experience from the transportation, to the attention to service,
to even the accessories used to carry one’s belongings. As one of the original brands in
travel, Samsonite has continued to leverage its craftsmanship and heritage as an
innovator, to create unique solutions for the sophisticated traveler. By identifying
trends and interpreting travelers’ needs, Samsonite continues to infuse innovation and
new ideas into travel re-igniting the sophisticated and special experience of the past.

Today, Samsonite continues to lead the luggage category with those same core
principles, further expanding Shwayder’s vision globally with design and innovation
into product categories and consumer targets. Samsonite’s tagline - ‘Life’s a Journey’
- embodies the brand’s transformation and future, symbolizing the role Samsonite has
in the multi-faceted lives of travelers. Samsonite has earned its reputation for
delivering a range of exclusive travel solutions and bringing real benefits to the end-
consumer. The company, founded by Jesse Shwayder with only $3500 in capital,
launched its first set of coordinated luggage in 1920s and was the first to launch
stylized luggage in 1940s. In the next decade, it launched Silhouette - the most
advanced luggage of its time while the Samsonite Classic Attaché was unveiled in
1960s. The 1970s saw the launch of Saturn -- the first ever-polypropylene suitcase,
followed by the introduction of three-point locking system in 1980s.
The two-wheel uprights and 4-wheel spinners, pioneered by Samsonite, were unveiled
in 1990s whereas the 2000s saw the introduction of designer luggage. Some of the
products launched last year include the Cosmolite range - its lightest and the strongest
luggage solutions; a premium business collection as also a range of backpacks from
American Tourister, which has taken unprecedented market leadership with its
customized offering.

If you look back into any and every innovation that has happened in the history of the
luggage industry, at least Samsonite would have brought in 70-80 per cent of
innovations.

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From around 80 years ago when all luggage was in the form of heavy wooden trunks,
Samsonite was the first to introduce the use of sheet metal as its material and from
then the shift to plastic to ensure a lighter travel companion.

Major alterations such as the shift from horizontal luggage to vertical, adding wheels
and then adding brakes and including a lock to which airport customs have a master
key, have also been innovations introduced by Samsonite. Other exclusive features in
its luggage manufacturing include wood-frame construction, super-strong handles,
rayon linings, fibre finishes and secures locks.

Few of the products of Samsonite

Pro DLX Cosmolite

History

Samsonite Group is one of the world's largest and most recognized designers and
distributors in the luggage industry. With a rich heritage that includes a century in
business, Samsonite has a proud tradition of developing innovative, high-quality
products that integrate style, functionality and design technology to meet the changing
lifestyle needs of people on the move. Samsonite's tagline – 'Life's a Journey' –
embodies the brand's belief and vision, symbolizing the role Samsonite has in the
multi-faceted lives of travelers. the Samsonite brand was born in 1910 when founder
Jesse Shwayder began producing luggage for turn-of-the-century travelers – a small
and affluent group who appreciated the Company's unique, durable and finely crafted

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products. As travel evolved into a mainstream activity, Samsonite's product mix
evolved with it, growing to encompass a diverse range of items for a host of travel
needs. Along the way, Samsonite continued to anticipate and fulfill the changing
requirements of travelers by introducing a string of "firsts", including the first
matching luggage sets, the first lightweight luggage and the first wheeled suitcases, to
name just a few.Samsonite's ability to perceive and adapt to the changing needs of
travelers has made the brand a leading authority for people on the move, throughout
the years. From the roaring twenties, the Depression era, WWII, the rise of the jet age,
the exciting sixties and beyond, Samsonite has continued to transform the travel
industry through its rich brand history. today, the global travel industry continues to
grow, and Samsonite continues to lead through the continuous introduction of
innovative technologies, materials and design concepts, which we market through
some of the most recognized brand names in the world. And while each of our brands
is specifically focused on its own clearly defined customer group, every product we
create continues to embody the same values on which Samsonite was founded – high
quality, fine craftsmanship, exceptional reliability and enduring style.
The Samsonite Corporation makes luggage with its products ranging from large
suitcases to small toiletries bags and briefcases. It was started in Denver, Colorado,
USA in 1910 by Jesse Shwayder, as the Shwayder Trunk Manufacturing Company.
Shwayder named one of his initial cases "Samson", after the Biblical strongman, and
began using the trademark Samsonite in 1941. The company changed its name to
Samsonite in 1966. For many years, a subsidiary, Samsonite Furniture Co., made
folding chairs and card tables in Murfreesboro, Tennessee.

Beginning in 1961, Samsonite manufactured and distributed Lego building toys for the
North American market under license from the Danish parent firm. A licensing dispute
ended the arrangement in the U.S. in 1972, but Samsonite remained the distributor in
Canada until 1986. Stan A. Clamage was instrumental in establishing the Lego brand
in the United States. This was part of an overall company expansion into toy
manufacturing in the 1960s that was abandoned in the 1970s. The Shwayder family
sold the company to Beatrice Foods in 1973.

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American Tourister :

It is a well-known brand of suitcase.

Immigrant Sol Koffler founded American Luggage Works in Providence, Rhode
Island in either 1933 with his life savings. He was determined to produce luggage
priced at $1 in the midst of the Great Depression. The company's breakthrough came
soon after when Koffler devised a new line that was significantly better than that of
the competition; he named it American Tourister.

The new line was a resounding success and set a new standard for the industry.

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American Luggage Works grew rapidly as a result; by the beginning of World War II
the company enjoyed revenues of more than $100,000. The company's product line
had expanded as well, with four colors, four styles, and eight sizes being offered by
the early 1940s. The war diverted the company's attention from luggage, however, as it
helped with the war effort. At the war's conclusion, American Luggage Works
reentered the luggage industry poised to become a national concern. In 1945, despite
its rapid growth in the previous decade, American Luggage Works remained a
regional firm. Aiming for sales across the United States, Koffler decided to spread
awareness of the American Tourister brand. He apportioned $12,000 for a national
advertising campaign, the first ever undertaken on behalf of the company. An amount
unusually large for the time, that first national advertising budget set the stage for the
company's continued commitment to large-scale advertising in future years.

In 1970, American Tourister launched a memorable ad campaign, highlighting the

durability of its product by unleashing a "gorilla" (actually a man in a costume) on it.
The commercial ran for fifteen years. In 1993, American Tourister was acquired by
Astrum International, which also made Samsonite luggage. Astrum was renamed the
Samsonite Corporation two years later.

Few of the luggage products

Houston Tokyo Chic

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The new line-up of luggage from American Tourister offers the unique mix of style,
comfort and in-built sturdiness to satisfy the new age needs of the traveler across all
age groups and demands.

Among the range of new collection is the Oxford range of luggage offering durable
high-quality bags at affordable prices, System 4 Dlx showcasing comfort and
elegance in travel, Meredian Lite extending diverse options with ultra light weight of
the bags, I Double epitomizing sturdy travel and robust luggage solutions with very
distinct looks in bright colors, a new range of casual bags and backpacks, and the
Silicon Valley Gusset top loaders for today's business travelers.

American Tourister has always believed in offering the latest and the most compact
travel luggage solutions to its discerning clientele. 2009 offering extends the perfect
blend of functionality, styling, strength and comfort - hallmarks of our world-class
luggage solutions. The new lines of luggage solutions are catering to the needs of the
today's traveler - note only for the whole family but also to a businessman or a
student,"

The prime objective at American Tourister is to offer a superior experience in life to

our customers and the latest innovative range are both strong and inexpensive, thus
satisfying all the requirements for an easy and comfortable travel."

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While the Oxford range come in three different sizes in two eye-catching colors with
durable EVA side panels, the System 4 Dlx offer premium classic looks in two colors
and four sizes, equipped with a lockable trolley. The expandable Meridian Lite come
in four sizes with easy single side packing facility, while I Double comes in two
colors with unique design and double wheel spinner system.

The Backpacks, made of polyester, come in five different sizes with capacity
between 20 L and 32 L. The Silicon Valley Gusset Top loaders come in three sizes
and a laptop backpack edition, equipped with zipped packet.

The secret behind the time-tested durability of American Tourister bags has been the
extremely stringent and rigorous quality tests that each design goes through before
getting approved by the company. Randomly chosen bags undergo similar tests on a
continuous basis to ensure that they are in line with the tough guidelines set by the
company.

These tests include Drop Test - a fully loaded bag is dropped five times at the corners
to check its strength at extreme temperatures; and Jerk Test - a loaded bag is given
jerks for 5000 times in quick succession to ensure the durability of critical parts like
handles.

The American Tourister bags also undergo Lock Test - where the locks are opened
and closed 15000 times in quick succession to ascertain the safety aspects. The
checks also include a Wheel Test, where loaded bags are made to travel nearly 32 km
to establish its sturdiness.

The bags also undergo a Tumble test, where a loaded bag is tumbled in a big drum 25
times continuously to ensure that they withstand rough handling.

This new line up has gone through the same rigor of in finalizing the design and

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 hence is expected to delight many more satisfied American Tourister customers in
the Middle East Region.

Black Label
The Black Label brand of Samsonite deals with the luxury luggage products. It was
launched to meet the requirements of high-end customers and designer luxury
products in the luggage industry

The Samsonite Black Label incorporated lifestyle and fashion in luggage

Designer luggage was launched in Black Label. Few of the designers & their lines that
work with black label

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Alexander McQueen
Samsonite Black Label by Alexander McQueen

Two influential global brands Samsonite and Alexander McQueen have joined forces
and combined the best in craftsmanship and innovation to create a revolution at the
cutting edge of luxury travel design. The result is a totally unique collection of travel
pieces that fuses nature and technology. Patterns and designs inspired by nature have
been brought to life using the latest technological know how. Samsonite Black Label
by Alexander McQueen is an ergonomic collection featuring natural shapes and curves
that look revolutionary against the traditional hard lines of luggage. A sophisticated re-
interpretation of nature with a unique, modern design edge resulting in a totally unique
collection consisting of travel pieces, bags and accessories. 

Patterns and designs inspired by nature brought to life using the latest technological
know how. Samsonite Black Label by Alexander McQueen is an ergonomic
collection, featuring natural shapes and curves, which look revolutionary against the
traditional hard lines of luggage.

The hero piece in the collection takes design inspiration from the human rib cage.
“The human ribcage protects our vital organs as we move about in the world. Luggage
takes on the same role as we travel and pack our worldly possessions inside for safe
transport, ”

This collection is ideal for discerning travelers with an eye for great design.
The Glamour of Yesterday with the Functionality for Today

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Vintage
The Vintage collection transports the traveler back to the 1930s and 40s, when travel
was glamorous and exotic destinations beckoned the heart of the adventurer. The
Vintage collection offers sleek styles, vivid colors and luxurious options, making
luggage an essential accessory for jet-setting travelers. Fine detailing and authentic
touches of yesterday, created with a modern twist, include leather and hardware
accents, and rich interiors. Compartments and organizational features, inspired by the
early travel trunks and wardrobe cases, offer functionality for today.

Excelerator

It is inspired by luxury Grand Tourer cars, and brings their unique combination of
luxury detailing and materials with their time proven reliability and quality, and

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ultimately functionality. A stylish and unique combination of sturdy nylon fabric,
Napa leather details, black chrome hardware, silent PU wheels and rich blue interior
and accessories.

Few of the products of Samsonite Black Label

Excelerator Sevruga

About Samsonite Black Label Collections

Black Label is the name given to the Samsonite line in which each collection is
unique and has a personality all its own. In a literal sense, they do have a personality

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as each line within Black Label has been inspired, promoted, or co-designed by a
person of note.

The following are the different lines that are part of the premium Black Label
collections and the famous people or designers associated with them:

Scope - Marc Newson, Designer

Xlite - Joaquin Cortes, Dancer
Vintage - Isabella Rossellinie, Actress
Fashionaire - Christina Ricci, Actress (coming soon)
Samsonite Black Label by Alexander McQueen, Designer

Marcello Bottoli, President and CEO, Samsonite inaugurated the store as a show of
commitment to the UAE and continuous growth in region. For 100 years Samsonite
has delivered consistently the founding principles of fine craftsmanship, quality
materials, experience and individual style. The collections including the Black Label
line combine this unrivalled history with the style and design credentials of
Samsonite today to create the most exciting and diverse collections to date. 

Samsonite Graviton- Where Form Follows Function

Designed along one of the founding principles of modern industrial design,
Graviton's uniqueness stems from its design pattern, allowing for a unique
combination of strength and featherweight lightness. The Graviton collection truly
embodies the "Forms follows function" principles and represents yet another
milestone on Samsonite's 100 year innovation journey.

Samsonite Black Label Fashionaire - Fashion Then, Fashion Now

After the success of the 2006 Signat Attaché re-edition, Creative Director Quentin
Mackay has turned his eye to the definitive range of luggage from the 1960s;
Fashionaire. Defined at the time as 'individual fashion', Fashionaire was one of the
hottest travel collections of that decade, meaning that for the first time luggage could

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also be fashionable, as well as functional. For 2007 Samsonite has re-edited the
original exciting pieces together with new modern shapes. The collection is finished
off with matching accessories including an update of the classic raincoat and rainhat.

Samsonite Black Label Resort - Inspired by 1930's Travel, to Deliver Supreme

Modern Luxury
Samsonite Black Label Resort is a collection of unisex leather pieces that are at once
supremely modern, but at the same time steeped in a richness of heritage and history.
A collection that was brought about by a journey through Samsonite's rich archives -
where this old black Samsonite travel piece from the 1930s was discovered. This case
was the starting point and laid the foundations for a totally new contemporary
collection of soft bags. A collection that brings together supreme luxury and
craftsmanship with superlative durability and functionality.

Samsonite Black Label Accessories Collection - Bringing a Century of

Experience and Style to accessorize all your journeys

Samsonite's sophistication and knowledge of travel has been applied to create a range
of individual accessory pieces that complete the travel experience. Defined by the
fusion of Samsonite's experience and heritage, with the latest in functionality and
contemporary design the collections feature beautifully designed exteriors, rich
materials and luxurious details

Samsonite Black Label Ultimate Travel Shoe Collection - Applying Unrivalled

Travel Experience into Footwear
Samsonite's century of experience in travel items provide us with a unique insight
into the broader needs of modern travelers. Samsonite's Ultimate Travel Shoe
collection has been designed with those needs and experience in mind to create a
travel companion that, by being designed for the most demanding of journeys, will be
the ultimate companion for everyday ones.

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Travel places two sets of demands on your feet. Firstly, a comfort factor as they
expand or contract depending on physical or environmental factors. Second, a style
factor because the journey of the sophisticated traveler requires multiple styles
adapted to different occasions. Samsonite Black Label Ultimate Travel Shoe
Collection represents a unique and proprietary solution to both.

Designed by Samsonite Creative Director Quentin Mackay, together with leading

Italian shoe designer Alberto del Biondi, the collection is formed from panels of fine
Italian leather that are joined together by a subtle seam of unique stretchable
breathable fabric. This means that as feet expand or contract with travel, the shoes
will expand or contract with them. This subtle linkage system, when combined with
elastic laces, straps and linings mean that the shoe will seamlessly expand by up to
half a size. Both collections are crossover, marrying the benefits of trainers with
smart leather shoes, all with the ability to deliver style and relevance in a variety of
situations

Samsonite

Vision

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To become one of the worlds most highly regarded premium lifestyle travel brands.

Three years ago, Samsonite embarked upon a journey to transform itself into a leading
global lifestyle travel company. To serve as our roadmap, we established three primary
financial goals: increase sales, grow gross margins and generate improved cash flow.
During the year, we unveiled a significant number of new products; dramatically
expanded our retail distribution channel; made strategic investments in new global
markets; completed the acquisition of a majority interest in American luxury
accessories house Lambertson Truex, and launched major global advertising and
public relations campaigns. We continue to define, develop, clarify and promote all of
our brands, thereby strengthening our position in every market segment and building a
solid platform for future growth.

It has been said that the act of making a journey is often more meaningful than the
reality of reaching one's destination. Samsonite's journey over the past three years has,
indeed, been both deeply meaningful and highly rewarding. During this time, we have
created and developed a new brand and successfully positioned it in the luxury market;
built brand equity across our complementary portfolio on a global scale; and firmly
placed Samsonite on the path to becoming a globally recognized innovation, quality
and style leader. We have grown and diversified our revenue stream across multiple
geographic markets, distribution channels, product categories and consumer segments.
And we have made great progress in improving our operating income, strengthening
our balance sheet and setting the stage for greater growth.

While we are proud of our progress, we are also keenly aware that we have much
more to accomplish. As a team, we are sharply focused on executing the next phase of
our strategic plan with the same dedication, discipline and results that our stakeholders
and customers have come to expect. In the process, we plan to reward your support by
building Samsonite into one of the most highly regarded premium lifestyle brands in
the world.

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Organizational Structure

Vice President

Assistant Director

Authorized Dealers

Customers

Objective

Main Objective

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 Study on Channel Expansion for Business/backpack/Accessories category for
Samsonite in UAE
 Study on Distribution Expansion of American Tourister in UAE

Sub Objectives
o To study the market for luggage projects
o Finding the store which can sync with Samsonite & American Tourister
o Finding the potential market for the luggage products
o Finding the visibility of the product
o Finding the market for a particular brand (Red Label & Camera Bags)

Plans for Expansion of Samsonite in Middle East

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Samsonite

Samsonite have opened this new classic Samsonite store in partnership with our UAE
distributor partner Grand Stores. We are delighted to extend our exceptional
offering and travel luggage solutions to shoppers at Mirdif City Centre (Dubai). It
reinforces our ambitious growth plans and supports our strategic objective of being
more accessible to our valued customers. We aim to further enhance our retail
footprint, with two more stores set for opening around mid-2010."

Through this aggressive expansion, Samsonite aims to reinforce its legacy of leading
the travel industry to new levels of innovation. At Samsonite, we are focused on
developing and delivering premium travel products and solutions aimed at enhancing
customer satisfaction and convenience - something we have cherished and
successfully achieved over the last 100 years."

Samsonite has earned its reputation for delivering innovative travel solutions and
bringing real benefits to the end-consumer. Some of the innovative products launched
last year by Samsonite include the Cosmolite range - its lightest and the strongest
luggage solutions; a premium business collection as also a range of innovative
backpacks from American Tourister.

The Samsonite luggage and travel accessories are also available at all Grand Stores -
its authorized distributors across the UAE for almost three decades, and other
exclusive stores located at major shopping centre’s in the region.

Samsonite, which was established in 1910, has grown from a small company with 20
employees in Denver, Colorado, into a global corporation with over 8,000 employees
working in over 30 locations around the globe and annual sales of $750 million.

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Samsonite, the world leader in luxury baggage segment has added many exclusive
retail stores in the region in the recent months, including the UAE. The recent
inauguration of its stores at the Dubai Mall, Mall of Emirates and the one at the Deira
City Centre is testimony to Samsonite's growing popularity in the region. The
company has also added more than 50 stores across the GCC, in association with
other retailers like Harvey Nichols, Shoemart, Strandbags and Debenhams, and more
stores for the GCC are in the pipeline.

New business lines compliment world-class luggage solutions for the discerning
professionals on the move

Samsonite Group, the worldwide leader in travel solutions, has announced the launch
of new business collection for discerning professionals across the region. The
unveiling of the new business luggage solutions further reinforces the group's
commitment to market leadership across every consumer segment in the Middle East.
The launch of the premium business collection perfectly fits the business
functionality, technology and unique styles of the professionals

Luggage manufacturer Samsonite is celebrating 100 years of worldwide operations.

Article in GULF NEWS:  ( Interview with Vice President)

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Expansion of Samsonite and American Tourister in UAE

Gulf News took the chance to talk to Prashant Vatkar, Vice-President, Middle East of
Samsonite, about the company's focus in the region, the impact of the financial crisis
on the industry and business perspectives for the times to come.

After 100 years of operations, how is Samsonite positioning itself today in a very
competitive environment in the luggage industry?

PRASHANT VATKAR (Vice President) : Samsonite has kept a global leadership

in its category for most of the 100 years of its existence. In addition, Samsonite, for
example the use of materials like polypropylene or PVC or the use of wheels on bags
has introduced more than 50 per cent of all innovations in the luggage industry.
Recently, we introduced a new product in the UAE called Cosmolite, which is made
from a material that makes it the strongest, yet the lightest bag ever produced.

Has the downturn in the travel industry in the wake of the financial crisis
affected luggage sales?
There has been pressure on the luggage industry on account of the financial crisis. In
such times formidable brands like Samsonite has the wherewithal to sustain the
business due to its size and scale. At the same time the smaller players typically start
working on the mindset of "minimizing losses" and hence start dropping rates to get
rid of inventories. While this does put a lot of pressure on a brand like Samsonite, yet
with its iconic image and trust built over 100 years, the brand is able to maintain
growth in such difficult times. In sum Samsonite has been successfully able to
increase the market share every time the situation turns difficult.

Could you give a quick overview on Samsonite's activities in the Gulf region, the
structure of the company, the number of outlets as well as its presence in GCC
countries?

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In the Middle East region we have our business partners like Grand Stores in the
UAE, Al Qureshi's in Saudi Arabia, Khimji Ramdas in Oman, Blue Salon in Qatar
and Al Hawaj in Bahrain. Our partners are fully aligned to the brand strategy of
Samsonite of operating exclusive brand stores in the best locations. This approach
has been backed up with brand enhancing activities like advertising and sponsorship
on Arabic channels like MBC 1, MBC2, MBC4, Sama TV, Dubai TV and so on, in
mall activation and meaningful promotions for retail customers.
The other very critical aspect of our brand-building strategy particularly in the
Middle East region over the past couple of years has been getting our mono-brand
retail store footprint at the right locations to match the brand esteem. Over the past 12
months we have added 10 mono-brand stores for Samsonite across the region at
absolutely prime locations in spite of the economic scenario. By July this year
Samsonite will have 50 exclusive brand stores in the region.

Can you provide details on sales figures and revenue in the region?
As a result of the activities mentioned above we have been able to maintain the
preference of our customers towards Samsonite and grow the business. In 2010 we
grew so far a whopping 50 per cent compared to last year.

Are there any expansion plans within the region?

Yes, the aggressive expansion will continue. We will be shortly opening seven to
nine new Samsonite stores in the region, we are opening two stores in the UAE, one
at Delma Mall in Abu Dhabi and one at Ibn Battuta Mall in Dubai, one store in
Muscat City Centre, one store in Jeddah and one in Egypt.

Samsonite is producing a large portion of its luggage in India. What is the

specific reason for this?
Samsonite has one of its manufacturing plants in India. This manufacturing unit
produces the hard segment of the Samsonite range. India provides a very good
location for Samsonite to produce these bags as the local market in India is growing
very rapidly and it is centrally located in the fastest growing region for Samsonite
that is Asia and the Middle East.

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 Small beginnings
Luggage salesman Jesse Shwayder with a capital of $3,500 founded Samsonite in
1910 in Denver, Colorado. It began manufacturing products from large suitcases to
bags and briefcases. The name derives from the biblical figure Samson. Later on,
Samsonite also started producing furniture and Lego toys for the US market. After an
expansion drive in the 1960s, the Shwayder family sold the company to multi-brand
group Beatrice Foods in 1973. In the coming years, a spin-off and some restructuring
followed, and eventually in 2007, financial investor CVC Capital Partners took over
Samsonite.

Literature review

4P’s of Marketing

27
 The major marketing management decisions can be classified as follows:
– Product
– Price
– Place (distribution)
– Promotion
These variables are known as the marketing mix or the 4 P's of marketing. They are
the variables that marketing managers can control in order to best satisfy customers in
the target market.

Marketing Mix

Product Place

Target Market
Price Promotion

Product
The product is the physical product or service offered to the consumer. In the case of
physical products, it also refers to any services or conveniences that are part of the
offering.

Product decisions include aspects such as function, appearance, packaging, service,

warranty, etc. Selecting the right product for the right market at the right time. Like
Samsonite is kept the market where its appearance can be seen and it can target the
right customers.

Price

28
Pricing decisions should take into account profit margins and the probable pricing
response of competitors. Pricing includes not only the list price, but also discounts,
financing, and other options such as leasing.

Pricing is a major factor as the price of Samsonite is market at such a point that it
target the right customers

Place

Place (or placement) decisions are those associated with channels of distribution that
serve as the means for getting the product to the target customers. The distribution
system performs transactional, logistical, and facilitating functions.

Distribution decisions include market coverage, channel member selection, logistics,

and levels of service.

Right place for the right product as Samsonite in the Malls & High-end streets while
American Tourister in the local market

Promotion

Promotion decisions are those related to communicating and selling to potential

consumers. Since these costs can be large in proportion to the product price, a break-
even analysis should be performed when making promotion decisions. It is useful to
know the value of a customer in order to determine whether additional customers are
worth the cost of acquiring them.

Promotion decisions involve advertising, public relations, media types, etc

Business Strategy

29
 Samsonite is pursuing several strategic initiatives designed to capitalize on our
underlying business strengths, grow and diversify our revenue stream, improve our
profitability and our cash flow generation and enhance the resiliency of our business.

Key elements of our business development strategies include:

 Introducing a stream of innovative and contemporary products into the

Market.
 Strengthening support behind our brand and product marketing and
Advertising.
 Expanding our retail distribution platform;
 Pursuing expansion opportunities in high-growth geographic markets;
 Exploiting new business opportunities.
 Continuing to improve operating efficiencies and cash flow generation.

30
 Current Core Strategy

Samsonite Black Label


Samsonite

American Tourister

 Trade up Samsonite and Samsonite Black Label through exclusive retail and high-end
department stores
 Address the mass market with American Tourister

Form of Organization
Type Private
Founded Denver, Colorado, USA
(1910)
Headquarters Mansfield, MA
Key people Tim Parker, President
Member of CVC

Owner(s) CVC Capital Partners

Website http://samsonite.com

Brand Portfolio

31
One of Samsonite Group's greatest assets is our complementary portfolio of brands,
which includes some of the most trusted and highly recognized names in the global
travel industry.

Collectively, our brands serve every segment of the market, reaching customers in all
walks of life, all over the world. We meet the discerning needs of the luxury market
through our Samsonite Black Label brand, while the innovative, high-quality offering
within our time-honored Samsonite brand serves both middle- and upper-market
customer segments. Our American Tourister brand provides affordable, quality
products to value-conscious consumers.

We complement our owned brands through our global licensing program, through
which we leverage Samsonite's luggage expertise to partner with market-leading
lifestyle brands, such as Lacoste, with whom we develop handbags and casual bags,
and Timberland, with whom we offer travel gear, accessories, backpacks and outdoor
items.

Each of our brands has been carefully developed to meet the precise quality, value and
pricing needs of the consumers within its market. Despite their diversity, all of our
brands share a common philosophy: to deliver durable, high-quality products that
reflect Samsonite's commitment to excellent craftsmanship, innovative design and
exceptional functionality.

Market Share

32
The UAE is the largest market for Samsonite in the Mena region, holding 42 per cent
of regional sales.

This year has seen its market share increase from 40 per cent to slightly more than 50
per cent.

Globally, Samsonite earns 60-70 per cent of its revenue from retail. In the UAE, 90
per cent of its business comes from retail,

Past Performance

As a global player, Samsonite is ideally placed to maintain its leadership position

around the globe for at least another 100 years. Samsonite's growth both globally and
regionally, though slightly hindered by the recent economic downturn, is continuing in
a steady, positive trend. In 2008, Samsonite reported a 40 per cent growth, while in
2009, hindered by the external economic climate, the company's growth slowed to 10
per cent. It is the biggest breakthrough in the industry in the past 30 or 40 years that
the luggage is made from thermoplastics as it is extremely lightweight.

Future Prospects

33
Samsonite Group, the worldwide leader in innovative travel solutions, is marking a
major milestone, celebrating 100 years of success this year. To commemorate the
occasion, the group has announced aggressive growth plans across the Middle East
region over the next three years.

As part of its strategic expansion, Samsonite Middle East is planning to open over 25
new stores in the next 3 years of which 10 will be opened by end of 2010 itself. Over
and above this expansion of the retail foot print Samsonite will also be looking at
expanding its presence in relevant department stores for its ICT and business
collection and back packs

Samsonite has come a long way since its inception a century ago. Our products are
synonymous with travel and are used the world over, by everyone from Arctic
explorers and package tourists to busy executive travelers. From a small local luggage
manufacturer, Samsonite has grown with the century and traveled as the world has
traveled - a story of a company that has ventured far from its roots. It is this consumer
preference and affinity to the brand that gives us at Samsonite the passion to keep
developing innovations and maintaining best in class quality and service for our
offering."

Samsonite products are styled with inspiration drawn from various facets of life, and
the portfolio includes products inspired by man, machine and nature. With such vast
range of strong, sturdy and convenient luggage solutions on offer, Samsonite's future
plans centers on building its market share for accessories, business and backpacks in
the Middle East. In continuation of this journey in the centenary year Samsonite will
be launching a very aggressive new line up - 12 new lines under Samsonite brand and
20 new lines under American Tourister in the Middle East.

Samsonite has always been at the leading edge of design, new material and styling.
Epitomizing strength, durability and quality, all Samsonite products is put through
tortuous environmental tests for function, fitness, form and stress. At the same time,

34
they are marketed tested for consumer acceptance of their color, style, quality and
price. Samsonite has been the leading the luggage industry for the greater part of the
20th Century and the journey is far from over.

The luggage is known for its strength. "It is made the same material used for making
bullet-proof vests.

The material, which has been patented by Samsonite for the next 25 years, greatly
reduces the weight and increases the durability of the case. While a normal 79-
centimetre piece of luggage weighs around seven to eight kilograms for a hard case
and around six kilograms for a soft case, the Cosmolite bag of the same size weighs
3.2 kilograms.

Samsonite, the leading manufacturer of luggage in the world, is currently the top seller
of luggage in the United States, Europe, and Japan and has had a presence in the
Middle East for around 30 years. The next biggest markets in the region are Saudi then
Kuwait.

In the UAE, Samsonite has nine monobrand stores and is in the process of adding a
further five this year. In the UAE Samsonite is sold only by monobrand stores. A
brand of this stature needs to be sold with a particular experience. Samsonite goes
through a series of extremely rigorous tests that need to be explained to customers.
Simple things, like all our wheels that have self-lubricating mechanisms, with a small
amount of lubricant that consistently trickles onto ball bearings. In a hypermarket the
suitcases' various features and manufacturing details will get lost.

New lines

35
Within the region, the recently launched Cosmolite line has been the company's top-
selling line.

Alongside this new line, the next year will see the company introducing 12 new lines
and updating four to five lines.

In addition to durability, Samsonite prides itself on being the most innovative luggage
brand in the world.

Competition

36
Samsonite Competitors and their stores

Samsonite shows a formidable footprint as compared to the competitors

8 new stores added in 2009, 12 planned in 2010

Country Samsonite Delsey Tumi

UAE 12 0 3
KSA 11 0 0
Kuwait 3 0 0
Oman 2 0 0
Qatar 2 0 0
Baharain 2 0 0
Lebanon 1 0 0
Egypt 3 0 0
Pakistan 4 0 0
Iran 1 0 0
Nepal 5 0 0
Kenya 1 0 0
TOTAL 47 3

(Source: Samsonite Office)

American Tourister

37
 Competition product assortment
AED

500

450

400

350

300

250

200

150

100

50

(Source: Samsonite Office)

American Tourister v/s competition - 2009

AED

500

450

400

350

300

250

200

150

100

50

(Source: Samsonite Office)

American Tourister v/s competition – 2010

AED

38
500

450

400

350

300

250

200

150

100

50

(Source: Samsonite Office)

Customer Preference

39
 9% 32%
24%
Price
Quality
Brand
35% Discount

(Source: Market Survey)

Retailer Preference

16%
35%

17% Customers Demand

Product Quality
Profit Margin
32% Price to customers

(Source: Market Survey)

Recent Management Initiatives

40
Samsonite Middle East is planning to open over 25 new stores in the next 3 years of
which 10 will be opened by end of 2010 itself.

Samsonite's future plans centers on building its market share for accessories, business
and backpacks in the Middle East. In continuation of this journey in the centenary year
Samsonite will be launching a very aggressive new line up - 12 new lines under
Samsonite brand and 20 new lines under American Tourister in the Middle East.

Project Assigned

41
 Study on Channel Expansion for Business/backpack/Accessories category for
Samsonite in UAE
 Study on Distribution Expansion of American Tourister in UAE

Purpose
 With Samsonite getting into category focus with Luggage/ Business/ Backpack/
Accessories, this project will undertake identifying retailers for expansion of
business. The focus will be on retailers who retail the above categories
collectively or individually and are in sync with/ complement Samsonite’s identity
and fabric.

 Identifying different doors to expand AT, from being a current Hyper led brand to
a more widely available brand across the retail spectrum.

Nature of Work

 To conduct market survey for the Expansion of Samsonite and American

Tourister products in UAE.

Working Hours
 10 am to 6pm

42
 Research Methodology

 To survey all the Malls/High Street Stores/Business districts/campuses in UAE and

study their product-price-customer mix.

 To interview the staff of the store/s (wherever possible)

 To study the Product-pricing mix of Samsonite and American Tourister.

 To brief them about Samsonite and American Tourister products in order to know
their willingness to sell the same from their stores.

43
 Project (Field Research)

The analysis and the interpretation of data collected are given below. The data is
divided into two parts:
 Samsonite
 American Tourister

SAMSONITE

As per the project the stores that are interested & able to sync with Samsonite, their
details are provided below which can be contacted.

E-City

Synopsis:
Visited few of the E-city stores at different locations ns and they seem to be interested.
E-city is an electronics store. The details are here under.
Name Available at Store Management My Suggestion
of the Mall/Street Remark
store
E-city Wafi Mall, Mall of Will be interested in It can be considered for
the Emirates & Al keeping the samsonite the Samsonite laptop
Wahda Mall laptop bags, camera bags bags, camera bags &
& backpacks backpacks
Wants to check the The store was much
quality & price interested in keeping
the products

Recommendations

44
 E-city store will be an ideal choice and they seem to be interested.
 Customers will be interested in buying the Samsonite products.
 IT Manager seems to be interested in keeping the products in august.
 The Company should initiate discussions with them on the same.

Contact Details
Mr. Danilo (IT Manager)
Tel: 04-3243651
Mob: 050-6753072

45
 Plus IT

Synopsis:
Visited few of the Plus IT stores at different locations and they seem to be interested.
Plus IT is a women’s bags store. The details are given below.

Name of Available at Store Management Remark My Suggestion

the store Mall /Street
Plus IT Dubai Mall and Will be interested in keeping Good store for
Dubai Festival city the Samsonite Red Label Samsonite Red Label
Wants the catalogue on Wide variety of
email brands
Ambience and
presentation was good

Recommendations
 Plus IT store will be an ideal choice and they seem to be interested.
 High-end customers.
 The Company should initiate discussions with them on the same.

Contact Details
Salam Studio & Store
Tel: 04-7048305
Email: fashion.luu@salam.ae
Mr. Maher (Brand Manager)
Mob: 050-4025665
Plus IT is a partner of Salam

46
 Opera

Synopsis:
Visited few of the opera stores at different locations and they seem to be interested.
Opera is women bags & footwear store. The details are here under.

Name of Available at Store Management Remark My Suggestion

the store Mall /Street
Opera Dubai Mall & Interested in only Samsonite It can be considered for
Wafi City Red Label leather bags the Samsonite Red Label
Wants to deal only in leather Wide variety o brands
bags
Wants the catalogue on
email

Recommendations
 Opera store will be an ideal choice and they seem to be interested.
 Other brands with high-end prices
 The Company should initiate discussions with them on the same.

Contact Details
Mr. Tariq (Buyer)
Tel: 04-3291718
Email: operatrd@eim.ae

47
 Sacoche

Synopsis:
Visited few of the Sacoche stores at different locations and they seem to be interested.
Sacoche is a women’s bags store. The details are here under.

Name of Available at Mall /Street Store Management My Suggestion

the store Remark
Sacoche Deira City Center, Sahara Will be interested A good store to
Center, Reef Mall, Ghurair depends on the sync with
City, Burjuman Mall, Marina quality & price Samsonite Red
Mall & Al Ain Mall Mostly keep their Label
brands Wide variety of
brands

Recommendations
 Sacoche will be an ideal choice for Red Label and they seem to be interested
 High-end customers
 Variety of other brands
 The Company should initiate discussions with them on the same.

Contact Details:
Mr. Shaheen Majid (Buyer)
Tel: 04-2973000
Mob: 055-4003936
Mr. Fahed Suroor
Mob: 050-7550338

48
 Valencia
Synopsis:
Visited few of the Valencia stores at different locations and they seem to be interested.
Valencia is women bags & footwear store. The details are here under.

Name of Available at Mall /Street Store Management My Suggestion

the store Remark
Valencia Deira City Center, Mall Will be interested It can be considered
of the Emirates, Dubai depends on the quality for the Samsonite
Mall & Marina Mall & price Red Label
Most of the products High-end products
from Italy & Spain

Recommendations
 Valencia will be an ideal choice for Red Label and they seem to be interested
 High-end customers
 Variety of other brands with high prices
 The Company should initiate discussions with them on the same.

Contact Details
Mr. Ali Hussain
Tel: 04-8094876/ 899
Email: Valencia.shoes@cplmg.com

49
 Saks Fifth Avenue

Synopsis
Visited the stores at Burjuman Mall and Saks Fifth Avenue store seem to be interested.
Saks Fifth Avenue is a retail store of women’s bags, crystal, clothes & cosmetics.
The details are here under

Name of Available at Store Management Remark My Suggestion

the store Mall /Street
Saks Fifth Burjuman Will be interested in Good store for Samsonite
Avenue Mall Samsonite depending upon Red Label & Black Label
the quality & price women’s bags
Wants the catalogue on Ambience good for
email Samsonite Red Label
Presentation of products
was good

Recommendations
 Saks Fifth Avenue will be an ideal choice for Red Label and they seem to be
interested
 High-end customers
 Variety of other brands with high prices
 The Company should initiate discussions with them on the same.

Contact Details
Tel: 04-3515551
Mob: 050-2653730
Email: reception@s5ame.com

50
 Canon

Synopsis
Visited the stores at Dubai Mall and Canon store seem to be interested. Canon is a
store of camera, handy cam & printers. The details are here under.

Name of Available at Store Management Remark My Suggestion

the store Mall /Street
Canon Dubai Mall Will be interested in keeping It can be considered for
the Samsonite camera bags the Samsonite camera
Wants the offer on email bags
The way of presentation
was good

Recommendations
 Canon will be an ideal choice for Samsonite camera bags and they seem to be
interested
 High-end customers
 The Company should initiate discussions with them on the same.

Contact Details
Mr. Ashok
Tel: 04-3536074
Email: sales@nationalstore.ae

51
 Sharaf DG

Synopsis
Visited few of the Sharaf DG stores at different locations and they seem to be
interested. Sharaf DG is an electronic products store.
The details are here under.

Name of Available at Mall /Street Store Management My Suggestion

the store Remark
Sharaf Computer street, Ibn Will be interested in It can be considered
DG Battuta Mall, Safeer Mall Samsonite camera for the Samsonite
Sharjah, Deira City Center bags & laptop bags camera bags & laptop
& Dubai Mall bags
Wide variety of brands

Recommendations
 Sharaf DG will be an ideal choice for Samsonite camera & laptop bags and they seem
to be interested
 High-end customers
 Variety of brand with high prices
 The Company should initiate discussions with them on the same.

Contact Details
Mr. Piyush
Tel: 04-3156725
Head Office: 04-3156700

52
 Iconic

Synopsis
Visited the stores at Deira City Center and Iconic store seem to be interested. Iconic is
a retail store of clothes, cosmetics, electronics and sports.
The details are here under

Name of Available at Store Management My Suggestion

the store Mall /Street Remark
Iconic Deira City Interested in It can be considered for American
Center keeping Tourister luggage products as well as
Wants to check the Samsonite luggage products
quality and price Got many brands in the store
Wants the catalogue No luggage products in the store till
on email now

Recommendations
 Iconic store will be an ideal choice and they seem to be interested.
 Customers will be interested in buying American Tourister luggage products and
Samsonite luggage products also can be considered
 The Company should initiate discussions with them on the same.

Contact Details
Mr. Zelalem D Abebe (Operation, Manager)
Tel: 04-8094500
Mob: 050-5504094
Email: zelalem.dawit@cplmg.com

53
 Virgin Megastore

Synopsis
Visited few of the Virgin stores at different locations and they seem to be interested.
Virgin is an electronic products store.

The details are here under.

Name of the Available at Mall Store Management Remark My Suggestion

store /Street
Virgin Deira City Center, Will be interested in keeping It can be
Megastore Mall of the Emirates Samsonite camera bags, considered for
& Burjuman laptop bags & backpacks Laptop bags
Wants to check the quality & A wide range of
Price products with
Wants the catalogue on good prices
email

Recommendations
 Virgin Megastore will be an ideal choice and they seem to be interested.
 Customers will be interested in buying Samsonite camera bags, laptop bags &
backpacks.
 A wide range of laptop bags already in the store
 The Company should initiate discussions with them on the same.

Contact Details
Ms Jesa
Tel: 04-4393100
Email: jesa.pamclona@virginmena.com

54
 Eros Digital Home

Synopsis
Visited few of the Eros Digital Home stores at different locations and they seem to be
interested. It is an electronic products store.
The details are here under.

Name of Available at Store Management My Suggestion

the store Mall /Street Remark
Eros Mall of the Will be interested in It can be considered for
Digital Emirates & Samsonite camera & Samsonite camera &
Home Marina Mall laptop bags laptop bags
Wants the catalogue on Wide range of products
email

Recommendations
 Eros Digital Home will be an ideal choice and they seem to be interested.
 Customers will be interested in buying camera & laptop bags
 The Company should initiate discussions with them on the same.

Contact Details
Ms Nishtha
Tel: 04-2666216
Email: nishtha.rijhwani@erosgroup.ae

55
 I style

Synopsis
Visited few of the I style stores at different locations and they seem to be interested. It
is a computer store.
The details are here under

Name of Available at Mall Store Management Remark My Suggestion

the store /Street
I style Dubai Mall, Dubai Will be interested in selling Good for
Festival City & Samsonite laptop bags based on Samsonite laptop
Marina Mall the quality & price bags
Wants the catalogue on email Wide variety of
brands

Recommendations
 I style will be an ideal choice and they seem to be interested.
 Customers will be interested in buying Samsonite laptop bags
 Number of laptop bag brands with good prices
 The Company should initiate discussions with them on the same.
Contact Details
Ms Hani
Tel: 04-2233438
Email: hani@istyle.ae

56
 AMERICAN TOURISTER

As per the project the stores that are interested & able to sync with American Tourister
their details are provided under which can be contacted.

Spinney’s
Synopsis
Visited few of the spinney’s stores at different locations and they seem to be
interested. Spinney’s is a general store. The details are here under.

Name of Available at Store Management Remark My Suggestion

the store Mall/Street
Spinney’s Sahara Center Will like to deal in American Good store for
Sharjah, Trade Tourister luggage products American Tourister
Tower Street based on the Quality & Price luggage products.
Wants to look at the
American Tourister
Catalogue
Decision depends upon the
offer made

Recommendations
 Spinney’s store will be an ideal choice and they seem to be interested.
 Lot of customer who will be interested in buying American Tourister
 The Company should initiate discussions with them on the same.

Contact Details
Ms Adili
Trading Dept.
Email- adele.l@spinneys-dubai.com
Tel: 04-3555250

Mohd Mirza Electronics

57
 Synopsis
Out of the 20 stores visited on the computer street 1 store seem to be interested and
can be an ideal choice for laptop bags. The remarks are hereunder

Name of the Available at Store Management My Suggestion

store Mall/Street Remark
Mohd Mirza Computer Will be interested in Can be considered for
Electronics Street selling American laptop bags as the store has
Tourister laptop bags. a wide range of laptop
Wants to check the bags.
quality & price. The store is retailer and
wholesaler store.

Recommendations
 Mohd Mirza Electronics will be an ideal choice and it seem to be interested
 Laptop bags can be kept as the store has a wide range of laptop bags with good prices
 The company should initiate discussions with them on the same

Contact Details
Mr. Majid
Mob: 050-535537

White Pigeon Trading Co. LLC

58
 Synopsis
Out of the 22 stores visited in the murshid market 2 stores seem to be interested and
can be a choice for American Tourister luggage products.
The remarks are hereunder

Name of the Available at Store Management Remark My Suggestion

store Mall /Street
White Pigeon Murshid Will be interested in selling Can be considered for
trading co. Market American Tourister luggage American Tourister
LLC products luggage products
Wants to check the quality The store exports its
and price products in many
Wants the catalogue countries

Recommendations
 White Pigeon Trading will be an ideal choice and it seem to be interested
 Luggage products can be kept as the store has a wide range of luggage products with
good prices
 The store exports its products to many countries
 The company should initiate discussions with them on the same

Contact Details
Store:
Tel: 04-2265822
Mob: 050-5459485
Email- pigeontrading@gmail.com

Abdul Hamid Abedi Co. LLC

Name of the Available at Store Management Remark My Suggestion

59
 store Mall /Street
Abdul Murshid Will be interested in selling It can be considered for
Hamid Market American Tourister luggage American Tourister
Abedi products based on the quality luggage products
Co.LLC and price The store manufactures
Wants the catalogue its own products but
seem to be interested

Recommendations
 Abdul Hamid Abedi will be an ideal choice and it seem to be interested
 Luggage products can be kept as the store has a wide range of luggage products
 The company should initiate discussions with them on the same

Contact Details
Mr. Mohammad
Tel: 04-2268081
Mob: 050-6586415
Email- ahabedi@emirates.net.ae

Iconic

Synopsis

60
 Visited the stores at Deira City Center and Iconic store seem to be interested. Iconic is
a retail store of clothes, cosmetics, electronics and sports.
The details are here under

Name of Available at Store Management Remark My Suggestion

the store Mall /Street
Iconic Deira City Interested in selling It can be considered for
Center American Tourister luggage American Tourister luggage
products products
Wants to check the quality Got many brands in the
and price store
Wants the catalogue on No luggage products in the
email store till now

Recommendations
 Iconic store will be an ideal choice and they seem to be interested.
 Customers will be interested in buying American Tourister luggage products
 The Company should initiate discussions with them on the same.

Contact Details
Mr. Zelalem D Abebe (Operation, Manager)
Tel: 04-8094500
Mob: 050-5504094
Email: zelalem.dawit@cplmg.com

Virgin Megastore

61
 Synopsis
Visited few of the Virgin stores at different locations and they seem to be interested.
Virgin is an electronic products store. The details are here under.

Name of the Available at Store Management Remark My Suggestion

store Mall /Street
Virgin Deira City Center, Will be interested in American It can be
Megastore Mall of the Tourister laptop bags Wants to considered for
Emirates & check the quality & Price Wants Laptop bags
Burjuman the catalogue on email A wide range of
products with
good prices

Recommendations
 Virgin Megastore will be an ideal choice and they seem to be interested.
 Customers will be interested in buying American Tourister laptop bags
 A wide range of laptop bags already in the store
 The Company should initiate discussions with them on the same.

Contact Details
Ms Jesa
Tel: 04-4393100
Email: jesa.pamclona@virginmena.com

Eros Digital Home

Synopsis

62
 Visited few of the Eros Digital Home stores at different locations and they seem to be
interested. It is an electronic products store.
The details are here under.

Name of Available at Store Management My Suggestion

the store Mall /Street Remark
Eros Mall of the Will be interested in It can be considered for
Digital Emirates & American Tourister American Tourister
Home Marina Mall laptop bags laptop bags
Wants the catalogue on Wide range of products
email

Recommendations
 Eros Digital Home will be an ideal choice and they seem to be interested.
 Customers will be interested in buying American Tourister laptop bags
 The Company should initiate discussions with them on the same.

Contact Details
Ms Nishtha
Tel: 04-2666216
Email: nishtha.rijhwani@erosgroup.ae

I style

Synopsis

63
 Visited few of the I style stores at different locations and they seem to be interested. It
is a computer store. The details are here under.

Name of Available at Store Management Remark My Suggestion

the store Mall /Street
I style Dubai Mall, Dubai Will be interested in selling Good for American
Festival City & American Tourister laptop bags Tourister laptop
Marina Mall based on the quality & price bags
Wants the catalogue on email Wide variety of
brands

Recommendations
 I style will be an ideal choice and they seem to be interested.
 Customers will be interested in buying American Tourister laptop bags
 Number of laptop bag brands with good prices
 The Company should initiate discussions with them on the same.

Contact Details
Ms Hani
Tel: 04-2233438
Email: hani@istyle.ae

Sharaf DG

Synopsis

64
 Visited few of the Sharaf DG stores at different locations and they seem to be
interested. Sharaf DG is an electronic products store.
The details are here under.

Name of Available at Mall /Street Store Management My Suggestion

the store Remark
Sharaf Computer street, Ibn Will be interested in It can be considered
DG Battuta Mall, Safeer Mall American Tourister for the American
Sharjah, Deira City Center laptop bags Tourister laptop bags
& Dubai Mall Wide variety of
brands

Recommendations
 Sharaf DG will be an ideal choice for American Tourister laptop bags and they seem
to be interested
 High-end customers
 Variety of brand with high prices
 The Company should initiate discussions with them on the same.

Contact Details
Mr. Piyush
Tel: 04-3156725
Head Office: 04-3156700

Outcome and Result

 Visited 400 stores, out of which 16 stores seem to be interested.

 This is a high value and quality product and is attracted by high-end customers only.

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 Competitors of American Tourister are Delsey and many small manufacturers.
 There is no competition of Samsonite in the market.
 Majority interested in Samsonite.
 Samsonite having maximum number of stores in UAE as compared to other brands.

Learning and Experience

 Being an MIB student, it was a great learning experience for me. It gave me the idea
of marketing research, dealing with the customers, wholesalers and retailers and
awareness about the Samsonite products.
 Following things I came to know during my training
o How to deal with the customers?
o How to initiate project?
o What methodology to be adopted?
o What is retailing industry?
 This study really helped me out in gaining knowledge about retailing industries. I am
very thankful to my project in charge for providing the research methodology that
helped me in completing my project.

SWOT Analysis

Strengths Weakness

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 Quality at affordable prices Less local marketing
Has a product range that satisfies the Less Dealer meets,
market Less Advertising
Dealer margins are good Visibility of product is less at local markets
Good distribution channel Rarely discount on products
Distribution cost is low
Product for each Market
Number of stores

Opportunities Threats
Luggage industry growing at faster Price sensitivity of the market
pace Aggressive marketing by the
Decrease in the stores of other brands competitors
Decline in the market share of other Entry of new and old players (Tumi
brands & Delsey)

Findings

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  Samsonite present in 42% of the market covered.
 Most preferred brand Samsonite Cosmolite.
 Others brands in market: Delsey, Tumi and Kipling.
 Most Street shops are not aware of Samsonite.
 Visibility at local market is low.
 Retailer prefers quality and price.
 Samsonite has a good brand image in market
 Sells its products through the distributor
 Sale in two seasons (June and December)
 Consumer prefer price and quality

Recommendations

 The company should do advertising so that people get aware of the product
 The company should work on its product visibility at local market mainly
street shops
 Every possible step should be taken for the satisfaction of the authorized
dealers, as they are most important supplement to the sales promotion and
nationwide advertising campaign
 The company should modify its advertising strategy and educate the customers
about its century old existence and enhance its brand image
 The company should distribute its products according to the market potential
 The company should keep its American tourister product at the local market
 The company should keep an regular check on the distribution channel
 The company should be more focused on the Cosmolite range as it is in
demand by the customers

APPENDIX

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 Stores visited during the training
Computer Street
 I Store Computer LLC
 Mohd Mirza Electronics
 Sharaf DG
 Computer Selection LLC
 Al Twfeeq Computers Trading LLC
 Carapelli Computers.
 Office Suppliers & Computer Accessories
 Business Connection
 Datasat Computer Technology LLC
 Smart Touch Computers
 Areej Middle East Trading LLC
 Ninja Computers LLC
 Mayet general Trading
 Transworld Computer Technology LLC
 Mercury
 Winning Deals Computers
 Mohd Sohail Trading co. LLC
 Salman Arshad Trading LLC
 Compact Integrated Business
 True Value Computer LLC
 Apple eye LLC
 Resa Technology LLC

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 Murshid Market
 White Pigeon trading co. LLC
 Abdul Hameed Hameedi (Manufacturer)
 Al Battain Traders
 Saleh store trading LLC
 Humaima Trading LLC
 Royal bags trading LLC
 Monza Italy
 Jehan Exhibition LLC
 Asad Abdullah LLC
 Top Level Trading LLC
 Mohd, Amin Mamood (Manufacturer and exporter)
 Al Faryabi Trading LLC
 Shahab Stores (Agent)
 Al khayam Exhibition LLC
 Girder Trading LLC
 Qiaojinqiao General Trading LLC
 Areef Abdul Raman
 Eminent
 Mohd & Abdul Raman Mahmud Al Awazi
 Osaka Trading LLC

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 Naif Market
 Hussain Hassan Trading LLC
 Karmas Trading LLC
 Al Shaima Trading LLC
 Mohd Raffia Ismail LLC
 Waqi Trading LLC
 Wadi Oman General Trading LLC
 United Stars Trading LLC
 Beautiful Palace LLC
 New Style LLC
 Grace General Trading LLC
 Bah Khan & Shah Wazir Trading LLC
 Zainal Abedin A.R. general Trading Est.
 Red Bay Trading Est.
 Oman Store
 Bin Eid Trading LLC
 Bader Ahmad General Trading LLC
 Al Abdooli General Trading
 Al Maghseel Trading LLC
 Kasseri Trading LLC
 Goal General Trading LLC
 Safi Ali Lou
 Huraiz Abdulla Trading LLC
 Adal Trading LLC

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 Ibn Battuta Mall
 BuiltMart (Danube)
 REDTAG (Home Fashion)
 Jacky’s Electronics
 Sun & Sand Sports
 Studio R (R.S.H (M.E) LLC)
 Sharaf DG
 Rivoli Enterprises
 Go Sport
 Shoe Mart
 BC Bulgaria
 Jumbo Electronics
 Faces
 Hang Ten
 Paris Hilton
 Nike
 @Home (The homeward store)
 Bench
 Wrangler
 Peacocks
 Woolworths
 Forever 21
 Paris Gallery
 Verdi
 Le Chateau
 Milan
 H&M
 Tags

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 Nine West
 Giordano
 Bhs
 Pierre Cardin

Sahara Center, Sharjah

 Spinney’s
 Saco he
 Jashanmal
 Home Center
 Jacky’s Electronics
 Balmain
 Lifestyle
 Marks & Spencer
 Dwell
 Paris Gallery
 Next
 Rivoli

Safeer Mall, Sharjah

 Sharaf DG
 Safeer Hypermarket
 Home Mart
 Max
 Shoe Express
 Shoe Mart

Ansar Mall, Sharjah

 Ansar Hypermarket

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 Electronics & Perfumes
 Fashion
 Shoes & Luggage
 Household & Gifts
 Furniture & Carpets
 Food Court & Play Zone

Sharjah City Center, Sharjah

 Jumbo Electronics
 Sun & Sand Sports
 Shoe Mart
 Eros Digital Home
 Lifestyle
 Aldo
 Evans
 Woolworths
 G2000
 Kipling

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 Rolla Market, Sharjah

 Al Hazer Bags & Watches Trading.

 Tawasif garments & Bags
 Caber Blankets & Bags Trading
 Stadium Readymade garments & Bags
 Al Zahrani Trading LLC
 Mars Garments & Textiles
 Gulf Majlis
 Al Rowans Garments Trading
 Al Adalah Tex & Garments
 Shaam Al Medina
 Run Al Ghurair
 Abi Al Rehal
 Umm Fenan Bags & Blankets
 Al Shamsiah Blankets & Bags
 Apsara bags & Blankets
 Moon Plaza Trading Est.
 Korea & Japan Trading Est.
 New Thailand Trading Est.
 Al Kiblah & Ejtehad
 Al Namouzaj Trading

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 Sahrab Ali
 Al Faseele trading
 Al Rajab
 Al Jawariah & Al Safiah

Mega Mall, Sharjah

 Paris Gallery
 MANGO
 Ted Lepidus
 Charles & Keith
 Sacoche
 Vero modal
 Babine (Women’s Bags)
 Torino
 Misako

Deira City Center

 Iconic
 Valencia
 Paris Gallery
 Virgin Megastore
 Jacky’s Electronics
 Sharaf DG
 Jumbo Electronics
 Sun & Sand Sports

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 Ahmed Siddiqi & Sons
 Shoe City
 Stadium
 Al Harman
 Turnover
 Rivoli
 Lacoste
 Banana Republic
 Elle
 Woolworths
 Debenhams
 Armani Exchange
 Aligner
 GAP

Ghurair City
 Domino
 Calonge
 Fortuna Trading LLC
 Naturalize
 Sacoche
 Sun & Sand Sports
 Sharif
 Plug Ins
 Leather Palace
 Jashanmal

Reef Mall
 Nicoli

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 Sacoche
 Shoe Mart
 Shoe Studio
 Home Center

Mall of the Emirates

 Makati Palazzo
 Valencia
 Braccialini
 Jumbo Electronics
 Sharif
 Virgin Megastore
 Go Sport
 Centre Point
 Eros Digital Home
 Tanagra
 Jacky’s Electronics
 E-Max
 E-City

Century Mall
 Shoes4us
 Expressions

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 Jacky’s Electronics
 Dovani
 Versailles

Lamcy Plaza
 Style Studio
 Sports
 Shoe Mart
 Jewel Craft
 Bhs
 Paris Gallery

Dubai Mall
 Geox
 Stadium
 Valencia
 Plug Ins
 Panasonic
 Sharaf DG
 Canon
 Jumbo Electronics
 Jacky’s Electronics
 Sharif
 Shoe Mart
 Paris Gallery
 Plus IT
 Opera
 Missis
 Golf House

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 Zapping
 Galeries Lafayette
 I Style
 Rivoli
 Bloomingdales

Trade Tower Street

 Lifestyle
 Shoe Mart
 Avenues
 Spinney’s

Burjuman Mall
 Sacoche
 Maguey’s
 Studio R
 Jumbo
 Saks Fifth Avenue
 Virgin
 Bhs
 Tanagra
 Paris Gallery
 Leather Palace

Bank Street
 Your e-store
 Riato

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 Shoe Mart
 Computer Depot
 Jumbo Electronics

Marina Mall, Abu Dhabi

 Trend
 I style
 Eros Digital Home
 Valencia
 Sun & Sand Sports
 Studio R
 Plug Ins
 Paris Gallery
 Accessorize
 Tanagra
 Ounass
 Sacoche

Khalidiyah Mall, Abu Dhabi

 Sports Direct
 Sun & Sand Sports
 Tec zone
 Jumbo Electronics
 Shoe City
 Claire’s
 Bhs
 Paris Gallery

Al Wahda Mall, Abu Dhabi

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 E-City
 Jumbo Electronics
 Tech zone
 Dubai Gallery
 Claire’s

Al Jimi Mall, Al Ain

 Shoes4us
 Krishna
 Mega Sport
 Lifestyle
 Shoe Mart

Al Ain City Center, Al Ain

 Super Market

Al Ain Mall, Al Ain

 Sacoche
 Signe
 Salam
 Paris Gallery
 Shoe Mart
 Lifestyle

Dubai Festival City

 Chic Shoes
 Tags
 Sun & Sand Sports

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 Plus IT
 I style
 Makati Palazzo
 Paris Gallery
 Plug Ins
 Danube Build Mart
 Al Flak Electronics
 The Athlete’s Foot
 Bhs

Wafi City
 E-City
 Emirates Sports Store
 Jumbo Electronics
 Rocco Line
 Opera
 Sebago
 Salam
 Tanagra

References

 www.samsonite.com
 en.wikipedia.org/wiki/Samsonite
 www.samsonite.in
 www.samsoniteblacklabel.com
 www.ameinfo.com/201717.htm
 www.luggageonline.com/brand.cfm?brand_ID=29
 en.wikipedia.org/wiki/American_Tourister
 gulfnews.com/.../samsonite-continues-positive-steady-growth-1.5938

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  news.bayt.com/.../samsonite-unveils-innovative-business-collection-for-
middle-east-traveller/
 www.eyeofdubai.com
 www.thefreelibrary.com/Samsonite+focuses+on+boosting+expansion+in+
Middle+East.-a0228856704
 gulfnews.com/.../samsonite-set-to-continue-its-growth-plans-1.60123

Apart from this a lot of official company data has also been used to get knowledge
about the luggage industry.

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