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  • Case Study - Unit1

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    PhươngVi
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    Hudson Corporation recently decided to take their brand upmarket by developing it as an exclusive, high-quality brand sold at higher prices with "Made in America" products. They want to use product placement and celebrity endorsements in advertising. Hudson also wants to stretch their brand into watches and jewelry through a partnership with a Swiss manufacturer. The CEO, Carly Angelo, invites the recipient to a meeting to further discuss these plans and next steps for moving forward.

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    Hudson Corporation recently decided to take their brand upmarket by developing it as an exclusive, high-quality brand sold at higher prices with "Made in America" products. They want to use product placement and celebrity endorsements in advertising. Hudson also wants to stretch their brand into watches and jewelry through a partnership with a Swiss manufacturer. The CEO, Carly Angelo, invites the recipient to a meeting to further discuss these plans and next steps for moving forward.

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    83 views1 page

    Case Study - Unit1

    Uploaded by

    PhươngVi
    Hudson Corporation recently decided to take their brand upmarket by developing it as an exclusive, high-quality brand sold at higher prices with "Made in America" products. They want to use product placement and celebrity endorsements in advertising. Hudson also wants to stretch their brand into watches and jewelry through a partnership with a Swiss manufacturer. The CEO, Carly Angelo, invites the recipient to a meeting to further discuss these plans and next steps for moving forward.

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    CASE STUDY- UNIT 1

    Dear David
    As you know, we've recently been having intensive discussions within the Hudson
    organization about the future of our brand, in particular whether to go upmarket
    or downmarket. At a meeting of our key people recently, we decided to take the
    upmarket route. We want to develop the Hudson label as an exclusive brand, keep
    the 'Made inAmerica' tag, sell at higher prices, and use product placement and high-profile
    celebrities to advertise our products.
    We also want to stretch the Hudson brand and use it on high-quality watches and
    jewelry, in an agreement with a Swiss manufacturer.
    I would like to arrange a meeting with you and your key associates to discuss these
    issues further and to decide how to move forward. Would next Wednesday, May 13,
    at 10:30, here at my office in Newark, be suitable for you?
    Looking forward to hearing from you.
    Best wishes
    Carly Angelo
    CEO, Hudson Corporation

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