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Rimowa-Marketing case study

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Rimowa-Marketing case study
Anna Mornhinweg
Study Course: IBIS
Semester: 3
Matriculation number: 181037

Marketing cases
N. Lauermann MA
Case Study: RIMOWA

Marketing case study
RIMOWA
Submitted to Ms. Nadine Lauermann MA., June 27th 2013

Anna Mornhinweg
Matriculation Number:
181037
Study course: IBIS
Spring term 2013

0

Table of contents

1.

Introduction - General information ....................................................................................... 2

2.

Mission statement ............................................................................................................... 3

3.

Strategic posture ................................................................................................................. 3

4.

short-term objectives ........................................................................................................... 5
4.1

long-term objectives ..................................................................................................... 5

4.2

Brand ........................................................................................................................... 5

4.2.1
4.2.2

image .................................................................................................................... 5

4.2.3

personality............................................................................................................. 6

4.2.4

equity .................................................................................................................... 6

4.2.5
5.

essence................................................................................................................. 5

logo ....................................................................................................................... 6

Environmental analysis........................................................................................................ 6
5.1
5.2
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