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In the period from 1979 to 1980 the luggage market in the United States basically covered three segments as shown in the following table:
Market and Competition Analysis
Upper Price End
(high quality luggage)
Middle Range
(good quality luggage)
Lower Price End
(low quality luggage)
Sales in 1979 [Mio US$]:
Hartmann: ca. ...
- expensive - less expensive
- high quality - good quality
- durable - durable
Product (“hard sided” versus “soft sided”):
All luggage “hard sided” Ca. ... 3/5 “soft sided” All luggage “soft sided”
Price: 75% higher than “good quality luggage” segment 75% lower than “high quality luggage” segment
*assumption based on 29% market share in 1980
Besides direct competition within the “high quality luggage” segment, growing imports from Italy and Argentina as well as a continuos shift from “hard sided” to “soft sided” luggage endanger Hartmanns market share growth which averaged 22% anually compared with 5% of the total luggage market.
The following pie chart shows the three segments on the luggage market and focuses on the upper price end segment where Hartmann is the leader with a 4. ...
Besides direct competition within the "high quality luggage" segment, growing imports from Italy and Argentina as well as a continuous shift from "hard sided" to "soft sided" luggage endanger Hartmann’s market share growth which averaged 22% anually compared with 5% of the total luggage market.
Hartmann Position in the market
The goals of Hartmann in the medium term is to achieve an earnings growth rate of 25% to 30% annually while maintaining their prestigious image and to increase their share in the upper price end segment.
Approximate Word count = 1153
Approximate Pages = 4.6
(250 words per page double spaced)
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