Date of Award


Document Type

Applied Management Decision Report (AMDR)

Degree Name

Master Of Business Administration

Colleges & School

Cardinal Stritch College

Degree Granted By

Cardinal Stritch College

First Advisor

Tai Simon

Library of Congress Subject Heading

New products--Marketing; Luggage industry--Marketing


ToteWare, Inc., was established in 1972 as a small manufacturer of soft-sided tote bags, headquartered in Southport, South Carolina. The company's primary goal is to be a niche player among its' major competitors in the luggage industry, specializing in the production of light-weight garment and carry-all bags. As a result of industry growth and trends, ToteWare's management team began to develop an aggressive strategy that would allow them greater opportunities within the luggage industry. This strategy is directed at developing products for specialty markets that are specifically designed for targeted consumer distribution. It would appear at first glance that ToteWare's problem or decision is one of determining what new product or products should be developed for commercialization given the risk and opportunities currently present. In a larger sense, management appears to want to change its strategic direction in relation to current market trends. It is Management's belief that a new strategy would increase business by attracting a new segment of buyers. This move may simply be the implementation of a grand strategy based on new product development. The problem, therefore, is to investigate which grand strategy to choose, given ToteWare's current resources and market position. Once the grand strategy has been chosen, the Marketing Managers must then identify the components of the strategy so it can be implemented in a timely and efficient manner. Management feels that by addressing the needs of particular market segments; they will be able to maintain a strong niche position and increase overall profitability.


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