Ebook Global marketing (5/E): Part 2
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Ebook Global marketing (5/E): Part 2
CASE STUDY 11.4Skagen Designs: becoming an international player in designed watchesTowards the end of 2006 Charlotte and Henrik Jorst can look back at Ebook Global marketing (5/E): Part 2t 15 hectic but successful years. Their company was founded in an apartment in New York, from where its first marketing efforts took place. The two entrepreneurs started selling relatively expensive watches bearing a logo that American companies might use as company presents. During the Gulf Crisis Ebook Global marketing (5/E): Part 2however it was very difficult to sell watches in that price range. In 1990 Charlotte and Henrik visited a watch fair in Basel in order to find a manufEbook Global marketing (5/E): Part 2
acturer who was able to produce the watches at a lower cost price. They found a Danish-owned company, Comtech Watches, with headquarters in Aarhus andCASE STUDY 11.4Skagen Designs: becoming an international player in designed watchesTowards the end of 2006 Charlotte and Henrik Jorst can look back at Ebook Global marketing (5/E): Part 2ack page of a big mail-order catalogue for Father's Day. Since then events followed each other in quick succession. In 1995 the chain store Bloomingdale's included the Skagen Design watches in its assortment and other retail chains like Macy's. Nordstrom and Watch World have followed. In addition, t Ebook Global marketing (5/E): Part 2he watches are sold in big gift and design shops.In 1998 Skagen Designs had an annual turnover of almost US$30 million; in 2005 turnover had increasedEbook Global marketing (5/E): Part 2
to approximately US$70 million.Charlotte and Hennk JorstSk&gen DesignsSkagen designs - the story in brief1986 Party at Carlsberg. Even if Henrik JorsCASE STUDY 11.4Skagen Designs: becoming an international player in designed watchesTowards the end of 2006 Charlotte and Henrik Jorst can look back at Ebook Global marketing (5/E): Part 2arty Carlsberg sends Henrik to New York. From New York Henrik manages Carlsberg's USA sales. Charlotte stays on for a year and a half in Denmark keeping in close contact with Henrik on the phone.1986 Charlotte joins Henrik in the United States and reigns as Miss Carlsberg for the summer and fall mon Ebook Global marketing (5/E): Part 2ths. After a Danish colleague sends them a few of his sample corporate watches to sell in the United States, Charlotte and Henrik embark on their dreaEbook Global marketing (5/E): Part 2
m of starting their own business and begin working in the world of watches. They are married in May.1990Henrik quits his job at Carlsberg. Charlotte wCASE STUDY 11.4Skagen Designs: becoming an international player in designed watchesTowards the end of 2006 Charlotte and Henrik Jorst can look back at Ebook Global marketing (5/E): Part 2tine.1991The Jorsts design a few sample corporate watches and exhibit them at the New York Premium and Incentive Show in the Spring. At this fair, several retailers notice the watches and wonder why the two Danes present them as corporate watches and not branded goods. The retailers state that if th Ebook Global marketing (5/E): Part 2e watches were available without the corporate logos they would purchase them for their stores. During the summer they produce 800 copies of four diffEbook Global marketing (5/E): Part 2
erent watches with the name Skagen Denmark. A few months later all watches are sold out and an additional amount was produced.1992Sitting at the dinneCASE STUDY 11.4Skagen Designs: becoming an international player in designed watchesTowards the end of 2006 Charlotte and Henrik Jorst can look back at Ebook Global marketing (5/E): Part 2et Charlotte meets one of the managers from the mail order giant ‘The Sharper Image’. She takes a chance, and yes, he features the Skagen watches on the back page of the Father's Day catalogue. Everything is sold out. From the apartment in New York Henrik and Charlotte have a turnover of US$800,000. Ebook Global marketing (5/E): Part 21993There are not many states in the United States where business taxes are almost equal to zero. In Aorida and Nevada this is, however, the case. OneEbook Global marketing (5/E): Part 2
day they fly to Incline Village at Lake Tahoe - one of the world's best ski resorts. They lose their hearts and buy a house that is much too expensivCASE STUDY 11.4Skagen Designs: becoming an international player in designed watchesTowards the end of 2006 Charlotte and Henrik Jorst can look back at Ebook Global marketing (5/E): Part 2ghter Camilla.1995 Five years after starting the company. Now, it becomes really big. Bloomingdale's takes the watches on trial. Sold out - on one single day. They engage employees in a small, rented office not far from their home at the lake. After a year the office IS too small, and after another Ebook Global marketing (5/E): Part 2year the same happens again.1998The magazine Inc. puts Skagen Designs on the list of the 250 fastest growing, privately owned companies. During five yEbook Global marketing (5/E): Part 2
ears the turnover has increased by almost 1,200 per cent. Anally, the rest of the company moves out of the villa at Lake Tahoe. New headquarters are oCASE STUDY 11.4Skagen Designs: becoming an international player in designed watchesTowards the end of 2006 Charlotte and Henrik Jorst can look back at Ebook Global marketing (5/E): Part 2 Skagen Denmark line.1999The number of employees is approaching 100. Inc. magazine's ‘Inc. 500' lists the company as one of the fastest-growing companies in the United States. Henrik gives Charlotte a horse as present for their ten-year wedding anniversary. The family moves from Lake Tahoe to a larg Ebook Global marketing (5/E): Part 2e house of 650 square metres on the outskirts of Reno. It is situated on the top of a hill with a beautiful view of the Sierra Nevada Mountains. SkageEbook Global marketing (5/E): Part 2
n begins its ongoing presence in major magazines such as InStyle and GO. Distribution begins in the United Kingdom.2000Distribution begins in Germany CASE STUDY 11.4Skagen Designs: becoming an international player in designed watchesTowards the end of 2006 Charlotte and Henrik Jorst can look back at Ebook Global marketing (5/E): Part 2 begins in additional countries including Finland, Iceland, Ukraine and Kuwait.2003More countries join the Skagen Designs team and distribution begins in Belgium, Serbia, Montenegro, United Arab Emirates, Norway, France and Italy.2004To handle increasing growth, the European HQ office in Copenhagen Ebook Global marketing (5/E): Part 2moves to a larger facility. TheEuropean HQ targets large department stores in Germany and France.2005The former Director of Sales and Product DevelopmEbook Global marketing (5/E): Part 2
ent, Scott Szybala is appointed as President. Scott's responsibilities are to oversee the daily operations as well as the strategic direction for SkagCASE STUDY 11.4Skagen Designs: becoming an international player in designed watchesTowards the end of 2006 Charlotte and Henrik Jorst can look back at Ebook Global marketing (5/E): Part 2Designs becomes an official sponsor of Team CSC, one of the best teams in professional cycling, with a record-breaking number of victories. Today. Henrik and Charlotte still approve all products that Skagen designs.2009 Skagen continues its expansion into product (jewellery and sunglasses) and geogr Ebook Global marketing (5/E): Part 2aphical markets, for example in Eastern Europe and the Far East.Internal policiesSkagen Designs has its name from the Danish fishing village of SkagenEbook Global marketing (5/E): Part 2
; a popular retreat for artists from around the world. Many say this place has the perfect source of natural light and those who visit find Its uniqueCASE STUDY 11.4Skagen Designs: becoming an international player in designed watchesTowards the end of 2006 Charlotte and Henrik Jorst can look back at Ebook Global marketing (5/E): Part 2hy. The colours, shapes and simplicity inspire the design team. The design team is on the pulse of current fashions, with regular visits to design centres around the world including Switzerland, Italy, France, New York and Hong Kong. Skagen Designs tries to stay true to its classic design philosophy Ebook Global marketing (5/E): Part 2 and is never content to follow established trends.The Skagen Designs’ logo symbolizes the meeting of the Skagerak and the Kattegat seas that surroundEbook Global marketing (5/E): Part 2
the village of Skagen.Charlotte and Henrik have divided the work between them. Charlotte is primarily in charge of sales and marketing, while Henrik CASE STUDY 11.4Skagen Designs: becoming an international player in designed watchesTowards the end of 2006 Charlotte and Henrik Jorst can look back at Ebook Global marketing (5/E): Part 2gn watches: typically at a level of US$100-120.The core competences of Skagen Designs are assessed as follows:•Development of new watch concepts following the fashion trend with ‘the finger on the pulse'.•Human resource policy - both Charlotte and Henrik spend a lot of time walking around and commun Ebook Global marketing (5/E): Part 2icating with employees and to let them feel that Skagen Designs IS one big team with the same family-oriented values in all parts of the worldwide orgEbook Global marketing (5/E): Part 2
anization.CASE STUDY 11.4Skagen Designs: becoming an international player in designed watchesTowards the end of 2006 Charlotte and Henrik Jorst can look back atGọi ngay
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