Research Paper on:
Grand Tourister Luggage Co Case Study

Unformatted Sample Text from the Research Paper:
separated from its customers selling through retailers and relying on these retailers. It is noted in the case study that 80%^ of the luggage sold is through the specialist retailers  and the remaining 20% is through department stores. The firm is placing the ultimate responsibility for sales in the hands of the retailer, who they are seeking to motivate and  stimulate sales by supporting and selling to those who they believe will influence sales. This is seen with the sales reps that visit the retailers and the demonstration at  the trade shows. This reliance on the recommendations is reflected in the way that the firm sells the luggage, there is mo marketing or attempt to communicate direct with  the end users, There are some potential advantages of this models, it is one that can be cost effective where it works, as marketing to a few in an effective  manner that can influence others is more effective than trying market to many where the costs of advertising etc are higher (Kotler and Keller, 2008). The philosophy that the luggage  id high quality and needs to be demonstrated is also reflected in the distribution network of specialist stores that dominates that sales model. The decision has been made to  retain the model of the hard sided case, even though there is a movement towards a frame with soft sides cases, as this is a market where there are higher  margins, making it a more profitable product, it is also a market where it appears the firm is well suited with the reputation and quality of product, including the way  that it is perceived, especially in the investor group of consumers, who look at luggage as an investment and prefer to spend more in order to get good quality products.