Business -Marketing Executive Summary Essay Example | Topics and Well Written Essays - 500 words

Business -Marketing Executive Summary - Essay Example Growth rate trends are in excess of 6 to 8%, especially in the later category. A feature of this traffic is the high component of the younger age group, the travel purpose being job related, while tourists and students make up bulk of the balance. Travel by middle class families, who are conscious of stretching their dollars to the limit on job and sight-seeing, is being witnessed. Baggage allowance rules vary between the regions – while some countries restrict the number and size of the bags, others adopt limits on overall checked-in weight. Thus travelers have to be prepared for both contingencies! During peak seasons, baggage restrictions cause severe inconvenience, apart from costs, if one is not within the prescribed limits. The current practice of weighing either the individual pieces of luggage before packing or packing / weighing and repacking, is back-breaking indeed, and is one of the most stressful events before a family travel! In the absence of proper weigh scales at home, one is in for nasty surprises at the check-in counters. Taking this opportunity Samsonite is introducing its new product idea – bags with removable built-in digital weigh scales – an innovation extension to the existing product range. We call it ‘Samsonite Weigh-IT’, keeping the customer profile in mind. The idea itself is not completely new since competitors like Ricardo Beverly Hills have already introduced similar products with good success. Thus it will be a variation of an already established product, which is in its growth phase and can be confidently expected to gain more and more customers in the next 5 years. Unlike the Ricardo fixed type scale with its potential for damage during airport handling and travel time, our product will be ‘plug-in’ type removable after checking weight. This will be its USP. Samsonite’s innovative design capabilities and worldwide