The Design Manufacture And Marketing Of New — страница 2

  • Просмотров 493
  • Скачиваний 5
  • Размер файла 21
    Кб

industry The majority of these companies is a part of clothing industry and none of them is manufacturing or importing only jeans. Depending on their size are distinguished in large organized companies that are using updated methods of management and marketing, and in small handicrafts that are having limited opportunities of developing the updated technology and improving their productivity. Furthermore, there is a large number of import businesses. These are again distinguished in large organized companies that are mainly trading with high class products and are expanding continuously in order to meet the demands of an international competitive environment, and in medium sized enterprises that are having limited opportunities of expanding. During the last five years, a lot of

local companies had to shut down, on one hand because of the increase of the labour costs and hence the operational costs, and on the other hand because of the luck of required for investment funds. This increase of the labour costs, together with the opening of the Third countries markets (i.e. countries outside EEC), forced many manufacturing companies to transfer part of the production process to other countries like Bulgaria and F.Y.R.O.M. It is worth it to point out that the jeans manufacture industry in Greece has changed a lot since 1991. Until that year, the manufacturing companies covered the demand on jean clothes while the importing companies had a smaller share in the market. In 1991, the local production of well-known brands of jeans that had a large share in the

Greek market – like LEVI S , DIESEL etc.- stopped, so these jeans started imported. As a result, the proportion between manufactured and imported jeans changed towards the second ones. 1.2 Sales of Jeans Manufacturing Companies The table 1.1 shows the progress in sales for some of the main jean manufacturing companies in Greece for the period 1996 1999. According to this table, the total sales of these companies for the year 1998 was 20,885,933 thousand GRD when for the year before the total was 16,997,312 thousand GRD, an increase of 22.88%. Table 1.1 Sales of Jeans Manufacturing Companies (In thousand GRD) COMPANY 1996 1997 1998 1999 INTERSOFT 2,994,641 3,864,826 4,437,942 3,500,000 STAFF 2,021,809 2,616,068 4,294,982 4,300,000 FAVE 1,733,484 1,623,564 1,982,380 N/A

MACEDONIAN CLOTHES MANUFACTURING COMPANY 979,665 1,549,937 1,802,344 1,600,000 LEDAI 706,706 1,083,335 1,561,299 1,770,000 MERIT 1,033,481 1,005,137 1,323,342 1,200,000 GENIMEX – 845,299 1,066,280 1,150,000 3 GUYS – MAGIOPOULOS 624,507 596,195 887,896 1,100,000 PAPATHANASIOU BROS 350,826 1,336,833 839,165 1,000,000 CASTELLO ROSSO 826,305 865,266 802,020 800,000 BANTITO – - 767,379 800,000 HIGHWAY 692,295 894,531 632,366 N/A VIENE 678,115 716,321 488,538 266,000 TOTAL 12,641,834 16997312 20885933 FROM : ICAP 1.3 Jean Production in Greece The table 1.2 shows the jeans production in Greece. This production is made mainly by small sized enterprises that are often undertake some stages or all the production process for other Greek or foreign companies. Table 1.2 Jean Production

in Greece Year Quantity (in million of pieces) 1997 5.8 1998 5.5 1999 5.2 FROM: ICAP 1.4 Sales of Jeans Importing Companies The table 1.3 shows the progress in sales for some of the main jean importing companies in Greece for the period 1996 1999. According to this table, the total sales of these companies for the year 1998 was 32,821,837 thousand GRD when for the year before the total was 28,142,777 thousand GRD, an increase of 16.63%. Table 1.3 Sales of Jeans Importing Companies (In thousand GRD) COMPANY 1996 1997 1998 1999 LEVI STRAUSS HELLAS 10,501,840 10,792,175 13,350,748 8,200,000 CONNECTION 3,299,187 3,666,691 5,031,047 5,500,000 PAGONI 2,585,501 3,744,876 1,499,621 6,130,693 DIESEL HELLAS 3,905,835 3,919,403 4,153,025 3,900,000 FASHION BOX HELLAS 2,125,804 1,894,452

2,180,952 2,300,000 BRUNI SANDRO DISTRIBUTION 1,484,923 1,462,489 1,924,616 2,200,000 AMERICANINO HELLAS – 129,136 1,554,130 1,397,646 FELOUS FASHION GROUP 1,044,263 1,121,906 1,447,064 1,800,000 VF HELLAS – 599,337 928,309 1,200,000 FAR 1,131,300 812,312 652,325 N/A TOTAL 26,078,653 28,142,777 32,821,837 FROM: ICAP 2. Segmentation, Targeting and Positioning in the Market 2.1 Segmentation Because Glamor Jeans S.A. is a new company and in order to collect primary data to decide where in the market should its new product be positioned, the group agreed to assign to a Greek market research company ( ICAP ) a research in the jeans market (Appendix). Proceeding in the market segmentation, the team used the results of this research in order to follow the survey, analysis and