CASE STUDY Jensen
Jenson Shoes, established in the year 1953, was among the leading footwear companies in the United States. The company was not only known for its high-quality products but was also known for valuing their employees. The company continued to be in a highly-profitable position for years but showed a flattened growth due in its casual wear division. This made the Jenson’s shoes executive management to re-think their marketing strategy for strengthening their long-term industry viability. Sally Briggs, VP of Marketing, was in charged for developing a major marketing strategy, to define opportunities for new markets and new products within the next six months just before the annual board of directors meeting.
Sally Briggs assigned this task to devise the new plan to Chuck Taylor, Director of Strategic Marketing. Taylor re-organized his group and established thee Strategic Product Managers Jane Kravitz, Kyle Hudson and Robert Murphy. Each was assigned to supervise a team of marketing professionals to develop the new marketing plan and strategy.
Jane Kravitz was assigned casual wear. Her strategic performance objectives included marketing plan for several market vertical markets: African-American, Latino, Mature College, Pre-teens, Men and Women. She assigned her s.o.’s among her staff members Lyndon Brooks, Larry Bunton and Cheryl Abbott.
The case revolves around the workplace tussle between Jane Kravitz and Lyndon Brooks. The case exhibits the influence on an individual’s attitude and behavior because of contrast human perceptions.
Jenson Shoes, established in the year 1953, was among the leading footwear companies in the United States. The company was not only known for its high-quality products but was also known for valuing their employees. The company continued to be in a highly-profitable position for years but showed a flattened growth due in its casual wear division. This made the Jenson’s shoes executive management to re-think their marketing strategy
Sally Briggs assigned this task to devise the new plan to Chuck Taylor, Director of Strategic Marketing. Taylor re-organized his group and established thee Strategic Product Managers Jane Kravitz, Kyle Hudson and Robert Murphy. Each was assigned to supervise a team of marketing professionals to develop the new marketing plan and strategy.
Jane Kravitz was assigned casual wear. Her strategic performance objectives included marketing plan for several market vertical markets: African-American, Latino, Mature College, Pre-teens, Men and Women. She assigned her s.o.’s among her staff members Lyndon Brooks, Larry Bunton and Cheryl Abbott.
The case revolves around the workplace tussle between Jane Kravitz and Lyndon Brooks. The case exhibits the influence on an individual’s attitude and behavior because of contrast human perceptions.
Jenson Shoes, established in the year 1953, was among the leading footwear companies in the United States. The company was not only known for its high-quality products but was also known for valuing their employees. The company continued to be in a highly-profitable position for years but showed a flattened growth due in its casual wear division. This made the Jenson’s shoes executive management to re-think their marketing strategy