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  • Posted By: kongmannie
  • Date Posted: 08/11/2011
  • Category: Business
  • Words: 2020
  • Pages: 9
  • Views: 1226
  • Rank: 763

Abercrombie And Fitch Paris

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Abercrombie And Fitch Paris

« Abercrombie & Fitch - Paris»

Marketing Plan

CiM – MBA Ecole des Ponts et Chaussé


« Marketing Plan – Abercrombie & Fitch »

1 –Introduction: A marketing plan is a written document that details the actions necessary to achieve one or more marketing objectives. May be planning for the brand for a product or service, or product lines.

Marketing plans can cover between one and five years, the Abercrombie & Fitch market plan is planning for one year. A good marketing plan should be based on sound marketing strategy, otherwise it will be of little use.

This market plan is the objective to introduce a new Abercrombie & Fitch store in France. In the follow lines there some analyses of customers, product portfolio, concurrent, analyses SWOT, description of the industry, company background, competitive factors, brand image, positioning, geographique scope and more.


2 –Abercrombie & Fitch:

Abercrombie starts on 4th July 1892 with a small store and factory in Manhattan, New York City. The brand was founded by David Abercrombie due to his passion for outdoor sports. Your customers were, initially composed by hunters and explorers. In 1904, Erza Fitch became socio and the company changed its name to Abercrombie & Fitch.

The brand distributed its first catalog in 1909 with 456 pages in 50.000 copies including clothes and camp accessories and this market was efficient in the next years.

In the beginning of 20th century the stories chain became very popular between the american elite like some presidents, Theodore Roosevelt e Gerald Ford and stars like Greta Garbo, Katharine Hepburn e Clark Gable.

Today Abercrombie & Fitch has the image of luxury lifeordnum brand and has 1.096 stores in USA, 3 stores in Canada, 3 stores in Europe (London, Milan and Copenhagen) and one ...


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