eCase Collection - abstracts
| HSE_CASE_NR: |
300-037
| status: active
|
|
| Title: |
SUUNTO – Winds of Change |
|
Authors: |
Bhadra Råtts, Su-Lin
Seristö, Hannu (comments)
|
| Material: |
23 pages + 19 exhibits |
| Publication year: |
2007
Language:
eng
|
| Keywords: |
global brand strategy; international distribution strategy; sports industry
|
| Abstract: |
Suunto is a leading manufacturer and marketer of sport diving and outdoor equipment. In 1999, it became a subsidiary of Amer Group, a conglomerate of sporting good equipment with strong global brands with its roots in Finland. In the year 2000, faced with aggressive competitors, Suunto has to find a successful strategy for improving its position in the global arena, including consideration of synergies between the operations of the mother and daughter, the distribution strategy, marketing issues and technology issues. |
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