CCM Hockey (CCM) had been losing market share to competitors in the hockey skate company. In order to counteract this tendency, in March 2008, the most progressive pair of hockey skates was made available to customers. Soon following the launching, however, some quality problems developed. CCM decided to replace the skates with an identical pair while trying to redress the issue. In 2009, new improved skates were put on the market but they appeared identical to the prior version.
ccm hockey case solution
Buyers were doubtful and, consequently, sales were weak. Both individual consumers and the commerce had lost confidence in the brand. CCM redesigned the skates and returned to the drawing board but also decided to launch the skates close to four months following the standard industry cycle. The choice was complicated by a stagnant market and indistinct consumer sections.
PUBLICATION DATE: November 18, 2011 PRODUCT #: W11505-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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