CCM Hockey (CCM) has been losing market share to competitors in the business of hockey skates. To counteract this trend, in March 2008, the most innovative pair of hockey skates CCM ever developed was made available to clients. Soon after the launch, however, some quality issues developed. CNN decided to replace with the same pair of skates, trying to solve the problem. In 2009, a new and improved ice skates were placed on the market, but they looked identical to the previous model.
case
solution" width="288" height="288" /> ccm hockey case solutionBuyers were skeptical, and as a result, sales were poor. Both trade and individual consumers have lost confidence in the brand. CCM back to the drawing board and redesigned the skate, but decided to start skating for almost four months after the normal cycle of the industry. The decision was complicated by the stagnant market and uncertain consumer segments. Brand manager and his assistant faced with developing a strong launch strategy, because the future of the brand Skate CCM depends on the successful launch. "Hide
by Christopher A. Ross Source: Richard Ivey School of Business Foundation 18 pages. Publication Date: November 18, 2011. Prod. #: W11505-PDF-ENG
Related Case Solutions & Analyses:
From Phones to Loans: Is Now the Time for Virgin Money Canada
Carmanah Technologies Corporation
Marble Slab Creamery: The Weighing Decision
Benchmarking at Uljanik Shipyard
Ganong Bros. Ltd.
Pro Organics (B)
Samsung Electronics and LCD Technology (C)
Pro Organics (A)
McDonalds and the Hotel Industry
Growing the Mamas & Papas Brand
