: Worlds Leading Management Portal. MBA | Classroom, Boardroom and Beyond

Go Back Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants. > Projects HUB for Management Students ( MBA Projects and dissertations / BMS Projects / BBA Projects > PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT > Marketing Research ( MR )

Marketing Research of Storage Technology Corporation

Marketing Research of Storage Technology Corporation

Discuss Marketing Research of Storage Technology Corporation within the Marketing Research ( MR ) forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; ...



LinkBack Thread Tools Display Modes
Marketing Research of Storage Technology Corporation
 (1 (permalink))
Netra Shetty
netrashetty is on a distinguished road
Student of PGDM at Mats Institute of Management and Entrepreneurship
Bangalore, Karnataka
Management Paradise Guru
Status: Offline
Posts: 4,857
Join Date: Dec 2010
Marketing Research of Storage Technology Corporation - April 8th, 2011

Storage Technology Corporation (StorageTek or STK), aka STC until about 1983, is a data storage technology company. Current StorageTek products focus on tape backup equipment and software to manage storage systems. New products include data retention systems, which they call information lifecycle management, or ILM. Competitors include EMC and Veritas.[1] Now a subsidiary of Sun Microsystems, Inc. and referred to as Sun StorageTek, StorageTek was headquartered in Louisville, Colorado, United States with manufacturing facilities in Ponce, Puerto Rico.

Market Segments
Girl’s wear was the largest segment in 2005 with EUR 2.7 billion in sales accounting for 45.9% of sales within the children’s wear industry and representing a 1.4% growth rate. Boy’s wear decreased by 4.4% over the review period. Boy’s wear had a market share of 29.3%, equaling about EUR 1.7billion in sales. Girl’s wear experienced the most dynamic growth in 2005 , due to rising brand consciousness at a younger age. Baby wear was the smallest segment with a 24.7% share worth EUR 1.5 billion. The decline of 2.3% in this segment was due to more young parents buying secondhand clothes or receiving used clothes from friends and family. Healthy growth occurred in the underwear and nightwear segments , which are still dominated by strong traditional brand names such as Schiesser and Santex.

Share of Market
The dominant company in the children’s wear market is Hucke AG, with a share of 2.6%. The company generates approximately 12% of its sales with children’s wear. Sanetta Textilwerk Gebrüder Amman GmbH & Co.KG, the market leader in children’s underwear and sleepwear, was in second place with a share of 1.1%. The Santex Moden GmbH held its third place with a market share of around 1% and saw the importance of its brands growing. Private labels such as TCM, owned by the coffee chain Tchibo, and those of discount chains Aldi, Lidl and Plus are estimated to have a share of 8% of the market for children’s clothing. Special chains offering bargain prices for their own labels in their outlets are making an impact on this market with regular cyclical special offers in children’s wear. At the opposite end of the spectrum, premium brands such as Hilfiger, Timberland and sports labels Nike and Adidas are still doing business in the young market, although the premium range “Joop! Kids” closed production in June 2004 due to lack of demand.

Marketing Activity
Total spending for children’s wear advertising in 2005 was EUR 22.3 million, which is 10% of the textile producers advertising budget. Consumer magazines took in EUR 8.8 million of the money companies spenton advertising, followed by television with EUR2.8 million. Poster advertising worth EUR 4.2 million, and flyers and free advertising magazines worth EUR0.6 million, managed to markedly increase their popularity as advertising media. Clothing companies rank only at place 25 in advertising budget rankings of different industries, with an overall budget total of EUR 226.7 million in 2005. Sanetta currently runs a marketing campaign with its trade partners for the baby wear label Sunshine Body. Parents of newborns receive a welcome parcel with a Sanetta voucher for EUR5 to buy garments that do not cause skin irritation. The textile discount chain, Kik Textilien & Nonfood GmbH, is currently marketing its wares with a high profile national campaign on TV.

Corporate Overview
This market is extremely fragmented with the top six companies holding only about a 6 % share of the market . Many of the companies are family-run LLC’s that do not publish results. The market for children’s wear, like those of other consumer goods, has been strongly affected by the general economic conditions, but in particular by the crisis of its most important outlet, KarstadtQuelle. The stagnation of the German economy has driven large numbers of small and medium companies into bankruptcy, among them in late 2003, the traditional children’s wear company Hummelsheim. Some companies have addressed market decline through a process of consolidation. One example is Sanetta Textilwerk whose subsidiary Boki Company Gebrüder Amman GmbH, acquired the license for Bodywear from the Betty Barclay lifestyle brand. Children’s and teenage wear from big fashion and sports labels were doing well, thanks to extensive marketing and spin-offs from the adult market. Competition from cheap foreign manufacturers and the trend towards discount shopping in Germany is eroding the strongly quality based industry.

Sanetta Textilwerk Gebrüder Amman GmbH & Co.KG
Sanetta Textilwerk Gebrüder Amman GmbH & Co.KG increased its sales by 9.1% in 2004 to EUR 63.5 million. The company employs 1,000 people; information on revenues was unavailable. The owner-run company is currently the largest specialist children’s wear manufacturer in Germany with its labels Down Over (formerly Match), Boki, and DoppelMoppel. Licenses held by Sanetta include the trend label Marc’O Polo, Tabaluga, and Betty Barclay. The company also has a cooperative agreement with organic baby food producer Hipp. The company runs various stores throughout Europe including 160 shop-in-shops, 2 franchise stores and 2 of its own brand Sanetta stores.

Hucke AG
Hucke AG increased its sales by 3.7% in 2003/2004 to EUR 154.2 million, with a decline in revenues to EUR 3.7 million. The results of the first half-year of 2004/2005 were EUR70.6 million and pre-tax losses of EUR 2.5 million. Hucke AG’s important export business was not affected by Germany’s structural problems. The percentage of exports in terms of sales increased from 49.8% in 2003 to 52.2% in 2004. In the children's outerwear sector, sales dropped to around EUR 17 million in 2003/04; a decrease from EUR 22 million in the previous year. This business sector has been consolidated and improved by the restructuring of the Whoopi brand segments and the Steiff and More & More licenses. The new More & More Kids & Teens licenses have generated new impulses for growth and incentives to buy. Serious problems during 2004 in the department store chain KarstadtQuelle, one of the most important Hucke sales channels, have affected the current value and volume of business of Hucke AG negatively.

Last edited by netrashetty; April 8th, 2011 at 04:18 PM..
Friends: (0)
Reply With Quote
Your Friendly Helper
Rep Power: 10MBA Helper
Automatic Reply for links related to your post


I am your friendly Helper. Check the related links below which might be of your interest.

Not a Member Yet ?? Sign Up Now. Click Here

Looking for something? Search the Forums

Need Help on your Research Report ? Ask for Help or Help Others and create your network. Give back to the community by sharing your knowledge in terms of notes, research reports, discussions, articles etc..

Help Yourself and Help Others

Ask us, we are here to help

Related to Marketing Research of Storage Technology Corporation

Similar Threads

Thread Thread Starter Forum Replies Last Post
Marketing Research of Bellwether Technology Corporation Netra Shetty Marketing Research ( MR ) 0 March 31st, 2011 04:59 PM
Financial Analysis of Storage Technology Corporation Netra Shetty Financial Management 0 February 15th, 2011 10:35 AM
Organisational Structure of Storage Technology Corporation Netra Shetty Human Resources Management (H.R) 0 February 5th, 2011 04:02 PM
Human Resource Management of Storage Technology Corporation Netra Shetty Human Resources Management (H.R) 0 January 28th, 2011 11:40 AM
Customer Relationship Management of Storage Technology Corporation Netra Shetty Marketing Management 0 January 20th, 2011 10:11 AM


advertising research, careers in marketing, consumer marketing, economic trends, environmental scanning, government regulations, international marketing, market segmentation, market structure, marketing campaigns, marketing environment, marketing mix, marketing research, mr of us company, mr on us company, pre-testing, product research, qualitative marketing, research methods, research plan, role of marketing, technological advances, types of marketing, us company

Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is On
Trackbacks are On
Pingbacks are On
Refbacks are Off

» Login
Forgot Password?  New User?

» Recent Threads

U.N. concerned by spread...
Last post by Maya Raichura
58 Minutes Ago 06:24 AM
0 Replies
Saudi Arabia decides to...
Last post by Maya Raichura
5 Hours Ago 02:22 AM
0 Replies
Academic and Business...
Last post by Tripti Gusain
5 Hours Ago 01:42 AM
0 Replies
Solution manual on... ( 1 2 3)
Last post by No Naeal
10 Hours Ago 08:57 PM
26 Replies
Solution Manual on... ( 1 2 3... Last Page)
Last post by No Naeal
10 Hours Ago 08:55 PM
57 Replies
The MBA will see you...
Last post by Maya Raichura
11 Hours Ago 07:30 PM
0 Replies
Does Getting An MBA Make...
Last post by Maya Raichura
11 Hours Ago 07:30 PM
0 Replies
GMAT_Official_G... ( 1 2 3... Last Page)
Last post by Lily jose
12 Hours Ago 06:28 PM
111 Replies
IMTP notes
Last post by Himanshu Jain
15 Hours Ago 03:31 PM
6 Replies
No Retirement Plans - MS...
Last post by Vinod Gupta
16 Hours Ago 02:38 PM
0 Replies
Karl Stefanovic...
Last post by Vinod Gupta
16 Hours Ago 02:36 PM
0 Replies
Aussie to Meet Kiwis in...
Last post by Vinod Gupta
17 Hours Ago 02:22 PM
0 Replies
MS Dhoni Defends...
Last post by Vinod Gupta
17 Hours Ago 02:16 PM
0 Replies
Turning Point in...
Last post by Vinod Gupta
17 Hours Ago 02:06 PM
0 Replies
Happy Rose Day 2015...
Last post by Babblu0 Babblu0
18 Hours Ago 12:50 PM
1 Replies

» Ads

» Projects Helpline

Maharashtra Value Added...
Last post by Joel Francis
2 Days Ago 10:46 AM
Urgent help with Case...
Last post by Joel Francis
3 Days Ago 05:44 PM


No Threads to Display. is not responsible for the views and opinion of the posters. The posters and only posters shall be liable for any copyright infringement.

Management Paradise
About Us
Contact Us
Kartik Raichura
Terms & Conditions
Privacy Policy
Copyright © 2004 - 2013 Management Paradise. Site Developed by