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Light Traveler

Light Traveler. Photo Retrieved from http://hakkiz.files.wordpress.com/2006/07/tokyo_night.jpg. Photo Retrieved from http://www.iaes.org/conferences/past/newyork_60/cityinfo/New%20York%20City.jpg.

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Light Traveler

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  1. Light Traveler Photo Retrieved from http://hakkiz.files.wordpress.com/2006/07/tokyo_night.jpg Photo Retrieved from http://www.iaes.org/conferences/past/newyork_60/cityinfo/New%20York%20City.jpg Ying Jiao Zheng, Kaitlin Beazell, Molly Pannell, Kristina Villavicencio, Tiffany Kupl, RajuShahani, Angela Henderson, Grace Daeun Kim, Adam Tran, Laura Moukalled

  2. Light Traveler: Company Overview Dedicated to make innovative ways to carry luggage so our customers can travel carefree. ▶ Light Traveler is a new company eager to expand our market domestically and abroad. Our name communicates that we are a travel company providing light, easy to handle luggage.

  3. Light Traveler: Description ▶Inner Structure: Mesh plastic (perforation allows us to keep the weight low) ▶ Exterior Structure: Durable Nylon ▶ Up to 50% Lighter than our competitor’s luggage ▶ Wheels attached on the bottom at each corner for easy, painless transportation ▶ Product weight is 5.5-6 pounds, comparable to our competitors’ products that are 11-13 pounds. ▶ Two sizes, carry-on and full size, to appeal to every kind of traveler

  4. Management & Operations ▶ Manufactured in the United States, sold here and in Japan ▶ Levels of Management: Hierarchy ▶ Employees →Management, U.S.→Japan

  5. Marketing: Strategies ▶ SWOT Analysis ◦ Strengths: strongly designed product ◦ Weaknesses: new company in the already well developed suit case market ◦ Opportunities: rising costs for baggage on airlines depending on size dimensions ◦ Threats: airlines with low, or no, baggage fees ▶Limitations: small, new company with only two products. Some smaller airlines will still only allow one suitcase even with the weight restrictions. Our product can be purchased as a set of two (one smaller, one larger), or individually depending on the consumers’ needs.

  6. Marketing: Implementation & Advertising http://www.apmforum.com/emerald/asian-consumer-marketing.htm ▶ Illustrated by a consumer study in Asia, the customer market has changed significantly in recent years. ▶ The middle class is steadily on the rise in Asian countries, particularly places like Japan. ▶ In addition to the middle class, the young population in Japan, teens-young adult, has increasing power in the consumer world. ▶ By marketing to the middle class and young adult generation in Japan, we can reach our full marketing potential. ▶ Television commercials and the internet will be our main source of reaching the public. ▶ Celebrity endorsements and using models in their 20’s etc. will create an attraction to our brand from youth that will maximize our sales.

  7. Technology ▶ The rising popularity of social media Web 2.0 technologies is changing the way messages about products and brands are delivered and received ▶ Most Tweeters are from the United States, seconded by Japan ▶ Japan users of Twitter will grow from 5 million users that was announced in February of this year to a goal of 10 million users by the end of the year ▶ The way we choose to use technology to market the brand can significantly increase consumer reception of our new product. http://www.japanmarketingnews.com/2006/06/need_more_speci.html

  8. Technology: The Internet ▶ Japan is an Internet giant. The country has 96 million Internet users—the second- most in Asia behind China—for a penetration rate of 71.4%. By 2012 the country will have close to 100 million users, for a penetration rate of over 75%. ▶ The top five countries listed are China, Japan, India, South Korea, and Indonesia. With marketing on the internet to one of the top counties, we can hopefully put the United States on the map!

  9. Finance and Accounting Sources: http://www.census.gov/prod/2009pubs/10statab/domtrade.pdf & https://www.census.gov/prod/ec97/97m3169a.pdf

  10. Finance and Accounting Sources: http://www.census.gov/prod/2009pubs/10statab/domtrade.pdf & https://www.census.gov/prod/ec97/97m3169a.pdf

  11. Competitor: Kenneth Cole Gross Profit Summary *Gross Profit in 2009 is $189,209,000 dollars.

  12. Investment Inquiries and Concerns ▶ Invest $250,000,000 dollars; Loan repayment = $75,000/yr ▶ Break even in 3.5 years with an initial return of half of our gross profits in 3.5 years ▶ Plus $75,000 return for two years, total of 150,000 return on initial investment which is a 60% increase.

  13. Reference List ▶ United States Securities and Exchange Commission;Form 10-K Report; Retrieved from http://phx.corporate-ir.net/phoenix.zhtml?c=71589&p=irol- SECText&TEXT=aHR0cDovL2NjYm4uMTBrd2l6YXJkLmNvbS94bWwvZmlsaW5nLnhtbD9yZXB vPXRlbmsmaXBhZ2U9NjgxNjI0NyZhdHRhY2g9T04%3d ▶ http://www.japanmarketingnews.com/2006/06/need_more_speci.html ▶ http://www.apmforum.com/emerald/asian-consumer-marketing.htm ▶ Gulati, A. (2009, January 19). Statistics of Web 2.0. Message posted to http://gulati.info/2009/01/statistics-web-2/ ▶ Internet World Stats. (2010). Internet Usage Statistics. Retrieved from http://www.internetworldstats.com/stats.htm#links ▶ Schaffer, N. (April, 2010). Twitter in Japan Update 2010 – Statistics, Video and Duck Mouth? Retrieved from http://windmillnetworking.com/2010/04/07/twitter- in-japan- update-2010-statistics-video-and-duck-mouth/#axzz010nM0qrO

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