问答题
What are Samsonite" s Global Manufacturing Configuration Strategies for Softside Luggage?
Background information about Samsonite Corporation
Samsonite Corporation"s Business Description
Samsonite Corporation, incorporated in 1987, is a designer and distributor in the luggage industry. The Company distributes a range of products that include softside, hardside and hybrid (combination hardside and softside)luggage; business and computer bags; outdoor and casual bags; shoes and accessories, and other related products, It sells its products under a number of brand names, primarily Samsonite Black Label, Samsonite and American Tourister, and licensed brand names, such as Lacoste. (1)
In addition to using the Samsonite and American Tourister brand names on the products it manufactures or distributes, the Company licenses these brand names to third parties for use on products that include travel accessories, leather goods, furniture and other products.
The Company"s products are sold in more than 100 countries at various types of retail establishments, including department stores, high street shops and luggage specialty stores, mass merchants, warehouse clubs, computer and electronic superstores, office superstores, bookstores, and travel product stores. It also sells certain products through over 300 Samsonite-operated retail stores in North America, Europe, Asia and Latin America, and in shop-in-shop concessions principally in Asia and in franchised retail stores. In addition, its products are sold through www.samsonitecompanystores, corn, www.sarnsoniteblacklabel, corn and the Websites of many of its customers. The Company designs the majority of its luggage products at its facilities in Europe, North America and Asia. (2)
Sales in Europe, North America, and in its other markets, including Asia and Latin America comprised 41.9%, 35.3%, and 21.6% ofits net sales, respectively, during the fiscal year ended January 31, 2007 (fiscal 2007).
Licensing revenues comprised the remaining 1.7% of total revenues in fiscal 2007.
Softside luggage and Hardside luggage
The softside luggage category includes suitcases, garment bags and soft carry-on suitcases. (3)
Approximately 90% of the softside luggage the Company sells is made for it by independent finished goods suppliers located around the world.
The Company produces the balance of its softside luggage and garment bags in its own facilities located in Eastern Europe. The Company"s softside products are sold under all of its major brands. Over the past few years, Samsonite has introduced a number of features in its softside luggage products in response to consumer demands for increased ease of use and better interior organization, mobility and protection.
The Company manufactures most of its hardside suitcases in Company-owned factories. Its hardside luggage is sold under the Samsonite, Samsonite Black Label and American Tourister brands. Each line includes a variety of sizes and styles to suit differing travel requirements. Its hardsidp suitcases include features to facilitate packing and transport.
Locations of 27 Samsonite Owned Subsidiaries
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Location
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Company Number
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Location
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Company Number
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United States
Thailand
Japan
Bahamas
Canada
Spain
France
Netherlands
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9
1
2
1
1
1
1
1
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Belgium
Mexcio
Sweden
Peru
Italy
Germany
Hungary
United Kingdom
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1
2
1
1
2
1
1
1
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Manufacturing Configuration
(4)
There are three basic configurations that Muhinational Enterprises (MNEs) consider as they establish a global manufacturing strategy.
The first type is to have centralized manufactuning in one country and to produce and export a selection of standard, overpriced products to different markets. This is quite common for new-to-export companies to use this strategy, typically through their home-country manufacturing facilities. The second configuration type is the use of regional manufacturing facilities to produce and supply the products within these, regions, (5)
The third type is to adopt multidomestic strategy by setting up country-specific manufacturing facilities to service local customers.
In reality, MNEs choose a combination of these approaches depending on their product strategies.