Read the Case: Customer Focus at Neiman Marcus: “We Report to the Client” and complete the case analysis.
Neiman Marcus filed for bankruptcy on May 7, 2020. This case study provides background information about Neiman Marcus from its opening in 1907 to 2006 when the case was written. Use the information in the case, along with the information you gather through external sources, answer the following question:
If you were the CEO or CMO of Neiman Marcus, what would you do to help the company move forward?
Hint 1: Consider the primary target market (on page 5), and note that the primary target market drove 90% of the sales revenue (on page 7).
Hint 2: Consider the competitive customer advantage (i.e, marketing mix) – price, location, service, and merchandise (on page 7).
Hint 3: Consider the external environments (PEST) and competition.
When making recommendation(s) for Neiman Marcus, please include the following in your analysis.
- Case Overview
- Identify and summarize the key marketing strategy issues.
- Evaluate the key issues.
- Propose your own solutions/make thorough recommendations on how the issues should be handled.
- Justify your solutions.
- You should apply marketing concepts/theories introduced in this course or you find from external sources.
Case write-ups should be at least 5 pages not including cover page and reference page, double spaced, 12 font size in Times New Roman. Please submit it in MS Word format. A dropbox will be available for your submission in Module 6.