Marketing Analysis – Chipman Union

Executive Summary

Chipman-Union faces shrinking gross margins in a highly competitive private label hosiery industry.  While we have enjoyed success early on, we have faced difficulties in re-tooling and reducing our product lines.  As a result, we are in a position where there is little room to navigate.  We will need to innovate out of our comfort zone to extend the life of this company, or remain trapped in our category and decline.


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