Business Case Studies, Positioning, Repositioning, Reverse Positioning Strategies Case Study, Samsonite’s Repositioning Strategies

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Positioning, Repositioning, Reverse Positioning Strategies Case Study

Case Title:

Samsonite’s Repositioning Strategies

Publication Year : 2007

Authors: Bhavesh Makvana & Joel Sarosh Thadamalla

Industry: Home Appliances and Personal Care Products


Case Code: POS0026A

Teaching Note: Available

Structured Assignment: Available

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The Denver-based Samsonite Corporation (Samsonite) founded in 1910, by Jesse Shwayder and his brothers began with just one product – a robust travel trunk built to withstand rough use in the American West. For over 90 years Samsonite established itself as a worldwide leader of the travel products. The success of Samsonite was built on a dual strategy of aggressive pricing and creating excellent high-tech luggage.

The multiple change of ownership along with several factors like aftershock of 9/11 bombings had affected Samsonite badly. In 2004, Samsonite appointed Marcello Bottoli to succeed Luc Van Nevel as President and Chief Executive officer. Bottoli effected a number of changes, moved the company’s headquarters to London in 2006 and hoped to transform Samsonite into a leading travel solutions and lifestyle brand selling handbags, shoes, watches and sunglasses.

Would Bottoli be able to make Samsonite once again ‘a young’ and a successful ‘lifestyle’ brand?

Pedagogical Objectives:

  • To understand strategies adopted by Samsonite to become leader
  • To analyse factors that affect Samsonite and its operation
  • To understand the strategies adopted by Bottli to lead the Samsonite.

Keywords : Samsonite Corporation, Repositioning strategy, Footwear, Global Luggage Market, Marketing Strategies Case Study, Positioning, Expansion Strategy, Licensed Brands, Marcello Bottoli, Time Wear


  • About Samsonite
  • Global Expansion
  • Samsonite under Marcello Bottoli
  • Licensed Brands
  • Road Ahead

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