SWISS ARMY: DIVERSIFYING INTO THE FRAGRANCE BUSINESS, Case Study

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How should Victorinox brand and positon its fragrance products? Which generic
business-level strategy would you suggest the company pursue and why? Be specific,
citing specific examples from the case, classroom discussion and/or textbook to support
your opinion/s.
2. Generate two options for Victorinox’s newly acquired fragrance business. In doing so,
evaluate the advantages and disadvantages of your suggested options as they relate to
undertaking this new business. Draw upon specific examples from the case, classroom
and/or textbook to support your opinion/s.
3. In thinking of a PESTEL analysis for Victorinox, specifically as it relates to diversifying
into the fragrance business, pick two areas of the PESTEL and explain the relevant
threats and strengths to Victorinox in these two areas. Draw upon specific examples from
the case, classroom and/or textbook to support your opinion/s.
4. Discuss the level of attractiveness of the fragrance industry by using Porter’s Five Forces
model. Specifically, define three of the five forces and whether you think that force is
low, medium, or high as it relates to Victoinox entering the fragrance industry. Draw
upon specific examples from the case, classroom and/or textbook to support your
opinion/s.
5. How can Victorinox best compete and position its fragrance products in a market where it
has no prior experience or brand awareness? For example, should the company use its
own brand or should it adopt another brand to promote its line of fragrances? Develop
two recommendations for Victorinox, drawing upon specific examples from the case,
classroom and/or textbook to support your opinion/s.

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