Tumi Inc. distributes its luxury brand of travel, business, and lifestyle accessories through multiple channels around the globe. When seeking to replace its homegrown IT solution with one that could keep up with its plans for expansion, Tumi began a search for a quality, state-of-the-art software solution. The company needed a clear window into its financial, customer relationship management (CRM), and supply chain operations to improve forecasting, inventory control, and customer service. It also wanted to move into e-commerce, expand its sales, warehousing, and distribution operations globally, and improve its ability to manage importation of goods from overseas. Tumi selected the SAP® Business Suite family of business applications to reach its goals.
This is a business case of Ford:
Consider Ford’s 2009 Fiesta Movement campaign, used to prepare for the car’s reintroduction in the U.S. It required joint efforts among marketing, communications, and the C-suite. Ford decided to lend 100 Fiestas for six months to recipients who would use social media to discuss their experiences with the cars in an authentic, direct way. It held an online contest to select candidates, carefully choosing drivers with large social media followings. To further reduce uncertainty, it required them to regularly produce content on themed “missions” (for example, volunteerism) and designed a schedule for postings. Within six months the drivers had posted more than 60,000 items, which garnered millions of clicks, including more than 4.3 million YouTube views. The $5 million campaign created a prelaunch brand awareness rate of 37% among Millennials, generated 50,000 sales leads to new customers, and prompted 35,000 test-drives—a level of results that might be expected from a traditional campaign costing tens of millions of dollars.
Reference: hbr.org
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