(BQ) Part 2 book “Global marketing” has contents: Export modes, intermediate entry modes, hierarchical modes, international sourcing decisions and the role of the sub-supplier, product decisions, distribution decisions, communication decisions, pricing decisions and terms of doing business, and other contents. | 5/21/10 11:22 AM Page 309 Find more at CASE STUDY Skagen Designs: becoming an international player in designed watches Towards the end of 2006 Charlotte and Henrik Jorst can look back at 15 hectic but successful years. Their company was founded in an apartment in New York, from where its first marketing efforts took place. The two entrepreneurs started selling relatively expensive watches bearing a logo that American companies might use as company presents. During the Gulf Crisis however it was very difficult to sell watches in that price range. In 1990 Charlotte and Henrik visited a watch fair in Basel in order to find a manufacturer who was able to produce the watches at a lower cost price. They found a Danish-owned company, Comtech Watches, with headquarters in Aarhus and a clock and watch factory in Hong Kong. In 1992 Charlotte and Henrik had an annual turnover of US$800,000, primarily through an advertisement on the back page of a big mail-order catalogue for Father’s Day. Since then events followed each other in quick succession. In 1995 the chain store Bloomingdale’s included the Skagen Design watches in its assortment and other retail chains like Macy’s, Nordstrom and Watch World have followed. In addition, the watches are sold in big gift and design shops. In 1998 Skagen Designs had an annual turnover of almost US$30 million; in 2005 turnover had increased to approximately US$70 million. Skagen designs – the story in brief 1986 Party at Carlsberg. Even if Henrik Jorst has brought his girlfriend, he manages to make Charlotte Kjølbye his neighbour at dinner, and they fall head over heels in love. Shortly after the party Carlsberg sends Henrik to New York. From New York Henrik manages Carlsberg’s USA sales. Charlotte stays on for a year and a half in Denmark keeping in close contact with Henrik on the phone. 1986 Charlotte joins Henrik in the United States and reigns as Miss Carlsberg for the summer
