This document discusses managing creative projects and teams. It provides guidance on assembling cross-functional teams with diverse skills and perspectives. The key is to foster collaboration, establish clear roles and responsibilities, and use project management tools to track progress and ensure accountability. Regular check-ins and adapting to changes helps teams overcome challenges to deliver innovative solutions.

1. Managing Creative Projects and Teams
Yoon Choi, Eva Foo, Zeqing Hong
10/19/16
02

2. TRAVEL MARKET
p. 2
GLOBAL ONLINE MARKET
in 2103
ONLINE TRAVEL SALES
estimated to be
growing at
annually
ONLINE
TRAVEL
AGENCIES
$150 Billion38%
12%

3. p. 3
LUGGAGE MARKET
SPECIALTY
RETAILERS
GLOBAL MARKET for LUGGAGE
in 2015
LUGGAGE MARKET CHANNELS
2015 2020
32
Billion
67.8
Billion
#1
#2
DEPARTMENT
STORES
- Claimed to be 10 mm
- Leanluxe estimated
to be 40-50 mm
AWAY VALUE

4. p. 4
LUGGAGE MARKET
MARKET SHARE of the GLOBAL LUGGAGE MARKET in 2010 by company
Others 81.8%
9.6%
Acquisition 20163.1%
1.6%
1.5%
1.2%
0.6%
0.6%
Samsonite
VF Corp
Tumi
Ace
Delsey
Rimowa
VIP

5. p. 5
KEY MARKET DRIVER
Tourist traffic & Air travel
Airline baggage fee
Innovations in
product design &
quality
Middle class population
International migration
Demand for stylish
carry-on bags
PRODUCTTRAVEL

6. p. 6
BRANDING
We’re not a luggage company,
but a TRAVEL BRAND
“
“

7. p. 7
BRANDING
VS.
SOCIAL MEDIA

8. p. 8
BRANDINGPINTEREST

9. p. 9
BENCHMARKING
Samsonite
Fiero
$140
22K
followers
Samsonite
ROBO
$198
22K
followers
AWAY
$225
17K
followers
Raden
$295
6.7K
followers
Delsey
Titanium
$300
7.5K
followers
Blue Smart One
$450 7.8K followers
Rimowa
Cabin
Multiwheel
$525
67K
followers
Tumi
19 Degree
$595
63K
followers
INSTAGRAM FOLLOWERS
PRICE
Antler
Liquis
Embossed
$188
28K
followers
- CARRY-ON
- POLYCARBONATE SHELL
- 4 SPINNER WHEELS
- TSA APPROVED LOCK
SHARING FEATURES

10. p. 10
PEERS

11. p. 11
STRENGTH
DIRECT TO CUSTOMER
MARKET
- BRAND IMAGE
- STORY
- SOCIAL MEDIA
- PR
- AFFORDABLE
- ELIMINATE MIDDLEMAN
- COMPLETE CONTROL
- NOT A NICHE MARKET
- ROOM TO EXPAND
BRANDING

12. p. 12
WEAKNESS
PRODUCT
- LACK OF COMMUNITY
- LACK OF BRAND ADVOCACY
- NO REPLACEMENT PART FOR BATTERY
- LIMITED PRODUCT OFFERINGS
PUBLIC VOICES

13. p. 13
OPPORTUNITY
PARTNERSHIP
EXPANSION
- TRAVEL ACCESSORIES
- TRAVEL GUIDE
- PRODUCT DESIGN INNOVATIONS
- HOTEL
- AIRLINE
- NON-PROFIT (helprefugees.org.uk)
- GLOBAL EXPANSION
- AIRPORT LOCATION
OFFERINGS

14. p. 14
THREAT
AIRPORT SUPPORT
- POTENTIAL MONOPOLY
- RISING MARKET SALES IN LUGGAGE
- POTENTIAL POLICY CHANGE
COMPETITION

15. p. 15
CUSTOMER SEGMENT
MAINSTREAM CUSTOMER

16. p. 16
CUSTOMER SEGMENT
DOERDREAMER
EARLY ADOPTERS
26-35 year-old
FREQUENT TRAVELER
STYLISH
QUALITY
FINANCIALLY SAVVY
CONVENIENCE
CONNECTED
18-25 year-old
YOUNG PROFESSIONAL
STYLISH
LIFESTYLE
BUDGET
OPTIONS

17. p. 17
CUSTOMER JOURNEY
PACK
PLAN TRAVEL
TO
AIRPORT
CHECK-IN
&
SECURITY
CHECK
WAIT FOR
BOARDING
TRAVEL
TO
DESTINATION
TRAVEL
TO HOTEL
LUGGAGE
CLAIM
UNPACKBOARDING
NEGATIVE NEUTRAL POSITIVE
LEISURE TRIP (FLYING)