Case Name :      JH Men’s Apparel: Building a Brand in China

Authors :           MU Fengli, Chen Xi, Michael Sartor

Source :             Ivey Publishing

Case ID :            W13301

Discipline :        General Management

Case Length :    14 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The president JH Men’s Apparel, a men’s apparel company in China, is considering the options available to his firm in light of the price war initiated by his competitors who are copying his company’s sweater patterns and selling the sweaters at a lower price point. Several of his biggest customers have demanded a price reduction to match the prices being offered by these competitors. In the face of such fierce competition, the president realizes that the multiple options available to his company boil down to a fundamental strategic choice between competing on the basis of cost leadership or of a differentiated, branded product line. He needs to make a decision and start implementing the strategy promptly.