Publications
Publications
  • September 2000 (Revised February 2007)
  • Case
  • HBS Case Collection

Freeport Studio

By: Rajiv Lal and James Weber
  • Format:Print
  • | Pages:27
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Abstract

Describes the start-up and first-year difficulties of Freeport Studio, a unit of L.L. Bean, founded in 1998 to sell women's clothing by catalog. First-year sales were far below plan, and projected profits did not materialize. Fran Philip must identify the problems and plan what must be done to make the unit profitable by year two. Includes color exhibits.

Keywords

Business Startups; Profit; Growth and Development Strategy; Marketing Strategy; Strategic Planning; Problems and Challenges; Creativity

Citation

Lal, Rajiv, and James Weber. "Freeport Studio." Harvard Business School Case 501-021, September 2000. (Revised February 2007.)

About The Author

Rajiv Lal

Marketing
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