Case Study Analysis components:

1. Logically answering Case Study Questions

2. Writing a Critical analysis of the Case in which you will identify the following:

The management-related problem of the case study

Symptoms\signs of the problem

Write how the problem of the case has been solved

Your suggested Solutions

Final Recommendation\critical opinion on the case

Management in Action "Cool Hunter" Ferrets Out Hot Ideas TOKYO-Loic Bizel leads visitors through http://www.fashioninjapan.com. alleys packed with wild-haired youngsters, "It is important for French's brands to makes his way into tiny boutiques tucked understand the Japanese market," said David beneath stairwells and points out fatigue-Jerannerot of Palladium, a French shoemaker, inspired jackets, hand-painted sneakers, and who has gone on Bizel's tours. "And the Japanese business consultant, the 32-year old Frenchman plaid miniskirts. Part tour guide and part people can love a brand like a rock star." The shopping scene here is so intense that is a "cool" hunter, with a mission to uncover the people line up before stores open to buy limited- ever-changing street fads of Japan and translate edition merchandise. Selling goods only at select them into a language the rest of the world shops that vanish after a few months artificially can understand increases demand. The latest trend is what matters. "The people in the streets are very creative." A Bathing Ape, a line of sweatshirts, baggy Bizel said, pointing to a young man wearing pants, and T-shirts sporting a logo of a gorilla baggy shorts on top of long pants, a look that's head, is one of the biggest fashion empires to all the rage in Tokyo. "The search to be unique, emerge recently from the Tokyo street scene, to be different, creates style." exploiting what some Westerners would marvel Bizel's expertise is in demand because Japan as sheer genius in brand-building and gimmicky has shifted from being a powerhouse of manu- antimarketing facturing to an exporter of culture, including The company's president, a soft-spoken man comic animation, gourmet sushi, and now who goes only by the name of Nigo, said he wasn't fashion tastes. Global businesses eager to get a even thinking about marketing when fame glimpse of what's in store for the future are landed in his lap with a single promotional ad. sending their executives here just to hang out Nigo, 33, who favors knit hats and worn jeans with the cool hunter and absorb what's hip. was planning to open his first store in New York In Bizel's world, parodies of hip-hop clothes in summer 2004 are mixed with school uniform slacks altered to "Japan has been playing catch-up with the sag. The stereotyped Japanese "salarymen," with West. Finally, Tokyo has caught up with New their look-alike drab suits, are nowhere to be York," he said. seen. And hair is dyed in so many shades that you almost forget Japanese have black hair. Questions "Japan is advanced. What will happen 10 years 1. What aspects of problem solving and decision from now is already in Japan," Bizel said. making does Bizel demonstrate in his quest Bizel, who began his cool-hunting business for fashion ideas? three years ago after initially working as a 2. Which influences on decision making appear manager for a French company, made $95.000 last year, showing executives and other visitors to play a key role in the way Bizel conducts his business the ways of the streets. Besides his fashion tours, which cost about $600 a day, Bizel does 3. In what way does Birel display entrepreneurial consulting for fashion houses trying to expand behavior and thinking? sales in Japan, buys clothing samples for designers 4. Is being a cool hunter any way to make a living? searching for cool ideas, and takes snapshots of glamorous pedestrians to post on his Web site, Sara Cool Hunter' Uncovers Plenty of Fads in Japan Associated Press February 7.2004