Customer Segmentation, Marketing Implementation & Control Founded in 1975, Tumi Inc, a manufacturer of high-end suitcases and bags for travel, is named for a Peruvian "tumi" ceremonial knife used for sacrifices. Tumi's products are known for their black-on-black ballistic nylon. The brand is available at department stores, specialty stores as well as branded Tumi stores, and small shops around the world. Tumi also supplies accessories such as belts, pens, and electronic equipment. In 2006 it introduced the PowerPack Backpack that incorporated solar technology for charging phones and PDAs. The company also had a licensing agreement with Italian motorcycle manufacturer Ducati to launch eight co-branded pieces through the brands' retail outlets. Tumi has a unique metal plate registration number in each of its bags. Customers can register for the Tumi Tracer program to access their lost bag information through a central database. Also, it has a 100% 5-year warranty program with a lifetime service and repair (with some fees/costs). In 2016, Samsonite acquired Tumi for $1.8 billion with the vision of creating a leading global travel lifestyle company. Tumi employees enjoy a generous 50% discount as well as incremental discounts during seasonal and holiday sales. Tumi also has a prize system and rewards program to acquire Tumi items. Despite the mantra, Innovation is Our Obsession, the brand has recently undergone scrutiny (specifically from Tumi-loyal customers) for its "over-priced, under-engineered" products. Also reviews on social media have been lacking in the areas of customer service, functionality, and practicality of the products. Always known for its customer service, long-lasting designs and luxury brand quality, the brand (and the company) could be losing its positioning. Challenges that occur during an acquisition could be influencing operations, design, and even service. Ultimately, these challenges have a halo effect over parent brand, Samsonite. Please address the following questions/topics in one narrative consisting of a total of 3-4 paragraphs: Provide a brief 4 P's analysis on the Tumi company. The Consumer Buying Process starts with need recognition and ends with post-purchase evaluation. Provide an overview of this process as it relates to the "travel bag" category and the Tumi brand being in the consideration set. There are many Influences that impact a purchase decision. Include some of those physical and social influences and their "weight" in the decision-making process above. From your knowledge of the various facets of marketing implementation and control, how can Tumi leverage a strategy of "shared goals" to unite its associates, be accessible to its customers and not stray from its core customer experience? Provide specific examples.