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Yankee Candle

In: Business and Management

Submitted By calc
Words 888
Pages 4
1. I believe that what is next for Yankee Holding Company is to simply continue to grow and to lift the company up from the financial slump it encountered in 2007. Nowadays, customers are watching what they are spending their money on more. Therefore, being the leader in the market, Yankee Candle must establish their brand, expand retail and wholesale networks and introduce new fragrances. The company has a strong foundation and with its innovation, the only way to continue is by expanding. Opening more stores is a good idea for the company to continue building its brand recognition. Possibly appealing to a new target market could also be a route to take. Designing a line of products that would appeal to a younger market would be my suggestion. Perhaps even making the candles flameless, but not losing the uniqueness of the scents. Younger generations tend to like the innovation of flameless scents. Also, college dorms often do not allow candles because of fire hazards. Manufacturing flameless candles with the signature scents of YCC can eliminate this issue.

Also, Aroma Naturals operates primarily as an online retailer; a good idea would be to open stores for this brand as well. I checked out their website and it is a very interesting theory of aromatherapy. “The therapeutic use of pure plant essential oils to bring well-being to both mind and body”, is an invigorating aspect to pursue. Many loyal customers of Yankee Candle value the authenticity of the product and the innovation of product development. After browsing through the Aroma Naturals website, I believe that this brand also has product innovation. Yankee Candle employed the use of multichannel distribution to gain success in the competitive market. A similar approach can be made for Aroma Naturals. When Yankee Holding Company purchased Aroma Naturals, they allowed Aroma Naturals to keep their original…...

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