World Fashions Ltd (WF) manufactures a variety of clothing products for both domestic and foreign markets. WF operates in country X. The company manufactures industrial protective clothing, designer and low cost clothing. Low cost clothing is specifically meant for the domestic market.
The government in country X, in an effort to reduce unemployment, has recently gazetted a policy of low interest rates. As a result, demand for low cost clothing has risen. At the same time, Classic Designs, capitalising on the government policy, has entered the clothing industry, becoming WF's major competitor.
Worried that customers seem to prefer clothes from Classic Designs, WF management have carried out a market survey to ascertain the extent of competition. The survey has revealed that Classic Designs' promotional elasticity of demand is 0,8 while income elasticity of demand stands at 2. On the other hand, when WF increased its promotional spending by 20%, its sales increased by 8%. When average consumer incomes rose by 10%, its sales increased by the same percentage.
Management of WF feel that if the marketing strategy is reinvigorated, they can take advantage of the rising demand for low cost clothing. This will give them a competitive edge over Classic Designs. In anticipation of the increased demand, World Fashions Ltd has taken measures to operate at full capacity.
WF workers feel that operating at full capacity implies an increase in their workload. If the measures are taken, this is likely to trigger labour disputes between management and workers of World Fashions Ltd.