Mango, Popularizing Fashion Harvard Case Solution & Analysis

Mango, a clothing company with the remainder of the world and a big presence in Spain, determines to enter new industry sections in order to broaden its main target market, reinforce its brand and drive purchases of its products. The principal customers of mango until now have been modern, avant garde young women in their 20s to 40s. Nevertheless, accomplishment in the women's trend segment has persuaded the company that in order to continue to succeed in this industry and stay ahead of the competition it must explore new market niches (start of a VIP range -Mango Exclusive Variant- and a menswear collection).

The case aims to give an overall view of the firm's entire strategy, taking a look at each of the crucial sections to find their strengths and identifying variables (human resources policies, technology, creation, advertising, supply and internationalization). Additionally, it assesses one that's hard to imitate and management practices that have led Mango to establish its own business model, the strategic decisions and in which technology and individuals play a leading role. This model is analyzed in detail using tactical decision trees.

PUBLICATION DATE: September 18, 2009 PRODUCT #: IES223-HCB-ENG

This is just an excerpt. This case is about STRATEGY & EXECUTION

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