Mango strategic management
Mémoire : Mango strategic management. Recherche parmi 300 000+ dissertationsPar Mathmathlulu • 6 Novembre 2014 • 231 Mots (1 Pages) • 2 126 Vues
MANGO STRATEGIC MANAGEMENT
DOC: http://upcommons.upc.edu/e-prints/bitstream/2117/10505/1/jedee201011_rodriguez_casi_carbonell.pdf
http://www.mango.com/web/oi/servicios/company/FR/empresa/rsc/english_2012.pdf
Canvas
1 – Segment of customers
Fashion conscious women in the middle age group
Urban upper-middle and upper class
2 – Value Proposition
A complete lifestyle brand for women, from sportwear to party clothes through classic clothes
Fast collections
fashion for the young, modern and urban woman in her daily needs. It has its own design which adopts the latest fashion tendencies
3 – Channels
stores (own stores and franchisees stores)
eshop
apps on smartphones
stores as Corte Ingles/ house of fraser/galeries lafayette
4 – Relationship
Personal shopper/styling experts
Fidelity Card
Permanent communication channels with customers: point of sales with trained staff (in order to offer an excellent service), social networks (to adapt better customers’ tastes and needs, answer complains…), a specialized department (Requests are dealt with in 12 languages). SOCIAL NETWORKS: 1%
FAX AND LETTERS: 1%
VIA CHAT: 3%
TELEPHONE CALLS: 61%
EMAILS AND FORMS: 34%
5 – Key partners
Domestic and overseas suppliers 5around 200 suppliers)
Manufactories in Asia, Turkey and Portugal, North of Africa
Franchisees
6 – Key resources
Human Resources (sales force,headquarters)
A part of raw materials for suppliers from North of Africa
Financial resources
Technology resources (distribution effectiveness with DDC and MLS)
Creative resources for designing
7 – Key activities
Designing, Advertising, Shop design, and Selling clothes and accessories for Women (outfit, lingerie, plus size, pregnant), Men, Kids and Babies.
(fast) Distribution (MLS) and Dynamic Distribution Center (DDC) & Quality Control
8 – Cost structure
Resources
Manufactory
shops (utilities)
employees
advertising (with models
...