Mango strategic management

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

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