The case gives the general view of the textile company's strategy, delving into each of the departments that are key to the success of the Mango company.
Mango, a company in the textile sector with an important presence in Spain and internationally, decides to enter new segments of the industry to increase its principal target audience, strengthen its brands, and push for more sales of its products.The company has a clear business model where the most important role is played by people and technology. Through the use of strategic choice diagrams, the model created by Mango is analyzed in detail. Until now the principal client of Mango was a modern and avant-garde woman between 20 and 40, but the success in the women's fashion segment led them to the conclusion that, to gain more success in the sector and to get ahead of the competition, they need to explore new market niches. In 2005, the company launched the new business line Mango Exclusive Edition (Mango VIP) aimed at the higher purchasing power market. In 2008, Mango created the first collection for men, called "HE by Mango".
The case study is primarily directed at MBAs and programs for executives, where discussions will be based around strategies and business models of successful companies, as well as, the challenges they will face in the future.
Author: Joan Enric Ricart, Izabela Kordecka
Institution: IESE Business School
Industry: Textile / Fashion Sector
Discipline: Strategy and General Management
Number of pages: 21
Language: English
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