A Step Ahead (Spanish version)

  • Reference: HBS-919S03

  • Year: 2017

  • Number of pages: 11

  • Geographic Setting: Brazil

  • Publication Date: Feb 12, 2018

  • Fecha de edición: Apr 27, 2015

  • Source: HBSP (USA)

  • Type of Document: Case

  • Industry Setting: Footwear;Retail trade;Apparel

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Description

whether to expand distribution online (at the risk of diluting the brand, by attracting older customers) and whether to increase the frequency of introducing new styles (at the risk of more fashion "misses"). Altogether, Montes Cal ados may need to rethink the "Brazilian" positioning of its brand. The case is suitable for strategy and general management courses because it raises questions about a company's basic direction and business definition, and the management of complex issues associated with doing business worldwide. Because this case suggests the overlap of key marketing decisions with strategic questions, it can also be used in both required and elective marketing courses, especially for topics on distribution of consumer products and brand management. This case can be used in advanced undergraduate, MBA, or executive-level courses.

Keywords

Brand management Distribution Distribution channels Growth strategy International marketing Internet marketing Marketing strategy Retail