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2006
- handle: 10670/1.9mlj8y
- 0123-5923
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Estudios Gerenciales
Mots-clés
Administración y Contabilidad Target group target market and brand capital brand positioning easily recognized brandsSujets proches
Womyn Wimmin Woman Womon Human females Government revenue Public revenue Commercial products--Prices Commodity prices Price theory Justum pretium Fixed costs Indirect costs Human males Administration Style in dress Corporation executives Company officers Managers Business executives Corporate officers Compliant behavior Capital assets Fixed assets Women's work mode vestimentaireCiter ce document
Luciana Manfredi et al., « Privilege », Estudios Gerenciales, ID : 10670/1.9mlj8y
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Résumé
"Privilege is the brand name of theproducts launched into the Calimarket by the Jaramillo family. Theyoffer custom-made and regular-sizegarments for men and women withan emphasis on personalized customerservice. Privilege features thelatest fashion designs, manufacturedin compliance with high qualitystandards. Their product portfolioalso includes both casual wear andformal attire for executives. Althoughthis brand had no direct competitors,other exclusive brands and designerswere among the group considered by the target buyers of Privilegeproducts.The company´s management nowfaces the following challenges: i)elevated fixed costs (50% machineoccupancy) which have a negativeimpact on profitability; ii) the recentopening of a new point of purchasegenerating lower revenue than neededto ensure its self-sustainability;iii) low recognition by the targetmarket; iv) financially strong competition;and v) widely recognizedand well-established brands offeringproducts at competitive prices."