STRATEGIC MANAGEMENT CASE STUDY

Students : Bechir Adriana Clenciu Irina Custura Ruxandra

Highly globalized industry

Fashion Industry

Rapidly changing environment

Dynmic, complex nd unpredictble mrket conditions

General description of the company

Strategic groups: Aldo Il Passo Nine West Bata Max Mara

20 stores

6 million Euros turnover

over 250 employees

300 bags daily

production

Organizational goals, values, performance

Continuously reinvent itself Upgrade the artistic, commercial, logistics and management dimensions Diversify and resize the production Expand the chain of stores and enlarge the production capacity of two factories;

Goals

Values

The most important core value = young managerial team Other core values: professionalism, commitment, willingness for selfimprovement, responsibility, accountability, discipline, creativity and a strong team spirit,

Performance

Production diversification Creation of exclusivist areas Entering new markets Covering a niche market in terms of local offers

new Musette brands: Cristhelen B. Giannini men

Industry Analysis
The rivalry within the fashion industry is high for several reasons: A large number of firms Low switching costs High strategic stakes Threat of substitutes The power of the buyer

Analysis of the strategic capability within the company

over 15 stores over 250 employees (5 Italian designers), over 6 million Euro turnover over 20% growth rate over the past four years maintaining the prices and not decreasing them creativity quality of its products friendly personnel

Organizational structure and management system analysis

Organizational structure and management system analysis

Competitive advantage
Musette Exims source of competitive advantage is differentiation Musettes core consumer is a woman who appreciates quality and comfort but also desires pieces that are distinct and rare. The reason women agree to pay a higher price is because Musette is known for the quality of its products.

Musette has also managed to build a reputation and brand awareness and gained a lot of loyal customers

The strategy of the company

In the last few years, the company focused on market development
Nowadays, Musette means: o o o o o o o o 15 stores in Romania; U.S.; Bulgaria; 4 stores in Israel; Luxemburg; Budapest; Mongolia; Lebanon.

Conclusions
By constantly monitoring and scanning the environment, Musette has achieved stability as a company and managed to get out unscathed from all financial situations. The success of the company is also due to the managements ability to place the customer first and always trying to hire competent staff.