Dhavina Chomroo

ID- 1723562
Topic 5- Business-Level Strategy
News Critique
Retail Fashion Industry
Article source

The Local Spains News
in English
Mangos new plus-
sized clothes are too
small published in Jan
2014
Related issues
Launching of Plus-size line, Violeta by Mango
The collection for plus size starts at size 8
Range is discriminatory and sends women mixed
messages on body image
Mango Business-Level Strategy
COMPETITIVE ADVANTAGE
COST UNIQUENESS
B
R
O
A
D

T
A
R
G
E
T

N
A
R
R
O
W

T
A
R
G
E
T

COST
LEADERSHIP
DIFFERENTIATION
FOCUSED COST
LEADERSHIP
FOCUSED
DIFFERENTIATION
C
O
M
P
E
T
I
T
I
V
E

S
C
O
P
E

Who are the customers
Targets Women aged 20-35
Young, urban women, career driven,
fashion forward and seeking latest
fashion trends
What does the customer need:
Fashion forward clothing in line with
current trend at a reasonable price
How to satisfy customers:
By launching a new collection every 3
months
Proper pricing of apparels
Easy access to shops
Mango: Sources of cost advantage
Economies of scale


Economies of Learning

Process technology and process design
MNG successfully positioned
as a Focus cost leader till now
You can and sometimes
should look for growth from
new products and markets,
but only in the full knowledge
that the further you stray
from what you know, the
greater risk you are incurring.

Acquired sources of cost
advantages

Serving broader range of
consumers confused
positioning within the market
What can be
learnt
Value added to
Topic 5
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