Rituals, an innovative concept in the area of home and body cosmetics, was born within the European Home and Personal Care (HPC) division of Unilever. In 2003 the company faced several challenges as it prepared to roll out its brand to other European nations, reconsider its distribution channels or find financial resources or partners...
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Cases
Rituals: Enrich Your Life
ZARA: Fast Fashion (Paper or multimedia Case)
Focuses on Inditex, an apparel retailer from Spain, which has set up an extremely quick response system for its ZARA chain. Instead of predicting months before a season starts what women will want to wear, ZARA observes what’s selling and what’s not and continuously adjusts what it produces and merchandises on that basis. Powered...
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Mango
Mango, a company now a household name to women in more than 50 countries around the world, traces its roots back to the 1970s, when Isak Andic Ermay, born in Istanbul of Sephardi origins, started selling shirts imported from Turkey in the “Mercadillo de Balmes”, a kind of pocket-size Carnaby Street just off Balmes...
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Muxxic Latina
Muxxic Latina, the international recording company created by PRISA and Universal Music Group for the purpose of establishing a joint presence in the booming U.S.Latin music market, not only wants to create a uniform platform with which to penetrate Spanish-speaking countries, but also they want to actively participate in the globalisation of contemporary music...
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Teléfonos de México, S.A. de C.V. and the Prodigy Internet Plus decision
The case analyzes the strategy Telmex must follow in order to increase the customer base of its ISP service in Mexico. The low disposable income of the Mexican population and the inability to afford computers must be taken into account. The company must also consider its recent acquisition of Prodigy (one of the leading...
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Lastminute.com
Various aspects of lastminute.com are analysed: the increase in the asking price for the shares just prior to the company’s IPO; the threat of disintermediation; the low conversion rate of subscribers into active customers; and the general evolution of its business model (the entrepreneurs are aiming to reduce their dependence on sales of intermediation...
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Condisline.com
Condisline.com, the Condis supermarket chain’s online store, is already operational in Catalonia. The case analyses the company’s strategy to expand the service to the rest of Spain. Arasa, Oriol; Nueno Iniesta, José Luis; wrote this case published in IESE Publishing, January 10th, 2001 Go to case
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Inditex S.A.
The case describes the Inditex business model and its key success factors, as well as the challenges facing the group in the future and the opportunities open to other retailers. An analysis is given of alternative growth strategies and the competitors in the market segment. The case provides interesting documentation on the Inditex group....
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Recreational Equipment Incorporated (REI)
Dave Towe, manager of the San Diego area store for Recreational Equipment Incorporated, sighed as he read the morning paper. The article made public what Dave already knew: REI was seriously considering relocating the location of the San Diego store. He knew that moving the store out of North Park area would probably lead...
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Henkel Ibérica: The Re-Launching of Conejo Vajillas
In October 1985, S.A. Casamitjana Mensa (leader on the Spanish bleach market) was acquired by the Henkel Ibérica, S.A. Group (one of the biggest manufacturers of chemical products, adhesives, hygiene products, cosmetics, etc.). The takeover caused the new company problems managing marketing and sales. The problem was integrating Casamitjana’s brands, sales force, distribution management...
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