Posted in Lifestyle and Retail, Total Reads: 14573
SWOT Analysis of Mango with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Apparel and Accessories
Lifestyle and Retail
What should I wear; Fashion for the young, urban woman
Fashion from Spain
Fashion conscious women in the middle age group
Urban upper-middle and upper class
A complete lifestyle brand for women
1.Strong brand presence with its goal to be present in every city of the world has seen its presence in over 100 countries with over 2000 stores 2. The online campaigns have been a highlight with the online store too being popular among buyers 3. The presence of stores at prime locations has given the brand a strong footing in terms of the overall brand equity 4. The unique product line by Mango helps it differentiate from its competitors
5. Its foray into menswear too has been a success as a part of their diversification strategy 6. Has approx 9000 employees
1. All the apparel is designed and sourced from Spain which can cause serious concern when it comes to pricing as compared to its European counterparts 2. The major revenues earned by the brand are from apparel and not from other product line 3.Controversies over designs of some products has invited lawsuits inviting considerable criticism from the fashion industry
1. Mango can emerging retail markets like India and Africa which are largely unsaturated and can instill growth and stability for the brand. 2.Mango could diversify further into many other product line in order to further bolster the brand as the complete lifestyle brand
1. Trade barriers in terms of fluctuations in terms currency denominations can be a serious threat to the overall sales revenues. 2. The highly fragmented fashion industry means low brand loyalty and high bargaining power for consumers due to low switching cost. 3.The emergence of many new designers in this segment could pose a serious threat to the brand
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