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Privilege (Caso de estudio)

Author

Listed:
  • LUCIANA MANFREDI
  • CÉSAR TEZNA
  • DIEGO SALAZAR
  • ANDRÉS SOUZA

Abstract

Privilege, es la marca con la que lafamilia Jaramillo se lanzó al mercadocaleno, ofreciendo ropa sobre mediday talla para hombres y mujeres, conaltos estándares de calidad, serviciopersonalizado y disenos de moda; suportafolio de productos incluye ropaformal y casual para ejecutivos(as).Esta marca, pese a no tener competidoresdirectos, sí observaba que algunasmarcas y disenadores exclusivosse encontraban dentro del grupo deconsideración de los consumidoresobjetivo de Privilege.La gerencia de la companía enfrentacostos B jos elevados (ocupación demaquinaria al 50%) que afectan larentabilidad; un nuevo punto de ventaque presenta promedio de ingresosinferiores a los necesarios para su autosostenibilidad;bajo reconocimientode marca por parte del target, competidorescon gran músculo B nancieroy marcas altamente reconocidas contrayectoria y precios competitivos.

Suggested Citation

  • Luciana Manfredi & César Tezna & Diego Salazar & Andrés Souza, 2006. "Privilege (Caso de estudio)," Estudios Gerenciales, Universidad Icesi, July.
    • Handle: RePEc:col:000129:004143
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