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Esprit : une marque internationale de vêtements

Author

Listed:
  • Ulrike Mayrhofer

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Claire Roederer

    (Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

Abstract

Cette étude de cas porte sur la politique de marketing international menée par le groupe Esprit, l'un des principaux acteurs sur le marché mondial de l'habillement. La marque, qui vient de recevoir le prestigieux "Best Brands Award 2010", commercialise ses produits dans plus d'une quarantaine de pays. Dans un contexte fortement concurrentiel (Benetton, H&M, Mango, Zara, etc.), l'entreprise est amenée à préparer la politique marketing pour le marché européen afin de poursuivre son succès dans les années à venir. Le cas contient des informations détaillées sur le groupe Esprit, sa politique marketing et le marché européen de l'habillement. Il est demandé à l'apprenant d'élaborer la stratégie marketing et le marketing-mix pour le marché européen.

Suggested Citation

  • Ulrike Mayrhofer & Claire Roederer, 2010. "Esprit : une marque internationale de vêtements," Post-Print hal-00974175, HAL.
    • Handle: RePEc:hal:journl:hal-00974175
    as

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