Massimo Dutti Case Study

UNIVERSITY OF SUNDERLAND

Bachelor of Arts (Hons)

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Executive Summary

This article is based on two parts.  The Part A describes Massimo founded in 1985, acquisitive by Inditex Group in 1995, which developed a group of high-end brands, there are special private customized services. Massimo famous quality clothes. By analysing the internal and external environment and SWOT analysis, Massimo clear to competitive advantage and the evaluation of Situation with the company strategy.

Part B is based on Part A. For Massimo's Segmentation Targeting & Positioning it will be specific analysed to recommend whether or not to improve the goal and market strategy.

Table of contents

Part A

1. Introduction

     1.1 Company background

Massimo Dutti was founded in 1985, but was acquired by the Inditex Group in 1991. Massimo now has over 790 stores in more than 71 countries. Understanding of fashion way - creativity and quality design and rapid response to market demand. The brand was originally aimed at men's fashion. Since 1995, women's fashion all aspects of the launch: more casual line from most cities. With this, Massimo Dutti has consolidated at all levels of a number of domestic and international growth, and today has more than 4000 employees. In 2003, Massimo Dutti launched tradename boys and girls children's fashion collection (Massimo Duti, n.d.).

Mission: “Exclusive, quality of materials and combination of textures and styles are the foundations of the world created by Massimo Dutti in all of its collections”. Massimo Dutti represents to an urban, elegant and contemporary client (MassimoDuttiOfficia, n.d.).

Objective: Short Time: Increase the brand aware, Customer satisfaction, Increase the turnover by 10% in 6 months.

                    Long Time: Massimo want to increase their brand recognition (AUGEREAU, 2013)

    1.2 Industry in Singapore

In Singapore, Massimo has the lines about men, women and children，and they still have four outlets, which all in the downtown area of Singapore, such as Orchard, Marina Bay and so on. According to customer surveys development of Singapore, most people think that Massimo is an advanced version of Zara. The main competitive of Massimo is in the men line, which main competitor is Banana Republic. Their style is similar and both famous by clothing of men. The women are increasingly welcomed by business women, which dignified and noble. Its main competitor is DKNY. In Singapore, compared with Singapore locals, the more foreign business people favour Massimo. The quality of their clothing has been particularly positive, with respect to ZARA slightly higher price, more people are willing to have discounts Massimo purchase. (user, n.d.)

2.  Situational Analysis

      2.1 Internal Analysis

              2.1.1 Resources

1). Physical Resources

Excellent location: All of brands of Inditex group, which include Massimo Dutti.  The best strategy is: Stores are always located in prime locations of the city. Whether in Europe and Asia, downtown or shopping streets has the largest flow of people. Choose from lots of gold companies to store visitors which may lead to more sales.

Attractive showcase: Massimo is not many ads or commercials, they rely on so much of the store experience consistent .Showcase’s retro elegance of style are same to the style of brand. There are many vintage furnishings items, clear style give customers the most intuitive visual experience, which create an impressive shopping experience for customers.

2). Human Resources

Trained designers: Massimo have their own designer, which ensures the style and quality of design. And they have professional designer for personal, which provide with a unique design and personal clipping service to customers.

Professional Employees: In order to enhance the customer service in each of its retail store，Massimo will train their employees to prove better service, including their attitude, professionalism and having a sense of belonging to the store.

 2.1.2 Strategies