Subject category:
Strategy and General Management
Published in:
1994
Length: 44 pages
Data source: Field research
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Abstract
The case study considers the startup and early rapid growth of an environmentally considerate clothing manufacturer/distributor. The backgrounds of the founders are discussed. It analyses every element in the value chain from the purchase of raw materials to customer sales. Growth in the domestic market is discussed and the internationalisation of the company is presented. The management style of the Directors is examined. The case study considers organisation culture, highlighting the importance of marketing mix elements for the success of the organisation. Options for the future are briefly considered.
Location:
Size:
Small, NZD1.5 million
Other setting(s):
1991-1994
About
Abstract
The case study considers the startup and early rapid growth of an environmentally considerate clothing manufacturer/distributor. The backgrounds of the founders are discussed. It analyses every element in the value chain from the purchase of raw materials to customer sales. Growth in the domestic market is discussed and the internationalisation of the company is presented. The management style of the Directors is examined. The case study considers organisation culture, highlighting the importance of marketing mix elements for the success of the organisation. Options for the future are briefly considered.
Settings
Location:
Size:
Small, NZD1.5 million
Other setting(s):
1991-1994