JF is an Argentine business founded in 2003, engaged in the design, production and commercialization of women's lingerie with high design content. Although the venture initially opened stores in Argentina, the entrepreneur's plans were to quickly become an international company. In 2006, the firm started to export its products. Its main market destinations were Brazil, Dubai, Spain and Japan. By 2011, exports amounted to 65% of the firm's revenues.The country s economic scenario, favorable for exports in previous years, had now changed. The Argentinian government had started to increasingly resort to instruments to restrict imports with the aim of protecting dollars as reserve currency. In turn, inflation was hitting an all-times-high in 10 years, amounting to an annual 30%. During 2013, JF lost customers abroad, evincing a notorious loss in profitability, plummeting from 30% back in 2009, to 15% in 2013. Mar a Jes s and his partner, Alejandro Dancetti, agreed on the analysis and diagnosis: sticking to the original strategy was no longer viable. Therefore, they had to define the best way to reorient their products to the local market. The crux of the matter was what to do and how to do it. Why not develop a sound strategy for the domestic market? Why not think of a wider range of products to reach other segments? Why not explore the channel of multi-brand stores carrying women s apparel? Why not launch a more affordable line, a line of equal quality, yet more volume, introducing a more-linear design? For the time being, the foreign market did not look like a feasible option. Universidad de San Andr s' case collection

【書誌情報】

ページ数：14ページ

サイズ：A4

商品番号：HBSP-US0013

発行日：2016/3/15

登録日：2017/8/8