Zegna

Name: Zegna (English version)
SKU: 524021

Deshpande, Rohit; Roscini, Dante; Corsi, Elena

Product #:524021

Supplier:Harvard Business School

Discipline:Marketing

Setting:Italy, 2023

Details:Case (PDF) • 25 pages • 2023-08-07 (Rev: 2023-09-26)

Subjects:

Marketing strategy Product development Product positioning Marketing Product management Sales and marketing Marketing

Geography:

Italy Europe

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$12.40

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A traditionally mono-brand menswear luxury company faces growing competition from international groups and changes its brand focus from formal wear to leisure wear.

Learning Objectives

5 C's analysis; defining and applying a new marketing strategy; brand positioning; vertical integration;