La Martina Case Study
1) Problem Statement
La Martina is facing difficult corporate dilemma, whether to focus on a production and selling of functional polo equipment or to become more mainstream and fashion oriented brand.
Founder and CEO, Mr. Lando Cimonneti has always been step ahead and knew how to tackle stormy economic, political and social situation both in Argentina and worldwide. Innovative steps has helped the company remain successful and added an invaluable sense of uniqueness.
La Martina has always been a company based on controlled growth, self-finance, relatively independable high profile exclusivity deliverying a complete portfolio of polo lifestyle goods which was a good strategy though challenging times of economic crises in their home country of Argentina. Over the years , polo has gained enough popularity in the fashion industry which offers a whole new world of controlled growth, guaranteed and high margins, but with the risk of losing professional reputation and exclusivity not to forget fierce competition and the threat of counterfeiting. Moreover self financing was no longer an option should the company take the mainstream fashion road, raising outside capital was to prove a necessity rather conveniently standing by as an option back through the years. (exhibit 1) 2) Alternative Solution
a. Mainstream Fashion Brand
If La Martina go into the unknown world of big mainstream fashion competition the company and its owner will face a challenge of their companies’ lifetime by putting behind his iconic polo brand and considerable stable market niche of around 8000 polo players and couple of hundred thousand followers across the globe.
Company now is facing a new identity challenge to change its main focus direction to the world of fashion, move that has to be executed promptly but with needed caution. In the current economic environment taking up the fashion market is not only an option or choice, but a compulsory action that La Martina must
La Martina is facing difficult corporate dilemma, whether to focus on a production and selling of functional polo equipment or to become more mainstream and fashion oriented brand.
Founder and CEO, Mr. Lando Cimonneti has always been step ahead and knew how to tackle stormy economic, political and social situation both in Argentina and worldwide. Innovative steps has helped the company remain successful and added an invaluable sense of uniqueness.
La Martina has always been a company based on controlled growth, self-finance, relatively independable high profile exclusivity deliverying a complete portfolio of polo lifestyle goods which was a good strategy though challenging times of economic crises in their home country of Argentina. Over the years , polo has gained enough popularity in the fashion industry which offers a whole new world of controlled growth, guaranteed and high margins, but with the risk of losing professional reputation and exclusivity not to forget fierce competition and the threat of counterfeiting. Moreover self financing was no longer an option should the company take the mainstream fashion road, raising outside capital was to prove a necessity rather conveniently standing by as an option back through the years. (exhibit 1) 2) Alternative Solution
a. Mainstream Fashion Brand
If La Martina go into the unknown world of big mainstream fashion competition the company and its owner will face a challenge of their companies’ lifetime by putting behind his iconic polo brand and considerable stable market niche of around 8000 polo players and couple of hundred thousand followers across the globe.
Company now is facing a new identity challenge to change its main focus direction to the world of fashion, move that has to be executed promptly but with needed caution. In the current economic environment taking up the fashion market is not only an option or choice, but a compulsory action that La Martina must