Joel De Castro, CEO of De Castro Enterprises, Inc. (DCEI), is considering a special offer to manufacture a new line of women's clothing for a large department store chain. DCEI has specialized in designer women's clothing sold in small, upscale retail clothing stores throughout the country, in order to protect the very elite brand image, De Castro has not sold clothing to the large department stores. The current offer, however, may be too good to turn down. The department store is willing to commit to a large order, which would be very profitable to De Castro, and the order would be automatically renewed for two more years, presumably to continue after that point. Required: Analyze the choice Joel faces, based on competitive analysis.
Joel De Castro, CEO of De Castro Enterprises, Inc. (DCEI), is considering a special offer to manufacture a new line of women's clothing for a large department store chain. DCEI has specialized in designer women's clothing sold in small, upscale retail clothing stores throughout the country, in order to protect the very elite brand image, De Castro has not sold clothing to the large department stores. The current offer, however, may be too good to turn down. The department store is willing to commit to a large order, which would be very profitable to De Castro, and the order would be automatically renewed for two more years, presumably to continue after that point. Required: Analyze the choice Joel faces, based on competitive analysis.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Transcribed Image Text:Exercise 1
Joel De Castro, CEO of De Castro Enterprises, Inc. (DCEI), is considering a
special offer to manufacture a new line of women's clothing for a large
department store chain. DCEI has specialized in designer women's clothing
sold in small, upscale retail clothing stores throughout the country, in order to
protect the very elite brand image, De Castro has not sold clothing to the large
department stores. The current offer, however, may be too good to turn down.
The department store is willing to commit to a large order, which would be
very profitable to De Castro, and the order would be automatically renewed
for two more years, presumably to continue after that point.
Required: Analyze the choice Joel faces, based on competitive analysis.
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