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Multimedia case that analyzes the online sales strategy of Mango. This case covers the strategy since the company started the e-commerce campaign in 2000 up until 2008.
This case contains a series of interactive graphs that explain what e-commerce is and the impact it can have on the P&L of a company especially in the retail sector. It also includes a "did you know?" that describes the use of e-commerce platforms in different sectors.
Videos of Mango managers discussing the decisions they took before and after the implementation of the online strategy complement the material.
The case can be used in different areas (Information Systems & Technologies, Strategy, Marketing, Operations) as well as specialized electives such as e-commerce. It is used to provide an overview and introduction on the steps before defining a strategy and e-commerce with international reach as well as a first approximation to the areas included in this strategy and the efforts required for optimal development.Academic Area:Digital Technologies & Data Science