Assignment
If you were the marketing manager of Monte Calcados, what strategic decisions would you propose?
• Should MC start distributing through online retailers? To make your final recommendation, you need to consider:
o What are the general benefits of making products available online through various retailers? (Hint: Extra research is needed.)
o What are the negative impacts of online distribution on in-store retailing? (Hint: Extra research is needed.)
o Based on the pros and cons of online retailing, the characteristics of MC's consumers, and cannibalization for MC's megastores (see the Excel sheet attached), make your final recommendation.
• Should MC expand its target market to include older women? To make your final recommendation, you need to consider:
o Who are MC's current target consumers?
o When the best customers of MC get older, how can (or should) MC manage this change? (Hint: How do fashion brands handle the fact that their best customers get older? Do some research about fashion brands you think similar to MC. Extra research is needed.)
o If MC targets older consumers, what are the pros and cons of doing this? (Hint: Do some research about fashion market for the elderly. Extra research is needed. )
o Finally, based on your analysis, state your recommendation explicitly.
Format your assignment according to the following formatting requirements:
o The answer should be typed, using Times New Roman font (size 12), double spaced, with one-inch margins on all sides.
o The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
o Also include a reference page. The Citations and references must follow APA format. The reference page is not included in the required page length.
Attachment:- Montes-Calados.rar