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Case Details:
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Product Ref: 03/176C Company: Moiselle International Holdings Limited

Product Type: Case Industry: Consumer Goods

Related Product(s): Teaching Note
Authors: Bennett Yim   Monica Wong
本个案示范了建立清晰的市场定位、发展品牌和利用品牌力量扩展业务的重要性。慕诗从一开始的原设备生产商成功转形成自家品牌生产商,创造了一个著名的香港品牌,在香港和内地大受欢迎。通过与其它十个香港时装品牌的比较,本个案探讨了Moiselle 品牌建立成功而完善的行销战略背后的原因。
Functional Area : Marketing

Issues: Brand Building
Length: 18 pages Country: Hong Kong SAR

Pub. Year: 2003 Level of Difficulty: 1
This product type is available in the following language(s):      English   Simplified Chinese
Related Information: N/A
This is a part of The Trade & Industry Department SME Case Series
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Case (03/176C) HK$58 / US$7.5
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