個案資料
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Spanx Inc.: Growth Dilemma for a Shapewear Leader
內容大綱
Spanx Inc., founded in 2000, was a U.S. intimate apparel company that sold body shaping undergarments known as shapewear. Through word-of-mouth marketing by celebrities and consumers, Spanx achieved 2016 sales of US$400 million globally. However, Spanx’s leadership position was being threatened by a shift in consumer preferences, medical concerns over the dangers of compression wear, and competitors launching more comfortable products in the active wear category. Would Spanx be able to sustain its growth or was it beginning its decline?
學習目標
This case is intended for undergraduate and graduate courses in strategic management or entrepreneurship. After completing the case, students will be able to<br><ul><li>explain garage entrepreneurship;</li><li>analyze the various types of innovation an entrepreneur can pursue;</li><li>analyze promotional mix strategies, especially when resources are constrained;</li><li>differentiate between rebranding and repositioning; </li><li>recommend diversification strategies; and</li><li>discuss strategies for competing against branded players.</li></ul>