Dielmar : strategic case study in the Portuguese fashion industry

• Autor(a) principal: Cazaux, Inès Marie Thérèse Agnès
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/22135
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The thesis presented in the form of a case study aims to address the challenges that a Portuguese fashion company, Dielmar, faces in building up its competitive advantage over time. The case serves as a teaching instrument; it provides students the necessary tools to analyze the strategic frameworks. Therefore, they will apply general principles and theories to a specific situation. The case is focused on the analysis of resources and capabilities’ development taking into account external shocks and internal changes. Dielmar Company operates in the menswear premium market. It is a fashion designer, producer and distributor of menswear garments through its own label but it also produces for other brands as a contract manufacturer. As the 21th century dawned, Dielmar sensed threats in the Portuguese menswear manufacture industry and found out opportunities in the menswear market. In order to seize these opportunities and to manage threats, Dielmar decided to launch its own brand by using, upgrading its resources, and adding new ones. Indeed, it has adapted its activities by developing high-quality garments and sustaining its traditional craftsmanship. Those dynamic capabilities showed how Dielmar has integrated its resources to make them relevant to achieve a sustainable competitive advantage. The company became more vertically integrated and follows this strategy seeking a higher degree of verticalization with investments in the direct-to-customer channels. Its vision is to be recognized as Menswear Company of excellence striving for brand consolidation. Indeed, Dielmar is becoming more a fashion brand than a subcontractor.