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Marketing Case Study: La Marina

Decent Essays

1) Problem Statement
La Martina is facing difficult corporate dilemma, whether to focus on a production and selling of functional polo equipment or to become more mainstream and fashion oriented brand.
Founder and CEO, Mr. Lando Cimonneti has always been step ahead and knew how to tackle stormy economic, political and social situation both in Argentina and worldwide. Innovative steps has helped the company remain successful and added an invaluable sense of uniqueness.
La Martina has always been a company based on controlled growth, self-finance, relatively independable high profile exclusivity deliverying a complete portfolio of polo lifestyle goods which was a good strategy though challenging times of economic crises in their home …show more content…

It is a well-known fact that polo is very popular in countries such as the USA, the UK, Argentina and Australia while equestrian sports are more popular in European Countries like Italy, France, Germany and Belgium as well as in Saudi Arabia. The competition is high; equestrianism is very popular and has long tradition in Europe, what has allowed many brands to develop during time. Main competitors are companies such as Pickeur, Eskadron, CWD, D’yon, Equiline, Animo, Pessoa, etc. But there is still a chance for La Marina as many of these competitors as specialized ether in producing goods for riders or for horses and La Martina produces both. It means also that they can have one specialized retail store where you could buy everything you need. The cloths such as La Martina polo shirts are already a fashion item around the world of equestrianism and the leader goods such as bridles and saddles could easily become popular as Argentina is known as source of quality and durable leader.
The main problem to this idea is the transformation of the company and its product line from polo saddles to show jumping, dressage or event saddles as well as facing a competition that has a longer tradition. Germany should be stern test for La Martina, the Germans are very traditional when it comes to horses, riders and the tack they use, they set the standards and trends in Equestrianism worldwide; if they make it on this market, the road should be open for them. Other

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