Analyze Mantero Seta Spa(TM)s resources, strengths, weaknesses and competences.PESTEL analysisevaluate the major external environmental drivers influencing the strategic environment of Mantero Seta Spa and the textile industry in China.

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Mantero Seta Spa

Case Study

Name: Ornchaporn Koosuwannapokin

Student Number: 2718167

Seminar Group: 2

Unit Title: International Strategy

Seminar Coordinator: Dr: Leslie Gadman

LSBU Unit Coordinator: Robin John

Course Title: MSc International Business

Academic Year: 2008

Question 3:

Analyze Mantero Seta Spa's resources, strengths, weaknesses and competences.

Briefly evaluate its marketing mix. Recommend how Mantero Seta Spa could build on its strengths and competences to develop its competitive advantage.

Question1:

Through PESTEL analysis, evaluate the major external environmental drivers influencing the strategic environment of Mantero Seta Spa and the textile industry in China.

Mantero Seta Spa's background

Mantero Seta Spa is a textile company in northern Italy. It was a major player in high-class fashion accessories and garments, mainly produced from silk. They managed their company as business-to-business operation and played superior role in international textile industry more than 10 years, selling their products to brand name fashion houses around the world.

However, on 2001, Mantero suffered big problems from the economic slowdown, after the terrorist's attacks, followed by SARS crisis. After that Mantero directors realized that they should rationalize their organization strategy