.: Cases in Strategic Management 
Case 26 CORTEFIEL, A TEXTILE BRAND RETAILER

Luis Ángel Guerras Martín
Universidad Rey Juan Carlos
José Emilio Navas López
Universidad Complutense de Madrid


26.1. INTRODUCTION: THE FIRM’S ORIGINS
26.2. ANALYSIS OF THE TEXTILE RETAIL INDUSTRY

26.3. INTERNAL ANALYSIS AND COMPETITIVE STRATEGY
26.4. DEVELOPMENT STRATEGIES

26.4.1. Niche strategy
26.4.2. Diversification strategy
26.4.3. Internationalisation strategy


Cortefiel is one of Spain’s better known chains in the retailing of textile products. This case conducts an analysis of the industry’s specific features, the firm’s strengths and weaknesses, and the strategy pursued for the design of the group of businesses and countries in which it operates.


• Analyse the industry involved in the retail of textile products

• Identify the firm’s strengths and weaknesses

• Analyse the development strategies: directions and internationalisation


• Industry analysis

• Internal analysis

• Competitive strategy

• Corporate strategy


NAVAS LÓPEZ, J.E.; GUERRAS MARTÍN, L.A. (2013):Fundamentals of Strategic Management", Thomson Reuters-Civitas, Cizur Menor.

Chapter 3: Environmental analysis
Chapter 4: Internal analysis
Chapter 6:
The directions for strategic development
Chapter 8: Internationalisation strategy

GUERRAS MARTÍN, L.A.; NAVAS LÓPEZ, J.E. (2007): La Dirección Estratégica de la Empresa. Teoría y Aplicaciones”, Thomson Reuters-Civitas, Cizur Menor, 4th edition.

Chapter 5: Analysis of the competitive environment
Chapter 6:
Internal analysis
Chapter 11:
The directions for strategic development: business scope and expansion
Chapter 12: The directions for strategic development: diversification, vertical integration and portfolio restructuring
Chapter 16: Internationalisation strategy



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