Case | HBS Case Collection | September 2003 (Revised January 2004)

Alessi: Evolution of an Italian Design Factory (A)

by Youngme E. Moon, Vincent Dessain and Anders Sjoman

Abstract

Alessio Alessi, head of distribution at family-run Alessi S.p.A., is facing price and brand confusion among customers and is considering reorganizing Alessi's worldwide network of distributors. By describing the challenges facing Alessi, an internationally acclaimed design and manufacturing company of household objects for the table and kitchen, the case examines consumer marketing and distribution in general, as applied in the niche market of highly designed household goods for an Italian design factory. Includes color exhibits.

Keywords: Family Business; Transition; Cost Management; Brands and Branding; Product Positioning; Distribution; Production; Problems and Challenges; Networks; Consumer Products Industry;

Citation:

Moon, Youngme E., Vincent Dessain, and Anders Sjoman. "Alessi: Evolution of an Italian Design Factory (A)." Harvard Business School Case 504-018, September 2003. (Revised January 2004.)