| HBS Case Collection
(Revised from original 2003 version)
Alessi: Evolution of an Italian Design Factory (A)
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;
Brands and Branding;
Problems and Challenges;
Consumer Products Industry;