Expanding Ecommerce at Technos

Thales  Teixeira; Rohit   Deshpandé; Ruth  Costas; Priscilla  Zogbi

Case | HBS Case Collection | January 2017

Expanding Ecommerce at Technos

by Thales Teixeira, Rohit Deshpandé, Ruth Costas and Priscilla Zogbi

Abstract

Technos was the market leader in the Brazilian watch market. Its CEO had made a firm commitment to evolve the company’s marketing and commercial practices by focusing less on pushing product to retail clients and more on branding to end consumers to pull watches from retailers. In 2016, the company was about to re-launch its master brand’s website. But the more time passed, the greater were the discrepancies between what the marketing, commercial (sales), and retail divisions of the company envisioned as an ideal ecommerce-enabled Technos website. What should be the fundamental role(s) of the master brand’s website?

Keywords: technos; watch; wristwatch; ecommerce; online shopping; Distribution; website; marketing; Brazil; Latin America; e-commerce; branding; trade; marketplace; Brands and Branding; Marketing Strategy; Web Sites; Apparel and Accessories Industry; Brazil;

Language: English

Format: Print

23 pages

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Citation:

Teixeira, Thales, Rohit Deshpandé, Ruth Costas, and Priscilla Zogbi. "Expanding Ecommerce at Technos." Harvard Business School Case 517-078, January 2017.

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Expanding Ecommerce at Technos

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