CASE STUDY: EL CORTE INGLÉS'S BUSINESS MODEL AND REPOSITIONING STRATEGY AIMED AT YOUNG PEOPLE

Abstract

Faced with constant change, adapting to the environment has always been a challenge to avoid becoming obsolete. El Corte Inglés, a benchmark in Spanish commerce, now faces the rise of digitalisation and the growth of online commerce. This project analyses its business model in depth and proposes a marketing plan focused on its youth brands¿Green Coast Easy Wear and Tintoretto¿so that this company can maintain its personalised service ethos, implementing specific actions to gain the trust and recognition of young audiences.