A.1 Company History

Mango
1984- First store in Barcelona’s Paseo de Gracia.
1985- First store in Valencia. National expansion begins.
1988- Improvement to the stock management system: Production, Logistics and Distribution apply the Just-In-Time system (production according to market demand). The concepts of product, interior design, quality, price and brand image are defined.
1992- Our international expansion begins with the opening of 2 stores in Portugal. We open store nº 100 in Spain.
1994- Implantation of a business management system which still exists today, based on specialised and coordinated teams.
1995- Our website Mango.com is created.
1997- For the first time, foreign turnover exceeds domestic turnover. We open a flagship store in Paris, in the famous Boulevard des Capucines.
1998- MANGO positions itself as Spain’s second largest textile exporter.
2000- We open a new flagship store in London, in the central Oxford Street.
We launch our online shop, Mangoshop.com, being pioneers in our sector.
2002- With 630 stores in 70 countries, we continue our expansion into new markets such as Australia, Bulgaria, China, Italia and Tunisia.
2003- We exceed the annual number of openings, by opening new stores in countries like Honduras, Serbia and Montenegro.
2004- We enter new markets such as Azerbaijan, Estonia, El Salvador, Macao and Vietnam, and we end the year with a presence in 75 countries.
2005- MANGO TOUCH is defined as a new fashion venue dedicated exclusively to accessories.
2006- Our experience in the North American market begins, with store openings in Costa Mesa, Chicago, Dallas, Los Angeles, McLean, Orlando, San Francisco and Santa Monica.
We hold our first fashion show at the emblematic Palau de la Música Catalana in Barcelona.
We launch the biggest international fashion prize for up and coming designers, the El Botón-MANGO Fashion Awards.
2007- We open the largest design centre in Europe, the ‘El Hangar Design Centre’.
We open a new flagship store in the heart of New York’s SoHo district. It is housed in the Little Singer Building, one of America’s first skyscrapers.
We start to collaborate with external designers. We count on the collaboration of celebrities such as Milla Jovovich, Elisabeth Hurley and Penélope and Mónica Cruz.
2008- We continue with the 2nd Edition of the El Botón-MANGO Fashion Awards.
HE, Homini Emerito, is created, aimed at the young, fashion-conscious male. With this new collection, conceived as a complement to the women’s collection, we are moving towards the concept of the multibrand store, in which it is possible to encounter collections by different authors and of different styles belonging to the same company.
2009- We continue to work with external designers like the New Yorker Adam Lippes and the Belgian Sandrina Fasoli, winner of the 1st edition of the El Botón-MANGO Fashion Awards.

a.2 MANGO MISSION, Values AND GOALS:
Mission
Our concept is what makes MANGO stand out. It springs from the alliance between a quality product of unique design and a brand image which is both coherent and unified. Dressing the urban and modern woman, meeting her daily needs, this is the formula which we have analysed, adapted and applied to each country in which we operate. This has been and continues to be one of the keys to our success and prestige.
VALUES
Personal- Humility, Positive, Honest, Respectful Attitude.
Professional- Effective, Keep it simple, In a team, Customer-oriented, Business-oriented. An Entrepreneurial Dream: “To be Present in Every City in the World”. “Our Responsibility is to be able to satisfy the Expectations of our Groups of Interest.” “Mango socializes the fashion and dresses women and men who want to wear the latest fashion trends, with quality, design and good price.”
GOAL
Our main goal is their satisfaction and to offer a quality product, with safety and guarantees in all aspects of its production while seeking to provide an excellent service at all times.
Our goal is to be present in every city in the world.
The mango concept
Since its creation, Mango has clothed the woman and man who wants to follow the latest trends in fashion with design, style and affordable prices all presented in points of sale whose characteristics make the act of shopping quite an experience. With an entrepreneurial dream: “to be present in every city in the world”, we are aware of the fact that we are competing at the highest of levels. With a positive attitude, constant self-criticism and continuous improvement, without losing sight of the values present in the Mango environment.

A.4 SWOT
Strengths
· Customers are offered a quality product, also guaranteeing that it does not entail risks to health and safety. · The activities are carried out respecting the environment. · Our business operations and activities are developed within an ethical framework, with a correct and reasonable attitude. · MANGO is an internationally famous multinational which designs, manufactures and markets women’s and men’s clothing and accessories. · Mango collections amaze with freshness of their ideas, courage of designers' ideas and high quality. · Huge variety of styles and keeping balance between price and quality.
Weaknesses
· The departments and bodies analyse the possible risks in terms of corruption, taking the necessary measures to ensure the prevention of these situations. The personnel of these departments is trained to monitor and control all these aspects.
Opportunities
· Our expansion continues with the recent openings have taken place in cities of the stature of Tokyo, Beijing, Erlangen or Verona. The Mango group has continued to expand during the 2012 financial year with the net opening of 197 new points of sale, with a presence in 109 countries. The franchise system is followed in countries where cultural and administrative characteristics are different to ours, and makes it more suitable for people from these countries to be in charge of management. Equally, this management system is also applied in cases where a good location is provided and market characteristics make it more appropriate. The planned openings for 2013 to take place in: Angola, Equatorial Guinea, Mongolia and Zimbabwe.
Threats
· In the Philippines and other countries competitors is a big threat for Mango because of its increase in competitors. Zara is one of the competitor of Mango. · Economic Crisis
· Products Description
Mango succeeds in offering clothes that mix trends with practicality. The design teams take their inspiration from fashion shows but also follow a rigorous plan that requires that more than 70% of their creations be basics and 30% "fashion" items. The prices, even though they are supposed to be affordable, are slightly higher.
· Market Profile/ Analysis
Our customers are the raison d’être of our organization and our main goal is their satisfaction and to offer a quality product, with safety and guarantees in all aspects of its production while seeking to provide an excellent service at all times through three specific lines: MANGO/MNG, H.E. by MANGO and MANGO Touch. The points of sale are located in the main streets and commercial areas and are especially designed for the enjoyment and comfort of our clients, with stock selected so that it can be easily compared and matched. All this combined with specialised attention that makes shopping for our products quite the experience. A thorough quality control throughout our entire production chain ensures suitable performance of garments and accessories which answer to every situation. In addition, we have the “made in Green” certification, which guarantees that our products do not contain chemical substances harmful to health and have been manufactured in production centres that respect the environment and the universal rights of workers. We also have permanent communication channels with our customers, both at points of sale and through social networks and specialized departments.