| Summary: | The thesis hereby presented aims to analyze the implications and challenges faced by the Portuguese company DCK due to the implementation of a hybrid strategy and how it fits into future business plans. This case study enables students to apply fundamental frameworks and concepts of strategy to a real situation. DCK is a Portuguese company that has been selling men's swimwear since 2009. The production takes place mostly in Portugal and is distinguished by offering a product that combines quality and variety at a low price. The business is growing and once established in the fashion industry, it requires a constant ability to accompany and adapt to the surrounding dynamic environment in order to ensure its expansion and success. Thus, it focuses on the importance of simultaneously considering the company’s internal and external context and identifying the opportunities and threats of the market. This enables them to define its strategy and consequently to reach a competitive advantage. This study allows a clearer understanding of the relationship between a company's resources and capabilities and its role in preventing competitors from replicating the business model.
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