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Citation

Martin F (2003) Michelle Mone and MJM International - Case Study Reference No. 803-044-1. ECCH Case Study, 803-044-1. http://www.ecch.com/educators/

Abstract
This case outlines the background to the start-up of a lingerie business in Glasgow by a young woman making use of her redundancy money. Michelle Mone had her 'eureka' moment when the idea of a gel filled bra came to her. Mone is a larger than life figure promoting both her company and herself in any form of media that can be used to sell the Ultimo image. Most recently (August 2003) this has involved a major product launch featuring the model girlfriend of Rod Stewart, Penny Lancaster. However, the future of MJM has never really been secure. Sales have been disappointing and remain so. MJM International is a business that designs and manufactures all of its products and seeks to sell them in direct competition with its major rivals who have marketing budgets greater than the sales of MJM. This is an extremely difficult business model to pull off for a small company with limited resources.

Keywords
Entrepreneurship; Female entrepreneurship; Family business; Business growth; Brand development; Business model; Business start-up