Competitive advantage at Louis Vuitton and Gucci Using the VRIO Framework, we can test resources for their ability to contribute to competitive advantage. | Valuable? | Rare? | Costly to imitate? | Organized? | Competitive implications | Notes | Brand | | | | | Sustainable competitive advantage | Crucial –sets one company apart from the other. | Designer | | | | | Sustainable competitive advantage | Crucial to have a well-known designer, with skills and creativity. | Range of
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Case, Gucci Group N.V. (A) 1. Map competitive positioning of different players in the luxury goods arena and state who is best positioned and why? The luxury goods arena is a highly competitive industry in which companies must position themselves with both objective and subjective differentiating factors. Although humans are usually rational buyers when it comes to commodities and the necessities of life, much of this logic is thrown out when purchasing high-end luxury goods. While high quality
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1 Table of Contents Executive Summary .......................................................................................................1 Coach’s History..............................................................................................................2 Coach’s Current Profile..................................................................................................3 Coach’s Future Plans..................................................................................
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COMPETITIVE RIVALRY WITHIN THE INDUSTRY: MODERATE The competitiveness in the industry can be qualified as relatively high, but given the high margins and the customer’s perception about the price, the competition is not on price, but rather on quality and image perception, as well as on the ability to attract the right designers with right abilities. v LV has gained many rivals in the luxury brand industry such as Versace, Hermes, Burberry, Chanel, Prada, Gucci, Versace, Hermes and so on. v We
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7.1 9 10 11 Introduction Gucci India Story………………… Indian Fashion Retail Landscape FDI Scenario………………… Modes of Entry of Foreign Retailer………………… India as a Manufacturing Hub for Global Luxury Brands Indian Luxury Market Indian Luxury Product Market- A Snap Shot………………… The Luxury Consumer Profile Target Groups for Luxury Brands………………… The Competitive Trend Creating an International Luxury Fashion Brand……… Key issues facing the industry Major Cost Component………………… Gucci as a Company Gucci’s goals
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Coach Inc.’s Internal Assessment Appendix Company’s Vision and Mission Vision: Aim to be the leading brand of leather goods and accessories in affordable luxury market Mission: Ensure that the Coach brand remains a premier, distinctive and easily recognizable brand by delivering a consistent message to the customer through communications (coach.com, global e-commerce sites and social networking sites) and visual merchandising while protecting the brand from counterfeit goods Objectives
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SWOT Analysis of Gucci Strengths The strength of Gucci is in its established, very strong brand image and international presence. Gucci has also the ability to control its distribution channels. This is part of Gucci’s defensive strategy in the chain value to capture the value added instead of giving it to the middlemen such as suppliers and retailers. The company has also increased the number of their Directly Operated Stores (DOS) as part of the defensive strategy of taking more control of the
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be implemented in order for LVMH to remain successful in the luxury industry. In order to determine the key strategic issues a number of analysis tools were applied to the case study; they include Porter's 5 forces model and SWOT analysis. Louis Vuitton Moet Hennessy, a luxury goods provider is looking to expand their brand dominance in Japan. In the Japanese, LVMH has to deal with economical and cultural uncertainties, the threat of counterfeit products and the relatively high competition, and
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Brief History Guccio Gucci opened a small shop selling leather goods on the via del Parione in Florence in 1923. He sold luggage imported from Germany and offered customers with repair services. As the luggage business prospered, he opened his own workshop to produce his own design. The business in the 1920’s created huge profit and success however in the 1930’s Gucci began to face some challenges when the sanctions imposed on Mussolini. He faced shortage of imported leather yet this challenge
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Demographic Trends 2 3.0 Counterfeit Issues 3 4.0 Competition 5 5.0 Marketing 7 6.0 Environmental issues 10 Conclusion 12 Part B: FINANCIAL PLAN 12 Plan 1 12 Plan 2 15 References: 16 Part A: NON-FINANCIAL PLAN 1.0 Introduction Louis Vuitton Company, founded in 1854, is one of the most well-known producers of luxury goods in the world and is famous for creating high quality leather accessories and travel trunks (Nagasawa, 2008). The company is primarily known for its beige monogram
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