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Luxottica Case

In: Business and Management

Submitted By bharatasani
Words 2812
Pages 12
MKT-3130 International Marketing

Submitted by
Bharat Asani – M00280685

Seminar Tutor/Time
Michael Kourtoubelides – Monday 2pm-3pm

Submitted on 13/02/2012

Table of Contents

S.NO | CONTENTS | PAGE NO | 1 | Introduction | 3 | 2 | Question 1 | 3 | 3 | Question 2 | 4-5 | 4 | Question 3 | 5-7 | 5 | Question 4 | 8-9 | 6 | Conclusion | 9 | 7 | References | 9 |

Introduction
Luxottica is an Italian firm who designs, manufactures and distributes prescription and luxury eyewear products. It has many in house brands such as Ray Ban, Oakley, Vogue, etc and holds licences for many high fashion brands such as Burberry, Prada, Polo Ralph Lauren, etc. Since 1971 the company has followed visionary internationalisation strategy through numerous acquisitions throughout the world. Through these acquisitions of various retail chain and wholesale distributors, Luxottica has been able to establish itself as a forward vertical integrated global firm. Furthermore the firm’s ability to manage and market its own brands around the globe presents us with a great example of strong brand development.

“Today Luxottica’s worldwide strategy is mainly global with a high level wof standardisation and low adaptation. Do you see any room for adaptation strategies in price, promotion, distribution or products”. (Ghauri & Cateora, International Marketing, 2010)
A strategy of high standardisation and low adaptation has certain benefits which are cardinal for a firm which is as large as Luxottica, a few of benefits being economies of scale in production and marketing plus a uniform brand image. These benefits provide the firms significant cost reduction in production and marketing, but it can backfire as well because of the different in cultures across the world. An example of this strategy backfiring is stated in (Cateora, 2010) is of Colgate-Palmolive which...

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