Table of Contents Introduction 2 Part 1: Ralph Lauren - More than just a Brand 2 Company background 2 Company information 2 Competitors 3 Target consumers 3 Positioning - the story told by the brand 4 More than just clothes 5 Position from a value chain point of view 6 The consequences on range development 6 Part 2: The Sourcing plan 6 Sourcing Location 6 Continuity product 7 Seasonal product 7 Short-Seasonal product 8 Supplier
Overall, this case illustrates how the former Burberry Chief Executive Director (CEO), Rose Marie Bravo who stepped in as CEO in 1997, has succeeded in revitalising and revamping the company to become more successful in term of profitability and marketability. This case was took place in year 2003 whereby Ms. Bravo had successfully turned around a fading company to a rejuvenated highly profitable company and had gained their competitive advantage in luxury brand after facing disastrous situation
Gucci, a brand known for its quality, luxurious and royal association was confronted with strategic issues which made the company take notice of its strategy of expansion and brand personality. The company was not only having concerns with their product line but they were lacking unified corporate vision and strategy after its acquisition of some major names like YSL. Due to which they started having loophole in their luxurious goods market discipline. Strategic concern for the company was how does the
apparel under its own brand and licensing brand. At present, ORL manages three brands include Oroton, Brooks Brothers and GAP. The range of products of ORL are across handbags, satchels and wallets, small leather accessories, jewelry, ties, umbrellas, knitwear, lingerie, men’s underwear and shoes (OrotonGroup Limited, 2014) The competitor company Country Road Limited (CTY) is an Australian market clothing retailer which retails apparel and related accessories. CTY has two brands Country Road and
business to being one of the greatest brands in the world? I am talking about Gucci, Prada, Calvin Klein, Donna Karan, and Ralph Lauren—only a handful of companies make it to that level. We have built a great handbag business, but we have always said that we wanted kate spade to represent to the year 2010 what Ralph Lauren represented to the year 1980. How do we strategize our licensing, production, management, and design in such a way as to allow us to be a strong brand in ten years, and to survive the
business to being one of the greatest brands in the world? I am talking about Gucci, Prada, Calvin Klein, Donna Karan, and Ralph Lauren—only a handful of companies make it to that level. We have built a great handbag business, but we have always said that we wanted kate spade to represent to the year 2010 what Ralph Lauren represented to the year 1980. How do we strategize our licensing, production, management, and design in such a way as to allow us to be a strong brand in ten years, and to survive the
increase the frequency of transactions. The second step is the Geometric Growth for instance if a business gets a 10% increase in clients from 10 different sources that helps with 100% client growth. Step 3 is Borrow Successes .The core marketing and brand concepts are: I. Needs: which is a state of deprivation of some basic satisfaction. II. Wants: are desire for specific satisfiers to fulfil the needs. III. Demand: are wants of specific products that are backed by ability and willingness to buy them
concept was simple: Provide high-quality running shoes designed especially for athletes by athletes. Knight believed that "high-tech" shoes for runners could be manufactured at competitive prices if imported from abroad. Knight decided to speak to athletes in their language and on their level; sharing their true passion for running; and listening to their feedback about his products and the sport. Every single weekend Knight would travel from track meet to track meet both high school and collegiate competitions--talking
External Assessment (Opportunities) 4. External Assessment (Threats) Goal Setting-“Where do we want to go?” 1. Market Segmentation & Target Market 2. Find Points of Difference 3. Product Positioning 4. Marketing Goals & Objectives Action Plan-“How can we get there?” 1. Product Strategies 2. Pricing Strategies 3. Promotion Strategies 4. Place Strategies Introduction UNIQLO is Japan's leading clothing retail chain in terms of both sales and profits. The company also operates in China, Hong
INTRODUCTION For any company, to maintain an already established brand name is as equally a challenging task as the creation of the brand. In today’s challenging market environment, any business is expected to continuously focus on organizational learning and continuous improvement and introduction of products and services to stay alive in the market. Continuous learning helps organizations to identify gap between the current business and areas which could be tapped with the help of existing