946 Words May 10th, 2013 4 Pages
ELIE SAAB: Growth of a Global Luxury Brand
Nadia Shuayto


Set in 2010, this case explores the history of ELIE SAAB (ES), a leading name in haute couture, and explores the company’s factors that made it a successful global brand. Saab’s designs appeared on Hollywood A-listers like Halle Berry, Catherine Zeta Jones, Christina Aguillera, Beyonce’, and Angelina Jollie. Princesses clamored to buy his lavish eveningwear, including the stylish Queen Rania of Jordan.

Saab opened his first atelier in Beirut, Lebanon in 1982 and began designing luxurious evening gowns and exquisite wedding dresses. His talent for design fueled his career throughout the 1980’s. In the 1990’s Saab continued to expand his business, moving to a
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8 No. 2, pp. 134-48

Chadha, R. and Husband, P. (2006), The Cult of the Luxury Brand: Inside Asia’s Love Affair with Luxury.

Learning objectives:

* To underscore the importance of classical branding principles in building a sustainable global brand.

* To explore the changes of strategy as a company moves through the stages in the product life cycle (PLC).

* To examine the threats to and sustainability to ELIE SAAB’s competitive advantage over time.

* To explore the business strategies for globalization.

* To cover the 4 p’s of marketing such as product development, branding, pricing, promotion, and distribution.

* To recommend strategic alternatives to various product/market development strategies.

* Allow students to familiarize themselves with relevant procedures for short-listing possible new markets.

* Provides an illustrative example of a company venturing out of its local market and taking the brand internationally.

1. What is ES’s core business? Discuss the "total product view." i.e., core, actual, augmented. 2. Complete a SWOT analysis: strengths, weaknesses, opportunities and threats. What is ES’s competitive advantage? 3. What stage in the product life cycle (PLC) is the company at? How has the company’s positioning and differentiation strategy changed over time? 4. What is the company 's current entry

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