...faced by Antonio. In this case study Antonio work in the Empress Luxury Lines and he faced dilemma regarding the ethic in the work place. Kevin Pfeiffer works as a computer technician and his roles to estimated damage due to recent thunderstorm. Antonio requested a computer systems upgrade ever since he assumed his post two years ago. Phil Bailey, who was Kevin Pfeiffer’s supervisor, orders Kevin to reports the estimate of damage. Kevin reports about the $15,000 worth of damage so his supervisor and the chief financial officer both were unhappy with it. After that Phil Bradley called Kevin Pfeiffer to go back to work and haul all the underground wire and the systems prior to the arrival of the insurance adjustor. If Kevin perform this task than it would be damage of more than $500,000 which is beyond the actual estimate damage of $15,00.Kevin refused to perform the task and Matt called up to perform this task for them. Antonio faced dilemma such as what to do in this situation. He has mainly two choices such as a) to take a lawful action or b) compromise with person ethics. Antonio Melendez not feels any confident regarding bypass the chief financial officer Roger. Antonio Melendez not sure about his decision because he knows well very that there are no mechanisms was in place to report wrong-doing internally, and no protections were available for whistle-blowers. He had knowledge about the Empress Luxury Lines successfully defraud the insurance company in the past. Antonio Melendez...
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...SUMMARY Luxury branding is a whole new ball-game altogether, both from the perspective of the marketer as well as the luxury consumer. It therefore becomes important to view it both in relation and isolation from the ‘regular’ goods marketing. To achieve the above objective, we first look at how luxury goods are different from regular goods and then go on to explore some facets and trends of the luxury goods as well as their market and consumers. This finally sums up into a SWOT analysis of the luxury goods segment, thereby helping in obtaining a bird’s eye view of the exercise at hand. Considering that the luxury concept has shifted to the ‘new’ meaning, we delve into that aspect to understand the drivers for luxury brands presently, as well in the time to come. This is followed by a luxury potential determination of the Indian market both in terms of quantitative growth factors as well as qualitative initiatives. Post identification of the mindset of the Indian luxury consumer, we have conducted a synergetic strategy building exercise, in an attempt to make sure that there are actionable points, which will go on to ensure the best interplay between the 3 most important factors for a luxury brand, i.e. the product brand, the brand / reputation of the service provider and the price-value relationship of the luxury brand. 2 TABLE OF CONTENTS Getting to know luxury......................................................................1 Difference between regular & luxury goods...
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...Description of the Organisation – ‘The Luxury Hotel Group [pic] [pic] [pic] The Luxury Hotel Group The Luxury Hotel Group started business with two small boutique style hotels in Melbourne, Australia. The group is owned and financed by a large consortium of international business experts and several large investment companies. It is in a strong financial position for expansion. Over a period of 15 years it has grown to now comprise a chain of 20 hotels across 5 different countries in the Australasian region. This growth was a result of an acquisition of a small hotel chain and establishment of some new properties, mainly in Australia. The group employs cultural specialists and prides itself on its multicultural expertise that assists with its success in welcoming guests from all regions of the World. The Group now employs 1000 staff in full time, part time and casual positions. The Head Office, located in Melbourne, houses the management team for the group. The group is owned and financed by a large consortium of international business people and several large investment companies. It is in a strong financial position for expansion. The vision for the Group is to expand geographically to provide a quality boutique alternative in key locations across the Australasian region, whilst maintaining its reputation for exceptional personalised service. Brief Description of Organisation Structure The Head Office of The Luxury Hotel Group houses the Chief Operating...
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...Euro MBA Luxury Brand Management Armani Case Introduction In France, luxury brands and consulting agencies are working seriously in the Indian market. Part of the BRIC (Brazil, Russia, India and China), everyone is according to say that India will become the 5th country in term of luxury consumers, and this before 2025. The demand of Indians people regarding luxury products and services increased during the last two year from 120 to 150%. According Altagamma, an association of Italian luxury companies, over 500 international brands listed, only 150 would be introduced into India -‐ against 350 in China today. We can observe a strong dominance for products such as watch and jewelry, they represents actually 47%. In comparison with brands of ready-‐to-‐wear, ...
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...Louis Vuitton in India Executive Summary Louis Vuitton Moët Hennessy, the world’s leading luxury brand, made the decision to formally enter India in 1999. India was a familiar market for Louis Vuitton as the company had filled custom orders from maharajahs since the late 19th century. However, the Indian market was unlike any in which the company was currently operating. The changing socio-economic conditions of the developing nation opened up opportunities for the brand but also posed unique challenges such as changing customer profiles and concepts of luxury. In the West, luxury goods are often sold through company-owned stores in a luxury retail cluster spread over several blocks, usually in a city’s downtown core. In cities that did not have luxury retail clusters, Louis Vuitton operated in luxury malls. Previous attempts to develop premium retail space in India had not been successful. Nevertheless, several real-estate entrepreneurs had plans to open an estimated 300 luxury malls in India by 2010. In India, Louis Vuitton’s first two stores were introduced in luxury malls in New Delhi and Mumbai targeting customers who had shopped abroad and were familiar with the brand. The company was now looking to increase its reach and teamed up with other global brands to develop luxury malls in five Indian metros. Does a high-end brand have a market in a low income country? According to the National Council of Applied Economic Research, in 2001-02 there were 20,000 families...
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...Louis Vuitton in India Executive Summary Louis Vuitton Moët Hennessy, the world’s leading luxury brand, made the decision to formally enter India in 1999. India was a familiar market for Louis Vuitton as the company had filled custom orders from maharajahs since the late 19th century. However, the Indian market was unlike any in which the company was currently operating. The changing socio-economic conditions of the developing nation opened up opportunities for the brand but also posed unique challenges such as changing customer profiles and concepts of luxury. In the West, luxury goods are often sold through company-owned stores in a luxury retail cluster spread over several blocks, usually in a city’s downtown core. In cities that did not have luxury retail clusters, Louis Vuitton operated in luxury malls. Previous attempts to develop premium retail space in India had not been successful. Nevertheless, several real-estate entrepreneurs had plans to open an estimated 300 luxury malls in India by 2010. In India, Louis Vuitton’s first two stores were introduced in luxury malls in New Delhi and Mumbai targeting customers who had shopped abroad and were familiar with the brand. The company was now looking to increase its reach and teamed up with other global brands to develop luxury malls in five Indian metros. Does a high-end brand have a market in a low income country? According to the National Council of Applied Economic Research, in 2001-02 there were 20,000 families...
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...rich history behind this luxury muscle car. Not only will we uncover what the model name represents, but will also dig into those letters that follow...
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...income is complicated, but he does not consider that a high income makes you happier. In the other text But Will It Make You Happy? Stephanie Rosenbloom is writing about how consumers are saving more and spending less and how it this affects the consumers. She is writing about how new research suggest that this new behaviour make the consumers happier and how buying luxury goods is an endless cycle of one-upmanship. She considers that spending money on an event makes you happier than luxury goods. David Brooks begins the text by talking about Sandra Bullocks personal life, with this intro he directs the text to a large segment of people because almost everybody enjoys some gossip and at the same time he gets the readers sympathy, in the light of the adulterous jerk and thereby has he used Pathos. aaaaalt for lang sætning – Skriv den om. David brooks engaged for instance the reader by using rhetorically questions, which appear in the following quote “Would you exchange a tremendous professional triumph for a severe personal blow?” (Page 1, line 3) or “ Does wealth inflame unrealistic expectations?” (Page 2, line 2). Rhetorically questions generally activate the reader. They catch the reader’s attention and invited...
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...Problem Burberry is a brand that has been around for over 150 and years, and much of its popularity has been a result of its legendary check pattern, which can be found in a plethora of its products. When individuals think of the brand there are always two words to describe it, luxury and durability. However, the success of Burberry was not always constant. By the mid 1990s, the company was facing multiple issues due to several reasons, such as a narrow base of core products, an older customer base, inconsistent retail environments around the world, and a limited control over Burberry’s licensees. As a result, in 1997 the company brought Rose Marie Bravo to reinvent Burberry, she had all the necessary skills to change Burberry from being a tired outerwear company into “a luxury lifestyle brand that was inspirational, stylish, and innovative” (Moon, 2). By 2003 and after many changes done by Bravo, Burberry was considered to be a hip brand and was now popular among a much younger generation; therefore, it was obvious that Rose Marie Bravo and her team did nothing but an exceptional job by reinventing the luxury brand. Although Burberry has continued to be categorized as a well-known respectable luxury brand for many years after its reinvention, Bravo believes that the following years are critical for the future of the company since she believes it has not yet reached its full potential of market share and profitability. Some of the problems still needed to solve are what new...
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...Question: In the Eyes of the Consumer, Brand is Far More Important than Price. Discuss this Statement in the Context of a Country of your Choice. Tutor Name: Katie Mulcahy Recently, the topic of brand and price which are important has become an intense debate. In some people's point of view, brand is far more important than price. Following this further, brand is a name or symbol of one company's product and it is connected with advertising, price and quality. Also, it will be the necessary one of the factors to consider when some people buy clothes. The famous advertising copywriter and ad agency founder Ogilvy, (2007) definition of a brand "The intangible sum of a product's attributes: its name, packaging, and price, its history, reputation and the way it's advertised". Which means the price is a part of the brand, exist a very close relationship between price and brand. The purpose of the essay is to discuss whether or not brand is more important than price when people buy clothes in China. To achieve this purpose, I will choose China to analyze customer shopping behavior, psychology through provide examples to support brand is more important in the first part, in the second part I will give views to analyses price also a necessary role and conclude in the end. However, this essay focuses on business and marketing so I cannot write more about psychology. With brands development, design style and visibility are more important than price especially...
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...three competitors are Dooney & Bourke, Kate Spade and Michael Kors. Dooney & Bourke started in 1975 and is an American made brand; Kate Spade was started in 1993 and is also an American brand and lastly, Michael Kors which was started in 1981, is and American brand. Coach reaches a larger demographic compared too many of their other higher-priced competitors, such as Louis Vuitton, Prada, Gucci, Cole Haan and Dooney & Bourke, because Coach says that they are “affordable luxury”. These competitors are focused on a higher-fashion, higher income demographic than Coach is. Dooney & Bourke and Cole Haan also stress “accessible luxury” which makes them Coach’s key rivals. Coach continues to be one of the best recognized accessories brands in the United States, and is actually the leading American manufacturer and retailer of leather goods, accessories and apparel for women and men. The largest player in the United States luxury handbag market is Coach with 36% market share. Coach is the second highest-selling luxury handbag retailer in Japan with 17% market share. The company is retaining as well as attracting new customers and growing the company revenues due to the wide variety and different price points which enables the consumer to have several choices. Coach further...
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...Globalization is a word that has many different definitions. All together, it is a process of cultural integration, comprising with global labor division, production resources, as well as the removal of borders between cultures of various countries and tariffs. Fashions connection to globalization has significantly expanded within the last decade, with its evolvement several more designers have become universally accepted for their high-end designs soaring into popularity. Global fashion designers such as Dolce & Gabbana, Christian Dior, Versace, and Roberto Cavalli have in a way united people through clothes: fashion. Each of these designers come from a range of different backgrounds, cultural, and practices helping express several different styles in their clothing lines, appealing to a larger audience than intended. By acknowledging these well renowned designers, we look into deciphering the impacts and effects that fashion takes on the world. For global retailers, it is important to understand globalization affect on the fashion industry and its impact on cultural views and the consumption patterns gathered from different countries (Daye et al., 2008). Clothing is manufactured in nearly every country throughout the globe, mainly in developing nations. Because of globalization the production process has changed entirely with no plans of going back. Its changes include the location of where things are being made, sold and as well as how companies choose to appeal more to an audience...
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...aimed to study consumer‟s choice motivations for a branch of products in a limited area of research. Author focuses her study on a particular type of goods, affordable luxury products, and motivations of a target consumer group to buy it. Such limitation is considered adequate, as it allows us to study subject thoroughly, using smaller sample size of respondents and draw conclusions that can be used as a base for further researches. Respondents‟ group is formed by the luxury products‟ consumers. They are divided into two groups, the introverts and the extroverts, using test type questionnaire, based on Carl Jung‟s personality theory. The aim of the study is to find out a relationship between introverted and extroverted types of personality and motivations for status consumption of affordable luxury goods. The research questions are: “Does a personality trait affect motivations for consumption of luxury goods?”, “Which motives are typical for a certain type of personality?” The study brings together researches on status consumption motivations and Jung‟s the- ory of introversion - extroversion dimension of a personality by looking at possible connection between personality type and person‟s motives for consumption. The short theoretical frame of reference is presented by previous researches made on luxury goods consumers‟ segmentation by Han et al., Husic and Cicik; and researches 6 on status consumption of...
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...L’Oreal: Global Brand, Local Knowledge MRKT 454 May 2012 Introduction This case study is about L’Oreal and how it has come today to be known as one of the largest advertisers and investors in research and development. The company has tapped numerous markets and established itself strongly through its various brands. There is a constant need to innovate and the products are new and better and attracting more and more customers at all levels of segmentation. The company is known for its acquisitions and that is how it has done much of its growth in the emerging economies as well as the US. The Company is known internationally for its portfolio of beauty and personal care products that are aimed towards catering to each level of market segment. It is an international success with deep rooted commitment and sensitivity towards local consumers’ needs and cultures. 1. Management Orientation: L’Oreal’s management orientation is geocentric. This can be seen in the sales, half of which come from outside of Europe. L’Oreal has 23 global brands across 130 countries and has 38 factories all over the world (Henderson, R., & Johnson, R. 2010). The firm has promoted its national brands to the rest of the world as related by Owen-Jones. Owen-Jones promoted the five core businesses into becoming global. These included: hair care, hair color, skin care, color cosmetics and fragrances. If we look at the website of L’Oreal Paris, we can see its presence in five continents and...
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...The following market analysis focus on an apparel organization called Spitz. It is a subsidiary of a holding group, called AVI. 1. Background on the organization The path that Spitz has traveled over the past 40 years is one of entrepreneurial delight and, in the most recent of those years, one of overcoming new branding challenges to see a phoenix rise and win back the hearts and soles of South African shoppers in 2007. The luxury shoe emporium was established in 1968 in downtown Johannesburg by Anthony and David Spitz as a departmental store offering top international brands. The store was later sold to Swiss company Bally and became Bally Spitz. In 2006 Spitz was acquired by JSE listed holdings company, AVI, by which time the once aspirational brand had lost much of its spark with a significant disconnect between the premium brands the store stocked and the brand image and shopping experience. Although the brand retained its heritage and still resided in the premium luxury sector of the market, consumers felt that Spitz offered less fashionable ranges within these international brand offerings. With Anthony still much involved in the business on a consulting basis, the team at AVI set about re-inventing and re-invigorating the Spitz brand in order to return it to its former glory while at the same time ensuring that the brand is relevant for today’s consumer. 2. SWOT Analysis 1. Strengths 1. Market Leader It recently won a gold award for Craft and Photography...
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