Case Study Of NEOMA Busines School

The country I chose to exchange to is France. I did my study aboard program in NEOMA Busines School (ex-Reims Management School). The school is located in Reims. Reims is a very beautiful city and famous for champagne and its history, which also belongs to the Champagne-Ardenne region. It is situated in the northeast of Paris. Taking train from Reims to Paris only takes 45min to 1h30min depends on the type of train you choose. Reims is 46.9 km² and had 188,078 populations until 2008.
Reims was the one of the most important cities during the Roman Empire Period and is founded by the Gauls. It still has some archaeological sites from Roman Empire Period in the city centre. Because it was seemed as the official crowning place for French kings,
We need to analyse the market trend and came up with creative ideas in order to improve the development of an existing company. There are 2 professors, one is the owner of the company and the other is the teacher from NEOMA Business School (ex-Reims Management School). The company’s owner provided us some key elements and important information and his objective and goal in the future. Based on these, we wrote a business plan. Finally, we needed to give a presentation of the business plan and answered the questions asked by the
During this course, I got the picture of what exactly the luxury products are. The real definition of “Luxury” is “accessible to few, but desirable by many” and the luxury market is a niche market. “Luxury” not only means expensive, but also high quality and a signal of lifestyle. Based on the clear definition, we learned about various aspects in regard to luxury marketing, for example, how to position, managing g brand value, analyse the customer behaviour of luxury products, emotional aspect of luxury brands, distribution and so on. Doing the marketing of luxury products is really different from the normal products. In order to make us to have a better understanding of the theories, each group should write a luxury marketing plan and the topic is to promote a normal products to be a luxury product. Our group chooses to the Chinese Tea House. The main products of our Tea House are service (to serve the tea in the traditional Chinese way) and the expensive tea from China such as Da Hong Pao,which is the most expensive and most precious tea in China. At the same time, the customer can eat the real Chinese desserts. I really involved in this assignment, we conducted a group meeting regularly for talking over every detail in the report. Finally, we had a group presentation and the teacher was very happy with our report. Also, we had a final evaluation which has multiplied choices, open questions