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gucci case study
LUZERN MBA

ASSIGNMENT FRONT COVER

CTH/ or Student Number: 309416
Student name: Keerana Kirdsriphan
Centre name: IMI University Center
Tutor name: Prof.Theodore Benetatos
Unit title: International Strategic Management
Centre final mark:

CTH final result:

Plagiarism score:

Student statement
I hereby declare that this assignment is my own work and any use of materials from other sources has been referenced accordingly.

Student signature: Date:

Tutor statement
I hereby confirm that to the best of my knowledge this assignment is the student 's own work and he/she has not collaborated in the production of this assignment with any other person. I also confirm that I have a record of this student 's progress tutorial/s.

Tutor signature: Date:

Name of Organisation: Gucci
Student Number: 309416
For: Prof. Theodore Benetatos
Unit: International Strategic Management
Submission Date: 15 September 2014
Executive Summary: This report focuses and discusses about strategies employed by the case study of Gucci brand. The report is based on a case study about the company combined with other sources available. The reader could expect to find the details of the company including its history, culture, product portfolio, financial position, and the current strategies employed by the company including examples. At the end, the author recommends strategies for both short- and medium-term strategies and long-term strategies to the company.

Table of Contents

1.0 Introduction
In this report, the author will discuss the Gucci Group company regarding its history, brand overview, product, financial position, its current strategies. The major part of this report will be based on the case study “Envy me? The rise and fall of Gucci” by Sally Simmons and Manfred Kets de Vries; together with other resources which will be referenced at the end of this report. The author also gives some strategic


Bibliography: Globalization 101, 2011. The Globalization of Luxury. [Online] Available at: http://www.globalization101.org/the-globalization-of-luxury-3 [Accessed 13 September 2014]. Gucci, 2012. Gucci. [Online] Available at: http://www.gucci.com/us/worldofgucci/mosaic/the_house_of_gucci/gucci_history [Accessed 13 September 2014]. Kering, 2012. Gucci. [Online] Available at: https://www.kering.com/en/brands/luxury/gucci [Accessed 13 September 2014]. Statista, 2014. Global revenue share of Gucci in 2012 and 2013, by product category. [Online] Available at: http://www.statista.com/statistics/267731/global-revenue-share-of-gucci-by-product-category/ [Accessed 13 September 2014]. Kayla, H., 2012. Gucci leads luxury industry with shoppable video strategy. [Online] Available at: http://www.luxurydaily.com/gucci-pushes-luxury-industry-with-shoppable-video-strategy/ [Accessed 13 September 2014]. Sophie , D., 2013. What the 2013 BrandZ™ Top 100 Means for Luxury. [Online] Available at: http://luxurysociety.com/articles/2013/05/what-the-2013-brandztm-top-100-means-for-luxury [Accessed 13 September 2014]. Maalroy Consulting Group, 2014. GUCCI Corporate Strategy. [Online] Available at: http://maalroy.com/publications/64-gucci-corporate-strategy#.VBW1KpVxnAw [Accessed 13 September 2014]. Hitesh , B., 2014. SWOT Gucci. [Online] Available at: http://www.marketing91.com/swot-gucci/ [Accessed 13 September 2014]. Business History, 2014. INDUSTRIES: Business History of Fashion & Beauty. [Online] Available at: http://www.businesshistory.com/ind._fashion_&_beauty.php [Accessed 13 September 2014]. Unusual Threads, 2014. The Gucci Story. [Online] Available at: http://www.unusualthreads.com/theguccistory.html [Accessed 13 September 2014]. adamssan, 2007. STRATEGIC MARKETING - A CASE STUDY OF GUCCI GROUP MARKETING STRATEGIES. [Online] Available at: http://www.scribd.com/doc/119183335/STRATEGIC-MARKETING-A-CASE-STUDY-OF-GUCCI-GROUP-MARKETING-STRATEGIES [Accessed 13 September 2014]. Andrew, R., 2014. Gucci’s Slowest Sales Growth in Four Years Weighs on Kering. [Online] Available at: http://www.bloomberg.com/news/2014-02-21/kering-2013-earnings-fall-2-3-as-gucci-sales-trail-estimates.html [Accessed 13 September 2014]. Moises , L., 2010. Gucci Strategic Planning. [Online] Available at: http://gucciml.blogspot.ch/2010/09/gucci-strategic-planning.html [Accessed 13 September 2014]. Brandon , , 2014. The History of Gucci. [Online] Available at: http://yearinabrand.com/history-gucci/ [Accessed 13 September 2014].
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