Solution 1. One “Brand Czar”
In Hong Kong plant,
they were focusing on other item, not their endemic trench coat.
In USA plant,
they were selling product in half price. So they missed their luxuriance.
These plants were closed resolutely and some employees were
moved to head office in the United Kingdom.
Just one designer were adopted and he led Burberry's coat trend.
Seve
globalized early and outsources products efficiently helping its Net Revenue grow steadily (see appendix).
Ralph Lauren Company has many brand lines (Men’s, women’s, children, accessories, fragrance, and home collection). These various categories help to achieve the goal of the company to make a family life style. The sales amount of men’s apparel is the biggest, accounting for 44 percent
Brand Vision을 수립하고, Artistic, Fashionable, Innovative 3가지 전략을 집중 실행하였다. Artistic은 헤라뜰리에 이미지를 집중 홍보하고, 해외 아티스트와의 연계 및 패키징을 통한 아티스틱 터치감을 실현하는 아트 마케팅 전략이다. Fashionable은 브랜드의 Trendiness를 강화하여 젊은층의 문화와 접목시키며 Global Sen
brand to compete directly with Toyota Motor Corp.'s Lexus and other upscale makers.
This is not a first attempt
Studied launching a luxury brand in 2008
Decided not to create luxury branch
What made changes to their thinking?
Hyundai’s Active Waiting
Same question in 2008
Relatively low brand image to go high-end
High initial investments for luxury division
Global economic crisis
The size of premium market in Korea has been growing even in the situation of depression and the size of the luxury market is large.
Luxury market growth
Korean luxury market size
BrandGlobal ·Asia Rank
HERMES 4th (Global)
CHANEL 2nd ~3rd (Asia)
LUIS VUITTON 2nd ~3rd (Asia)
GUCCI 2nd (Asia)
PRADA 3rd (Asia)
CARTIER 5th (Global) 3rd (Asia)
BUGALI 5th (Global) 3rd (Asia)
TIFF
brands count for approximately 80% and remains are dependent on imports. In the case of cosmetic distribution in Thailand, direct sale takes 55%, and other way to sell them in cosmetic section at department store counts for roughly 37%. Moreover, organic raw materials from thailand is well-known worldwide. That's why their products are famous in Europe. 'THANN' cosmetics are popular as luxurious
global top five car maker by 2010. However, Hyundai, caught in a nut-cracker situation, faced technology limitations to dominate the high end market and threats from cheap Chinese cars. Therefore, fundamentally, technology innovation deemed as quintessential for improving the overall quality of Hyundai products.
Hyundai strategy is to develop its unique strategies in the short and long run to s
positioning was ‘the best driving machine’. Although competitors changed their positioning strategy according to the car market situation, BMW kept sending that message to the customers. Finally, BMW’s consistent strategy made BMW as the luxury global motor company. In 2010, BMW was placed at third place in the Interbrand research about the brand values ranking (refer to Appendix1).
luxuries and rational consumption of low price products and convergence &collaboration will bring about disruption of the industry border, hybrid business, and area expansion of creative director.
It is estimated that diversification of the global fashion landing will increase import brands in the field of luxury and fast market and accelerate multi channel strategy through evolution of fashion
global market share of 12.1 percent.
The Group operates 44 production plants in eleven European countries and seven countries in the Americas, Asia and Africa. Around the world more than 320,000 employees produce over 21,500 vehicles or are involved in vehicle-related services on every working day. The Volkswagen Group sells its vehicles in more than 150 countries. It is the goal of the Group to