Management

Management

Strategic Management and Marketing for the Luxury Goods Vivienne Westwood

In 2015 the V&A will be hosting an exhibition on luxury in the twenty first century. In designing the exhibition, the Lead Curator, Daljit Singh, wishes to explore two themes, soul and skin, and how these themes instill the desire for luxury goods.<br />
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The Task<br />
Produce a 3,000-3,500 word report on a luxury brand company of your choice. In doing so,<br />
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• Undertake a situational analysis in order to critically assess the PEST factors that shape the luxury landscape in which the luxury brand company competes;<br />
• Appraise the soul of the brand, that is the craft skills and provenance of materials that have gone into creating the luxury brand;<br />
• Appraise the skin of the brand, that is, the excitement that the company has created around the brand;<br />
• In undertaking the above, critically assess to what extent the soul and skin of the brand has enabled the company to effectively differentiate itself from its competitors;<br />
• Critically assess the luxury brand experience by assessing to what extent the luxury brand company has created some kind of competitive advantage through a) it’s service experience and; b) it’s product experience;<br />
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Further to this, taking the luxury brand forward further into the twenty first century:<br />
• Devise one marketing objective that you perceive will take this brand into the future;<br />
• Outline a marketing strategy that supports the objective;<br />
• Devise an action programme presenting two actions that will contribute to supporting the marketing objective;<br />
• Devise a control method in order to monitor the proposed marketing plan.
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