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Copy of Gucci Case Study

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by

Hejia Zhang

on 22 June 2013

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Transcript of Copy of Gucci Case Study

Gucci
Outline
External
Internal
SWOT Analysis

Potential solutions
Discussion
1921
2013
Gucci's Past
Producers: Zhang Hejia, Geng Shenghao, Yang Fan, Zhang Ruifeng, Zhang Li, Zhang Shang, Xiao Yufan, Mo Yanxi, Jun 22 2013
Case Study

2004
1970s
What will the future bring?
The analysis
Value Chain Analysis
Internal
Porter's 5 forces
Competitor Analysis

External
Opportunities
Threats
Strengths
Weaknesses
SWOT Analysis
expand to emerging markets in China and India --> increase number of directly operated stores (DOS)
Very strong brand recognition
Internationally renowned
Able to control distribution channels
Strong value chain
Communication
Instability in Management
Weak financial base
Some brands are still not profitable
Subject to sales fluctuations in industry
Dependency on PPR
Increasing demand in growing economies
Creating competitive advantage in different business segments
BIG competitor(s)
Huge expenses
New substitutes
Low exit barriers in this industry
Imitations menace sales volume
Exposure to external shocks
2. alternative
EXPAND
The Gucci group could add other fashion related brands to their portfolio.
REFOCUS
The Gucci group could drop their brands with the lowest or a negative profit margin.
What options need to be considered?
DIVERSIFY
The Gucci group could diversify its portfolio by adding brands that are not just fashion, but for example spirits.
Porter's Five Forces
Competitors Analysis
Value Chain Analysis
Sourcing
Design
Manufacturing
Marketing
Distribution
Value Chain Analysis
ensure quality
know-how
dependent on advertising
major area of expenditures
most essential part
appropriate distribution channel
control
1930s
Guccio Gucci
1950s
expansion
1999
PPR
Ford/de Sole
vs.
Polet
Wines & Spirits
Moët & Chandon
LVMH
Fashion &
Leather goods
Louis Vitton
Perfumes & Cosmetics
Parfums Christian Dior
Watches & Jewelry
Zenith
Selective Retailing
Dom Pérignon
Hennessy
Veuve Clicquot
Parfums Givenchy
Kenzo Parfums
Bulgari
Hublot
Marc Jacobs
Kenzo
Givenchy
Competitors
Suppliers
Potential Entrants
Customers
Substitutes
high rivalry
few big players
high maintaining barriers
strong
could be more powerful
not really consolidated
high quality of product
medium-strong
bargaining power
two types of customers
not sensitive to price
demanding + selective
strong
no real substitutes
low
high entry barriers
establishment of brand image
can be controled or bought by major players
low
Hennessy

History
PPR
Gucci Group
Redcaps Group
Bottega Veneta
Alexander
McQueen
Sergio
Rossi
Ellos
La Maison de Valérie
La Redoute
PPR
Yves Saint Laurent
Puma
Volcom
Sports & Lifestyle
Church's
Miu Miu
Prada
Prada
Car Shoe
Gucci
According to your opinion, which option should the Gucci Group select? And why?
Discussion
Gucci Group
Redcats Group
Bottega Veneta
Alexander
McQueen
Sergio
Rossi
Ellos
La Maison de Valérie
La Redoute
PPR
Yves Saint Laurent
Puma
Volcom
Sports & Lifestyle
Gucci
Sources
Daily-Bourse. Résultats & Chiffres LVMH. Retrieved on January 30, 2012. http://www.daily-bourse.fr/resultats-LVMH-chiffre-affaire-FR0000121014.php
LVMH.com. LVMH Companies and Brands. Retrieved on January 30, 2012. http://www.lvmh.com/the-group/lvmh-companies-and-brands
Thomas Reuters. Gucci Group NV. Retrievend on February 5, 2012. http://in.reuters.com/finance/stocks/companyProfile?symbol=GUCG.PK
Gucci. World of Gucci. History. Retrieved on February 5, 2012. http://www.gucci.com/de/worldofgucci/mosaic/gucci_forever/gucci_history

1. alternative
3. alternative
minimize fluctuations through diversification
strengthen the value chain
strain for Gucci's budget in a further possible crisis --> reduce expenses
turn-around of non-profitable brands
Operating Margin of Gucci Group vs. LVMH
Maurizio Gucci
Aldo Gucci
Analysis
Full transcript