ES in this case was in the process of creating the company’s strategic goals and marketing strategy for the next five years. His primary goal was to grow the brand in new and existing markets while maintaining the brand’s exclusivity and position as one of the few remaining established brands in haute couture.
In this part of the research I will discuss ES’s core business and SWOT analysis. Then, I will explain the positioning of the company and in which stage located.
“SWOT analysis is an examination of an organization’s internal strengths and weaknesses, its opportunities for growth and improvement, and the threats the external environment presents to its survival” (Ma et al, 2015).
I summarize Strengths, Weaknesses, Opportunities and Threats …show more content…
ES had very strong Reputation. Saab’s reputation gained international media attention. The image was built through wide media coverage and other communication tools from catalogues and advertorials to the corporate website and an interactive portal with the high services provided. Company with strong positive reputations attract more customers. They are perceived as providing more value, which establishes confidence, loyalty, trust and stronger relationship. Also, good corporate reputation directly reflects the credibility and integrity of the organization (Greyser, 1999). Strong leadership; Saab is a strong leader. He was directly involved in all aspects of brand's management and in all decisions relating to brand communication and corporation. In my opinion, it is guaranteed that company with strong leader and high skilled staff tends to has high performers in delivering quality outcomes. Strong leadership can improve employee morale and make workers more loyal to the company (Tindale, …show more content…
It represents a quarter of all luxury spending and targeted only for high Net worth individuals. ES introduce RTW that did not require the customized service or price typical in couture. RTW was practical and provided a higher return on investment than couture custom-clothing lines. The construction of RTW clothing was held to different standards due to its industrial nature. About wedding dresses line, they were ordered and sold through the ES Couture salons in Beirut and Paris and RTW wedding dresses were ordered through ES boutiques in Beirut and under license to Pronovias. Accessories line included shoes, handbags and others that sold through the ES boutiques in Beirut, Paris, London and Dubai (Shuayti, N & Kayyal, H 2012).
There is no product in the world that does not have a position. "Product positioning is about visibility and recognition and what product represents for a buyer" (Ostasevičiūtė, R & Šliburytė, L 2008, p.1). Moving to the marketers’ typical plan for products, Kotler suggested that every product (or service) has three distinct levels (Scott, JT 2005, P.185)(see
In this part of the research I will discuss ES’s core business and SWOT analysis. Then, I will explain the positioning of the company and in which stage located.
“SWOT analysis is an examination of an organization’s internal strengths and weaknesses, its opportunities for growth and improvement, and the threats the external environment presents to its survival” (Ma et al, 2015).
I summarize Strengths, Weaknesses, Opportunities and Threats …show more content…
ES had very strong Reputation. Saab’s reputation gained international media attention. The image was built through wide media coverage and other communication tools from catalogues and advertorials to the corporate website and an interactive portal with the high services provided. Company with strong positive reputations attract more customers. They are perceived as providing more value, which establishes confidence, loyalty, trust and stronger relationship. Also, good corporate reputation directly reflects the credibility and integrity of the organization (Greyser, 1999). Strong leadership; Saab is a strong leader. He was directly involved in all aspects of brand's management and in all decisions relating to brand communication and corporation. In my opinion, it is guaranteed that company with strong leader and high skilled staff tends to has high performers in delivering quality outcomes. Strong leadership can improve employee morale and make workers more loyal to the company (Tindale, …show more content…
It represents a quarter of all luxury spending and targeted only for high Net worth individuals. ES introduce RTW that did not require the customized service or price typical in couture. RTW was practical and provided a higher return on investment than couture custom-clothing lines. The construction of RTW clothing was held to different standards due to its industrial nature. About wedding dresses line, they were ordered and sold through the ES Couture salons in Beirut and Paris and RTW wedding dresses were ordered through ES boutiques in Beirut and under license to Pronovias. Accessories line included shoes, handbags and others that sold through the ES boutiques in Beirut, Paris, London and Dubai (Shuayti, N & Kayyal, H 2012).
There is no product in the world that does not have a position. "Product positioning is about visibility and recognition and what product represents for a buyer" (Ostasevičiūtė, R & Šliburytė, L 2008, p.1). Moving to the marketers’ typical plan for products, Kotler suggested that every product (or service) has three distinct levels (Scott, JT 2005, P.185)(see