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Essay / Research Paper Abstract
This 43 page paper is an in-depth examination of the Gucci group. The paper begins with the history of the company under the guidance of Guccio Gucci and the way it developed after his death in 1953. The paper looks at the fall of the company and its recovery under Dominico De Sole and Tom Ford. The paper then examines the current position of the company, including the strategic alliance with PPR and the strategies that have been used by the company. This includes how it markets its products, the product mix using the BCG matrix, the role of acquisition and finally a financial analysis to ascertain the impact that the strategies of the last few years had had on the company’s performance. The bibliography cites 41 sources.
Page Count:
41 pages (~225 words per page)
File: TS14_TEgucci1.rtf
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Unformatted sample text from the term paper:
an family problems have created turmoil in a company that is no longer owned of controlled by the family whose name it carries. The company has grown, undergone change, seen
different trading strategies and seen both success and failure. The aim of this paper is to look at Gucci as a whole.
The paper will begin with a considering of its history starting with the founder Guccio Gucci, considering the progress and events after his death in 1953 and continuing with a
considering of the two people who have brought Gucci back from the shadows and back to the limelight. Tom Ford and Dominicio De Sole. Following this the current position
of the company will be considered and how that position was reached with consideration of the product marketing and marketing strategies. AS acquisition has also played a role the way
in which the acquired companies will be considered and emphasised with a single case study. The paper will also induce a financial analysis of Gucci. 2. Background Gucci has
a very chequered background to understand the company it is necessary to understand its past and how it get where it is today. It is also necessary to understand the
people behind the company. 2.1 Guccio Gucci and the Founding of Gucci Guccio Gucci was born in 1881, the son of a craftsman he learnt leatherwork as a boy. During
his childhood he worked as a lift attendant at the Savoy Hotel in London (Gucci, 2003). At the time this was an opulent hotel and was the height of fashion.
It was when doing this job that Guccio gained his love and appreciation for beautiful things (Gucci, 2003). The company itself was started in 1922 when Guccio opened a
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