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Essay / Research Paper Abstract
This success or failure of a company is not only due to the products, it is also reliant on the marketing. This 20 page paper examines the well known company Gucci and the way the company has marketed its’ goods, including some failures, to reach the current successful position of a brand with an exclusive image. The bibliography cites 14 sources.
Page Count:
20 pages (~225 words per page)
File: TS14_TEGciMrk.rtf
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Unformatted sample text from the term paper:
loss. For shareholders, or owners, success is the creation and possibly the distribution of profits, but certainly value creating capital growth due to rises in the company value or share
price. For any large international company the needs of the shareholders as the primary stakeholder cannot be denied, but the way in which they are satisfied and the way in
which success is created will often see a great reliance placed on the marketing of the company. If we look at the case of Gucci there is a an internationally
well known brand name and a company that can be seen as very successful today due to the marketing, but this success has not always been easy, mistakes have been
made which allowed the company to learn the best way to market the products and preserve brand value. There are many marketing models that look at a range of issues,
for example the 4 Ps which is taught in universities as well as providing a good and practical framework for the marketing profession looks at product, price, placement and promotion.
For a product or brand to be successful in the long term all of these have to be right. In the case of Gucci the product is that of fashion,
deigns have to be attractive to the target market in order for any long term success t be attained. However, in the fashion market this is very changeable and as
such it is also the value of the perception of the brand as well as the products that is important. This paper will therefore focus on the more direct aspects
of focusing such as the promotion of the goods and the communication that takes place rather than on elements such as the product and price which are often outside the
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