Bottega Veneta上海竞争优势战略--悉尼Assignment代写范文

悉尼Assignment代写范文:“Bottega Veneta上海竞争优势战略”，这篇论文主要描述的是Bottega Veneta（葆蝶家）与1966年成立，在经过长期的发展已经成为了意大利著名的奢侈品牌之一，被Gucci集团所收购，Bottega Veneta向来以优秀的品质著称，提供着种类丰富且工艺较高的诸多产品。

Abstract

Bottega Veneta is an Italian luxury brand, whose products have extended to clothing, diamonds, glasses, perfume, furniture and so on. Although Bottega Veneta has its own distinctive competitiveness, in order to be more advantageous in Shanghai market, it needs to take measures to attract the consumers. The research will provide some reasonable methods to promote the degree of competitive advantages of Bottega Veneta (Philip Kotler, 2011).

Table of content

1.1 Introduction of case company 4

1.2 Problem definition 4

1.3 Research Objective 6

1.4 Research Questions 6

1.5 Research design 7

1.6 Literature review 8

1.7 Project process plan 8

1.8 Project risks 9

Bibliography 10

1.1Introduction of case company
Bottega Veneta has been founded in 1966, which has been bought by the Gucci Group in 2001. It is famous for its luxury commodities, because the core values of BV are quality, discreet luxury, craftsmanship and exclusivity. The range of its products includes leather good, clothing, jewelry, furniture, shoes and the decorations of houses. BV is run by two groups now, whose 2/3 belongs to the Gucci Group. BV has established 7 stores in Shanghai, and it is widely distributed in the America, Europe and Asia.

1.2Problem definition

A company can obtain a competitive advantage by providing customers with better value. BV should choose the suitable methods to achieve this goal. According to the research, the main consuming groups of BV tend to be the young (Pepall, 2005). Therefore, the strategies to promote the competitive advantages of BV should be based on the young.

Fishbone diagram

Diagram 1: Fishbone diagram

Interpretation

The strategies to improve the competitive advantages of BV in Shanghai will come out by analyzing the differentiation. Based on the 4C marketing theory (customer, cost, convenience and communication), the conjecture of this research forms (Shimp, 2009).

Customer:

For some time, the design style of BV is considered to be constant. The main purchasing groups of the BV are the young who are keen on fashionable products. Therefore, the constant design style won’t meet the needs of the young. Thus, BV has to take measures to vary its design style to win the attractions (Zikmund, 2009).

Cost:

When the customer purchases a product, he will consume money, time, energy and physical power, which constitutes the cost of the customers (Barney, 1991). There are 7 stores of BV in Shanghai. As the living pace in Shanghai is quick, BV needs to employ some methods to improve the working efficiency to save the customers’ time.

Convenience:

Convenience means to offer customer with the greatest purchasing and using convenience (Finch, 2013). BV stores in Shanghai should choose the suitable locations and transportations. 

Communication:

In order to build the competitive advantages, BV needs to communicate with the customers continuously to know their purchasing desires (Keller, 2008). BV should also publicize the BV on the media in Shanghai.

1.3Research Objective

The objective of this research is to find out the ways to promote competitive advantages of BV in Shanghai market through the analysis of product differentiations.

1.4Research Questions

Main research Questions:

How to achieve the product differentiation of BV in Shanghai Market?

1.1In what kind of conditions, will you buy a BV product?

1.2What are your design preferences of BV?

1.3What are the strong attractions of BV to you?

Q2.What is the proper way for BV to optimize and employ the cost of customers?

2.1 Is the pricing of BV reasonable in Shanghai?

2.2 Is it convenient for you to find the BV stores and buy its products?

2.3 Do you satisfy with the service of BV stores in Shanghai?

Q3. How to keep the product differences of BV?

3.1 What do you know about the BV product differences?

3.2 Do the product differences attract you to buy one BV product without considering the same product of the competitors?

Q4. How do the functional features affect the purchasing desire of BV?

4.2 Why do you decide to choose BV instead of other brands when they have the same function?

1.5Research design

Q1. What are the expectations of Shanghai BV customers? Customer expectation theory Interview and questionnaire Buying people: 100 Not buying people: 100

Q2. What is the proper way for BV to optimize and employ the cost of customers? Service marketing theory Case study, observation and questionnaire Buying people: 100

Not buying people:100

Q3. How to keep the product differences of BV? Product differentiation  Interview and questionnaire Buying people: 100

Managers and designers: 4

Q4. How do the functional features affect the purchasing desire of BV? SWOT analysis Interview, questionnaire and observation Buying people: 100

Not buying people:100

Table 1: Research design

The research will be started by investigation on the customers, managers and designers of the BV. In order to collect the data, the research will also gather the information on BV from websites and internal documents, which can contribute to the study of the competitive advantages of BV. As the competitive differences of BV should be mostly based on the consumers, the study will choose several typical cases to display the key elements of product differentiations of BV, such as the design style, the function features, convenience of the purchasing of the BV products (the transportation, service and location of the stores in Shanghai). The useful information will apply to the study objectives.

1.6Literature review

The customer expectation is the constitute of the customer values, which has been concluded by American marketing association as “satisfaction equals to the outcome that expectation minus results ” (Scott, 2013).

Service marketing theory will be employed to explain how the characteristics of product service influence the purchasing activities. As the customer will compare the service of BV with competitors, it is necessary to develop competitive service system of BV (Keller,2006).

Successful product differentiation can contribute to monopolistic competition, and it is essential for BV to win the market shares in Shanghai (Jeffery, 2010).

SWOT analysis model will be used here to illustrate the influence of functional features. As the product function exhibits the use value, so the SWOT analysis model will help the BV to win the market shares in Shanghai by deciding its advantages.

1.7Project process plan

Internship and research  15th AprilProposal   4th JulyChapter 2 Theoretical foundation  20th JulyChapter 3 Methodology 10th AugustChapter 4 Research findings 30th AugustChapter 5 Conclusions and recommendations 10th SeptemberChapter 6 Strategic implementation plan 20th SeptemberChapter 7 Reflection 10th OctoberThesis final  17th OctoberAdministration processing time 24th OctoberThesis defence data 28th October

1.8Project risks

1.The customers’ unwillingness to answer questions.

2.The limited time may result in the inaccuracy of the data and outcomes.

3.The interviews and questionnaires outside the mall may be prevented by the city inspectors.

4.The BV company manager and designers are hard to be met to interview.

5.The outcomes of the research may have shortcomings.

6.Data collection may cause obstacles to the research.

7.The communication skills with customers may hinder the data collection.

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