Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Erica Corbellini
Course 20524
In reality the product should be considered simply as a physical manifestation of the application of a
particular technology to the satisfaction of a particular function of a particular customer group. The
choice is one of technologies, functions and customers to serve, not of products to offer. The product is
the result of such choices, not an independent decision that results in such choices
Course 20524
BUSINESS
DEFINITION
WHAT HOW
Functionalities / Technologies /
end uses materials
Course 20524
Style
Price
Target
Range of products (1 line - more lines more categories)
Occasion of use
Distribution channel
Level of vertical integration
Level of internationalization
Feasibility of substitution
Managerial judgment
Customer behavior/judgment
Course 20524
young
M
adult
Kids External
Underwear
u b
f c a n e
o a c d
e
a
r s t
r c
m u i
w h
H M-H M M-L L a a v
PRICE l l e
e
a
w END USES
e
r
a
r
MATERIALS: LEATHER, MAN MADE WOOL/
KNITTING, COTTON/FABRIC, SILK, etc.
PRODUCT CATEGORY
APPAREL (JACKET, OVERCOAT, SKIRT, SUIT,
TRICOT, SHIRT, etc.)
ACCESSORIES:
- FOOTWEAR (BOOTS, MOCASSIN, SANDALS, etc.)
- BAGS (HANDBAGS, SHOPPERS, BACKPACKS, etc.)
TECHNOLOGY
Course 20524
Footwear
Handbags
Course 20524
5,000
4,590
4,000
Prices in EUR
3,400
3,250
3,360
3,000
2,350 2,550 2,885
2,200
2,172 2,185 2,580
2,000 1,857 1,920
1,355
1,480 1,445 1,700
1,238 1,290
1,000 1,070
999 1,015 875 1,140
895 950
650
0
Christian Dior
Louis Vuitton
Chanel
Armani
Prada
Valentino
Versace
Dolce & Gabbana
Gucci
Herms
Competitors
Only the core price has to be considered for positioning the brands in
a competitive matrix
Course 20524
300
150
100
70
Course 20524
Key Success Factors are common across firms within a cluster or industry
Competitive Advantage is the way a particular brand chooses to differentiate
itself on
Course 20524