16/11/2023

internalized analysis
the previous product
existing market
struture of the company

Tools:
SBU (strategic business unit)
Grouping business activities that has a lot of similar activity
diffrences; distribution strategy
-same supply chain, production site, similar marketing and comunnication strategy, competitive scene,
technology
ex. LVMH
diffrent company

chanel
diffrent division beauty, fashion, beauty, watches, jewelery

kering not organized

they are not group together in diffrent business strategic unit

loreal
loreal professionals, luxury, mass market, costumer active (brands and products are sold in drugs store)
23 (nov/2023

Part II Strategic Marketing

2 .
The resourced based view
theory
Lo based have
company strategizes on their resources that
they already , it doesn' depend on external
positioning

ex .
Louis Vuitton -o
financial resources from lumb

how to !

Evaluate the
carregory
-

ex .
evaluate the global revenue , evaluation the brand

-
The brand
ability
of
generated profit

· x .

Margin ,
not income

Supply chain

Distribution (stores - real estate

x .
the number stores ,
building of lin

Global human resources

· x .
Internal people who work inside ,
the anbusador

Communication Resources

Reputation of the Grand , Global awareness /inzagible resources)

Technological Resources

Luis vuitton Resources