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GUCCI – The Bane of my Existence Name of your College or University: Name of the course: Date: CONTENTS CONTENTS I INTRODUCTION 0 II CHAPTER NAME, OR MAIN IDEA 1 0 III CHAPTER NAME, OR MAIN IDEA 2 0 IV CHAPTER NAME, OR MAIN IDEA 3 0 V CHAPTER NAME, OR MAIN IDEA 4 0 VI CHAPTER NAME, OR MAIN IDEA 5 0 APPENDIX 0 SELECTED BIBLIOGRAPHY 0 LIST OF ILLUSTRATIONS I ILLUSTRATION 1 0 II ILLUSTRATION 2 0 III ILLUSTRATION 3 0 IV ILLUSTRATION 4 0 V ILLUSTRATION 5 0 LIST OF TABLES I TABLE 1 0 II TABLE 2 0 III TABLE 3 0 IV TABLE 4 0 V TABLE 5 0 HEADING Problem Definition Gucci’s Business Problem The problem faced by Gucci is the need to increase sales through growth of the catalog business – requiring effective differentiation from its competitors. Suggested marketing “plan-of-attack” The marketing department has proposed development and inclusion of an interactive game in its exclusive catalog. The proposed game would be activated using the combination of 800/900 telephone numbers and automated voice response (AVR) technology Management decision problem: Should we or should we not run this game ? At Stake : Viability of the game Credibility of the Gucci catalog (and ultimately Gucci brand) Marketing Research Problem Has the marketing department got a winning strategy with this interactive game? (The firm has been commissioned test market elements of the game’s strategy.) Information required: - predictive value, indicative of buyer response (?) - Tasks involved in the problem decision process (p.51) Objective/theoretical framework Analytical models Research questions Hypothesis Characteristics or factors influencing the research design (& final decisions) Environmental Context of the Problem (p.55) Past information & forecasts (pertaining to industry & firm) - can be especially valuable if resources are limited, time is short & problem/opportunity is not well defined Resources & constraints (of the firm) - money & research skills - cost & time - client firm’s personnel, organizational structure & culture, or decision making styles Objectives (organisational and of the decision maker / DM) - Buyer behaviour - number and geographical location of the buyers (& non-buyers) - demographic and psychological characteristics - product consumption habits & that of related product categories - media consumption behaviour & response to promotions - price sensitivity - retail outlets patronized - buyer preferences Legal environment Economic environment - purchasing power - gross income - disposable income - discretionary income - prices - savings - credit availability - general economic conditions Marketing & technological skills (of the firm) - price - promotion - product - place / location … ability to monitor sales daily/weekly, etc Problem Definition Gucci’s Business Problem The problem faced by Gucci is the need to increase sales through growth of the catalog business – requiring effective differentiation from its competitors.
Approximate Word count = 932
Approximate Pages = 3.7
(250 words per page double spaced)
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