28 Jun BUGATTI: MARKET EXPANSION AUSTRALIA
Bugatti: Market expansion Australia
Topic:
Analysing an existing luxury brand and introducing it or a brand extension of it into a new country or culture.
(Bugatti (CARS) to Australia (Sydney), including launching event)
For the Module: Luxury Brand Management and international Events
Description:
Extent the brand Bugatti as a luxury brand to the new market Australia and create a event for the launch.
Word Target: 2500 words + 10% =2750 words (Excluding Appendix, Executive Summary)
Please write a Executive Summary.
Please include Graphics for analysis and for other things. For the Event create a table for pre, during, after and summarize it in words.
Table of Content for this report:
Foreword 2
Executive summary 3
Content 4
1. Introduction 6
2. The Brand ?Bugatti? 6
2.1 Bugatti?s history 6
2.2 Brand Building 6
2.3 Bugatti?s Brand Identity 6
2.4 Brand DNA 6
2.5 Brand heritage 6
3. Market expansion: Australia 6
3.1 Micro and Macro Environmental 6
3.1.1 SWOT 6
3.1.2 PESTEL 6
3.1.3 Porter?s Five forces 6
3.2 Competitiveness of the market 6
3.3 Characteristics of the market to support the market extension 6
3.4 Market and Brand Development through 8P?s 6
4. The Luxury consumer 7
4.1 Translating Bugatti?s Brand Essence to the new audience 7
4.2 Segmentation 7
4.3 Targeting 7
4.4 Positioning 7
4.5 Justification of Australia/Sydney as a target market 7
5. Market and Brand Development Strategies 7
6. The 5 P?s of Luxury Brand Marketing Communication Plan and Launch Event 8
6.1 The 5 P?s of Luxury Brand Marketing 8
6.2 Communication Plan 8
6.3 Launch Event 8
6.3.1 Pre Launch 8
6.3.2 During Launch 8
6.3.3 After Launch 8
7. Conclusion and Recommendations 8
Bibliography 10
Appendices 11
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