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Mauboussin Japan: A French Gem in Asia

Delecolle, Thierry; Kamin, Ronald; Parguel, Béatrice; Yemen, Gerry (2013-08), Mauboussin Japan: A French Gem in Asia, Darden Business Publishing : Charlottesville, VA, p. 18 p.

Type
Ouvrage
Date
2013-08
Publisher
Darden Business Publishing
Series title
Darden Business Publishing Case Collection, suppl.
Series number
M-0853
Published in
Charlottesville, VA
Pages
18 p.
Metadata
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Author(s)
Delecolle, Thierry

Kamin, Ronald

Parguel, Béatrice cc

Yemen, Gerry
Abstract (EN)
As marketers love to teach students, differentiation must be the focal point of marketing strategy. But what happens when a firm's competitive set is shared by similar customers, perceived differentiation is weak among rivals, and loyalty is a thing of the past? This was the dilemma the French luxury jeweler Mauboussin faced: how to leverage its iconic brand to access new customers, domestically and abroad, and through new channels, while preserving the image of luxury goods founded on the myth of rarity and exclusivity? The case was designed and used for the latter portion of an international MBA marketing course and would work well in most international business courses.
Subjects / Keywords
brand in a mature industry; global expansion; marketing strategies; changing revenue streams; 4Ps; marketing mix; building a global brand
JEL
L21 - Business Objectives of the Firm
L81 - Retail and Wholesale Trade; e-Commerce
M31 - Marketing