中小企业---百年经典讲义.ppt

Gucci古驰1. The Family Company 家族企业 1923: Founded in Florence by Guccio Gucci; Stores: Rome (1938) Milan (1951) 1945-1982: Second generation: Aldo and Rodolfo Gucci drive growth and internationalization; Stores: New York (1953) London (1955) Paris (1963) Tokyo (1972) Hong Kong (1974) 1982-1987: Third generation: dispute and mismanagement. Gucci 古驰2. A Private Equity Fund Controlled Company 1987-89 Investcorp: acquisition of all shares held by Aldo Gucci and his children; 1989-1993 Investcorp and Maurizio Gucci: 50/50 Joint Venture; 1992 Near bankruptcy: Gucci Group loses more than US$ 40 million; 1993 September Investcorp: acquisition of Maurizio Gucci’s 50% holding; 1995 October Investcorp: flotation of 49% on New York and Amsterdam stock exchanges. 一家私人基金控制的公司 Gucci古驰3. A Public and Multi-Brand Company 1996: Sale of remaining 51% to public; 1997: Acquisition of Gucci Timepieces; 1999: Strategic Alliance with PPR; 1999-2001: Multi-brand strategy acquisitions: Yves Saint Laurent and YSL Beauté (100%) Sergio Rossi (70%) Boucheron (100%) Franchisee in Singapore, Australia and Malaysia (65%) Ladies’ ready-to-wear licensee Alexander McQueen (51%) Bédat Co. (85%) Bottega Veneta (78.5%) Di Modolo (100%) Balenciaga (91%); Stella McCartney (50%). 一家拥有多品牌的上市公司 The Gucci Business Model Gucci speaks a single voice worldwide…… …..from collections and advertising to store format and Gucci website……. ...across all markets, channels and products under the supervision of a single Creative Director 古驰商业模式 市场进入和发展的壁垒 Formal Barriers Informal barriers 壁垒1 关税 技术标准 产地证明 配额 壁垒2 消费者负面意见 当地政府、经销商、同行业的负面态度 当地行业协会的负面态度 对策 Understand what the existing barriers and what are the likely barriers that might be raised in Europe and in particular in the most important European markets: 德国 法国 英国 意大利 Formulate country-specific strategies to contain these actual and potential barriers. 1. Consumer preferences and market trends 2. Market segmentation 3. Positioning and com