Gucci Marketing Consultancy Report: Strategy and Analysis

This marketing consultancy report provides a comprehensive analysis of Gucci's strategies, covering various aspects such as environmental analysis using PESTLE, SWOT analysis to identify strengths, weaknesses, opportunities, and threats, STP (Segmentation, Targeting, and Positioning) to understand market segmentation and targeting, and the marketing mix (4Ps) to evaluate product, price, promotion, and place strategies. The report highlights Gucci's brand goodwill, premium pricing, global distribution, and engagement in CSR activities. It also addresses challenges like competition, fluctuating consumer preferences, and fake product copies. The analysis leads to recommendations for enhancing Gucci's marketing tactics to maintain its competitive edge and brand image in the luxury fashion market. This document is available on Desklib, a platform offering study tools and solved assignments for students.

Marketing
Consultancy

Executive Summary
As the project covers various terms of the components of political and economical, social,
technological, legal, environmental sections that are develop by an organisation. It will increase
the worldwide condition of orientation by which they get competitive benefits by overcoming
their issues and change it into their social control. The orientated targeted market for the
management is an efficient sections of individuals who have efficient sections of financial gain
that will support the management in getting an effective number of profitability and productivity.
In relation to the respective management, it will concentrates on marketing mix it will supports
in creating efficient regulation of advertisement due to their functions on their appropriate term
of cost plan of action.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Environmental analysis tool.............................................................................................................4
SWOT analysis ...........................................................................................................................5
STP..............................................................................................................................................7
Marketing mix ............................................................................................................................8
Recommendations.......................................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES .............................................................................................................................12
APPENDIX....................................................................................................................................14
PESTLE analysis.......................................................................................................................14

INTRODUCTION
Marketing management is termed as the procedure of managing marketing aspect by maintaining
managerial targets and aims. It involves the strategies and tactics that are executing with the
purpose of consumer satisfaction. It will termed as the managerial standards that will
concentrates on marketing divisions like marketing equipments and approaches. It is an essential
term for the management to perform global field of analysis of the marketplace. It will include
higher term of competitive benefits to evaluate the business by which the management is
functioning (Allataifeh, and Moghavvemi, 2021). The organisation consider in this report is
Gucci. It was established in the year of 1921 by Guccio Gucci. It is in one of the popular fashion
brand as world-wide. The management has about 430 store outlet in the world. The business
serves handbags, ready-to-wear, footwear, and accessories, make-up, fragrances, and home
decoration. and many more. It cover 17,157 staff faculty who are presently performing their
work with the brand. The following report involves environmental analysis to determine
opportunities and threats in regarded to management. It also covers STP and marketing mix of
the management and at last it cover recommendations of how the considered management can
enhance their marketing tactics. The management is utilising latest applications like online
advertisements and online facilities and many more in respect to satisfy desires of consumers.
The management also involves in CSR activities in respect to develop the variations in the field
of marketplace (Arora, and et.al., 2021). Gucci is a luxurious brand that offers their goods to
loyal base of consumers who have certain social demands for the specific goods.
MAIN BODY
Environmental analysis tool
Marketing management is termed as the procedure to develop, plan and execute tactics
that will supports in accomplishing managerial aims. Such targets of management will supports
in maximising awareness and advancing net income and turnover of the management. As it is
important because it supports the management for reaching their products to their consumer base.
It also know about the needs and desires of consumers to enhance their satisfaction. Gucci is the
luxurious fashion brand that will concentrates on their quality of goods by which the
management will gain higher amount of competitive benefits in the field of marketplace. As

there are various weaknesses and threats that are required to overcome by strength and
opportunities that are as follows -
SWOT analysis
Strength -
 Gucci have an effective brand goodwill
and brand assets that have high sense in
the field of fashion. It also involves
global field of distribution as across to
all multinational situations (Baltaci,
2021). It also have potential value
chain with higher number of supplier
and retailers. It have more than 400
store outlets with more than 11000 staff
members.
 The management is dealing with
consumer in relation to their products
who are having both retail and
wholesale medium. As on the other
side, the management have specific
style, standard and tradition in their
goods creation that might liked by their
consumes. The management is
maintaining social media profile to get
higher amount of involvement of
consumers.
 The management of Gucci is the
fashion brand that are dealing
at premium cost which will requires an
effective brand assets. As according to the Forbes, Gucci
score 38th rank in the global field of the
Weaknesses -
 As one of the major weaknesses of
Gucci is that it have premium cost
goods by which the brand will be
reachable to high standard of society
people. The young age individuals who
have low income will unable to afford
goods that are served by Gucci.
 As the management have to finance
higher amount of monetary cost in
respect to secure and maintain their
brand goodwill. The management also
faced loss due to cheap fake copy of the
brand (Bas Collins, Gunduz Songur,
and Dogan, 2021). It have limited
product scale by which consumer will
not get satisfied by lack of options.
 The basic section of the fundamental
weakness for any sort of the brand in
the fashion industry is that there are
varied term of the continual variations
that are required. Hence, sometimes it
is good and eventually sometimes it
will be termed as bad.

world (Becker, and et.al., 2021). The
brand is valued at a large section of 13
billion dollars.
Opportunities -
 One of the major opportunities that
Gucci might gain is dynamic standards
of life by which changing techniques
and consumer preference will be
resulted in maximising demands and
desires of superior managerial goods
and facilities.
 It will aid in maximising market share
and goodwill and effectively deals with
competing with competitors also (Cox,
and et.al., 2021). It will maximise the
effective section of demand of premium
goods and it will help in developing
nation that will aid the management in
maximising their turnover as effectively
and efficiently.
 At the present time, the youth are
basically follows the demand that are
required to the premium goodwill of the
brands as the earning power that will
consider as having the successful career
as effectively and efficiently.
 The current market such as the China
and Europe are the basic section for
dealing with the brand such as Gucci.
As the activities in terms of the
consumption that are maximising in
Threats -
 As there are several threats that are
high set of competition in the field of
marketplace (Brar, and et.al., 2021).
As varied other brands such as
Burberry, Armani and many more who
are utilising various marketing tactics
to sustain in market for longer period of
time.
 As on the other side, fluctuation of
consumer preference and choices is
another threat that will affect the
management continually.
 The manner of the basic term of the
threat for the management of Gucci is
that the present section will not only
single competition in the field of the
market place. As there are other
competition also that are similarly
challenging high dealings but not
bigger then the management of the
Gucci (Gardner, and Bryson, 2021). As
the Armani, Ralph
Lauren, Burberry are some of the
brands that have repeatedly been a
thorn in Gucci’s part as effectively and
efficiently.

frequent field of the market for ultra
premium division of brand. As one of the major term of the benefits
for the Gucci is that sense of fashion
will never gets ends (Gerlitz, Meyer,
and Prause, 2021). The fashion industry
is termed as the dynamic field of the
industry that are keeps varying and
someone who is at the initial of the
business line will not determine the
suitable section to accomplish
sustainability with sort of the
challenges.
STP
STP approach is utilised by the management in respect to determine their most frequent
market segment that will supports them in purchasing successfully that have orientated targeted
goods and marketing sections as effectively and efficiently. The manner of the STP approaches
will stands for the three sections. As there are the basic terms of the segmentation of
marketplace, targeting best section of the consumers and providing the positioning by the
business of management (Lin-Lian, De-Pablos-Heredero, and Montes-Botella, 2021). Such sort
of the model is an essential tool that will supports in determining consumers wants and
requirements with their valuable requirements and needs as effectively. As on the other side, it
will also helps in growth of goods and marketing strategies that might fit the consumer as
effectively and efficiently (Mason, Ngobese, and Maharaj, 2021). It will allows the
management in involving higher and better term of section with every group individual with
liberalize the content and marketing higher goods to the consumers as effectively and efficiently.
Such sort of the approaches will allow an organisation in engaging varied areas with all their
group or staff members, as by identifying the subject matter and merchandising high term of the
products and facilities to their customer. As they have major source of structure of the section
that are utilised by the Gucci in the field of the market place that are as mentioned below -

 Segmentation – Segmentation is used to maintained varied term of customer as according
to the groups that are definite by an organisation. Such sort of the groups will depends on
the base of framework and needs of an individuals. It will provide several set of the
chances for an organisation in order to get competitive advantages higher than their
market place competitions (Mishra, Jain, and Jham, 2021). As there are various term of
divisions such as demographical, geographical, psycho-graphical and behavioural. The
organisation of Gucci select their customer as according to their dealing. As in context to
the Gucci, it will one of the broad fashion management. It is luxurious fashion
management for both male and female that will manage with their value of cost. It will
focuses on those respective who appreciate the effective and wanted modern manner of
the actions. They are operating in geographical terms in the United Kingdom, Europe,
China and many other. Targeting – It is an other term of STP approach. As an organisation of Gucci will
maintained their orientation of the aims and objectives of the person by which they
should have to sale their products (Ragas, and Culp, 2021). Therefore, the management
are also maintaining the age section of 18- 40 years old person who are having needs and
desires of having efficient terms of clothing organisation, wearable and many other terms
in the management as in an effective and efficient manner.
 Positioning – It is the term as the field that will identify that how the organisation of
Gucci needs to manage their place of the management through which an effective set of
respective will get attract and through it their brand image or goodwill will get high.
Marketing mix
Marketing mix will refers as the section that are used by an organisation in evaluating the
situations and conditions of marketing mix strategies in an orientated course of manner
(Sacchetti, and et.al., 2021). It involves several approaches of 4 Ps that are termed to be product,
price, promotion, place that will help in managing, inventing and valuing of the products and
their services that an organisation will offers to them. It will help an organisation in positioning
their products in marketplace among competitors. Product – Gucci will relates as one of the fashion structured organisation of the national
section. It will maintain the criteria with several kind of the products and their facilities
such as clothes, footwear, aroma, cosmetics, etc.,. The management include several terms

of the sections that are presented with the purpose to sell it in six months. As on the other
hand it will be related to the fashion (Shaukat, 2021). As there are varied term of the
sections like wearable that are creating in the marketplace for their consumers. Hence,
they have given footwear department that are accessible with current and contemporary
feature. As it will also include aroma fragrances such as Gucci Flora EDT Spray, Gucci
Premiere for Women, Gucci Flora Eau De Toilette (For Women), Gucci by Gucci for
Women and many more that are provided by an organisation to get visitors attention. In
context to the Gucci, that involves products such as Gucci footwear, Gucci clothing and
cosmetics. As an organisation have 25% gross sales that will basically depends on the
men clothing and the number of high number of the figures of sales will depends on
women wear. Price – The organisation of Gucci is creating goods and their facilities in order to hold
consumers who have modern-day designs. As they have varied term of orientated
targeted market who are high class or upper class individuals who will be capable to
spend more and effectual terms as effectively and efficiently. It will connects to the
quality that will not get relevant term of mindset (Siddhartha, Nambirajan, and
Ganeshkumar, 2021). It have worldwide way of presence through which they will have
an efficient section of the evaluation plan of action. Place – The organisation of Gucci was developed in 550 places as effectively. The
products and facilities are should be sold-out to multinational field of managerial sections
through common social class individuals. As an organisation is effective who are using
modern terms of the methods and ways in order to attract effective set of the customer.
The place of an organisation might be efficiently very impressive, influencing through
which they will effectively offers facilities and goods to their customers (Väänänen,
2021). Organisational products and facilities are placed at several superior terms of the
sales outlet. The management have their own manner of the authorized website through
which they will sale their products and services.
 Promotions – The organisation of Gucci will more focusing on their promotional
strategies and scheme by which they should maximise the large set of assets of customer
base. They select upper class commercial promotion that are situated in the promotion
criteria on topic (Van Ingen, and et.al., 2021). They are also advertising and promoting

their divisions on visual media channels to an effective point of their products. Hence,
they have organised campaigns such as “Gucci Fall 2020”. As they formed various
section of the campaign that are being supported by models as effectively and efficiently
in the business of management.
Recommendations
From the above following project it has been recommended that, the way of the
commercial strategies and tactics that are planned, managed in modern way that are basically
managed in an effective way. As there are several term of the dealings in an organisation that
should have to focuses on their commercialism strategies and tactics that will help them in
getting competitive advantages in their competition. As in relation to the respective organisation
of the Gucci, they have evaluated intrinsic and extrinsic factor of the situation of an organisation
that will be get helped by them in creating their potential and effective set of the plan of actions
that might be measured and have orientated targeted market place activities. As on the other side,
the SWOT analysis will evaluate that an organisation have certain condition of the social control
that will create efficient manner of the job role of chances for them during increasing or
maintaining the field of their new dealings for the products and their facilities for furthermore
advancement and betterment of an organisation. On the other hand, there are several set of the
weaknesses like an effective structure of the cost of the products that should become the problem
or the conflicts for an organisation as effectively and efficiently. As the management of Gucci
are having various term of the competition like Armani, Prada who are dealings effectively to
attract an effective set of customers (Van Looy, 2021). As there are several amount of the
components in an organisation like political and social factors that should will termed as the
threats as effectively and efficiently. As on the other hand, they should have to support all the
dealings of the concept and regulation that are created by the government structure of all the
countries. As on the other hand, it has been recommended that Gucci, might also have orientated
targeted marketplace for middle class respective through which they should be able to reach an
organisational products and services. By providing quality of the products, an organisation can
attract an effective term of visitors and customers through which they should managed their
social relation and they also reference the framework of the products in an orientated targeted
market place as effectively and efficiently (Zhang, Pitts, and Johnson, 2021). Hence, it will
present the global field of promotion and advertisements of the management that should be

implemented by digital source and varied social way through which they will straightly help in
attracting an effective term of the customers towards their management in an effective and
efficient way. As on the other hand, they should take feedback from them through which they
will effectively kind of improvement in their organisational products and services as effectively
and efficiently.
CONCLUSION
From the above mentioned report it has been concluded that, marketing management
divisions will supports the business of management in measuring their intrinsic and extrinsic
factors and gaining competitive high set of benefits as effectively. In the following report, there
are varied term of factors such as political and economical that develops for the management but
on the other side the management will also increase their orientation and get competitive benefits
by overcoming of their weaknesses and transform it into their strength. The target market for the
management is high standard individuals who have good source of income that will supports the
management in acquiring higher amount of profit. In relation to the management, it will
concentrates on marketing mix that will supports them in creating higher set of promotion due to
they work on their cost of value tactics. It will create opportunities to influence higher amount of
consumers towards their brand as effectively and efficiently. From the above section of SWOT
analysis, the management have various specific strength that will develop high term of
opportunities for them while enlarging or presenting high term of goods to having the growth in
the field of the market place. On the other side, as there are some of the weaknesses such as the
high term of the cost of values that might be termed as the threat for it. As they have several
competitors such as the Armani, Burberry and Prada that are performing their work as efficiently
to influence higher amount of consumers as effectively and efficiently. As there are varied term
of the factors such as the political and social that will relates to the basic threat for the company.

REFERENCES
Books and Journals
Allataifeh, H. and Moghavvemi, S., 2021. The Individual Dimension of Digital Innovation: The
Altered Roles of Innovation Agents and Market Actors. Sustainability, 13(16), p.8971.
Arora, S., and et.al., 2021. Overtourism as Destination Risk.
Baltaci, A., 2021. Strategic Digital Marketing and Sustainability. In Financial Ecosystem and
Strategy in the Digital Era (pp. 237-264). Springer, Cham.
Bas Collins, A., Gunduz Songur, A. and Dogan, S., 2021. Marketing tourism and hotel
management schools in the context of higher education globalization and student
mobility through improved curriculum and industrial training offerings. Journal of
Global Education and Research, 5(2), pp.121-135.
Becker, L., and et.al., 2021. Leadership in innovation communities: The impact of
transformational leadership language on member participation. Journal of Product
Innovation Management.
Brar, R.P.S., and et.al., 2021. A survey of livestock farmers in rural Punjab on common animal
health and hygiene practices. Marketing, 55(6), p.39.
Cox, S., and et.al., 2021. Exploring the uptake and use of electronic cigarettes provided to
smokers accessing homeless centres: a four-centre cluster feasibility trial. Public Health
Research.
Gardner, E.C. and Bryson, J.R., 2021. The dark side of the industrialisation of accountancy:
innovation, commoditization, colonization and competitiveness. Industry and
Innovation, 28(1), pp.42-57.
Gerlitz, L., Meyer, C. and Prause, G., 2021. Marketing and branding strategy for the South Baltic
Sea Region: reinforcing regional innovation in SMEs through cross-border collaboration
models in the age of transformation. Entrepreneurship and Sustainability Issues, 8(4),
p.467.
Lin-Lian, C., De-Pablos-Heredero, C. and Montes-Botella, J.L., 2021. Value Creation of
Business Incubator Functions: Economic and Social Sustainability in the COVID-19
Scenario. Sustainability, 13(12), p.6888.
Mason, R.B., Ngobese, N. and Maharaj, M., 2021. Perceptions of service provided by South
African police service community service centres. Police Practice and Research, 22(3),
pp.1259-1276.
Mishra, S., Jain, S. and Jham, V., 2021. Luxury rental purchase intention among millennials—A
cross‐national study. Thunderbird International Business Review, 63(4), pp.503-516.
Ragas, M.W. and Culp, R., 2021. Strategic Communication Agencies and Consultancies.
In Business Acumen for Strategic Communicators: A Primer. Emerald Publishing
Limited.
Sacchetti, R., and et.al., 2021. HAc40 is a novel microbiome modulator, effective on atopic
dermatitis in children: data from two pilot vehicle‐controlled trials. Journal of the
European Academy of Dermatology and Venereology.
Shaukat, D., 2021. The goal of economic development can be achieved through education. The
goal of economic development can be achieved through education.(May 14, 2021).
Siddhartha, T., Nambirajan, T. and Ganeshkumar, C., 2021. Self-help group (SHG) production
methods: insights from the union territory of Puducherry community. Journal of
Enterprising Communities: People and Places in the Global Economy.