Ellie Sabb Essay

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What is ES’s core business? Discuss the "total product view." i.e., core, actual, augmented and give examples for each. complete a SWOT analysis: strengths, weaknesses, opportunities and threats. What is ES’s competitive advantage? Is the competitive advantage sustainable over the long term? Explain and support your answer. Answer | Should the company target the emerging "affordable luxury market" by offering a diffusion line? Explain and support your answer. Answer | What is the company's strategy for entering new markets? How does this entry mode fit with the company’s positioning and differentiation strategy? What are your overall recommendations for ELIE SAAB? What marketing strategy do you recommend? 1. What is ES’s core business? Discuss the ‘total product view’ (i.e., core, actual and augmented). * ES’s core business:- * Haute Couture * Four primary product lines:- * Haute Couture * RTW * Accessories * Wedding Dresses Elie Saab enhances its prestige in every aspect of the luxury sector. * SIGNATURE HOTELS 2008: Tatweer/Dubai Properties Signature Hotels * U.K. BOUTIQUE AT HARRODS 2008: ‘Eveningwear’ Department, First Floor * PARFUM ELIE SAAB 2009: 10-year fragrance and cosmetic license contract. * LUXURY YACHTS DESIGN 2010: Weaves’ International Ltd. And Oceanco * FLAGSHIP STORE IN DUBAI 2010: First flagship store in the Gulf region, The Dubai Mall 2. Complete the SWOT analysis. What is ES’s competitive advantage? Strengths Member of the Chamber Syndicate de la Couture Direct ownership of its stores except Dubai (for local expertise) One of the few certified « Couture » house Trust and loyalty of stars and royalty |

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