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Luxottica Sustaining Growth In Challenging Times Case Study Help is a widely known global brand name in technology market, established in 1938 by Lee Byung Chul, in South Korea. Luxottica Sustaining Growth In Challenging Times handle a great deal of product classifications consisting of Semiconductors, Telecom, Digital Media, Digital Appliances and much more other electronic products. Historically, the business's core customers consist of the Original Devices Manufacturers (OEMs), which used to sell Company items withtheir own brand name. Till early 1990s, the core competency of Corp depend on its low rate offerings than its competitors by making existing products at economies of scale. Its client circle includes Original Devices Manufacturers (OEMs), who utilized to offer Luxottica Sustaining Growth In Challenging Times Case Study Help products with their own brand name. Corporation was not merely known outside Korea. There were also no or little interest in developing the trademark name globally. Marketing spending plan was controlled by production department with a prime focus on offering inexpensive products.During the 1997 Asian Financial Crisis the business practically got bankrupt, but with the Vision of Chairman Lee it totally turn its fortune around and in 2002 was noted the leading 25 most important business in the world. When Kim was worked with as a Chief Marketing Officer in 2000 the business was not even listed. He rearranged Venture as a worldwide brand and informed his divisional managers to understand marketing and its value. Now their goal is to reach the top 10 by 2005.

Issue Statement

Company's transition from a product based to a marketing business is not going as efficiently as planned.Overcoming the reluctance of divisional supervisors to incorporate marketing successfully is still a significant obstacle. Creating a constant brand identity throughout the whole world and employing marketing techniques that finest fits the local culture is no easy job.
Executive Summary
Situational Analysis

Yun had a quite clear picture in his mind about how Luxottica Sustaining Growth In Challenging Times Case Study Analysis can transform from a low end to a high end product service provider. He knew that change can only be done through positioning Corporation as a company offering high-end products and this might just be done through high level of marketing.

In spite of having a clear vision about how to construct Company brand name, with a potential assistance of its executives, Yun dealt with a number of marketing challenges in early years of its efforts.

Among the marketing difficulties for Yun was the understandings of executives about the value of marketing. They thought about marketing and selling as very same tools and thought that quality products do not required marketing for increasing sales. As their focus towards marketing was rather low in their previous organisation practices, and the current marketing requirement was too much high, the gap was too wider and to fill this gap with wrong perceptions about marketing was quite challenging for Yun.

As stated above, marketing focus was really low in previous practices, for that reason there were no correct marketing budget plans for each of the product on the portfolio. There was no marketing planning done for the existing products. In addition to it the item variety of the business was increasing with the ripening of new item ideas by the R&D sector of Corp. Yun had an obstacle to carry out marketing planning and to produce marketing budget plans for existing in addition to for new items from the very start, and this would take a huge time.

A substantial shift would be required in present marketing expenditures to construct the Enterprise brand name. This would result in increased marketing expenditures for Organization and could disrupt the administration relating to increased expenditures, as they were reluctant to marketing expenditures formerly and a sudden big shiftwould make them disturb.

Internal Analysis
SWOT Analysis

Luxottica Sustaining Growth In Challenging Times Case Study Help strengths lie in its big item portfolio. Business has biggest number of patents in the market with total number of 15499 patents approved in US( USP).

Another strength of Luxottica Sustaining Growth In Challenging Times Case Study Help is its ability to develop ingenious products at a constant rate. It major proves for the innovation and product developing of Enterprise is that the business has actually gotten so many awards for its development and product style.

Unlike Apple and other rivals, Business is focused on producing gadgets which can be quickly incorporated with any type of open source Operating System (OS) and software application. This supplies Business an edge over Apple devices.
Porter's 5 Forces Analysis
Enterprise's ability to produce high-end products at low cost of production is also one of the significant strength of Venture as it enables the business to record more market by offering quality products with cost control.


Luxottica Sustaining Growth In Challenging Times Case Study Analysis weaknesses are concealed in the business's reliance on outsourcing software application for its devices due to company's failure in establishing software application, unlike Sony. Organization also has low earnings margins as compare to Apple due to substantial difference in the prices of Apple and Corp with a much lower difference in quality. The diverse focus of the company due to a great deal of items in its portfolio, lead to the less efficient production and make the business not able to charge higher rates like Apple. The company is likewise ineffective in managing its patents and often deals with the problem of patent infraction.


Opportunities for Corp depend on the growing Smartphone market and the business's efficiency in the market. It can increase its market share and revenues from cellular phone as the business is quite effective in mobile phone market. Corporation presently runs in about 80 countries and the business has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia. Corporation can move towards acquisitions to obtain patents. It would make it possible for the business to increase its item portfolio with a boost in its wealth.


The dynamic industry environment of innovation market present an extreme threat on Business's survival and force the company to spend much of its profits share on R&D in order to make it through in the long run. The market saturation in developed nations i.e. saturation of mobile business is likewise a big danger for the business's growth in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis

Luxottica Sustaining Growth In Challenging Times Case Study Help offers quality items and has a quite rich portfolio which deals with various segments. The majority of the products remain in the leading three of their respective markets. LCD and mobile phones are the biggest products of Corporation, whereas DRAM is likewise not far behind in comparison of them. Following is the product line of Business:

• Laptops.
• Mobile phones.
• A/c.
• Computer.
• Disk drives.
• Washer.
• Refrigerators.
• Cameras.
• Microwaves.
• Flash memory.


Luxottica Sustaining Growth In Challenging Times Case Study Analysis utilizes both market competitive and market skimming rates methods for its variety of products. In competitive rates it changes the rate according to the competition in order to acquire advantage, whereas, it uses market skimming technique where the product has actually an added value and by selling a few items it can reach break-even.


It has one of the very best supply chain networks, with retail distributors, their own sole suppliers, E commerce channels like Amazon and so on. All its products are timely supplied to the selling place/ provided to the clients straight in case of online order.

Vrio Analysis
It wasn't a widely known business outside of Korea up until 1993. However the management initiative taken by their CEO has pushed them to market more effectively outside the borders and now it has actually entered the league of top 25 companies worldwide in just 9 years. This is an impressive achievement despite the ongoing arguments amongst the supervisors about adopting marketing practices. It uses both offline & online channels of promo to market their items. Paid item advertisements, social promo and digital advertisements are uses to produce awareness about Corp items.

Value Chain Analysis.

It's an analytical structure for recognizing company activities that add value or competitive advantage for the business.

Incoming Logistics.

For its inbound logistics it owns different logistics firms as it subsidiaries. It looks after its suppliers and produces a harmonious relationship with them and even reduced their payment cycles to increase this relationship further which includes worth to their chain network.


Corporation's core proficiency is its mass making it produces 90% of its items internal. Divided into 3 various departments its operations are specifically IT & Mobile Communications, Device Solutions and Consumer Electronics. It is preserving operation centers worldwide to further add worth to its worth chain network.

Outbound Logistics.

Its outbound logistics system efficiency is among the primary factors Luxottica Sustaining Growth In Challenging Times Case Study Help is able to take on Apple. Corp's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even performs the jobs of collection of payment, settling insurance coverage claims, etc. on behalf of Venture.

Marketing and Sales.

Drawing in target customer attention towards the product is done through marketing and sales to communicate with them the value and competitive advantage the product provides. Luxottica Sustaining Growth In Challenging Times Case Study Solution advertising spending plan is constantly rising given that they started their repositioning worldwide and will continue to do so as they are constantly wanting to invest and broaden in high prospective development markets. The spending plan is spent on occasions, print and media ads, public relations etc.

Corporation put their consumers at the leading and continuously make every effort to provide unmatchable customer service standards. By including a direct support line to call them 24 hours they have further increased the added value of Corporation service.


Luxottica Sustaining Growth In Challenging Times Case Study Solution has diversified market division, based upon its arrangement of wide variety of products to large number of consumers. Corp target consumer sections can be divided into 3 categories i.e. Luxottica Sustaining Growth In Challenging Times Case Study Analysis IT and Mobile Communications, Corp Customer Electronics and Venture Device options.


Luxottica Sustaining Growth In Challenging Times Case Study Solution geographical division is based upon 2 requirements i.e. area and density. Corp serves about 80 nations worldwide with its products provided to Urban along with Backwoods of the country. The Enterprise is likewise growing its international existence and the business's flexibility in finding its plants motivates international expansion of Company.


The market segmentation of Luxottica Sustaining Growth In Challenging Times Case Study Analysis is based upon gender, age, life-cycle stage and profession. Venture produces items that can be utilized by both males and women. The target customers for Company IT and mobile communication items have an age series of 18-65 with majority at a young or freshly married life cycle phase. They are mostly professionals, staff members and students. Apart from it, Organization Customer Electronic devices are targeted to a consumer sector with an age variety of 25-65. They are mainly staff members and specialists. Nevertheless Luxottica Sustaining Growth In Challenging Times Case Study Help Gadget Solutions are targeted at trainees, staff members and specialists with an age variety of 25-65.


The psychographic division of Luxottica Sustaining Growth In Challenging Times Case Study Help s based upon the social class and the life style of the customer. Business target customers on the basis of social class are mainly upper middle, middle and working class customers, as Business sell items like mobile phone very little cheaper i.e. Motorola in addition to not much expensive i.e. Apple. It provides quality items to middle level consumers at a somewhat high cost than others targeting the exact same segment.


Luxottica Sustaining Growth In Challenging Times Case Study Help majority target clients have unique behavioural qualities. They are brought in towards Business since of its moderate costs with an extent of quality.

Quantitative analysis.

Sales of Luxottica Sustaining Growth In Challenging Times Case Study Help has actually increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net earnings of.48 billion $ to 5.9 billion $. Digital media is the biggest selling category of Org with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Whereas, the core strength of the company is currently producing but long gone are those days when excellent products were offering themselves. Kim has already started to reinforce the marketing activities of Company and extremely quickly it will become one of its core strength like making if not better.



Corporation runs styles, produces and offer a vast portfolio of consumer electronic devices. It runs in an extremely competitive environment and has actually successfully placed itself as the maker of quality products. The answer is yes.


As, stated earlier that Luxottica Sustaining Growth In Challenging Times Case Study Analysis operates in an extremely competitive environment, which means all the companies have comparable products. So, the answer for rarity is no.


Due to the nature of the industry, it is really simple for competitors to understand the performance of the products and easily make their own designs. Yes, Corporation is just behind IBM in registering new patents annually, but the benefit is extremely short term in this market.


Chairman Lee has entirely turn-around Organization, from going nearly bankrupt throughout the Asian monetary crisis of 1997 to the top 25 business in the world. Certainly yes there appertains organization in the company and the results speak for themselves.

External Environmental Analysis

PESTLE Analysis


Being a multinational brand name spread almost in every country worldwide, bulk of the environments like U.S.A., Europe, China etc., are extremely conductive for its operations. Nevertheless, it faces some political pressures in less industrialized countries where order situation is bad. Latin American, African and some Asian countries fall in this category, where political instability do have an effect on Luxottica Sustaining Growth In Challenging Times Case Study Analysis operations.


Buying power of clients is crucial for business like Enterprise to succeed and grow. Emerging markets like India, middle-eastern countries and so on supply development opportunities, whereas, due to recession even the clients of developed countries suffer terribly. Hence it is very important for the company to watch on the continuous financial scenario of the country prior to getting in the market.


International business have to deal with numerous social and cultural issues throughout its operations in a foreign country. Org has also dealt with many problems however have actually embraced to the regional environments of most of the countries remarkably well. It has actually customized its items, practices, policies and so on accordingly in order to achieve success.


With an annual expense of 2.4 billion dollars in Research study & Advancement, and with consistent innovative product launches, Luxottica Sustaining Growth In Challenging Times Case Study Help is among the leading innovative companies of the world. With a clear objective to be ahead of the rest when it concerns technological improvements, Business has risen to the no 25 of the leading successful business of the world.


Each nation has their own laws and policies, being a multinational company Corporation need to strictly follow those laws in their jurisdictions. Failure to do so, will result in serious legal repercussions. So, it needs to study or hire a regional law specialist before beginning its operations in a specific nation.


With the rising awareness among consumers about the ecological & ethical infractions of business, Venture has to ensure that it follows all the security guidelines. Ecological damages, ethical misconducts are not acceptable and in some nations the repercussions can be very serious. On the other hand it has to do some Corporate Social Obligation practices to reveal the residents that it appreciates their environment and individuals.

Porter's Five Forces

Risk of Replacement

Threat of replacement for Corp's each product category is quite significant. Aspects for high danger of substitution for Luxottica Sustaining Growth In Challenging Times Case Study Analysis Smartphone consist of the presence of high number of suppliers and Market saturation in industrialized nations, which make the expense of switching for customers almost no. Along with it, Company printing services products are threatened by the increasing tourist attraction of consumers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly amongst Business and its close rivals is extreme. The major factor behind this is the technique of market saturation in different number of product categories, requiring Corporation to introduce more ingenious features in existing items and brand-new innovative products to keep its growth. The significant competitors for Luxottica Sustaining Growth In Challenging Times Case Study Analysis samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

( Corp Sustainability Report, 2016) Supplier's bargaining power for Business is low as Company runs economies of scale and its orders are of possible size and worth. Due to incapability of Luxottica Sustaining Growth In Challenging Times Case Study Solution to develop its own software, it has to outsource its software application advancement to Google, which becomes a prospective supplier of software for Corp, resulting in high bargaining power of Google.

Bargaining Power of Purchasers:

Bargaining power of buyers for various variety of item classifications of Organization is extreme. One of the aspect leading to the intense bargaining power is the schedule of large number of competitors in practically each item classification i.e. rivals of Corporation Smart device, with an extremely little differentiation. The high availability of suppliers of Smartphones with minimum differentiation, make the switching expense for purchasers almost absolutely no, for this reason increasing the bargaining power of buyers. Market saturation in most of the item categories likewise make the bargaining power of buyers more intense in for Luxottica Sustaining Growth In Challenging Times Case Study Help. In spite of igh bargaining power Corp is quite capable of selling its products at a higher price than much of its rivals, due to luxury quality item and a fair brand image.

Threat of New Entrants:

Risk of new entrants for Luxottica Sustaining Growth In Challenging Times Case Study Help is rather low. Along with it, requirement of substantial proficiency and research and advancement expenditures for survival in the industry also make brand-new entrants hesitant to go into in the market. Market saturation is likewise one of the barrier of entry in technology industry.

Competitive Analysis

Corporation's high product diversification offers it differentiation from its competitors. Unlikely to its close competitors consisting of Sony, Intel and Nokia, who focus bulk on a single product classification with Sony focusing on customer electronic devices, Nokia on cell phones and Intel on chips, Luxottica Sustaining Growth In Challenging Times Case Study Solution had a big R&D costs on all of its product classifications which make it possible for the business to make prospective income from sales of nearly all of its products.

The business ranks initially in 4 product classifications i.e. DRAM Chips, LCD Displays, Big Screen Televisions and Microwave, in terms of global market share, among 8 various product classifications. Venture was the international leader in making DRAM, SRAM and NAND flash chips. Organization revenues from chips was less than Intel but its profits from chips was growing much faster than Intel and has grown close to the earnings levels of Intel, as given in the case Exhibition 2.

Along with the chips Corp mobile market was likewise thriving at a high rate than its competitors i.e. Motorola and Nokia. Organization's cellular phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with absolutely no sales development. The major reson behind Business's high development despite of greater prices than Nokia and Motorola was the business's high-end quality cell phones.

Corp was likewise reaping the benefits from increasing market share of luxury LCDs as given up case Display 3. The significant reason, making the company make it possible for to get the opportunity is its mass production at low expense. Sony was the greatest competitor for Luxottica Sustaining Growth In Challenging Times Case Study Analysis in LCD market, nevertheless, it had also begun joint endeavor with Business in 2003 for LCD making, minimizing the competitors for Business.

Porter's Competitive Strategy

Low Expense Management method of porter is totally implemented by Company the method they achieve economies of scale by enhancing their core proficiencies of production. They constantly bring something brand-new and innovative whether it's an item or a service.


Alternative Option 1

The Chief Marketing Officer (CMO) of Luxottica Sustaining Growth In Challenging Times Case Study Help would create a brand-new brand name image by targeting the more youthful generation of the particular nation. As, particularly smart phones of Corporation are preferred among the more youthful group.


1. It is the best method to construct Client Lifetime Worth (CLV) by developing a long-lasting relationship with customers. Build loyalty through delivering worth and reap the benefits for long-lasting, as research study has actually showed it is more affordable to maintain present consumers than to bring in brand-new ones.
2. Another pro of this alternative is that word of mouth spread more quickly amongst more youthful people and which in turn will generate new clients for my items.


1. Old customers who were connected with Corp prior to might not like this brand-new image the company is trying to portray.
2 It will incur additional costs to reposition some items and it may not even bring success as the patterns change extremely quickly among the more youthful market.

Alternative service 2.

Company has made manufacturing its core proficiency for the most part of their service and due to which its managers are not scared to totally get out of their convenience zone. It would be done by arranging training workshops throughout which importance of marketing will be taught and numbers will be provided. Failure to get the passing scores will get demoted. Marketing environment must be created internally initially as real marketing starts inside the corporation.


1. Its pro will be that all the marketing approach supporters will come out and likewise the opposite ones.


2. Its con can develop a really unhealthy environment in the office, as individuals often withstand modification since they fear it.

Recognize the very best option

Very first alternative is the very best as it clearly has more pros since as soon as a Client Life time Value is developed the business will profit from it till that client lives and has acquiring power also. Plus, our target consumers are the younger generation which are bound to live longer than the existing old age people. Enterprise's main goal is to develop commitment among its customers and make them bought it from them and even purchase their various products.

Application Strategy

• Targeting more youthful generation through social marketing, producing a relate to them like Pepsi do with music. And set the expectations achievable and realistic.
• A team including finest marketing and sales professionals need to be assemble, and both views ought to be considered prior to securing the resources needed to execute the plan.
• Thorough interaction of the strategy ought to be done as it is really crucial for everybody to be on the exact same page to make it work.
• Tasks and timelines need to be construct and communicated accordingly to each individual accountable.
• The manager should utilize a control panel which shows the progress of all the tasks which have actually been done or about to be done and by whom.
• The manager ought to keep track of and keep a consistent look at the individual and overall efficiency.
• Everybody should want to adapt midway since any brand-new pattern or policy may be available in due to which all the things currently prepared have to be changed. It's better to have contingency strategies currently prepared.
• At the end of the campaign the supervisor should interact the results and if successful ought to celebrate with the group.


This modification the budget allowance of different nations and numerous managers were unhappy and argued but the analysis done by the program was precise and showed figures like North America and Russia growth prospective merited a 35% allotment while they were getting 45%. It truly assisted to relatively distribute the resources and catch more clients by spending more on advertisements on the high development potential regions of the world.

Luxottica Sustaining Growth In Challenging Times Case Study Solution is a leading 25 company in the world now and plans to get ahead of Sony who sits presently at no. 20. Its continuous investment in R&D and innovative practices have moved them to brand-new heights however for them its' just the start and they wish to be among the leading 3 brand names on the planet. They totally turn-around from nearly going bankrupt throughout the Asian Financial Crisis to a world prominent brand name, known for quality and development. Their value chain and their core proficiency their manufacturing ability, along-with international brand name image structure have seen their sales go from 16 to 44.6 billion $ from 1997-- 2002. With more expansion in China and other emerging markets those numbers will only increase further in the future. Their marketing efforts ought to be directed towards younger demographic amid the internal arguments about marketing and must develop Customer Life time Value as it will not only provide benefits now but will continue to reap it till the customer lifetime. As the cost of retaining the customer is much cheaper than bring in a brand-new one.