Strategic Planning for Competitive Advantage

Gucci's mission statement is that the price is forgotten long after quality remains. They sell shoes, accessories, clothing, and leather goods. Gucci is all around know name brand with stores around the world.
Strenghts: Gucci's strenghts are in the way the company is set up, meaning the company distributes its own merchandise through their own brand named stores. Gucci also has many stores around the world making it a well know brand. Gucci is a multi-brand group with 10 brands such as Yves Saint Laurent, Sergio Rossi and Boucheron.

Weakness: Gucci's weakness is the constant change in management and its financial base. Gucci's debt is very high and many brands in the group with gucci are not being promoted well and need to bring in more profit.

Opportunities: Gucci has an opportunity from people that live in places like India and China. Basically from places where the economy is doing well financially. Gucci also has help from other brands which can help promote their products.

Threats: Gucci is known for its quality so if the product does not meet expectations then the company will lose costumers. Gucci's biggest rival is Louis Vuitton sales wise. Louis Vuitton is on the lead. Counterfeits is also one of Gucci's biggest threats because they give Gucci a bad reputation and reduce Gucci's sales. Medium brands such as Gap and Zara can give Gucci competition because their prices are cheaper and they become premium brands in the future. Pinault-Printemps-Redoute is also a threat because they own 68 percent of Gucci's stocks.


Marketable Products: Gucci's most sold products are their hand bags and sunglasses.

Targeting: Gucci targets young consumers from middle to upper class age range from 20 to 30 years of age and so on.

Establish Goals: Gucci should force more sales and improve their customer service in damaged products.