Abstract
This report examines the company Ghislaine which is currently undergoing a crucial problem regarding its liquidity, thereby calling for the implementation of new strategies to address this issue. Also discussed are the marketing and distribution strategies of Ghislaine perfumes. We are uncertain whether or not the company should stick to its current policy - selling products in exclusive outlets - or to sell products via other stores. The question that has to be analyzed is: Is the company's current policy profitable? This report will analyze the advantages and disadvantages of this policy.
On one hand, the exclusive outlet sale strategy can be perceived as very efficient from the communications point of view as it imparts a luxury and exclusive image to our products. This is due to the rarity of our perfumes, which are only sold in our Ghislaine stores. This policy has influenced the reputation and permits us to charge prices up to 25% higher than our competitors. The communications manager opines that any change to our policy would ruin this image and damage our market. This policy has been retained in the US market (our biggest market). Understandably, the management is wary of altering this strategy which has so far been beneficial to the company.
Tags: Business strategy of Ghislaine,Luxury brand strategy
