Longchamp Case

Weekly Assignment- Longchamp Case SWOT and Brand Strategy

For this assignment, you are to read the Longchamp case, noting its status as a luxury brand, and utilize any other resources you would like including Statista and going to their website https://www.longchamp.com/us/en/ to learn more about who they are today.

For this assignment, please complete the following two items that are each worth 25 points, total assignment is worth 50 points:

1. Complete two detailed SWOT analyses (20 points):

a. One based on the Company/Longchamp brand

b. One based on Pliage brand

This information needs to be placed into a 4- block chart, just as we highlighted in class. Include any impact COVID may have on their business. I am looking for more detail than you did individually on Amazon, but closer to the combined list we did together last Friday. Attached is a guide on how to do a detailed analysis as a reference.

2. Describe Longchamp’s brand strategy (2-3 paragraphs for each question worth 30 points) that includes:

A. The three things every brand needs to define: What is the core brands objective? Who are their customers? How did they define what long-term success look like?

B. Highlight the similarities and differences between Longchamp brand and Pliage brand? What synergies exist between the two brands?

C. In YOUR opinion what should the Longchamp team do to grow the brand(s) further: (pick one of a, b, or c)

a. Should they focus on line extensions on the core Longchamp brand (up, down, new categories) and why?

b. or should they focus on Pliage brand (extensions up down, new categories) and why?

c. Should they continue as is (doing nothing is a strategy but you need to defend why)

Defend your position with any supporting data from the case or from outside sources.

It will be best to complete this full assignment once you’ve had the chance to review the articles, and audio PowerPoint.

***Clear, concise writing, appropriate use of grammar and punctuation are included in the points above.

Creating A Strong SWOT Analysis

SWOT (Strengths, Weakness, Opportunities, and Threats) can be completed on an entire company, a division, or a single or multiple product lines/services. It can be focused in particular areas such as marketing, operations, distribution, finance, human resources, etc.

In creating a SWOT, it should be detailed and inclusive of the most relevant items for each part of the SWOT. In addition to the organization and its industry, other factors to be included are those that relate to the PESTLE (Political, Economic, Social, Technological, Legal, and Environmental factors) as well.

Strengths can be: Legal Political Environmental Social Economic Market share Distribution Patents/Licenses Partnerships Manufacturing Sustainability Customer Loyalty Unique products/services Technology People Customer Service International presence Cash Flow and Access To Capital or Low/No Debt Marketing Operations Financial Management and Investments Research and Development/Innovation

Weaknesses can also use the same categories as strengths: Legal Political Environmental Social Economic Market share Distribution Patents/Licenses Partnerships Manufacturing Sustainability Customer Loyalty Unique products/services Technology People Customer Service Lack of International presence Lack of Cash Flow and Access To Capital or High Debt Service Marketing Operations Financial Management and Investments Lack of Research and Development/Innovation

Threats can be: Technology Competitors Legal Political Economic –changes in tax laws, value of currency, import/export fees Available talent and human resources Raw materials (shortages) Pandemics (illnesses) Environmental/ Weather Patents Acquisitions- Think Sprint and T-Mobile and the impact on Verizon for example Changing consumer preferences Government Regulation

Opportunities can also use the same categories as Threats: Technology Legal Political Economic –changes in tax laws, value of currency, import/export fees Available talent and human resources Raw materials (abundance supply) Pandemics (illnesses)- can create new markets or increase sales- think Tele-medicine Environmental/Weather Acquisitions- opportunities for growth or eliminating competitors Patent expirations Changing consumer preferences Government Regulation

**Using current events is beneficial to consider and include in the SWOT