Fendi

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Division promotes Fendi’s image externally through the most appropriate strategies and the adoption of state-of-the art tools. Their activities include the management of Public Relations,Celebrities,Graphic Image,Advertising ,organisation of Events,and activities relating to the Digital world. (COMMUNICATION,2015)

The bargaining power as an individual buyer is moderate as most of the customer have loyalty to their preferred brands. Although it do not incur in switching costs from buying difference brands but the designs and brand positioning are able the differentiated the brand and customers may find is difficult to switch brands. (Cebreros, 2012) Fendi’s product has its unique shape , long lasting, good quality and it brand realibility to keep their customers.Fendi brand positioning and their heritage also serve as entry barriers since it is time consuming to build a luxury brand image which include extensive invest in media planing .In Additional, the heritage is not possible to replace in the a short period of time. (Socha, Fendi’s Baguette Takes Center Stage, 2012)

A spped up of economic in the markets such as the BRIC countries (Brazil,Russia,China and India) and the Asia-Pacific region are increase the demand of luxury product. (Cebreros, 2012) With the mar¬ket for personal luxury goods has nearly tripled in the past 20 years, with a heavily increase after the 2008 finincial crisis as show in Figure 1. (Claudia D’Arpizio, 2014) Fendi also open their store in Shanghai and they also held their brand’s landmark fashion show in China. (Movius, 2009) Fendi also open their flogship in Brazil in 2013.Baccari said showcaing Fendi’s fur is one of their charateristic and he think the Brazalian customer will appreciative of their caftsmansip. (Socha, Fendi to Open Flagship In Brazil, 2013).Nowaday,Younger consumer base are earning a high income .Fendi also target those young customer with their great traditional and unquie appearance. (Cebreros, 2012) Online pntential is also become important for Luxury brands.Websites are being used to engage customers and provide accessibility as demand expands in the markets. (Cebreros, 2012) Fendi is paving the way for a new catwalk experience show live with cameras installed on drones flying over the runway.After the show,user will be able to replay the video on demand with the “Drone Cam” footage. (Zargani, 2014)

In conclusion,I have discussed how Fendi concentrate on their operation such as manufacturing,research and development,desgin and product management in conjunction with their support devision which will influence Fendi’s ability that deliver to their customers.I have also discuss how value generated works in conjuncition with enviromental trends that help Fendi get stand out from the market and raising its market-share.