Lexus Brand Management
Brand Management
Part 1
Lecturer: Francesco P. Veneziano
Submitted by: Neyn 002FM005 11th June, 2008
Page 1
Contents
Introduction Executive Summary The Company
History Milestones Locations over the world
Page 3 Page 6 Page 9
Page 9 Page 13 Page 17
Actual Marketing
Marketing mix (4ps) SWOT, PEST analysis of the company Brand Strategy Doctrine
Page 18
Page 18 Page 28 Page 36
Financial (3 years)
Balance Sheet (2005 / 2006 / 2007) Income Statement (2005 / 2006 / 2007) Cash Flow Sheet (2005 / 2006 / 2007)
Page 39
Page 39 Page 41 Page 42
Ratio Analysis
Page 43
Page 2
Introduction
Why I am doing this project? As a student who is learning fashion marketing and management, the most important thing to learn about this subject is to understand the marketing mythologies and strategies. The objective for me to do this project is to demonstrate my cumulative research abilities in international fashion marketing in order to facilitate organized methodological inquiries carried out to provide information for solving fashion marketing challenges and making marketing decisions.
Meanwhile, it’s also my aim that if I can develop my capabilities in some other aspects, such as:
• Undertake, develop and implement a fashion marketing project from conceptual stage to final presentation. • Work within budget and scheduling constraints. • Formulate financial and business assumptions. • Demonstrate comprehensive knowledge of the sources and collection of data through secondary data sources, survey methods, and instruments for respondent communication, observational studies and experimentation.
Page 3
• Demonstrate comprehensive knowledge of data preparation and preliminary analysis, hypothesis testing, measures association, multivariate analysis, synthesis the data collected by analysis, presentation of data and presenting results through. • Exhibit a high level of capability and demonstrate a comprehensive understanding of my
Part 1
Lecturer: Francesco P. Veneziano
Submitted by: Neyn 002FM005 11th June, 2008
Page 1
Contents
Introduction Executive Summary The Company
History Milestones Locations over the world
Page 3 Page 6 Page 9
Page 9 Page 13 Page 17
Actual Marketing
Marketing mix (4ps) SWOT, PEST analysis of the company Brand Strategy Doctrine
Page 18
Page 18 Page 28 Page 36
Financial (3 years)
Balance Sheet (2005 / 2006 / 2007) Income Statement (2005 / 2006 / 2007) Cash Flow Sheet (2005 / 2006 / 2007)
Page 39
Page 39 Page 41 Page 42
Ratio Analysis
Page 43
Page 2
Introduction
Why I am doing this project? As a student who is learning fashion marketing and management, the most important thing to learn about this subject is to understand the marketing mythologies and strategies. The objective for me to do this project is to demonstrate my cumulative research abilities in international fashion marketing in order to facilitate organized methodological inquiries carried out to provide information for solving fashion marketing challenges and making marketing decisions.
Meanwhile, it’s also my aim that if I can develop my capabilities in some other aspects, such as:
• Undertake, develop and implement a fashion marketing project from conceptual stage to final presentation. • Work within budget and scheduling constraints. • Formulate financial and business assumptions. • Demonstrate comprehensive knowledge of the sources and collection of data through secondary data sources, survey methods, and instruments for respondent communication, observational studies and experimentation.
Page 3
• Demonstrate comprehensive knowledge of data preparation and preliminary analysis, hypothesis testing, measures association, multivariate analysis, synthesis the data collected by analysis, presentation of data and presenting results through. • Exhibit a high level of capability and demonstrate a comprehensive understanding of my