• Testing the Value of Differentiation at Gucci - A Research Proposal

    Pages: 6

    This 6 page paper is a research proposal. The theory of differentiation is well known in the commercial world. However, there appear to be few tests of this theory as it is accepted as accurate. In this paper there is the goal to test if differentiation can be the main feature in the success of a company. Gucci is used as an example, as this is a company that failed due to over extending its’ brand and devaluing it. The recovery appears to be based on adding value back by reviving the differentiation and creating greater differentiation. Looking at theory and management of the company, its past history and mistakes the value of differentiation may be ascertained. This can then be tested with the use of primary research though a survey. This research proposal, including time plan, outlines how this research could take place. The bibliography cites 10 sources.

    File: TS14_TEtestgu.rtf

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    Testing the Value of Differentiation at Gucci - A Research Proposal United Kingdom, June 2003. To Use This Report  Correctly, 1. Abstract The theory of differentiation is well known in the commercial world. However, there appear to be few tests of this theory as  it is accepted as accurate. In this paper there is the goal to test if differentiation can be the main feature in the success of a company. Gucci is used  as an example, as this is a company that failed due to over extending its brand and devaluing it. The recovery appears to be based on adding value back by  reviving the differentiation and creating greater differentiation. Looking at theory and management of the company, its past history and mistakes the value of differentiation may be ascertained. This can then  be tested with the use of primary research though a survey. This research proposal, including time plan, outlines how this research could take place. 2 Introduction  Gucci is a well known brand name. But it is also one that has gone though any changes. The brand which was once exclusive, over traded  on that value and lost much of the kudos associated with the brand, which subsequently reduced the bottom line which depended on that profit. To understand how Gucci have survived  and are now a successful and thriving company the pattern of trading has to be considered and the value of the way in which differentiation has been pursued as a  competitive advantage may then be appreciated. Gucci has a very chequered background to understand the company it is necessary to understand its past and how it get where it 

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