Scribd Logo
Upload

Welcome to Scribd!

  • 159 views

    Unit 2

    Uploaded by

    Чыонг Тан
    1. The document provides information about a student named Truong Quang Tan enrolled in an upper intermediate market leader course with the class code of BA1301 and student code of DS130001. 2. It discusses Tod's Group, an Italian luxury goods company founded in 1926 and headquartered in Milan. Tod's aims to convey the charms of the Italian lifestyle globally through its traditional handmade heritage and new ad campaign featuring Italian families. 3. The chairman wants to expand into India and China to capture consumers interested in the Italian lifestyle, but to enter such large markets Tod's will need to focus on quality over quantity.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Unit 2

    Uploaded by

    Чыонг Тан
    159 views1 page
    1. The document provides information about a student named Truong Quang Tan enrolled in an upper intermediate market leader course with the class code of BA1301 and student code of DS130001. 2. It discusses Tod's Group, an Italian luxury goods company founded in 1926 and headquartered in Milan. Tod's aims to convey the charms of the Italian lifestyle globally through its traditional handmade heritage and new ad campaign featuring Italian families. 3. The chairman wants to expand into India and China to capture consumers interested in the Italian lifestyle, but to enter such large markets Tod's will need to focus on quality over quantity.

    Original Title

    UNIT 2

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    1. The document provides information about a student named Truong Quang Tan enrolled in an upper intermediate market leader course with the class code of BA1301 and student code of DS130001. 2. It discusses Tod's Group, an Italian luxury goods company founded in 1926 and headquartered in Milan. Tod's aims to convey the charms of the Italian lifestyle globally through its traditional handmade heritage and new ad campaign featuring Italian families. 3. The chairman wants to expand into India and China to capture consumers interested in the Italian lifestyle, but to enter such large markets Tod's will need to focus on quality over quantity.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    159 views1 page

    Unit 2

    Uploaded by

    Чыонг Тан
    1. The document provides information about a student named Truong Quang Tan enrolled in an upper intermediate market leader course with the class code of BA1301 and student code of DS130001. 2. It discusses Tod's Group, an Italian luxury goods company founded in 1926 and headquartered in Milan. Tod's aims to convey the charms of the Italian lifestyle globally through its traditional handmade heritage and new ad campaign featuring Italian families. 3. The chairman wants to expand into India and China to capture consumers interested in the Italian lifestyle, but to enter such large markets Tod's will need to focus on quality over quantity.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    UNIT 2

    Course Upper Intermediate Market Leader


    Class BA1301
    Student Truong Quang Tan
    Student Code DS130001

    B. Complete the information

    1. Palazzo Della Valle, Corso Venezia, Milan


    2. Leather shoes and bags
    3. Diego Della Valle
    4. Louis Vuitton, Hermès and Chanel
    5. China and India
    6. To complete the globalization

    C. Correct the summary

    Tod’s Group wishes to convey the charms of the Italian lifestyle to the world’s rich. To do this, it
    focuses on its traditional, hand-made, century-old heritage, and its new advertising campaign will
    feature Italian families. The Chairman says he wants to expand into India and China to capture
    consumers there who appreciate the Italian lifestyle. To enter such big markets, Tod’s will need to
    think about quality not quantity.
    Tod’s is primarily a luxury-goods company and needs to be much bigger. China and India have more
    possibility for growth than Tod’s traditional markets. The Chairman is worried that China will able to
    produce luxury goods more cheaply. In future, Tod’s will look to maintain the concept of excellence.

    E. Discuss the questions

    1. Brand heritage is a communication asset for the company, a cultural heritage treasure for the
    country and an emotional journey for the consumer. There are many products renowned on
    their heritage and cultural background over the world. We can list some big names of fashion
    and design or vehicles such as Gucci, Ferrari, Lamborghini and Ducati. In Vietnam, Cong
    Coffee could be a recognizable brand with nostalgic communism style.
    2. In a recession, companies like Tod’s could relocate their business operations to overseas
    locations. Companies could obtain some benefits from lower labor costs with availability of
    skilled labor, tax benefits and financial incentives. As a result, companies would increase
    revenues and maximize profits.
    By contrast, there are several drawbacks which are language barriers, cultural and social
    issues. These problems interrupt communications between departments, and a possible
    consequence is lack of cohesion which leads to quality control failure.
    3. I had bought and used some fake luxury products of shoes and clothes.
    4. I strongly agree with this opinion because designer luxury goods are always going with high-
    quality materials, manufactured through strictly controlled production line and higher price as
    well. Our appearance is completely different between wearing designer luxury goods and
    non-designer goods.

    You might also like