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Mauboussin Japan: A French Gem in Asia (...

Delecolle, Thierry...

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Mauboussin Japan: A French Gem in Asia (French Translation)

Delecolle, Thierry; Kamin, Ronald G.; Parguel, Beatrice; Yemen, Gerry

M-0872 | | 18 pages Case

Collection: Darden School of Business

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This is a French translation of the February 17, 2014, version of UVA-M-0853. As marketers love to teach students, differentiation must be the focal point of marketing strategy. But what happens when a firm's competitive set is shared by similar customers, perceived differentiation is weak among rivals, and loyalty is a thing of the past? This was the dilemma the French luxury jeweler Mauboussin faced: how to leverage its iconic brand to access new customers, domestically and abroad, and through new channels, while preserving the image of luxury goods founded on the myth of rarity and exclusivity? The case was designed and used for the latter portion of an international MBA marketing course and would work well in most international business courses.

?Examine marketing mix and foreign-market-entry mode. ?Analyze the drivers of a brand's decline in a mature and changing market. ?Identify opportunities in foreign markets and propose a strategy and specific action to revitalize the brand. ?Appreciate that as markets shift, brands lose some relevance over time. ?Develop an awareness of domestic-market influence on international-marketing efforts.