Article on Luise Roederer for the New York Times

Assignment Rationale
This individual assignment will give you the opportunity to further explore and critically analyse the principles and practice of luxury marketing and to reflect on opportunities and threats luxury brands are currently facing in mature and emerging markets.
Page 1 of 3a?Matteo Montecchi a November 2011

The Task
You will produce a critical article for a publication of your choice (academic journal, trade magazine etc.). In doing so you must adopt tone, style and format required by the selected publication.
Areas of Analysis:
For a brand / organisation of your choice, critically analyse and evaluate:
1. The marketing strategies formulated and implemented to compete in the global luxury market.
2. The approach undertaken to maintain its status within the luxury sector and its attractiveness to the target market.
3. The pricing strategy (with reference to the analysis carried out in part 1 and 2).
4. Potential opportunities and threats when entering emerging markets. a?N.B. The brand/organisation selected for this assignment must be different from the one selected for the group presentation.
Submission requirements Written Report
a? You will produce a critical article for a publication of your choice.
a? You must adopt tone, style and format required by the selected publication.
a? Indicative structure: abstract, introduction, main body, conclusions and recommendations.
a? Word count: 2000 words maximum (excluding appendixes).
a? Appendix 1: provide a brief background to the chosen brand/organisation, including core products and services offered and target markets served (max 500 words, no marks allocated).
a? Appendix 2: provide a brief background to the chosen publication (max 500 words, no marks allocated).
a? Harvard Referencing System must be applied. For more information please visit: harvard.htm. a?

Assessment Criteria
Marks will be awarded according to the following criteria:
a? Context, rational and organisation
a? Analysis, synthesis and evaluation
a? References
a? Presentation
a? Integration of relevant theory and practice
a? Conclusions and recommendations a?For a full explanation of the assessment criteria refer to the MA Management with Pathways programme handbook (page 21).
Brand chosen: louis Roederer
article for the new york times magazine with adapted tone
usage of: mintel and data monitor!!!!!!!!!!!!
look at different theories