Executive Summary: The article will discuss what the management decision problem and

Executive Summary:
The article will discuss what the management decision problem and marketing research problems for the client, Gucci. At the very first beginning, the article will introduce the company background. Later, the article will discuss the management decision problem and marketing research problems. The management decision problem is How does Gucci better emerge out of the new global pandemic situation by finding their brand positioning among Gen Y and Gen Z in China? What is more, there are two main parts to approach the marketing research problems. The first one is secondary research which will screen the internal and external environment for the company. The second one is the primary research. It will use the attitude toward object model to detect the positioning of Gucci among target customers. The main tool of data analysis would be SPSS and the results of data analysis will be factor analysis and regression analysis.
Company background:
Gucci, an Italian luxury fashion house, suffered a very serious affects from the COVID-19. Even though lots of countries were lockdown because of the pandemic, China, as one of Gucci’s the most active market, was recovering. In this new pandemic situation, what is the next step of Gucci in the China market? (Kumar and Mittal, 2021)
Management decision problem:
How does Gucci better emerge out of the new global pandemic situation by finding their brand positioning among Gen Y and Gen Z in China?
Marketing research problems:
Internal analysis:
What are the Gucci’s competitive advantages?
What kind of current and available resources to support Gucci to apply?
Places: social media platforms
Products:
What are Gucci’s Designs?
How are Gucci’s merchandising?
How are these current resources working?
External analysis:
Pandemic:
What are new changes in the production with the effect of pandemic?
What are new changes in the supply chains with the effect of pandemic?
What is the new market trend with the effect of pandemic?
Competitors:
Who are Gucci’s competitors?
What is the current competitive landscape for Gucci?
How do Gucci’s competitors perform?
Consumers:
What are Gucci’s target groups’ (the Gen Y and Gen Z) characteristics?
Are there any changes of target customers’ behaviors?
What is the Gucci’s brand positioning among the target group?
Approaches to the market research problems:
Secondary research: scanning the environment.
The secondary research will cover all problems are mentioned the internal and external analysis, which provides quickly review for the research and more accurate address research objectives.
Primary research: What is the Gucci’s brand positioning among the target group?
Design research:
Step1: Design a questionnaire to collect the customers’ attitudes to the Gucci.
The questionnaire is designed by the list of questions covering both intrinsic and extrinsic attributes of the brand. The questions of the questionnaire should cover the marketing mix strategies.
At lease 30 complete questionaries should be obtained
Step2: Analyze the data collected by SPSS
Factor analysis: it will be conducted to identity the benefits and the attributes the that support each benefit
Regression analysis: it will be conducted to establish the relationship between perceived benefits and attitudes toward the brand and the relationship between attitude toward brand and the intention to buy the brand.
Step3: Prepare a positioning statement and formulate new marketing mix strategies for Gucci
Supportive information for the test:
The definition and importance of positioning:
Positioning is the most essential benefit(s) desired by the target customers. Managers can evaluate the brand positioning to find understand target customers’ expectation.
Positioning is a process of identifying and building an appropriate brand image or brand associations in the mind of the target customers.
Positioning and marketing mix strategy:
Marketing mix strategy includes product strategy, pricing strategy, distribution strategy and promotion (or communication) strategy.
Marketing managers must identify the positioning of the target market and use it to formulate marketing mix strategy.
Positioning and attitudinal models
The attitude toward the Object Model (Niosi, 202, pp198-201).
How this model work: Beliefs about level of attributes possessed by the attitude object -> attitude toward the object -> intention -> behaviors. For example, attitudes toward Benz are the function of beliefs about the level of attributes or benefits (eg. great performance, good customers service, luxury product, etc.) possessed by Benz. The intention to buy Benz is, in turn, the attitude toward Benz.
References:
Nirmalya Kumar and Sheetal Mittal (2021) Gucci: staying relevant in luxury over a century. Singapore Management University. Harvard Business Review, 2021-05-08.
Andrea Niosi (2021) Introduction to Consumer Behaviour. BCcampus, BC Open Textbook Project.