Extended Essay (Word Limit: 1000-1200)

Question 1

Being one of the key providers of employment opportunities in Hong Kong, the fashion industry has been experiencing some great difficulties in recent years. To be sustainable in the market, a fundamental of strategic marketing is the concept of 'strategic fit'. For any organization to be effective in implementing its marketing strategies, it needs to be well tuned both to the needs and requirements of customers and to the resources and capabilities it seeks to implement. Select a real-life example from the fashion industry, and illustrate how this company presents a good 'strategic fit' for its business to be sustainable in the dynamic marketplace in Hong Kong.

Guidelines: 1) Justify how Louis Vuitton presents a good 'strategic fit' in Hong Kong from analysing the following three aspects:

a) Organizational resources suited to Hong Kong operations;

b) Internal and External Marketing Strategy(ies) adapted to the needs and requirements of Hong Kong's market;

c) Organizational resources needed for implementation of the strategy(ies) suggested in (b).

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