Question: Problems [ LO 1 - 2 , 1 - 4 ] 1 - 4 5 Strategy; Downsizing Luxury Companies such as BMW , Audi, Mercedes,

Problems

[

1 - 2, 1 - 4] 1 - 45

Strategy; Downsizing Luxury Companies such as BMW

,

Audi, Mercedes, and Tiffany are thriving these days because they are expanding their luxury brands into more affordable product lines, thus allowing them to offer their premium branded products to a wider audience. An example is Tiffany's Heart Tag Charm, the Mercedes CLA, and the Audi A

3 .

Required What type of strategy

(

cost leadership or differentiation

)

is being followed by Tiffany, BMW

,

Audi, and Mercedes? Comment on how effective you think this new strategy will be for these firms.

Problems [LO 1-2,1-4]1-45 Strategy; Downsizing Luxury Companies such as BMW, Audi,

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