Question $1$

Marks:

Using the relevant frameworks, analyse the environment within which Gucci is operating at the

time of the case.

Use the frameworks discussed in class to support your answer and do not hesitate to incorporate

Covid$-19$ implications.

The case makes reference to a number of competitors to Gucci. Discuss and evaluate the number

of competitors that Gucci faces at multiple levels.

Make reference to direct, indirect, and phantom competitors that Gucci faces and how these are

impacting on Gucci's performance.

Question

Perform a SWOT analyses for Gucci and its direct competitors.

For each STRENGTH identified, discuss how that can be used to harness the opportunities and

minimise threats.

Question $4$

As a consultant to the newly appointed CEO, Marco Bizzarri, what would you recommend he do

to turn around the company's declining performance.

Use the discussions around the marketing mix and value proposition to support your answer.

Question $5$

Gucci's management are considering using Digital Marketing in their South African marketing

campaign. In your view, is this the right thing to do or not?

Use your knowledge of the South African digital landscape, and any other in$-$market examples, to

support your answer. Also, draw from your own experiences as a consumer during Covid$-19$ times,

to shape your answer.