BMAN24281 Marketing Management
Exam 2018-2019

QUESTION 1:

The Le Pliage handbag is an icon for Longchamp and the most profitable strategic
business unit (SBU) in Longchamp's product portfolio. By using appropriate
theoretical tools and frameworks:
a) Critically appraise the SBU of Le Pliage (25%)
b) Make specific brand development recommendations for Le Pliage and
suggest growth strategies for sustaining its success (25%)


MODEL ANSWER FOR Q1:

With regard to the first part of question one, students need to describe and critically
evaluate Longchamp's core business unit (i.e., Le Pliage) and its existing market
situation. For full marks students need to cover the PLC, the BCG Matrix, and the GE
Matrix for the Le Pliage SBU.

With regard to the second part of question one, students need to consider the options
Longchamp has for developing further the brand of Le Pliage and make specific
recommendations for: (a) line extensions, (b) brand extensions, (c) multi-brands
and/or (d) completely new brands. For future growth and sustainability, students
should consider Ansoff's Matrix and make specific suggestions for (a) further market
penetration, (b) market development, (c) product development, and/or (d)
diversification.


QUESTION 2:

Cassegrain and Delafontaine are concerned whether they should unleash Le Plaige
and allow it to grow to its full potential as a separate brand from Longchamp.
Essentially, they are considering 3 options: (i) separate Le Pliage from Longchamp,
(ii) continue to tether Le Piage with Longchamp and limit Le Pliage's growth or (iii)
phase out Le Pliage so Longchamp can achieve its inspiration to become a luxury
brand. Assess benefits and risks and consult Cassegrain and Delafontaine. By using
appropriate theoretical tools, suggest a specific marketing strategy plan to
implement your recommendation (50%).

MODEL ANSWER FOR QUESTION 2:

Students need to position themselves and take a stand on the strategic options
available. Students drawing on the dilemma and the value of the Le Pliage brand can
suggest to: (A) separate Le Pliage from Longchamp, (B) continue to tether Le Piage
with Longchamp or (C) phase out Le Pliage so Longchamp can achieve its inspiration
to become a luxury brand. For full marks the students need to discuss:

 The options of vertical and horizontal differentiation
 The brand associations of Longchamp and Le Pliage
 Debate the positives and negatives that Le Pliage brings to Longchamp
 Debate the benefits and risks of separating the two brands

Based on their assessment students must justify their recommendation and explain
how that can maximise the potential of Le Pliage and Longchamp simultaneously.
Finally, the students need to recommend a marketing strategy plan to implement their
recommendation. For full marks the students should cover:

 Business purpose of the marketing plan
 SWOT analysis
 Analysis of resources and capabilities
 Decision of a core strategy
 Selection of the target market(s)
 Competitive positioning (i.e., subjective and objective positioning)
 Marketing mix of strategy (i.e., product, pricing, promotion and distribution
decisions)


END