Chapter 10 & 11 1)How does an exclusive brand such as Louis Vuitton grow and stay fresh while retaining its cachet?   Is the counterfeiting of Louis Vuitton always a negative? Are there any circumstances where it can be seen as having some positive aspects?     American Express Evaluate American Express in terms of its competi- tors

Chapter 10 & 11

1)How does an exclusive brand such as Louis Vuitton grow and stay fresh while retaining its cachet?

2. Is the counterfeiting of Louis Vuitton always a negative? Are there any circumstances where it can be seen as having some positive aspects?

American Express

1. Evaluate American Express in terms of its competi- tors. How well is it positioned? How has it changed over time? In what segments of its business does American Express face the most competition?

2. Evaluate American Express’s integration of its various businesses. What recommendations would you make in order to maximize the contribution to equity of all its business units? At the same time, is the corporate brand sufficiently coherent?

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3. Discuss the company’s decision to grow beyond its core affluent consumer base. What did this do for the company and the brand?

Chapter 11:

Samsung

1. What are some of Samsung’s greatest competitive strengths?

2. Samsung’s goal of $400 billion in sales by 2020 would bring it to the same level as Walmart. Is this feasible? Why or why not?

IBM

1. Few companies have had such a long history of ups and downs as IBM. What were some of the keys to its recent success? Can its plans to solve some of the world’s most challenging problems succeed? Why or why not?
2. Who are IBM’s biggest competitors today, and what risks do they face with their current strategy?