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Marketing and Management of Luxury Markets

Luxury Incubator 

( #LuxuryIncubator )

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The Luxury Incubator project is designed for MBA students in the Chapman Graduate School of Business at Florida International University. 

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The project is based on Ohri Luxury Index ( #OhriLuxuryIndex ) developed in 2020 by Deepak Ohri (All Rights Reserved). 

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 Project Objectives:

• Analyze and assess marketing strategies of the luxury brands 

• Compare and contrast management of entry into the luxury market

• Evaluate the role of luxury brands

• Highlight the potential strengths and weaknesses of luxury brands

• Examine the importance and challenges of customer acquisition, customer retention, and the role of the customer experience

 

Learning Objectives:

• Recognize trends and developments in the global distribution of luxury goods 

• Define characteristics of luxury customers and luxury guest experience 

• Identify value perception in luxury goods 

• Examine recent developments of global luxury markets  

• Examine management of the luxury market 

 

Course Project:

Study of luxury markets in the US. Comparative case of luxury markets in three sectors: hospitality, retail, and real estate.

Residency:  March 26 - April 2 (New York City, Los Angeles, Beverly Hils, Newport, Laguna Beach, Costa Mesa). 

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Eight Inc. 

SEC

DIOR

Robb Report

Wilshire Beverly Hills

Montage 

Rose Cafe and Bakery 

South Coast Plaza

Bacio di Latte

Bear Flag Fish Company

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 Students completed a hands-on project in groups examining, analyzing, and comparing the design and management of the luxury market and brands in three main sectors: design, hotel/hospitality, and retail industry.