Professional Documents
Culture Documents
Introduction
Long champ is a French luxury leather goods company, founded in Paris in 1948 by
Jean Cassegrain. Jean Cassegrain who initially sold tobacco and then produced luxury
leather-covered pipes, then expanded into small leather goods, such as wallets,
passport covers etc. Longchamp Iconic Product Le Pliage is clear winner a was the
cash cow for the company. La pliage has high sales levels generated cash to support
the full product line and spawned tremendous brand awareness, but the only problem
was la pliage was a low cost product and they had to go start from la pliage which was
at 60 pounds and its other products which went up to 800 pounds Lomgchamp was
Decisions Needed
For Lonchamp to increase its overall value to 1 billion should it increase its sales on La
pliage rather than limiting it from distributing it to full capacity. Should lonchamp add line
extension to Its Iconic Product La pliage to leverage its Brand equity in more luxury high
Price point products. Should Longchamp create a separate brand called Lapilage for
itself which can cater to low cost products users and leverage the brand equity gained
Key Issues
What was Longchamps original equity? How did Le Pilage Change Longchamps Equity?
Should Longchamp extend into additional categories like menswear, eyeglass and
fragrance?
(Insert paragraph)
Present an overview of the situation with key insights and dynamics. You should assume the audience of the report is
the executive leadership team of the company, so they are aware of the company and brands.
DECISIONS NEEDED:
(Insert paragraph)
Explain what you are seeking to achieve from this report and/or what decision you are asking the leadership team to
KEY ISSUES:
Highlight and analyze potential issues in the situation that the leadership team should understand. This analysis
RECOMMENDATIONS:
Your recommendation(s) should be written S.M.A.R.T. (Specific, Measurable, Achievable, Relevant and Timely)
NEXT STEPS:
Describe the action(s) that you/the team need to take to implement your recommendation(s).