Ch. 2 - Strategic Planning for Competitive Advantage

Miu Miu, known for their unique designs, are one of the most sought out brands. 

MIU MIU SWOT ANALYSIS

Strengths: 

-High quality products

Unique style compared to other luxury brands who cater to the same customer

Weaknesses: 

-High prices

-Limited production on wide range of products

Opportunities: 

-Expanding the brand to other markets worldwide, an example being China, whose economy is rapidly growing

Threats:

-Imitation products (usually their sunglasses and handbags) affects the brand's sales

-Competitors like Chanel, LV, etc

Ch.1 - Overview of Marketing (Brief History and Mission Statement)

Mission Statement:  

“Embracing both couture savoir-faire and refined experimentalism, Miu Miu explores fashion as a rarefied form, giving elegance and sophistication a new and twisted meaning.” 

Italian luxury brand Miu Miu was launched by Miuccia Prada in 1993. Compared to it’s sister brand Prada, which is more sophisticated, Miu Miu is more quirky and avant-garde. Miu Miu is distinctive as it was created for women who refused to conform and experimented with their style choices, dressing in flashy colors and prints. Miu Miu has grown into a global brand catering to women worldwide who prefer to stand out from the crowd.