International Marketing Strategies for Small Luxury Business: LaSphera Case Study

David Voráček

Master's thesis

Abstract:

The aim of this paper is to develop an international luxury marketing mix for the LaSphera brand, by incorporating the company’s international ambitions, its desired luxury brand positioning, as well as the perspective of a resource constrained and brand awareness lacking startup company. In order to achieve this aim, the Thesis first presents an extensive review of the most relevant theoretical concepts and frameworks, which lays the foundation for the subsequent practical analysis. Key findings and frameworks from the theoretical section, combined with the primary information provided by LaSphera, result in a comprehensive formulation of the 4 Ps of marketing. The developed marketing mix conceptualizes LaSphera’s existing marketing elements and considerations, while simultaneously expanding on them with new findings and recommendations.

Abstract:

The aim of this paper is to develop an international luxury marketing mix for the LaSphera brand, by incorporating the company’s international ambitions, its desired luxury brand positioning, as well as the perspective of a resource constrained and brand awareness lacking startup company. In order to achieve this aim, the Thesis first presents an extensive review of the most relevant theoretical concepts and frameworks, which lays the foundation for the subsequent practical analysis. Key findings and frameworks from the theoretical section, combined with the primary information provided by LaSphera, result in a comprehensive formulation of the 4 Ps of marketing. The developed marketing mix conceptualizes LaSphera’s existing marketing elements and considerations, while simultaneously expanding on them with new findings and recommendations

Keywords

International Marketing Mix, Luxury, LaSphera

Keywords

International Marketing Mix, Luxury, LaSphera

Language used: English

Date on which the thesis was submitted / produced: 11. 5. 2022

Thesis defence

• Date of defence: 20. 6. 2022
• Supervisor: Martin Machek
• Reader: Václav Stříteský

Vysoká škola ekonomická v Praze

Master programme:
International Management