Fendi

FENDI

Fendi operates as a luxury leather goods industry. Fendi is synonymous with luxury, excellence and craftsmanship, virtuosity in processing of materials as well as timeless creativity and style. Fendi have a unique culture which is transform customer dreams into reality and serve the need of their most demanding customers (FENDI VISION). In my essay I will discuss how Fendi fulfilll customer needs with their stategies.Fendi focus on monitoring the development of the collection,managing raw materials and the production,ensuring the quality of the prooduct is meet their standard. With the uquine product creativity,the guarentee of the product quality and realibility of the band image,Fendi able to stand out from the luxury leather goods market and miximise their market-share. I will argue that Fendi’s primary activity focus on their operation such as manufacturing,research and development,desgin and product management in the value chain activities.Fendi ‘s business level stategies are create differentiation among their competitors.

Fendi value chain focuses on their primary activities of manufacturing ,research and development, desgin and product management ,For example,their product desgin with creativity,product quality,brand realibility and the design of their store in order for them to differentiate themselves among all the competitors and increase theirs market share. With most decorated designers Karl Lagerfeld and Silvia Venturini Fendi ,they make Fendi’s product look very unique and creative .By knowing the history heritage ,make of identity and quality is what their customer expected,Fendi create innovative way of their craftsmanship as a key pillar in most of the luxury house.According to CEO Michael Burke in 2010,Fendi’s effocts in carftsmanship have helped boost growth of its high-end businesses. Fendi also support younger desginer creating limited edition product. (Socha, Fendi Touts Italian Craftsmanship, 2010)

In order to support the research and development , desgin and product management stategies.Fendi promote a working enviroment that allows for the maximum performance,awarding individual’contributions of their success,that ensure staff retention and low turnover rates. (WORKING AT FENDI) Others activities of management such as Human Resource Devision always looking for talent who are creative, passionate, curious, and open-minded people with a desire to embrace Fendi's values and culture. (HUMAN RESOURCES)

Fendi’s disigner are very knowledgeable,innovative,creative.For example,Fendi iconic product The Baguette designed by Silvia Venturini is the best seller and with it unique shape that embodies the history of a maison to make it stand out from the crowed.The initiatives,marking the bag’s 15th birthday, also signal a strategies thrus fo the company,where CEO Pietro Beccari is putting Fendi’s iconic productd at the forefront of development. Fendi also use of celebrities as marketing vehicles for their leather goods.(Socha, Fendi's Baguette Takes Center Stage, 2012) According to the CEO Pietro Beccari,they are very particular in the desgin ,the layout and the decoration of every retail store.The decor nods at Italian minimalism and Fendi’s fur roots. He want the customer have the feel of Raman when they step in to the store. He mention that he want to have the concept that when customer think of Italian and Roman,it must be Fendi. (Karimzadeh, 2014)

Lastly,the reliability of Fendi’s band image and their fundation is their competitive advantage. The unique design and the quality of it product make them differentiate form their competitiors. “People are willing to invest in Fendi fur because they know it is produced by the best hands in the markets”,said Pietro Beccari. Another special characteristic of Fendi is they sell made to order and custom-made furs to meet customer demands in compliance with their company vision which is trasform dreams into reality. (Fendi Bringing Fur to Counture, 2015) Fendi’s resources and ther superior capabilities that are sources of competitive advantage over their rivals. (Dallas hanson, 2014)

The value chain at Fendi is deemed valuable by it creative and unique design of its products. The Communication