Lacoste, the crocodile brand on international markets

Lacoste, la marque au crocodile à l’international

Ulrike Mayrhofer () and Claire Roederer ()
Additional contact information
Ulrike Mayrhofer: GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur
Claire Roederer: EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School

Post-Print from HAL

Abstract: Founded in 1933, the Lacoste brand celebrated its 85th anniversary in 2018. It has made a name for itself as pioneer in chic "French-style" sportswear and enjoys strong brand awareness. Its clothing, shoes, accessories and perfumes are sold in 120 countries. How has this brand, which invented the polo shirt, successfully managed to grow internationally? This case-study concerns the marketing policy of the Lacoste brand. The case covers detailed information about the Lacoste brand, its international expansion and the brand strategy put in place. Students are asked to elaborate the international marketing policy and the branding policy for Lacoste.

Keywords: Consumer goods marketing; marketing mix; operational marketing; strategic marketing; brand strategy; international marketing.; Marketing grande consommation; marketing opérationnel; marketing stratégique; stratégie de marque; marketing international. (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Published in 2018

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02014818

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().