| According to the statistics,the amount of myopia patients has increased to 450 million in China,this amount has been more than 2360 million around the world.The demand of glass around the world is very strong.Besides,the rate and speed of World Luxury Index increased far more than that of the S&P 500.Global glass manufacturer giant Co.Luxottica declared its 46 billion M&A transactional with French Essilor International Company,and this was one of the largest M&A transactional in Europe.This move made Luxottica the largest optical group around the world.This paper adopts theories to analyze the competitive position and advantage of Group Luxottica,the theories includes Enterprise Competitive Advantage,Porter's five power model,Vertical integration strategy,multiple-brand strategy,Value Chain Management,Total Quality Management and so on.This paper collects history files and industry information,compares two companies' financial data and analyses Luxottica competitive advantage,its source and realizing approach,the data includes asset scale and structure,income,net margin and cost.This paper finds that Luxottica group's profitability and market share and asset scale are commendable.This is based on the strategy adopted by the group:Vertical integration strategy and multiple-brand strategy.In addition,the ability of asset,cost and cash management is outstanding.Value Chain Management and Total Quality Management are commendable.That's where Luxottica group competitive advantages based on.There are five chapters in this thesis.The 1st part is about the background,and ideas of the research;the 2nd part reviews relevant theories about competitive advantage;the 3rd part introduces the overall industry situation of the optical business and also Luxottica's position in this field;the 4th part introduces Luxottica group and find out competitive situation in history development,brand portfolio,supply chain;the 5th chapter focuses on the competitive advantages and its source and realizing methods. |
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