Chapter 53

Ultimate Luxury

More for more

A couple walking with their suitcases towards a space centre. A man sits at a counter inside the building. A rocket launchpad can be seen behind the man and a large sized moon is visible in the sky above.

The pattern

The Ultimate Luxury pattern focuses on customers in the very top financial bracket (WHO?). Companies that operate here can distinguish their products or services by providing the highest-quality privileges and services, commensurate with the spending power of the wealthy market it targets: uniqueness and self-actualisation are values that appeal to these buyers (VALUE?). The great investments required to provide these products and services are offset by the wide margins practised. Thus, the focus lies on branding, employment of competent and knowledgeable sales representatives to promote ...

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