How does a luxury micro-entrerprise create higher value through marketing? Building a brand-persona at Equinoxe Yachts​

The luxury market has always been a completely different business from the others, with its own rules, aspects and customers. Thus, to better comprehend this market, it is important to analyze it in everydetail. starting from the definition of luxury, given by its historical interpretations, this dissertation will describe all its characteristics and peculiarities, with a focus on the customers. In fact, it is important understand who the customers are, what they are looking for and how they behave. Then, an overview of the luxury market around the world, which will end with the description of the ten most valuable luxury firms in 2018, will conclude the general introduction. Inside the luxury market, there is a specific sector that will be well analyzed: the yacht industry. One more time, to better understand what it is described, a global review of the yacht market around the world has to be provided. Then, the research will go deeper into details of this market, explaining the different types of yachts and of contracts. To have a complete background of this industry, an analysis of the major players in the world and the social characteristics of the luxury traveler has to be provided. Talking about the entrepreneurial and management processes, it can be interesting to analyze all the decisions and steps that a player in the luxury sector has to take in order to be successful. In particular, communication is a crucial element, because it can help building a stronger image of the firm. Thus, the distribution and different communication channels play a crucial role. Finally, the theory previously described will be seen in practice with the analysis of a micro business operating in the sector: Equinoxe Yachts, which is a yacht broker agency founded in 1986 by Corrado Di Majo and Alessandro Ussi. ​