Prada is a luxury fashion brand which is acknowledged worldwide. Starting out as a leather handbag company, Prada had truly grown into high quality, upper-class, fashionable accessory and apparel company. The luxury group by the name of Prada now produces both men 's and women 's leather goods, clothing and footwear, cutting-edge sophistication with one-of-a-kind, sublimely-crafted products. Prada also operates in the eyewear, fragrance, mobile phone sectors and confectionery. Prada was also ranked 9th of the most recognizable brands in the world in 2016. This just proves on how much of a popular brand Prada really is.

2. Mission:
The mission of our company is to make an absolutely new and exciting lifestyle by giving world-class fragrances that will rethink the ’norm’ and will set new trends which will combine an attention to detail and quality with cutting-edge styling, as well as aiming to make each of the Prada designs one-of-a-kind.
Vision: The vision of our company is to become the preferred brands of high quality and affordable fragrances. Our other vision is to be known as a manufacturer of world-class fragrances in the international market.
Goals
As it is shown in the Prada’s business model SWOT-analysis, one of our biggest weaknesses in the SWOT-analysis is our competitors who are (Gucci, Armani, Louis Vuitton). So Prada’s goal is to become the most powerful Italian brand by 2017. Our other company goal is to increase our shares from franchises from 10% to