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분야
hwpCOMPANY
MARKET SITUATION
- Luxury Consumers :
- Declining of Exclusivity of Luxury Goods :
-International Market :
PRODUCT SITUATION
DISTRIBUTION SITUATION
-Mining
-Purchases of Rough Diamond
Competitive situation
SWOT Analysis
-Strong brand name
-Improving operating margin
-Declining revenue growth
-Slugging performance in japan
-New store openings
-Growing e-commerce activities
-Slowdown in consumer spending
-Counterfeit products
-Exchange rate fluctuations
Promotion
Price
Marketing Strategy Development
General marketing strategy
Objective
Marketing mix
Action program
Alternatives
APPENDIX
From
- To selectively expand its channels of distribution in important markets around the world without compromising the value of the TIFFANY&CO. trademark;
- To provide superior customer service;
- To maintain an active product development program;
- To increase its control over product supply through direct diamond sourcing and internal jewelry manufacturing;
- To achieve improved profit margins, and
- To enhance customer awareness through marketing and public relations programs.
- Net sales increased 11% to $2.6 billion due to growth in all channels of distribution.
- The number of Company operated TIFFANY&CO. stores and boutiques increased 8%. The Company added 16 retail locations ; five in the U.S, four in Japan, three in China and one each in Mexico, Korea, Austria and Canada. Three existing locations were closed; two in Japan and one in Korea.
- The Company introduced a wide range of new products, highlighted by the launch of jewelry designed by Frank Gehry, the world renowned architect.
MARKET SITUATION
- Luxury Consumers :
continueto spend whether there are wars or diseases or whatever. Tax cuts, equity wealth, and job market conditions also favor upper-income individuals, who are the primary luxury goods consumers.
- Declining of Exclusivity of Luxury Goods :
In an age of mass affluence with easy access to credit, luxury goods are becoming more affordable. Also, with a 50 percent rise in household income in the last 30 years, Americans have more money to spend on premium goods.
