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![[마케팅원론] 티파니앤코의 베네수엘라 시장 진출 전략(영문)-11](http://images.happyhaksul.com/thumb/494/493515-0011.gif)
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![[마케팅원론] 티파니앤코의 베네수엘라 시장 진출 전략(영문)-13](http://images.happyhaksul.com/thumb/494/493515-0013.gif)
![[마케팅원론] 티파니앤코의 베네수엘라 시장 진출 전략(영문)-14](http://images.happyhaksul.com/thumb/494/493515-0014.gif)
분야
hwp2.Executive Summary
3.3Current Marketing Situation
4.Strengths, Weaknesses, Opportunities, and Threat Analysis
5.Objectives and Issues
6.Marketing Strategy
7.Action Program
8.Budgets
9.Control
▶ Tiffany accessories are matched desire of a consumer of a Venezuelan market. Because Venezuelan women have a lot of interests about own aesthetic beauty comparing with other Central and South America nations and like dressing to the latest accessories regardless of age. Also, the tiffany accessories are elaborate and high quality. We judged it that a tiffany can turn off eyes of Venezuelan consumers for that kind of reason.
Competitive Review
▶ Major problems and resistances to product acceptance based on the preceding evaluation.
Brand
value
design
Brand preference
Customer service
Total
Tiffany & Co.
5
4
4
4
16
SWAROVSKI
4
4
3
4
15
TOUS
3
4
3
4
14
MIKIMOTO
4
4
3
4
15
AGATA
3
4
4
4
15
☞ we analyze MIKIMOTO, SWAROVSKI as a competitor.
▶ SWAROVSKI ◀
SWAROVSKI uses unique crystal technology, and they sell products such as jewelry like a general precious metal watch and jewelry, Home decorating, wedding accessories and sculpted doll, collection etc. SWAROVSKI is operating community called Swarovski Crystal Society which formed an international network. According to this, they reflect a taste of a customer, send a product news letter. Also, they provide the opportunity that customers receives giveaways and as to be able to participate in a special event. A picture looking to the side is an image of a membership card. consumer can buy a commodity and get other various benefit through this cards. SWAROVSKI is appealing to consumers pursuing an upgrade as decorating crystal to home electronic appliances and a cellular phone through a lot of companies and cooperations activity on the latest date.
