Analysis of the Development Environment of the Brand Value of Tiffany and Its Enterprise Strategy

Xinyu Shi (), Yue Wang () and Qingrui Li ()
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Xinyu Shi: Xi’an Jiaotong University, Japanese, School of Foreign Language
Yue Wang: Xi’an Jiaotong University, Business Administration, School of management
Qingrui Li: Emilio Aguinaldo College-Manila Campus, Business administration, Department of Economics

A chapter in Proceedings of the 2023 2nd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2023), 2024, pp 10-23 from Springer

Abstract: Abstract As a famous centennial jewelry enterprise from America, Tiffany & Co. always insists on its brand value though it has been honed in the centennial development progress. This paper aims at analyzing the development environment and the enterprise strategy of the centennial jewelry brand, Tiffany. Firstly, the paper points out the two core strategies and brand value upgrading. Secondly, there is an analysis of the macro and micro environment of the development of Tiffany & Co. in the past few years with the PEST analysis and Porter’s five forces analysis. Then it is built with a SWOT matrix to analyze the strategic objective, the marketing strategy and market positioning. Then, a profound finding of the positive impact of the enterprise strategy on the brand value is presented, so as to propose relevant suggestions for the development of the domestic jewelry industry based on the current market of the Chinese jewelry market.

Keywords: Tiffany & Company; Enterprise strategy; Brand value; SWOT analysis (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-268-2_3

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