World of Swarovski

Le monde de Swarovski

Ulrike Mayrhofer ()
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Ulrike Mayrhofer: GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur

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Abstract: Founded in 1895, the Swarovski company sells high-quality crystal for fashion, jewellery, accessories, lighting, architecture and interiors. In a context of fierce international competition, the brand has the ambition to establish itself on the global jewellery market. This case-study covers detailed information about the Swarovski group and the global jewellery market. The students are asked to prepare a marketing plan for the Swarovski brand: internal and external analysis, marketing strategy (segmentation, targeting, positioning) and marketing-mix (product, price, distribution and communication policies).

Keywords: Marketing plan; marketing analysis; marketing strategy; marketing mix; international marketing.; diagnostic marketing; Plan marketing; stratégie marketing; marketing-mix; marketing international. (search for similar items in EconPapers)
Date: 2018
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Published in 2018

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02394423

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