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World of Swarovski
[Le monde de Swarovski]

Author

Listed:
  • Ulrike Mayrhofer

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

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).

Suggested Citation

  • Ulrike Mayrhofer, 2018. "World of Swarovski [Le monde de Swarovski]," Post-Print halshs-02014811, HAL.
    • Handle: RePEc:hal:journl:halshs-02014811
    as

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