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Tiffany & Co.

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by

arlene chay

on 24 April 2013

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Transcript of Tiffany & Co.

History
&
Background Corporate Social Responsibility Shared Value Business Society Industry Sustainability
Brand Image
Profitability Better working condition
Higher standard of living
Environment and Art conservation Arlene Chay
PeiQi Chen
Celine Delima
XingLin Li
Stephanie Ong AGENDA History & Background
Corporate Social Responsibility
Porter's 5 Forces
SWOT Analysis
Positioning Strategy
Problems and Recommendations 1. Branding and Customer Loyalty
2. Well-treated Employees
3. Suppliers with similar core values
4. Discrete Packaging and Unique Catalog STRENGTHS 1. Jeopardized Image Brand and High
investment
2. Lack of Brand Awareness in Asia WEAKNESSES 1. High growth opportunities in
Asia-Pacific
2. Increasing trends in men’s
grooming and toiletries
products
3. Expansion in retail stores OPPORTUNITIES Tiffany & Co. Brand X 1. High number of counterfeit goods in Asia
2. Numerous competitors
3. Changes in the price of diamonds THREATS Analysis S
W
O
T Buying in small-volume
High switching costs
Low price sensitivity Bargaining Power of Buyers (Low) High barriers to entry
High capital investment and startup costs
Limited source of suppliers and distribution channels Threat of New Entrants (Low) Economy is Booming
Higher disposable income
Attracts major industry players
High barriers to exit
High start-up fixed investment
Contracts with suppliers Rivalry Among Existing Competitors (High) Diamond suppliers
Highest bargaining power
DeBeers monopolized the diamond markets Bargaining Power of Suppliers (Moderate to High) Low brand loyalty
Substituting with imitating jewelries (counterfeits) Threat of Substitutes (Moderate to High) Porter's 5 Forces Positioning
Strategy Competitive Positioning Map

Gap between Management’s
Expectation &
the Consumer’s Perception Cons of Tiffany’s Positioning Strategy Cartier, Balgari
Same Reputation Worldwide
Provide Same Quality Good
Provide Same Services
Have most talented expertise
Have Similar Price Range Direct Competitor    Pros of Tiffany’s Positioning Strategy Local Jewelry Brand



Other Luxury Brand Indirect Competitor Affluent Buyers
perceive Tiffany as a common
and affordable brand. Acquisition of Elsa Peretti’s Designs
Stronger control
Potential revenues from licensing
Flexible Ownership

Hire a team of young designers
“Zara” strategy Recommendations for Problem II Elsa Peretti’s Designs

Sole licensee

Weak control

Potential loss of revenues Problem II Sub-brand

Possibly T by Tiffany

Capture more customers

Maintain brand image Recommendations For Problem I Brand Image dilution

Wide price range

Luxury

Exclusive

Loss of high-end customers Problem I Marketing
Campaign
Cross brands
Collaborations
Charity Focus on Expansion of
Asian Market Reach More Middle
Class and Young Generation
Consumers Dilute its Luxury Brand Image!!! Mix in Asian Elements Celebrity Endorsement
Full transcript