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Strategic Management - Swarovski case
Transcript of Strategic Management - Swarovski case
- only high quality and expensive products,
- small target group
- widening range of customers
- implementation of cheaper products
cope with different businesses & private persons
Jewelry, special products
a "touch of glamour in every detail"
giving an extraordinary touch to ordinary things
widespread target group with cheaper products
Company mission and vision statement
"We add sparkle to people´s everyday lives"
Key performance indicators
Revenue from new products
Customer satisfaction and loyalty
Number of advertising campaigns
Number of visits/contacts with customers
Average development time of a new product
Average decision-making time
Marketing expenses per customers
Specific weight of new products in the total amount of products
Personnel turnover rate
Number of job applications
Double its business to around €5 billion by 2020.
Three major paths to achieve this objectives 1. organic growth
2. new internal brands
Next 6 months create cheaper products
One year from now-> new marketing campaign
- currently: high society wealthy people
- in the future:
wider target group
At the moment the company is in transition phase of the Abernathy&Utterback Model
With our new product line we want to go back to fluid phase with a high product innovation
Competitive analysis & advantage
Luxury brand with high-quality and tradition
Create also figures and other rare products which makes company unique
have patents for manufacturing of crystals
can produce nearly everything with this technique
shows the quality of the brand
different, elegant and plain
Have a really good Brand image
Starting new campaign to introduce our new product line
Using social media
Billboards beside the roads
Working together with a celebrity to gain more awareness
Joint-ventures with Thomas Sabo, etc.
2013: € 3,02 billion
2012: € 3,08 billion
2011: € 2,87 billion
Until 2020 Swarovski Group they want to raise their yearly revenue to € 5 billion.
Risk: lose of loyal customers
Opportunity: gain new customers
"Create a diamond for everyone"