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CHANEL FINAL

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on 4 December 2014

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Transcript of CHANEL FINAL

Industry Analysis
Introduction to the Company
Internal Analysis
Pest Analysis
Competitive Strategy
Corporate Strategy
Marketing Strategy
PRICE
PROMOTION
PLACE
PRODUCT
We have developed TWO different studies
MACRO
MICRO
Political
Economical
Technological
Social
ENTRY BARRIERS THE INDUSTRY
BARGAINING POWER OF BUYERS
THREAT OF COMPETITORS
THREAT OF SUBSTITUTES
BARGAINING POWER OF SUPPLIERS
LOW
Porters 5 Forces
Analysis
Relatively High
HIGH
HIGH
CHANEL is well known to be one of the world´s most prestigious luxury brands
HOW
Top Quality Products
High Prices
Top quality products

Their promotion campaigns are based on
EXCLUSIVITY & LUXURY
420 retailers worldwide
30% of them in France
Located in the most important malls (Harrods, Jenners)
ADVERTISING STRATEGY
CONCLUSION
MARKETING MIX
Resources
Capabilities
SWOT Analysis
They maintain their French touch in all their proucts
chanel.com
Target customers:
Classy women

Stylish

25 - 40 years old

Upper-middle class


Segmentation:
Retail stores
Strategically located
Exclusive areas OF:
Emerging to new markets

Try to protect from fake products

Emphasize in new media technolgy
Increase men brand awareness
LOW
Goal
to create and maintain an image of the brand
Differentiation Strategy
Strategy Elements
Requirements
branding advertising
design
service
quality
product development

marketing abilities
product engineering skills
creativity
research capability

Tangible
Intangible
Human Resources
Full transcript