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Cross Cultural Management Cartier

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Alex K

on 18 March 2014

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Transcript of Cross Cultural Management Cartier

High jewelry and watch-making market
Special Wedding
Products of the brand
Cartier around the world
Jewerly

150 billion $
15% growth


Watch-making
40 billion $
7% growth

Holding companies
Zenith Chaumet Bvlgari
Fred Tag heuer
Boucheron Pomellato
Breguet Harry Winston
Blancpain Omega Swatch
Cartier Jaeger-le-coultre
Van Cleef & Arpels Vacheron Constantin
Piaget MontBlanc…

Independant
Mauboussin Rolex
Tiffany & co Breitling
Patek Philippe
Main Objectives
International
Remain N°1
Grow faster than the market

Jewelry, Watchmaking, Watches, accessories and Perfumes

Men, Women and children

Price

Jewelry
Rings : 18 collections
Wristbands : 16 collections
Necklaces : 17 collections
Chains : 12 collections
Earrings : 16 collections

The Ring Trinity
Watches
The Santos, 1904
Alberto Santos
<8 ml € 23 ml€>

Accessories
Engagement ring
Wedding ring

Jewelry

Grand Palais

Understand the story
of the brand

See the evolution
of the social codes

Website
Products
Communication

Profile of the average customer
Russia & Asia
Collectivist culture
Masculine – Feminine culture
With the wish to show its success
New rich and middle class
Need of recognition
Man & Woman
Demanding
Increasingly travellers

Profil
How to treat them ?
Importance of the family and the traditions
People have to feel like a star
Personalized approach & products Live a luxury experience
Availability
Elegance & modernity
Big and expensive jewels (excessiveness)
40 shops in 23 cities in china Chinese speaking everywhere
A wide range of products

China’s expanding middle class is the engine that has been driving luxury jeweller Cartier’s business
South America
Collectivist culture
Masculine culture
With the wish to show its success
New rich and middle class
Need of recognition
Man & Woman
Demanding
Abroad buyers

Profil
How to treat them ?
Importance of the family
People have to feel unique
Personalized approach & products Live a luxury experience
Availability & compliments
Elegance & modernity
Big and expensive jewels (excessiveness)
Safety
Products free of taxes
A wide range of products

Middle East
Collectivist culture
Masculine culture
With the wish to show its success
New rich and traditional bourgeoisie
Man & Woman
Demanding

Profil
How to treat them ?
Importance of the family and the symbolisms
People have to feel unique and powerfull
Personalized approach & products Live a luxury experience
Availability & compliments
Elegance & modernity
Big and expensive jewels (excessiveness)
Safety
A wide range of products

North America
Indivdualist culture
Masculine culture
Man & Woman
Rich people
Demanding

Profil
How to treat them ?
Importance of the individu
People have to feel listen and well advised
Personalized advises & products (sometimes bling bling) Live a luxury experience
Availability of the staff
Elegance – modernity
Expensive jewels
Privacy – Secret according to the customer
35 cities in the US
Europe
Individualist culture
Medium masculine culture
Man & Woman
Traditional bourgeoisie and Middle class
Demanding

Profil
How to treat them ?
Importance of the individu
People have to feel listen and well advised
Personalized advises & products (not bling bling) Live a luxury experience
Availability of the staff
Elegance – modernity & tradition (cartier’s history)
Elegant and soft jewels
Shops are usualy in historical building
Privacy - Secret

Customer Loyalty
Cartier Brand relationships
Private Events
Boutiques Relationships
Brunchs & Lunchs
Sales associations
Call Clients
Others Interactions
after Sales services ; Free change of Battery

HR Management
Trainer by country
Cultural factor
Simplicity and efficiency

Training in shop

Training center for each profession

Retail Strategy
More than 300 boutiques in 125 countries
Six flagship stores
Dedicated stores & few retailers
Same standards worldwide
Objective : investment balance

Management
Bureaucratic with many layers

International & national BOD

Seperately managed segments

Demanding managers looking for excellence

Very active CEO

History
1847 : Fondation
1899 : Opening the first house
1902 : Store in London
1904 : First official patent
1925 : International of Modern Arts
1955 : Creation for Académie Francaise
1989 : Exposition Cartier

Historic Models
1904 : Aviatior
1919 : Tank
1928 : Tortue
1978 : Santos
1985 : Pasha
2007 : Ballon Bleu

Cartier
Headquarters : Paris, France
Holding : Compagnie Financière Richemont SA
Industry : Jewellery, Watch Retailling, Fragrance
Turnover : 400 M€ in 2013
Effective : 540 employees
CEO : Stanislas de Quercize

Retail Store
Paris : 13 Rue de la Paix
London : 175-177 New Bond Street
New York : 653 Fifth Avenue
Tokyo : Minami Aoyama
Shanghai : 1st East ZhongShan Road
Full transcript