마케팅 티파니(Tiffany & Co) 마케팅전략(영문)

마케팅 티파니(Tiffany & Co) 마케팅전략(영문) [마케팅] 티파니(Tiffany & Co) 마케팅전략(영문).hwp 목차 Background and Problem COMPANY <OVERVIEW> <Tiffanys mission> <The Goal> <Tiffanys in popular culture> <Key Growth Strategies> <2006 Highlights> MARKET SITUATION - Luxury Consumers : - Declining of Exclusivity of Luxury Goods : -International Market : PRODUCT SITUATION <Products> <Brands> <Cost of Sales> <Tiffany blue> <what tiffany blue box symbolizes?> <Financial Highlights> DISTRIBUTION SITUATION <Distribution Channels> <Diamond Distribution> -Mining -Purchases of Rough Diamond <Advertising Costs> Competitive situation SWOT　Analysis <Strengths> -Strong brand name -Improving operating margin <Weaknesses> -Declining revenue growth -Slugging performance in japan <Opportunities> -New store openings -Growing e-commerce activities <Threats> -Slowdown in consumer spending -Counterfeit products -Exchange rate fluctuations Promotion Price Marketing Strategy Development General marketing strategy Objective Marketing mix Action program Alternatives APPENDIX <HISTORY> <PRODUCTS AND SERVICES ANALYSIS> From 본문 <Key Growth Strategies> - To selectively expand its channels of distribution in important markets around the world without compromising the value of the TIFFANY&CO. trademark; - To provide superior customer service; - To maintain an active product development program; - To increase its control over product supply through direct diamond sourcing and internal jewelry manufacturing; - To achieve improved profit margins, and - To enhance customer awareness through marketing and public relations programs. <2006 Highlights> - Net sales increased 11% to $2.6 billion due to growth in all channels of distribution. - The number of Company operated TIFFANY&CO. stores and boutiques increased 8%. The Company added 16 retail locations ; five in the U.S, four in Japan, three in China and one each in Mexico, Korea, Austria and Canada. Three existing locations were closed; two in Japan and one in Korea. - The Company introduced a wide range of new products, highlighted by the launch of jewelry designed by Frank Gehry, the world renowned architect. MARKET SITUATION - Luxury Consumers : continueto spend whether there are wars or diseases or whatever. Tax cuts, equity wealth, and job market conditions also favor upper-income individuals, who are the primary luxury goods consumers. - Declining of Exclusivity of Luxury Goods : In an age of mass affluence with easy access to credit, luxury goods are becoming more affordable. Also, with a 50 percent rise in household income in the last 30 years, Americans have more money to spend on premium goods. 본문내용 countries. <OVERVIEW> Tiffany & Co is the parent company of Tiffany and Company, which designs, manufactures and retails jewelry items under Tiffany & Cobrand. In addition to jewelry, the company sells Tiffany & Co brand merchandise in categories such as timepieces, fragrances, sterling silverware, crystal and accessories. The company operates primarily in the US and Japan. It is headquartered in