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首页 哈里温斯顿 市场分析 HARRY WINSTON

哈里温斯顿 市场分析 HARRY WINSTON.doc

哈里温斯顿 市场分析 HARRY WINSTON

李柳清
2017-11-28 0人阅读 举报 0 0 暂无简介

简介:本文档为《哈里温斯顿 市场分析 HARRY WINSTONdoc》,可适用于综合领域

哈里温斯顿市场分析HARRYWINSTONPrinciplesofMarketingUGBExecutiveSummaryObjectivesVisionandMissionCompanySummaryBackgroundCompanyLocationsandFacilitiesProductsandServicesProductsDescriptionCompetitiveComparisonSupplyandDemandDetailsTechnologyNeedsMarketAnalysisTargetMarketTargetMarketSegmentStrategyMarketNeedsMarketTrendsMarketGrowthIndustryAnalysisIndustryParticipantsKeyPlayersMainCompetitorsCompetitiveAnalysisStrategyandImplementationSummaryMarketingStrategyPricingStrategyPromotionStrategyDistributionPatternsMarketingProgramsSalesStrategySalesForecastSalesProgramsWebPlanSummaryWebsiteMarketingStrategyDevelopmentRequirementsConclusionLISTOFREFERENCESStudent:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBMarketingPlanForHarryWinstonGarlandCollectionForExecutiveSummaryObjectivesThepurposeofthisreportisto:planstoincreasefourjewelryshopsintheworldmakeamarketgrowthrateofinExpandthemarketinpartsofAsia,anddesignmorejewelrycollectionforbridesgroupsAsfollows:ThisprogramfocusesontheChinesemarket,theIndianmarketandtheJapanesemarketTotoincreasepublicityeffortsandinfluenceincreasetoestablishsomeoftheirpositionsinthenetworkToraisebrandawarenessinthenetworkDesignjewelryseriessuitableforbridecustomergroupsandcouplescustomergroupsincreasetherangeofproductsoftheCharmsIncreasedretailoutletsandsalonshopsVisionandMissionThepurposeandvisionofHarryWinstonare:Creatingfinancialvalueforshareholders,Toestablishemotionalvalueforcustomersthroughsocialandgetagoodevaluationfromcustomers,TobecomethemostadvanceddiamondjewelerandwatchmakerintheworldLogoofHarryWintonFrom:Student:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBCompanySummaryBackgroundHarryWinstonisoneofthetoptenfamousjewelrybrandintheworld,whichisknownasthe"KingofDiamonds"HarryWinstonwasfoundedinNewYorkin,foundedbyJacobWinston,heisthegrandfatherofthecurrenthead,RenaultWinstonAtfirst,HarryWinstonisjustasmalljewelryandwatchesWorkshop,locatedinManhattanJacobemigratedfromEuropeintoNewYork,hewasaskillfulcraftsmanHestartedthefamilybusinesswasinheritedbyhisson,HarryWinstonHarryhasauniquevisionofhighqualitydiamondsHesucceededinsellingjewelryforthewealthyupperclassesinNewYorkAndhefoundedthefirstcompanyatageHarryWinstonisasubsidiaryofHarryWinstonDiamondCorporationinCanada,thecompanyholdsastakeintheDiavikDiamondProjectThisdiamondminebeganproductioninNovemberDiavikbelongingtoRioTinto,anditisajointventurepartnerofHarryWinstonMrHarryWinstonandHopeDiamondFrom:Student:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBCompanyLocationsandFacilitiesTheHarryWinstonbelongstoCanadaHWDCHarryWinstonhasstoreslocatedthroughouttheworldshopssetupintheUnitedStates:NewYork,BeverlyHills,Miami,LasVegas,Hawaii,Dallas,ChicagoTherearetwoshopssetupinEurope,ParisandLondonInadditiontherearefourshopssetupinChina,thereareBeijing,ShanghaiandHongKong,TaipeiTheremainingfivedistributioninJapanOmotesando,urban,Ginza,OsakaShinsaibashiandNagoya,JapanEachofthestoresarelocatedinthemostprosperousareasAndeachstoredecorationfocusonqualityandluxury,whichfullyreflectstheluxuryandeleganceoftheproductsGarlandCollectionnecklaceFrom:Student:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBGarlandCollectionearringFrom:GarlandCollectioncharmFrom:GarlandCollectionearringFrom:Student:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBProductsandServicesProductsDescriptionHarryWinstonisafamousjewelrybrandintheworldItisknownasthe"KingofDiamonds”HarryWinstonhasalwaysonlyselectedthemostexcellentgemmaterialsTheircraftisimpeccableItsproductscoveredmanyareas,including:watches,necklaces,earrings,brooches,rings,andmoreclassicalworks:LilyCluster,GarlandCollection,theIncredibles,OpusXwatchseries,SquarewheelwatchseriesetcGarlandCollectioninthisreportHarryWinstonGarlandseriesusesauniqueClusterinlaiddesignThemainmethodistheOpenCluster,visualeffectsshowingexpandedoutwardfromthecenterThewreathrepresentsthegloryandbeautyintheancienttimesGarlandseriesusestealthstereomosaicmethodGarlandnecklacecanbetheperfectfiteveryinchofskin,composedbyrounddiamonds,MarquisediamonddropshapecutdiamondsItisknownasa"romanticworks”ProductsofHarryWinstonFrom:Student:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBCompetitiveComparisonHarryWinston'smajorcompetitors:BuccellatiTiffanyCoBulgariRichemontGroup,Allthesejewelrybrandhavealonghistory,andtheyarewellknownintheworldTiffany,HarryWinston'slargestcompetitors,salesvolumerankingfirstintheUnitedStatesHarryWinston'smarketshareisinthejewelrymarketInfact,thehistoryofHarryWinstonisnotlongerthananotherbrandsHarryWinstonusedtradedmorethangemsofthemostimportantgemsinthehistoryTheyhadtohavealotofworldfamousjewelry,andhehasastakeintheDiavikDiamondMineRelativelyspeaking,themostimportantfeatureuniquetoHarryWinston:ClusterHangmosaicmethodexcellenttechnicalonthecuttingcollectionofthefamousandhistoricalgems,andinnovationandtransformthem$,$,World$,China$,India$,Brazil$,RussianFederation$,$Student:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBSupplyandDemandDetailsHarryWinstonisnowundertheHarryWinstonDiamondCorporationofCanada,thiscompanycooperationwithDiavikDiamondMineHarryWinstonhasastakeintheDiavikdiamondmineintheNorthwestTerritories,CanadaHarryWinstonintheworldwithoversalonstores,includingNewYork,BeverlyHills,Paris,London,Shanghai,TokyoandSingapore,retailoutletsandetcJewelryWatchesYearonYeargrowthrate()Student:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBTechnologyNeedsGoodcuttingmethodplaysakeyroletoshowuptothelightintheminimumvolumeofthediamondsHarryWinstonhastheuniquemosaictechnologyintheworldThisisonereasonwhyHarryWinstonfamousintheworldInordertorespectthecharacteristicsofeveryjewel,HarryWinstonnevercompletethedesignbeforefindthegemsDesignercreativitybasedontheprototypeofjewelsOnlyafewcarefullyselecteddiamondminescanproducehighqualitydiamondsThenextstepisdividedintovariouscategoriesofroughdiamondsThetoolsofroughdiamondsarelathesandlaserUsehighspeedprecisionlathewithadiamondsawbladeAndmatchthescannerandcomputeranalysissystemfortheprocessingofdiamondsAssessmentofeachdiamondisbasedonthenaturalcharacteristicsofthediamond,andfocusonthecolor,clarity,caratnumberandshapeofdiamonds,finallycutandpolisheddiamondsMachiningofjewelryFrom:#p=Student:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBMarketAnalysisTargetMarketTargetMarketSegmentStrategyAsianregionhasgraduallybecomeoneofthemajormarketsofHarryWinston,withincreaseinwealthypeopleinAsianregionExpectedthatby,thegloballuxurygoodsindustryisexpectedtogrowtoonetrillionUSdollarsindiamondmarketThisismainlyduetothe"BRICs"economies,especiallyChinaIncreaseinsalesofjewelry,willpromotethedemandfordiamondsJewelrydemandgraduallytoincreaseinallregions,themarketdemandinChinaandIndiaisincreasingrapidlyrelativetotheUnitedStates,JapanandEuropeThemaincustomersofHarryWinstonarewomencustomergroupsandbridescustomergroupsAccordingtotheestimatesoftheHongKongChineseGeneralChamberofCommerce,thejewelrysalestotaledofmainlandChinais$billionlastyearChinahasbecometheworld'sthirdlargestjewelryconsumermarketaftertheUnitedStatesandJapanIntheChinesemarket,therapidgrowthindemandofluxuryjewelryandwatches,HarryWinstonplanstointensifyeffortstotheexpansionoftheChinesemarketMarketNeedsWiththetoincreaseofthewealthiestpeopleintheworld,luxuryjewelrybegantobeadditionalforsaleInIndiaandChina,thefemaledesiretohavediamondsandanotherluxurygoodsAndeveryyear,therearemillionmarriagesinIndiaandChina,thisshowsthemorepeoplewillbuytheproductsforengagementHarryWinstonissynonymforthemostadvancedjewelryintheworldForthewealthyandupperclasspeople,HarryWinstonrepresentstheidentityanddignityThefunctionofHarryWinstonisnotjustdecoration,itisalsoasymbolofhighsocietyStudent:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBMarketTrendsHarryWinston'sluxurygoodssalesinthefourthquarteramountedtomillionUSdollars,inChinaandAsianregionLastyear,salesofluxurygoodsinJapanaccountedforInthe"GreatDepression"of,theluxurymarketinAsiaisstillingrowthHarryWinston'sthirdquarterfinancialreportshowsthat,thetotalretailofHarryWinstonroseto$millionfrom$millioninthesameperiodlastyear,risingamplitudeisChinaandIndiabecameahugeconsumermarketChinaisthesecondlargestmarketaftertheUnitedStatesTherearenearlyofconsumerdemandinChina,HongKong,Taiwan,IndiaandtheGulfFromto,thenumberofbillionairesinChinaincreasedby,whichmeansmoreandmorepeoplecanaffordtobuyandbuyluxuryproductsExpectedthatthemarketdemandwillkeepgrowthinRelativetootherjewelryindustryplayers,TiffanyCoBulgarialsofocusontheAsianmarket,andtheyincreaseofjewelryshopsMarketGrowthIn,thegloballuxurygoodsindustrywillgrowtoonetrilliondollarsinthejewelrymarketThisismainlyduetothe"BRICs"economies,especiallyChinaIncreaseinjewelrysaleswillpromotethedemandfordiamondsThedemandofdiamondsisincreaseinallregions,themarketdemandinChinaandIndiaisincreasingrapidly,relativetotheUS,JapanandEuropeHarryWinstonplanstointensifyeffortstotheexpansionoftheChinesemarketStudent:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBIndustryAnalysisIndustryParticipantsKeyPlayersTheindustryparticipantsofdiamondjewelryandwatch:HarryWinstonTiffanyCoBulgariRichemontGroup'sCartierandVanCleefArpelsBuccellati,Piaget,WendyjennSomeofthebrandscreatedsofarhasbeenyears,deeplylovedbythestarsandwealthypeopleSomebrandsalsoformulatedjewelryfortheroyalfamily,tobetheexclusivejewelersofroyalfamilyMajorindustryleaders:HarryWinstonTiffanyCoBulgariRichemontGroupHarryWinstonrankingasthetopthreeAndCartieristhemostoutstandingStudent:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBMainCompetitorsCompetitiveAnalysisThemaincompetitorsofHarryWinstonareCartierandTiffanyCoandVanCleefArpelsThesurveyshowsthatintheUnitedStates,TiffanyCojewelrysalesrankedfirstCartierisaFrenchwatchandjewelrymanufacturer,wasfoundedinItisnowasubsidiaryoftheSwissCompagnieFinancièreRichemontSAItisknownasthe"kingofjewelers,jewelerofkings"Tiffanywasfoundedin,refinedisthecharacteristicsofTiffany,anditisverysuitableforcouplesThecreativeessenceandideasofTiffanyarereflectedintheAmericanstyleItissynonymousofclassicVanCleefArpelswasfoundedinIn,VanCleefArpelsfusionofartandtechnology,inventedthe"secretstylemosaicmethodVanCleefArpelsisfulloffemininecharmingSincetheemergenceoftheVanCleefArpels,ithasalwaysbeenatopjewelryislovedbythenobilityandcelebritiesintheworldItrepresentsthenobleandloftyFrenchtemperamentComparedwithitsmaincompetitors,theadvantagesofHarryWinstonarediamondminingandDesignHarryWinstonattachedtotheHarryWinstonDiamondCorporationofCanada,thiscompanycooperationwithDiavikDiamondMineAndhasaownershipfortheDiavikDiamondMineThisensuresthatthequalityofthediamondAboutdesign,HarryWinstonfreedomdesignedaccordingtotheshapeofeachgemHarryWinstonalsocollectedalargenumberofoldjewelryandtransformthemtobebetterRelativetotheotherparticipantsinthejewelrymarket,HarryWinstonhasmorestarcustomersthanotherbrandsIn,therankingsoftoptenluxuryjewelrybrandintheworldshowsthat,theHarryWinstonrankedseventhCartieristhefirstintheranking,TiffanyCorankedinthefifth,andVanCleefArpelsisrankedthirdStudent:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBStrategyandImplementationSummaryMarketingStrategyExpandingthemarketDevelopmentretailernetworkofauthorizedwatchToincreasetheshowandecommerceIncreaseinjewelrystoresaroundtheworldImproveexistingsalonshopFocusonAsianmarkets,strengthentheiconicofbrandTostrengthenthecoreproductsegmentsReasonableourpricestoattractayoungercustomergroupsTostrengthenthecommercialinfluenceandimprovedpromotionalproductsPricingStrategyTorationalizeandexpandthepricesofproductsTodevelopdifferentpricesfordifferentmarketsegmentsPricingaccordingtothemarketdemandOptimizemarginsandmerchandisemixUseourscalablemanufacturingcapabilitytoimprovegrossmarginsPromotionStrategyTostrengthentheonlineidentityofcompany,improveonlineadvertisingworldwideToestablishmentanewglobalnetworkplatformUseofdigitalmediaIncreasedadvertisingonTVandinternet,andenhancethevisibilityofthebrandFocusonstareffectInvitemoreyoungandfamousstartodoendorsements,andcreateadsOpenedtheexhibition,andholdmorepromotionalactivitiesContinuetoprovidejewelryforthestarsinthefilmfestivalorconcertactivitiesStudent:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBDistributionPatternsHarryWinstonhassalonstoresmorethanintheworldTheyaredistributedinEurope,Asia,theUnitedStatesandtheMiddleEastTherearesalonstoresinAsiaHarryWinstonjewelrystoresallsetinthecenterofthecity,inthemostprosperousregionsTheAsianmarketisthefirstmarket,salesofjewelryinAsiaismorethaninEuropeandtheUnitedStatesIncreasethejewelryshopsinthecountriesofthemainmarketExaminesituationsofeachmarket,toknowwhataretheneedsofcustomer,andtofindthebestpositioninthecountryMarketingProgramsTocarryoutanexhibitioninyearsAsfollows:Time:Itisrecommendedtocarryoutthisexhibitionintheautumn,andthebesttimeareSeptemberandOctoberAndjustforthreedaysEvent:jewelryexhibitionLocation:CitySquarePersonincharge:JohnBrown(PlanningManager)DevelopmentofpromotionAndstatisticsandmakeaccesstothecustomers,tocollectinformationsofcustomersFocusontheyearoldfemalecustomertoaccessandgivegiftstothemEstablishagoodimage,buildgoodcommunicationwithcustomersStudent:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBSalesStrategyToestablishsalesoutletsToincreaseprofitsthroughnewproductsandsalesmixofproductsandsupplychainExpansionoftheglobalnetworkToexpandtheretailnetworkTodistributionanddevelopmentsaloonshopsTodevelopandimplementacustomerrelationshipmanagementprogram,tobuildcustomerloyaltyofthebrandToestablishmentofthenewglobalnetworkplatform,toenhancetheconvenienceofshoppingonlineDevelopmentmoreofCharms,inordertoattractandretainnewcustomersSalesForecastThesalesforecastsinAsia,inProduct:GarlandCollectionExpectstotalsalestomilliondollarsStudent:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBSalesProgramsTodosomepromotionalactivitiesduringmajorfestivalsItcanbe:promotionstoselltheproductor"buyonegetone"OrfordonateagifteveryproductsoldToapplyforVIPcardstothemembersifthecustomerpurchasesamountedto$,,andgivediscounttoVIPFreedeliverytothecustomeriftheyarebuyonthewebsiteTostrengthenthemanagementofthestoresAcceptthejewelrycustomizationofcustomersAndgetcustomfeesStudent:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBWebPlanSummaryWebsiteMarketingStrategyHarryWinstonhasitsownofficialwebsiteCustomerscanpurchaseandconsultingthroughthiswebsiteTheycanfreelychoosetheproductstheywant,andtheycanfindtheirnearestpointofsalethroughthiswebsiteCustomerscanalsogetknowthecultureandhistoryoftheHarryWinstonbrandfromthiswebsiteHarryWinstonalsohasofficialaccountinFacebookandTwitterorYoutube,torecommendandpublishthelatestnewsabouttheirproductsInordertoimprovetheexistenceonlineandattracttheaudience,Ithinkwecanincreasetheactivityonlinetoimprovethepopularityofthebrandandincreaseconsultingservicesonline,openquestionsfocusedarea,andetcOfficialwebsiteofHarryWinstonFrom:Student:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBFacebookFrom:TwitterFrom:YoutubeFrom:Student:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBDevelopmentRequirementsAsmoreandmorepeoplenowshoppingonline,thenetworkhasalsobecomeamarketcannotbeignoredRecommendationsareasfollows:Toexpandtheglobalnetwork,expandtheretailsystem,andtocreateasalessystemRecruitmentstaffsofnetworksalesDevelopsurveyfornetworkcustomersImprovethesystemofthesitebasedonwhatarethenetworkclientsneedStudent:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBConclusionsTosummarizetheaboveForthedevelopmentplanof,themarketofHarryWinstonshouldfocusonthemarketsinChineseandAsianIncreasepointofsaleinAsia,intensifytheinvestigationoftheAsianmarket,andtounderstandtheneedsofthecustomergroupsAndfocusontheyearoldwomancustomersandbridecustomergroupsAndshouldtoimprovethequalityofservices,unifiedsystemandstyleofallthejewelrystores(Words)Student:LIUJIANAN(SCM)pagePrinciplesofMarketingUGBLISTOFREFERENCES#p=:LIUJIANAN(SCM)page

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哈里温斯顿 市场分析 HARRY WINSTON

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