Bulgari SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 7776
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SWOT Analysis of Bulgari with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bulgari (Bvlgari)

Parent Company

LVMH

Category

Jeweler and Diamonds

Sector

Lifestyle and retail

Tagline/ Slogan

Bulagari, the magnificent Italian jeweler since 1884

USP

Bold, Innovative designs combined with  large and weighty gold links .

STP

Segment

High end clientele who loves diamonds and unique design

Target Group

Woman clientele fond of high quality and high design.

Positioning

distinctive, bold and contemporary style

SWOT Analysis

Strengths

1. Bulgari has more than 230 retail locations worldwide.
2. It has 4,000 employees worldwide
3. A worldwide network of 295 stores, of which 174 are owned by the company, which operates within the retail and domestic channels
4. Good brand presence and popular global name
5. Advertising and marketing through TVCs, print ads etc adds to brand value
6. It has a diversified portfolio of jewellery, watches, luxury goods, leather products etc

Weaknesses

1. Hasn’t been able to penetrate the emerging economies as compared to a few other brands
2. Designs and fashion accessories are easily copied by competitors hence exclusivity is lost

Opportunities

1. Advertisment and Promotion reported to increase in sales, so can be focused into more ads and consumer awareness as compared to competitors.
2. Requires concentrating in the distribution channel  such as rentals and depreciation and amortization

3. To  enrich the range by offering  complete market penetration.

Threats

1.Reduction in stocks of manufacturing inputs and finished goods
2.Fluctuatons in raw materials, interest rates  by leading it to increased debt ratio and exchange rates

3.Weaking dollar and rising inflation also is threat to the product

Competition

Competitors

1.Tiffany and Co
2.Ciemme Jewels
3.Gitanjali


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