SWOT Analysis of Bulgari with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Jeweler and Diamonds
Lifestyle and retail
Bulagari, the magnificent Italian jeweler since 1884
Bold, Innovative designs combined with large and weighty gold links .
High end clientele who loves diamonds and unique design
Woman clientele fond of high quality and high design.
distinctive, bold and contemporary style
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
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
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.
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
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