Bulgari SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Bulgari analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Bulgari SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Bulgari to benchmark its business & performance as compared to the competitors and industry. As of 2020, Bulgari is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Bulgari competitors and includes Bulgari target market, segmentation, positioning & Unique Selling Proposition (USP).

Bulgari SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Bulgari Brand Analysis
Parent Company



Jeweler and Diamonds


Lifestyle and Retail

Tagline/ Slogan

Bulagari, the magnificent Italian jeweler since 1884


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

Bulgari STP
Bulgari Segmentation

High end clientele who loves diamonds and unique design

Bulgari Target Market

Woman clientele fond of high quality and high design.

Bulgari Positioning

distinctive, bold and contemporary style

Bulgari SWOT Analysis
Bulgari Strengths

Below are the Strengths in the SWOT Analysis of Bulgari:

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

Bulgari Weaknesses

Here are the weaknesses in the Bulgari SWOT Analysis:

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

Bulgari Opportunities

Following are the Opportunities in Bulgari SWOT Analysis:

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.

Bulgari Threats

The threats in the SWOT Analysis of Bulgari are as mentioned:

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

Bulgari Competition

Below are the top 3 Bulgari competitors:

1.Tiffany and Co
2.Ciemme Jewels

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Bulgari. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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