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Le monde de Swarovski

Abstract : Founded in 1895, the Swarovski company sells high-quality crystal for fashion, jewellery, accessories, lighting, architecture and interiors. In a context of fierce international competition, the brand has the ambition to establish itself on the global jewellery market. This case-study covers detailed information about the Swarovski group and the global jewellery market. The students are asked to prepare a marketing plan for the Swarovski brand: internal and external analysis, marketing strategy (segmentation, targeting, positioning) and marketing-mix (product, price, distribution and communication policies).
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Contributor : Annie Papazian <>
Submitted on : Wednesday, December 4, 2019 - 5:28:44 PM
Last modification on : Monday, October 12, 2020 - 10:28:54 AM


  • HAL Id : halshs-02394423, version 1



Ulrike Mayrhofer. Le monde de Swarovski. 2018. ⟨halshs-02394423⟩



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