哈里温斯顿 市场分析 HARRY WINSTON.docx
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哈里温斯顿 市场分析 HARRY WINSTON.docx
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哈里温斯顿市场分析HARRYWINSTON
哈里温斯顿市场分析HARRYWINSTON
PrinciplesofMarketingUGB112
1.0ExecutiveSummary
1.1Objectives-----------------------------------------------------------------------------------------21.2VisionandMission------------------------------------------------------------------------------2
2.0CompanySummary
2.1Background---------------------------------------------------------------------------------------32.2CompanyLocationsandFacilities------------------------------------------------------4&5
3.0ProductsandServices
3.1ProductsDescription----------------------------------------------------------------------------63.2CompetitiveComparison----------------------------------------------------------------------73.3SupplyandDemandDetails------------------------------------------------------------------83.4TechnologyNeeds-------------------------------------------------------------------------------9
4.0MarketAnalysis
4.1TargetMarket
4.1.1TargetMarketSegmentStrategy------------------------------------------------10
4.1.2MarketNeeds------------------------------------------------------------------------10
4.1.3MarketTrends-----------------------------------------------------------------------11
4.1.4MarketGrowth-----------------------------------------------------------------------114.2IndustryAnalysis
4.2.1IndustryParticipants/KeyPlayers-----------------------------------------------12
4.2.2MainCompetitors/CompetitiveAnalysis---------------------------------------13
5.0StrategyandImplementationSummary
5.1MarketingStrategy-----------------------------------------------------------------------------145.2PricingStrategy---------------------------------------------------------------------------------145.3PromotionStrategy-----------------------------------------------------------------------------145.4DistributionPatterns----------------------------------------------------------------------------155.5MarketingPrograms----------------------------------------------------------------------------155.6SalesStrategy-----------------------------------------------------------------------------------165.7SalesForecast-----------------------------------------------------------------------------------165.8SalesPrograms----------------------------------------------------------------------------------17
6.0WebPlanSummary
6.1WebsiteMarketingStrategy------------------------------------------------------------18&196.2DevelopmentRequirements-----------------------------------------------------------------20
7.0Conclusion---------------------------------------------------------------------------------------21
LISTOFREFERENCES---------------------------------------------------------------------------22Student:
LIUJIANAN(SCM-016302)page1
PrinciplesofMarketingUGB112
MarketingPlanForHarryWinstonGarlandCollectionFor2013
1.0ExecutiveSummary
1.1Objectives
Thepurposeofthisreportisto:
planstoincreasefourjewelryshopsintheworld;makeamarketgrowthrateof7%in2013.ExpandthemarketinpartsofAsia,anddesignmorejewelrycollectionforbridesgroups.Asfollows:
-ThisprogramfocusesontheChinesemarket,theIndianmarketandtheJapanesemarket;
-Totoincreasepublicityeffortsandinfluence;increasetoestablishsomeoftheirpositionsinthenetwork;
-Toraisebrandawarenessinthenetwork
-Designjewelryseriessuitableforbridecustomergroupsandcouplescustomergroups;increasetherangeofproductsoftheCharms.
-Increasedretailoutletsandsalonshops.
1.2VisionandMission
ThepurposeandvisionofHarryWinstonare:
-Creatingfinancialvalueforshareholders,
-Toestablishemotionalvalueforcustomersthroughsocialandgetagoodevaluationfromcustomers,
-Tobecomethemostadvanceddiamondjewelerandwatchmakerintheworld.
LogoofHarryWinton
From:
Student:
LIUJIANAN(SCM-016302)page2
PrinciplesofMarketingUGB112
2.0CompanySummary
2.1Background
HarryWinstonisoneofthetoptenfamousjewelrybrandintheworld,whichisknownasthe"KingofDiamonds".HarryWinstonwasfoundedinNewYorkin1890,foundedbyJacobWinston,heisthegrandfatherofthecurrenthead,RenaultWinston.Atfirst,HarryWinstonisjustasmalljewelryandwatchesWorkshop,locatedinManhattan.JacobemigratedfromEuropein1890toNewYork,hewasaskillfulcraftsman.Hestartedthefamilybusinesswasinheritedbyhisson,HarryWinston.Harryhasauniquevisionofhigh-qualitydiamonds.HesucceededinsellingjewelryforthewealthyupperclassesinNewYork.Andhefoundedthefirstcompanyatage24.HarryWinstonisasubsidiaryofHarryWinstonDiamondCorporationinCanada,thecompanyholdsa40%stakeintheDiavikDiamondProject.ThisdiamondminebeganproductioninNovember2002.DiavikbelongingtoRioTinto,anditisajointventurepartnerofHarryWinston.
Mr.HarryWinstonandHopeDiamond
From:
Student:
LIUJIANAN(SCM-016302)page3
PrinciplesofMarketingUGB112
2.2CompanyLocationsandFacilities
TheHarryWinstonbelongstoCanadaHWDC.HarryWinstonhas18storeslocatedthroughouttheworld.7shopssetupintheUnitedStates:
NewYork,BeverlyHills,Miami,LasVegas,Hawaii,Dallas,Chicago.TherearetwoshopssetupinEurope,ParisandLondon.InadditiontherearefourshopssetupinChina,thereareBeijing,ShanghaiandHongKong,Taipei.TheremainingfivedistributioninJapanOmotesando,urban,Ginza,OsakaShinsaibashiandNagoya,Japan.Eachofthestoresarelocatedinthemostprosperousareas.Andeachstoredecorationfocusonqualityandluxury,whichfullyreflectstheluxuryandeleganceoftheproducts.
GarlandCollection-necklace
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LIUJIANAN(SCM-016302)page4
PrinciplesofMarketingUGB112
GarlandCollection-earring
From:
GarlandCollection-charm
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GarlandCollection-earring
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LIUJIANAN(SCM-016302)page5
PrinciplesofMarketingUGB112
3.0ProductsandServices
3.1ProductsDescription
HarryWinstonisafamousjewelrybrandintheworld.Itisknownasthe"KingofDiamonds”.HarryWinstonhasalwaysonlyselectedthemostexcellentgemmaterials.Theircraftisimpeccable.Itsproductscoveredmanyareas,including:
watches,necklaces,earrings,brooches,rings,andmore.classicalworks:
LilyCluster,GarlandCollection,theIncredibles,OpusXwatchseries,Squarewheelwatchseriesetc.GarlandCollectioninthisreport.HarryWinstonGarlandseriesusesauniqueClusterinlaiddesign.ThemainmethodistheOpenCluster,visualeffectsshowingexpandedoutwardfromthecenter.Thewreathrepresentsthegloryandbeautyintheancienttimes.Garlandseriesusestealthstereomosaicmethod.Garlandnecklacecanbetheperfectfiteveryinchofskin,composedbyrounddiamonds,Marquisediamonddropshapecutdiamonds.Itisknownasa"romanticworks”.
ProductsofHarryWinston
From:
Student:
LIUJIANAN(SCM-016302)page6
PrinciplesofMarketingUGB112
3.2CompetitiveComparison
HarryWinston'smajorcompetitors:
Buccellati;Tiffany&Co.;Bulgari;RichemontGroup,.Allthesejewelrybrandhavealonghistory,andtheyarewell-knownintheworld.Tiffany,HarryWinston'slargestcompetitors,salesvolumerankingfirstintheUnitedStates.HarryWinston'smarketshareis21%inthejewelrymarket.Infact,thehistoryofHarryWinstonisnotlongerthananotherbrands.HarryWinstonusedtradedmorethan60gemsofthemostimportantgemsinthehistory.Theyhadtohavealotofworld-famousjewelry,andhehasa40%stakeintheDiavikDiamondMine.Relativelyspeaking,themostimportantfeatureuniquetoHarryWinston:
ClusterHangmosaicmethod;excellenttechnicalonthecutting;collectionofthefamousandhistoricalgems,andinnovationandtransformthem.
$14,000
$12,000
World$10,000
China$8,000
India$6,000Brazil$4,000RussianFederation
$2,000
$0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009Student:
LIUJIANAN(SCM-016302)page72010
PrinciplesofMarketingUGB112
3.3SupplyandDemandDetails
HarryWinstonisnowundertheHarryWinstonDiamondCorporationofCanada,thiscompanycooperationwithDiavikDiamondMine.HarryWinstonhasa40%stakeintheDiavikdiamondmineintheNorthwestTerritories,Canada.HarryWinstonintheworldwithover20salonstores,includingNewYork,BeverlyHills,Paris,London,Shanghai,TokyoandSingapore,retailoutletsandetc.
10
8
6
4Jewelry
Watches2
0
200720082009201020112012-2
-4Year-on-Yeargrowthrate
(%)
Student:
LIUJIANAN(SCM-016302)page8
PrinciplesofMarketingUGB112
3.4TechnologyNeeds
Goodcuttingmethodplaysakeyroletoshowuptothelightintheminimumvolumeofthediamonds.HarryWinstonhastheuniquemosaictechnologyintheworld.ThisisonereasonwhyHarryWinstonfamousintheworld.Inordertorespectthecharacteristicsofeveryjewel,HarryWinstonnevercompletethedesignbeforefindthegems.Designercreativitybasedontheprototypeofjewels.Onlyafewcarefullyselecteddiamondminescanproducehigh-qualitydiamonds.Thenextstepisdividedintovariouscategoriesofroughdiamonds.
Thetoolsofroughdiamondsarelathesandlaser.Usehigh-speedprecisionlathewithadiamondsawblade.Andmatchthescannerandcomputeranalysissystemfortheprocessingofdiamonds.Assessmentofeachdiamondisbasedonthenaturalcharacteristicsofthediamond,andfocusonthecolor,clarity,caratnumberandshapeofdiamonds,finallycutandpolisheddiamonds.
Machiningofjewelry
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#p=6
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LIUJIANAN(SCM-0
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