Tiffany Blue

I. EXTERNAL ENVIRONMENT A. Societal Environment 1. Economy • Low-negative growth in economy/financial markets (T) • Reduced discretionary spending on goods that are, or are perceived to be, luxuries (T) • Unsettled regional/global conflicts e.g. military and/or terrorist activities (T) • Weak economic conditions in Japan (T) • Global competition (T) • Wholesale market for high quality cut diamonds will provide continuity of supply and pricing (O) • Soft employment market (T)

2003, compared to $667,647,000 and 3.0:1 on January 31, 2002. Tiffany suffered a loss in 2001 due to economic conditions, especially post- September 11 results. B. Strategic Posture: From the beginning, it was clear that Charles Tiffany’s vision of establishing the grandest

Specific Product: Tiffany Description: Tiffany & Co is the world 's most celebrated jeweler, with an unrivalled reputation for sophisticated luxury. Organization/Company: Tiffany & Co Company 1. What ethical concerns could arise in marketing this product? The factory associated with Tiffany opened in 2007 and Indian and Mauritian artisans came to train the Botswana employees. But the article tells us that the workers went on strike, in protest against the working conditions:

‘Corporate Giants’ – With a presence across various segments of the value chain. e.g. De Beers, Richemont (Cartier). 2. Volume Players – Companies with depth and huge capacity in a single segment whether mining, diamond manufacturing or retailing. e.g. Tiffany & Co. 3. Experts – Companies that develop specialized expertise in niche areas at various points in the chain. e.g. Harry Winston, Bvlgari. Porter’s 5 Forces The Porter’s 5 Force Model identifies the relative strengths of five competitive forces

wants through its product and service to express. Finally, the printed materials should reflect the major element of the “look and feel” of its website. The majority of brands could prove a right visual image is the big part of brand image, such as Tiffany & Co that is a well-known luxury and fashion brand in the world.

factors are known as the environmental scan. Many businesses including Tiffany & Co. are affected by the macro-environment which can include a number of factors as mentioned above. Economy is one of the main factors that affect many companies and Tiffany’s as well. I believe that general and industry economic conditions and socio-cultural factors are favorable to Tiffany & Co. business situation because of the standing Tiffany & Co. holds in the industry and the brand name it has it will be able to

SWOT Analysis Strengths • Brand recognition: Tiffany has achieved global recognition of its brand. The iconic blue box is synonymous with luxury. The particular shade known as “Tiffany blue” is proprietary, officially named Blue 1837 in honor of Tiffany’s founding year. Working with Pantone in 2001, Tiffany wanted to ensure that the color was standardized and trademarked. The cool aqua shade is not available for public or commercial use (Pressman, 2016). • Pricing Power: Early on, Tiffany’s

Tiffany & Co. Overview Tiffany & Co. is a retailer, designer, manufacturer, and distributor of luxury fine jewelry. As of January 31st, 2003, they had 44 company-operated stores within US borders and 82 company-operated stores internationally. Fine jewelry makes up 79% of their net sales followed by other products such as timepieces, stationery, and sterling silverware. Michael J. Kowalski, Tiffany & Co.’s current CEO, has the same mission the company had when it first started in 1837:

MMK266 Consumer Behaviour Research Report | Tiffany & Co. Australia | | | | | | | | Table of Contents 1. Introduction and the New Consumer Product or Service 4 Tiffany and Co. Australia 4 New product – iPhone case 4 Target Market 4 2. Issues Facing Consumers in Adopting this New Product or Service 6 Sociocultural factor (Facilitators) 6 Attitudes (Facilitators) 7 Belief (Barriers) 8 Decision Making (Barriers) 9 3. Consumer Response to these

“Far from empowering the viewer – much less the contestant – what these [reality] shows ultimately accomplish is the act of dehumanizing society so that the lowest common denominator is held up as the greatest possible accomplishment” (Sexton). While Timothy Sexton's scathing comments about reality television may be a bit extreme, they are based on commonly held beliefs that reality television is abominable and will be (or is already becoming) the downfall of our society as a whole. Reality television