Serena Williams in Swarovski Bandage

I thought that was very fancy! Serena Williams, the best American tennis player rocks it with Swarovski cast. She hand-clued every piece of crystal herself. "I am trying to make the most out of a bad situation," she explained and she looked amazing!:))

Black Swan - Trailer 2010

Week 14 - Segmenting and Targeting Market

    Swarovski has been on the market over 100 years. The main market the company has is focused on woman's collection. It also creates pieces for kids that are presented by jewelery and Disney crystal characters.  It has been very successful on these markets because in the United States women handle 75 percent of family finances and influence 80 percent of consumer purchases. Gender segmentation plays an important role  in Swarovski's marketing.

    Swarovski is a crowd-pleaser. After creating itself on the market based on women, the company decides to launch man's jewelery collection. This is the first man collection that is coming to the stores in January 2011 has been created for the increasing range of man shoppers. Nathalie Colin, Swarovski creative director, said: “Unlike our women’s jewellery collections which are characterized by bright colours and bold crystals, we have focused here on a cleaner, purer interpretation of brilliance. Secretive, mysterious and metallic, the men’s collection celebrates the timeless elegance and beauty of black tones” explains Nathalie Colin.

     Man's collection 2011 includes not only clean, business-like and elegant pieces but also makes a liberal, rock and roll look that can accessorize any party weekend. It is presented by 6 different themes, and employs ceramic and faceted crystal. It's a very big step for Swarovski because it expands the borders of Swarovski's marketing that will bring new customers. Now men can enjoy the beauty and elegance of the pieces as well as ladies can buy not only jewelery for themselves but also for their loved ones.
 

SWAROVSKI ELEMENTS - Jawaher

Week 13 - Developing and Managing Products

  Swarovski has been on the market over 100 years. One of the company mission statements is innovation and creation. Swarovski always surprises with new material, new design, new product or new collection. It likes to hire young designers who are still in school or about to graduate. For the coming 2011 spring/summer collection, Swarovski follows the Art Nouveau Movement that is characterized by organic, especially floral and other plant-inspired motifs, as well as highly stylized, flowing curvilinear forms. There are plenty of new shapes and cuts to keep the artist excited. Designer Andrée Putman has created a collection of Fantastic Flowers, with the delicate, yet graphic features. 

   Swarovski is a multinational corporation develops product that  is suitable each country specifically. I am amazed with the company's adaptation to every market. For example, Swarovski Jawaher is a collection that is made for Middle Eastern Women. The new exhibition sees traditional Arabian dress and home accessories re-invented with a frosting of crystals. The launch of Jawaher, which means jewel in Arabic, is timed to ride a trend of abaya and sheila customization which has seen more sparkle introduced to the traditionally all-black garment.  

NYC - Rockfeller Center Christmas Tree Lighing, November 30, 2010.

Unveiling of Rockefeller Center Christmas Tree Star

Glamorous

iPhone 4 Swarovski Gold & Platinum Edition

I just want to share pictures of what Swarovski can do...From normal to glamorous :)
Talking about cobranding!

Louboutin Swarovski Shoes

Mercedes Benz SL600 studded with thousands of Swarovski crystals

Swarovski-Mercedes-Keys

   

Week 12 - Customer Relationship Managment

   

     Swarovski as any other company values its customers and the information they provide. Part of the online shopping on swarovski.com includes submitting your personal information like name, address, and credit card number. Everyone has a bad experience with unwanted calls from an unknown company, and you keep wondering where they get your personal information from. Swarovski in its privacy policy ensures that they don't share your data with the third party. If you look at the privacy policy of the company on ihttp://www.swarovski.com/Web_US/en/dataprotection it says that "We will use personal data which you submit to us through the Website/Online Shop (including in relation to your purchase agreement) only to enable you to make a purchase of our goods, in relation to any purchase agreement you enter into with us, for market research to improve our website and our product range, to keep you informed about our market activities and goods and services, and delegate to a third party the task of carrying out repair, logistical, or other tasks. The data will not be passed on to any other third parties outside the Swarovski group in a manner in which it could be used to identify you without us notifying you and obtaining your prior consent."

    The popularity of e-commerce and customer data selection has alarmed privacy-minded customers. Nobody wants to get "spammed" after registering on a website to make a purchase.  I am an active Swarovski member, and from my personnel experience I only get emails that deal with their product and me. I can tell that the company has a good customer relationship management and how they research the information I have provided. For example,I always get email on a new collection of crystal animals, because I have bought couple of them. So the company knows that specifically that kind of product  does interest me.  Also, I am a frequent buyer at Swarovski thus I am loyal. The loyalty program rewards loyal customers by giving a small free crystal animal after getting a certain amount of points.  They always thank you for my purchases, and tell me that I am important therefore they create a long-term relationship with me. All these is a part of CRM marketing database and the way the company gains profit, revenue and customer satisfaction by focusing on highly defined and precise customer group.

Week 11 - Integrated Marketing Communication

The Power of Social Networks in Marketing

     Swarovski is named to be one of the best 10 fashion  brands online by L2 Digital IQ Index and it's not a surprise. The company uses all online and offline elements in its promotion. Social Networks like Facebook, Twitter and Youtube are used in Swarovski's benefit. The good example of it would be Swarovski's 2010 Campaign "22 Ways to Say Black," where 100% of the proceeds went to the American Cancer Society and La Ligue Contre le Cancer in France.

    So how Swarovski used the social network in its favor? The company spent tremendous amount of effort and resources to be internationally present during the event. "22 Ways To Say Black" campaign was posted on Facebook, Twitter, Youtube and Swarovski Elements website. It helped to invite high profile influencers and celebrities to participate. Designers including Riccardo Tisci for Givenchy, Alber Elbaz for Lanvin, Thakoon, Gianfranco Ferré, Valentino and Philip Lim were all challenged to create their interpretation of the little black dress using Swarovski Elements in their designs. The result was an absolutely stunning collection of 22 dresses that commanded an excess of $100,000 for charity in a single evening. 

     Swarovski understands the big influence of social networks on people. It gives voice, credibility and connections to the company. Lila Thibault, Senior Segment Manager at Swarovski says that      Facebook.com/Swarovski has 565,000 followers, Facebook.com/swarovskielements has 18,000 followers and they have more than 3,000 on Twitter.  

Youtube as a part of Social Network - 22 Ways to Say Black - Exhibition

Week 11 - Additional Info for Chapter 10

Cobranding

     Cobranding is a very big thing for Swarovski. The company works with big brands like Mercedes Benz, Samsung, iPhone and etc. Since I have Samsung Galaxy phone, the article about Samsung Tab and Swarovski caught my eye. It is a new Galaxy Tab by Samsung that came out in UK called Samsung Galaxy Tab Blink-Blink. The entire body of the Tab is covered with crystals which makes it elegant and luxury. The price for the Blink Blink is 5700 pounds, but UK store Harrods offers it for 2700 pounds. Each crystal is claimed to be installed directly by hand to ensure the perfect location. “Samsung Galaxy Tab Blink-blink designed combines luxury with outstanding product features, such as processor 1GHz, Android 2.2, camera and TFT-LCD 7 Inch,” Said by Harrods. 

Week 10 - Product Concept

Swarovki's Swan

          

     

       The major part in the success of any business or consumer product plays the ability of target market's ability to distinguish one product from another. Swarovkski's logo Swan will be an excellent example of that. It represents the company throughout the world and differentiates it from competitor's product. So what the story behind the Swan...

      All in all Swarovski had three logos throughout over hundred years of history. The very first logo Swarovski had was an edelweiss flower. It comes from the origin of the company or to be more exact, from the place it comes from. Swarovski was founded in Austria and according to the old German legend, the edelweiss flower is a symbol of love, bravery, strength, and dedication. It helped to build the company and distinguish its product from others. It is also known as "Flower of Emperors and Kings."   

       The second logo Swarovski used was S.A.L that stood for Swarovski America Ltd. In 1977 Swarovski besides cutting crystal started to make their own jewelry. The edelweiss flower was unrecognizable to then consumers at that time, so it was changed by S.A.L. Those letters were printed on the every piece of jewelry till 1988. That year of 1988 was a breaking point for the company. It created a logo that still represents the company all over the world. The Swan logo stands for elegance, style and beauty, things that describe perfectly the Swarovski label. The same things that can be used to describe the products from this amazing company. Now, Swarovski tends to phase out the swan in favor of simply the Swarovski name.

Packaging 

     

              Today, packaging is important not only for practical and promotional functions, but it can also guarantee that the real Swarovski product will be presented to a consumer. Being a very well known and successful company, Swarovski has many competitors that try to imitate its product. That's why it is very important for the company to make special packaging that will help to differentiate its product. The package is always sealed and well-branded. The newest Swarovski bulk packaging is sealed with an authenticated silver toned hologram saying "SWAROVSKI ELEMENTS." It also includes the certificate of authenticity. The color of the box is always blue with the Swan logo on it.

 

Week 5 - Additional Informarmation for Chapter 5 about Global Vision

      Swarovski is a very innovative company and in the context of global marketing it's a very big plus. It created absolutely beautiful animal figures using small pieces of crystal that present different countries. It is very flattering for the people of those countries and gives a pride to the company. Swarovski invented the product that can be appealing either abroad or on the local market but anyway it will bring the profit and promote the company. It is important that Swarovski understands that going globally doesn't only mean taking the same product and sale it everywhere, but inventing a new product for a new market emphasizing the beauty of the country.

Swarovski "Christmas 08" Collection-Movie

Week 9 - Sales Promotion and Personal Selling

Swarovski's Christmas Promotion

         Christmas is the biggest and one of the most popular holidays in the United States and throughout the world. It brings families and friends together to share a joy of the holiday spirit, exchange gifts and enjoy the company of each other. Christmas is the best time for sales business and marketing. Companies have very high sales numbers due to promotions that help to make immediate purchases with coupons, rebates, and premiums. Swarovski is not an exclusion. This year the company promotes beautiful crystal and silver ornaments that can be part of any Christmas tree in every house.

Swarovski's ornaments can be seen in every retail store now. The company executes point-of-purchase promotion that is display set up. The ornaments are located at the front window so everyone that passes the store looks at the product. It's very hard not to notice the stunning crystal Christmas tree decorations on a silver toned metallic tag and is hung on the white satin band. There is a choice for everyone- from shining stars to cute crystal red stockings, from elegant sparkling candles to charming rocking snowman. Every year Swarovski helps to solve one of the biggest problems before holidays "what to buy." All these helps to induce impulse buying, to create sale and make a profit.

   One of the tools for consumer sales promotion Swarovski uses is premiums. In addition to the purchase, the company gives free gift bag, a ribbon and a personalized greeting card. It gives a customer special Swarovski's gift service with no extra cost. A present will have a unique and personalized touch. Swarovski also promotes itself throughout the world by giving a free star ornament for those who spends a certain amount of money online. Every country has its own price range, but in the USA an online shopper has to spend $160.

Swarovski Commercial: State of Grace

Week 8 - Advertising and Public Relations

        Swarovski is a well known brand throughout the world. It offers exclusive and affordable jewelery that makes a woman feel beautiful and luxurious. How Swarovski made itself known? What makes us to buy its product? I think, beside the sparkling and innovative beauty that lures so much attention throughout the world, the advertising plays a big role in developing  a market.

        Swarovski being a well established brand doesn't need to advertise its product anymore. The company uses institutional advertising techniques, that is designed to enhance company's image rather than promote a particular product. Swarovski's commercials are all about women and their inner feelings. It underlines the inner beauty of a woman, her grace, sensitivity and sexuality. Women in commercials don't even have much clothing. It's all about purity of inside and outside, the purity of crystals that come clean out of water. The commercials create a very mysterious but yet intriguing mood that makes you go to the store and find out more about its product.

      Swarovski is a part of global marketing and widely presented in China market. To relate to the Chinese target market, the company invited he first Chinese "Miss World" to present its watch collection. Zhang Zilin actively involves in watch campaign. At a promotional event for the Swarovski watch collection in Hong Kong in April, she shared her insights into fashion with guests from the Greater China region: “Women in modern China are versatile and live colourful lives. Feminine charm is accentuated by elegant and unique timepieces. Swarovski watches are superb in both appearance and functionality, and when adeptly combined with pure, multifaceted crystal, they integrate style and imagination into the lives of urban women and can justifiably be considered as masterpieces of modern fashion,” says Zhang Zilin.

         Public relations play an important role in Swarovski's promotion. One of the major Swarovski's public relations tools is product placement. It helps the company to reinforce brand awareness and create favourable attitudes. Swarovski's jewelery cane be seen in movies, television shows, newspapers or audio clips. For example, Swarovski jewelery can be seen in the movies like Sex and the City 2, The Phantom of the Opera, Oceans Thirteen or James Bond- Die Another Day. The company is presented in stunning rings, necklaces, chandeliers and elements of a gown in those movies.

Week 15 - Retailing

     Swarovski is present on the market not only in United States but all over the world.  Swarovski's global retail operation comprises more than 1700 stores in 120 countries. There are more than 230 retail stores in the United States. New York City has 21 locations either in a speciality store format or as a part of department stores like Macy's, Lord and Tailor or part of Columbus Circle Shopping Mall. Lately, Swarovski can be seen in Jefferson Kennedy airport and casinos like the Venetian Las Vegas Resort Hotel Casino. Swarovski stores can be very glamorous or approachable in a sense of decor. For example, Swarovski in Rockefeller center is a good example of unique, high profile store with gorgeous chandelier and crystal wall.

     I visited Swarovski's store in Columbus Circle Mall that is located on 59th street by Central Park. The store's physical appearance lures eveyone's attention with its dim lights, sparkling crystals and dark blue background. I have been to many Swarovski's stores but this one in particular is one of my favorite. It always has very attentive customer service with knowledgeable stuff.  They always look appealing and approachable in black suits and Swarovski's jewellery on. Another thing that brings me always back is the product placement. Affordable jewellery is located on the stands where it's allowed to have a close look at the product, touch it and try it on. The more expensive pieces of jewellery are in the glass cases where they sparkle and bring many curious customers. Unfortunately, the store manager didn't allow me to take pictures inside so I just have a photo of the store from the outside.
    As  far as the location the store has, Columbus Circle is perfect for Swarovski. Being in the center of Midtown it brings many new yorkers for upscale shopping providing clean and modern facility.  From the other hand, many tourist can be seen in Columbus Circle because of the close location to the Central Park. It creates traffic that retailers want and increases sales numbers.



                                                                           

       Swarovski store is like many other retailers offers membership cards. After a purchase, a sale representative invites to be a part of Crystal Society. The entry fee is $50 and it is tax free because 10% of it goes to the Water Schools in China and India, where children learn how to preserve water. A person who decides to participate  in this program gets a big crystal stone and benefits like birthday presents and free catalogs every month with recent news about Swarovski. After certain years of being a member, he gets a privilege to get rare Swarovski's crystal editions for free. Now Swarovski also offers $25 gift card voucher for any in-purchase during the month of November at Columbus Circle location. It also supports breast cancer by giving 10% of the sales from the Breast Cancer Awareness Collection to The Libby Ross Breast Cancer Foundation.

     

       

Week 6 - Consumer Decision Making

    Swarovski's major target market is a female population of differnet age from various countries. The main thing that unites those women is love for the crystal, Swarovski's design and innovation. Women of different age have different needs. Those needs can be defined by interests, cultural background, social and economic roles played by them. All the above has the influence on their buying decision. For example, if a woman likes a charming bracelets, Swarovski has 6 different sections to chose from: love, childhood, glamour, nature, occasions, treasures. This variety gives a consumer to make a purchasing decision depending on her age, lifestyle and personality.

     Another way how Swarovski gains a customer is using life-changing events. Wedding is a very good example of it. Swarovski created Crystal Wedding Cake, Flirting Swans, Wedding Bells and etc. to give a little sparkle for the event. Most of the couples get very creative during wedding preparation, so Swarovski is giving them a chance. It uses one of the human senses-sight. Nobody can resist the beatiful sparkle of the crystals and Swarovski creates a fantacy that captures the attention of pre-wedding audience.

    Swarovski established itself as a brand from consumer's believes by giving them unique product, excellent customer service and affordable prices. In 2009 when the world was struck by economic crisis, most of the expansive watch makers had lost in sales. Swarovski with already established brand name decided to change consumer's attitude toward watch prices. It creates good quality watches with a logo "new affordable luxury" and supplies demanding customers. Swarovski relies on the consumer's postpurchase behavior by selling a product that meets there expectations. First, they think that the watch won't be as good as the expansive brand is, but after a while they are satisfied.

      

Week 5- Developing a Global Vision

      

       Swarovski is an international enterprise which is present in 120 countries worldwide, with the production in 18 countries, 1014 own-operated boutiques and concessions, 819 partner operated. Swarovski enters the USA fashion and jewelry market in 1977. The brand establishes itself in the continental Europe and Great Britain in 1989. Jewellery enthusiasts are bowled over by the brand’s classic, fashionable and iconic designs.  Today, Swarovski is among the most popular fashion brands in the world.

        Swarovski is a good example of global marketing standardization. All the factories throughout the world have the same technique of cutting and producing crystal that is only known for Swarovski. Its collection features some of the most beautiful and popular components in the world of jewelry design. The same slogan "Create Your Style" could be seen in commercials of different countries. Their wide variety of high-quality, versatile products which can be used by anyone, anywhere and with anything. Constantly introducing new vibrant colors and interesting shapes designed to inspire, Swarovski is a must-have in any jewelry designer or hobbyists' collection.

         The two countries of growing interest to many multinationals are India and China because of their huge economic potential. They have some of the highest growth rates in the world and are emerging as mega markets. Swarovski is not an exclusion. China is definitely a very important market for the company, both in the industrial business and in the consumer goods business. There are many manufacturers in China using its crystal components. Meanwhile, the sales revenue for its own crystal products has also experienced very high double-digit growth rates in the past few years. The Asia Pacific region accounts for a quarter of Swarovski's business, in which the China market accounts for about 40 percent. China has become the fastest growing market for Swarovski worldwide. Swarovski entered India just 10 years ago, and is now a metaphor. The company doesn't change product pricing targeting only rich people. Now in India, it stands for New Wealth as much as bullet-sized solitaires and seven-series BMW.

       Swarovski's goal to "go global" is probably to earn additional profit. In addition to that, Swarovski have unique product that is not available to other international competitors. Even on the global market, the company has product differentiation competitive advantage. Swarovski owns all overseas manufacturing and marketing facilities. For example, it has set up distribution offices in India and these offices supply the products to local retailers. 

Exceptional Wardrobe Swarovski

Week 4 - The Marketing Environment

      

       Multi-faceted is a word that constantly related to Swarovski, not only to the properties of theirr cut crystal but also to the divesrity of their business. Thanks to their facets, Swarovski's target consumer is "vertually every female" from 17 to 71 in terms either of buying or gift receiving, by bringing considered and diverse offering to such a broad range of people. Even though each cohort group (tweens, generations X,Yand Baby Boomers) has its own needs and values, Swarovski meets most of them.

      Demographic factor is very important in marketing. The study of people's vital statistics, such as their age, race and ethnicity, and location helps to define a behavior in the marketplace. Swarovski Jewellery bases most of its market on women of age 25 and above by creating bridal, business, classical and sophisticated collections. It also include men accessories such as blacelets and watches, and of course children over 6 years old.

       One of the biggest Swarovki's market target today is fashion industry. Swarovski crystals are affixed to everything from Victoria's Secret bra sets and Kawasaki motorcycles, to the clothing collections of such fashion heavies as Dolce & Gabbanna and avant-garde vintage revisionists Imitation of Christ. Swarovski was the sole sponsor of this year's prestigious Council of Fashion Designers of America Awards in New York City. And celebrities from Hilary Swank to Kate Beckinsale and Mira Sorvino have flaunted Swarovski accessories at some of the biggest star-studded events in Hollywood.

        A fifth-generation Swarovski -- she is the daughter of the company's current CEO, Helmut Swarovski -Nadja Swarovski saw the potential of affixing the company name to something much more valuable than miniature crystal dolls. The infrastructure was already in place, all it needed was somebody to point it out. Nadja Swarovski looked to the company's underside, the history most consumers did not know about. She created a new public-relations strategy - with the help of professional muse Isabella Blow, the doyenne of the British-fashion set, Swarovski called upon some of the fashion names the company had already been doing business with for years, as well as some new names, and made them offers they could not refuse. Designers would be supplied with free crystal to be integrated into their work as they saw fit. All the designers had to do was say that these crystals were Swarovski crystals, and say it often.

        Swarovski started what she calls a "crystal re-education program" for designers and established offices in some of the world's fashion centres -- London, Paris, Wattens, New York, Milan, New Delhi, Sao Paolo and Dubai. Today, designers from several creative realms (interior, jewellery, lighting, home and fashion) are brought in to meet with consultants and are provided with access to a range of Swarovski materials. This is how the costume designer for Moulin Rouge came to decorate Nicole Kidman, head to toe, in Swarovski stones.Understanding market and fashion, Nadja Swarovski united their brand name with the best designers of the world.

Corporate Irresponsibility

    

   

      Recently, there has been an increased regulatory focus on potential human exposure to lead from various consumer products, including jewellery. Crystal has unique properties. The crystal manufacturing process creates a matrix which inhibits the mobility of lead. There are many different health effects associated with elevated blood lead levels. Young children under the age of six are especially vulnerable to lead's harmful health effects because their brains and central nervous system are still being formed. For them, even very low levels of exposure can result in reduced IQ, learning disabilities, attention deficit disorders, behavioral problems, stunted growth, impaired hearing, and kidney damage. At high levels of exposure, a child may become mentally retarded, fall into a coma, and even die from lead poisoning. Lead poisoning has also been associated with juvenile delinquency and criminal behavior.

     Swarovski is the world leader in the manufacture of crystal for industrial and consumer applications, including figurines and jewelry. The question is Swarovski being ethically irresponsable by offering product that is dangerous for our lives? California Proposition 65 law requires that Swarovski goods to be labeled as hazzardous because Swarovski Crystal has 32% of lead. It is used to maximize the way the light refracts through the crystal which gives them an almost diamond-like sparkling quality.

      Swarovski representative Karen Sweeny says that the crystal manufacturing process creates a matrix which inhibits the mobility of lead. In other words, lead is bound into the structure of the crystal. Because of this structure, lead crystal poses no significant risk of excessive lead exposure to human health via surface contact (hand to mouth), mouthing or even ingestion. Indeed, Swarovski crystals have been tested under a variety of test methods for extractable lead. Test conditions and procedures do vary, but lead levels are well below regulatory limits even when the crystal is tested in an acid solution to maximize the release of lead. So, California AB 1681 allows the continued use of crystal without limitation in jewellery not intended for children. For children 6 or younger, up to 1 gram of crystal may be used in such jewellery. These same standards were adopted in the state of Minnesota. Similar bills are pending in other states, but some states are considering or have adopted new limits on lead that do not include an exemption for crystal.

      Bottom line is unless you're grinding up the crystals and sprinkling them on your breakfast cereal, it is doubtful that "normal" jewellery usage and wear will give you any problems. Swarovski crystal is safe to wear. And that's what we really need to know. Otherwise, they would have gone out of business long time ago and you wouldn't see not only beaders and jewellery makers but also some very prominent fashion designers using them.

Clothes I am wearing

Jacket Armani Exchange made in India
Jeans Express made in China
T shirt Merona made in Indonesia
Undewear Victoria's Secret made in Shri Lanka
Shoes American Eagle made in China

Week 3-Ethics and Social Responsibility

      

      “Supporting social and environmental projects is the obligation of a responsible company,” Daniel Swarovski I (1862 – 1956)

        Social responsibility of business is growing around the world. Swarovski focuses on the water supply as the major social concern. Following the founders’ principle, an idea was formed in 1998. Swarovski, together with managers of the national parks and regional teachers came up with the idea of a water school. The long-term objectives of the Swarovski Water School included promoting greater understanding of social, economic and environmental interrelationships throughout different regions of the world.  One year later, in the heart of the National Park Hohe Tauern in Austria, the first Swarovski Water School opened its doors. In 2008, together with the SCS(Swarovski Crystal Society), the focus of the Swarovski Water School was in launching The Living Yangtze Project in China.  In 2009, Swarovski Water School was underway with programms tailored to the region of Bwindi-Rainforest National Park in southwestern Uganda.

       The philosophy of the school is to teach young children between the ages of 8 and 13 the importance of maintaining one of our most vital resources - water. In an informative and playful manner, children participate in experiments, games and presentations that show the delicate balance between water and our planet's eco-system as well as the global impact we all have on it.

       Swarovski believs that future relies on sustainability. This refers to the idea, that focusing on the world's social problems and viewing them as opportunities will help to build profits and help the world at the same time. For example, to support Living Ganges Project in India based on preserving endangered wildlife, Swarovski created 33 Kiran Pointiage® Tigers that are to be sold at auction only. Their rare status makes them a coveted collector piece which has, in turn, provided a significant contribution to the Living Ganges Project. Other contributions came from the sale of SCS Membership, Annual Audition, Tiger 2010 and other SCS related products in 2010. As of August, 2010, a total of 660’613.00 Euro has been collected to support the Living Ganges Project.

       In the past eight years, about 15’000 children have already attended the one-week long Swarovski Water School in Austria. The popularity of the programme quickly spread and it is now available to children in the areas of Kärnten, Tyrol and Salzburg. This travelling education programme has now reached approximately 55’000 children worldwide.

 

The Swarovski Water School for Children

Week 2- Strategic Planning

      Swarovski Company has been around more then hundred years. It had it's ups and downs, but it has always been a successful company. Family traditions, passion for brand, excellence for customers, and innovation for business-that what keeps Swarovski as a leading jewellery company. It has an outstanding team that maintains and creates a fit between the organization's objectives and resources and the evolving market opportunities.

      Swarovski Jewellery as one of the branches of Swarovski Corporation works a lot on its strategic planning. It uses different opportunities to market itself. For example, Swarovski and Disney Series bring out childhood memories by launching jewelry for Disney characters. You can see tiny pooh wearing a red cloak out of crystals. They also made a Mickey Mouse earrings or Hello Kitty Blackberry case that are available in the stores now. These Disney characters would never be out of fashion and will be always in demand not only in America, but all over the world.

      Swarovski is a great example of a strong product/service differentiation competitive advantage. It's built around creating something unique using modern techniques and product innovation. The company's goal is to create something that nobody had created before, or improve something that already exists. For example,

innovative metallic coating of a crystal or Aurora Borealis which gives the rainbow oil slick appearance for the jewellery.

      Swarovski Company is very diverse in its production. It is known not only for jewellery, but for high precision optics, avan garde lighting and design, crystal designs, architecture and so on. It increases sales by introducing new products for the market. Those sales are dependant on the ways they market the products. For example, Swarovski Jewellery has a very unique pieces of jewelry that have a value for a lot of people. The jewelries are available in the every retail store or online with an excellent customer service. They are widely advertised on TV, billboards and by celebrities plus they are very affordable therefore they have a huge demand. All the above produce mutually satisfying exchanges with a target market.

     To sum up, strategic planning requires continual attention, creativity, and management commitment. I think, Swarovski Jewellery performs all of those functions because we see that it has been growing for decades showing success.

Week 1 History and Mission Statement

Swarovskijewellery: History and Mission of Swarovski Company: " Daniel Swarovski (October 24, 1862 – January 23, 1956) was born in northern Bohemia (now the Czech Republic). His father was a glass c..."