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.