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.
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