Description
SWOT ANALYSIS OF PARMIGIANI FLEURIER
Parmigiani Fleurier
Parent Company
Parmigiani Fleurier SA
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Haute horlogerie authentique (Authentic luxury watches)
USP
Artistic and authentic watches
STP
Segment
Ultra Luxury Segment
Target Group
High Income Men and Women
Positioning
Artistic and highly advanced timepieces
SWOT Analysis
1. The brand has associated itself with other luxury brands like Bugatti, the luxury car manufacturer and Pershing, the Italian Yacht Company for special collections. This has further enhanced the brand image of being a luxury brand 2. The brand has a reputation of not only making fine timepieces but also that of making mechanical art masterpieces that are coveted by art collectors over the world 3. The brand has associated itself with sports federations, various clubs, teams and events 4. The brand has a good network of 18 distributors, over 200 Strength Retailers all across the world
1. Geographically the brand has not been able to capture Weakness international markets
2. The brand does not have very high brand recall among its consumers
1. Celebrity endorsements and associations could lead to higher brand recall and brand presence in markets where the brand is not yet established 2. Developing markets are a great opportunity for the brand to broaden their retail and distributor network as very high growth is Opportunity observed in the luxury segment in these economies
1. The brand is threatened by competitors with higher recall and low cost of switching in the luxury segment 2. Brands in the luxury segment have a very clear positioning that targets a very niche sub-segment. This leads to clear differentiation Threats with the brand.
Competition
1. Rolex 2. Cartier Competitors 3. Breitling
doc_372277895.docx
SWOT ANALYSIS OF PARMIGIANI FLEURIER
Parmigiani Fleurier
Parent Company
Parmigiani Fleurier SA
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Haute horlogerie authentique (Authentic luxury watches)
USP
Artistic and authentic watches
STP
Segment
Ultra Luxury Segment
Target Group
High Income Men and Women
Positioning
Artistic and highly advanced timepieces
SWOT Analysis
1. The brand has associated itself with other luxury brands like Bugatti, the luxury car manufacturer and Pershing, the Italian Yacht Company for special collections. This has further enhanced the brand image of being a luxury brand 2. The brand has a reputation of not only making fine timepieces but also that of making mechanical art masterpieces that are coveted by art collectors over the world 3. The brand has associated itself with sports federations, various clubs, teams and events 4. The brand has a good network of 18 distributors, over 200 Strength Retailers all across the world
1. Geographically the brand has not been able to capture Weakness international markets
2. The brand does not have very high brand recall among its consumers
1. Celebrity endorsements and associations could lead to higher brand recall and brand presence in markets where the brand is not yet established 2. Developing markets are a great opportunity for the brand to broaden their retail and distributor network as very high growth is Opportunity observed in the luxury segment in these economies
1. The brand is threatened by competitors with higher recall and low cost of switching in the luxury segment 2. Brands in the luxury segment have a very clear positioning that targets a very niche sub-segment. This leads to clear differentiation Threats with the brand.
Competition
1. Rolex 2. Cartier Competitors 3. Breitling
doc_372277895.docx