Swarovski Swot

I, Internal Environment: SOWT analysis

* Strengths:

a. Well established brand

* Strong brand name: It has over 30. 000 employees and present in almost 120 countries

* Broad offerings: It has vast production locations in countries like Austria, China, Czech Republic, India, Jordan, Liechtenstein, Thailand, United States.

b. Strong annual turnover (3.08 Billion euro in 2012)

c. Craftsmanship

d. Cost of materials is low but produces high value products

* Weakness

* Needs to enhance visibility by more advertising to make it become a top brand

* Seasonal market

* Repetitive product design

* Opportunities

* To create a brand identity by collaborating with PR activities

* Expansion in retail outlets

* Changing fashion trends

* Seasonal market

* Threats

* Cheaper manufacturer in China

* Counterfeit goods

* Downturn in economy

* Up coming fashion and changing trends

Swarovski Group has production facilities in some 120 countries throughout Europe, Asia, South America, and the US

There are now 2,200 Swarovski stores in operation, with each Swarovski sale a hugely popular event, and world-famous designers such as Jean-Paul Gaultier and Alexander McQueen have used the company's gems in their designs. These products are considered to be a luxury item, but the difference is that price-wise they are accessible

Swarovski Group’s 2012 turnover totalled €3 billion (£2.56bn), with 70% of sales from Swarovski consumer goods such as its jewellery and watch collections, 22% from Swarovski Elements and 8% from Swarovski Gems and other areas of its offer.

Elegant and eye-catching, this on-trend silhouette demonstrates Swarovski’s craftsmanship at its best. Swarovski provides high quality products and services and anticipates, fulfills, and exceeds consumers’ desires and customers’ needs.

Swarovski offers its employees and teams fulfilling challenges that inspire them...