Chapter 4 The Marketing Environment

The way in which a company brands itself to make business is crucial to it's success. Having a certain set of values and morals determine the sort of response a company will get from consumers anywhere. But when an environment changes, so do our values. A company can only maintain its position throughout the years if it develops its thinking such as the consumer. 

Many American values are becoming marketing trends. Swarovski Crystals has taken a stance on Women's Empowerment Principles, since March 2014. Expressing that female employees make up 70% of their workforce. Najda Swarovski who is an Austrian business woman and the great-great granddaughter of Daniel Swarovski (founder of Swarovski crystals) quotes "SIGNING UP TO WEP WILL HELP US TO PROVIDE A COMPREHENSIVE APPROACH TO ACHIEVING GENDER EQUALITY AT SWAROVSKI, AND WE WILL WORK TO ENSURE THAT ITS PRINCIPLES ARE FULLY INTEGRATED INTO OUR DIVERSITY AND INCLUSION PROJECTS." 

Thus showing the values of the Swarovski Company, which will attract individuals who follow the same values and have very similar morals. The principles they have promised and agreed to follow are: Leadership that promotes gender equality, Equal opportunity and non discrimination, encourage economic and social conditions that provide opportunities for women and men, girls and boys. 

This strategy not only falls into Swarovski supporting American values but social changes and component lifestyles which shows diversity in what an individual can be. Not many individuals in the United States of America want to buy products of companies who have non-liberal views. 

The people want to choose products and services that meet a certain diversity, rather than adapting to traditional stereotypes. 

Chapter 18: Social Media & Marketing

Social media and the use of it has risen tremendously in the past ten years. From sharing posts on Facebook, to uploading images on Instagram, reblogging on Tumblr or Tweeting about your favorite product. You are branding and advertising not only yourself and your views but becoming a positive or negative representative of the company you are choosing to shed light towards.

Swarovski has been polishing its social media since 2011 Livia Marotta the director of communications for Swarovski quotes "Our strategy is to entertain and engage young fashionable people by giving them a real-life glimpse of the glamorous and sparkling world of Swarovski."
Consumer behavior on social media is tracked by the company individuals and they keep intact of the shared opinions the consumers have such as comments on a Facebook - likes or dislikes.

Most recently Swarovski collaborated with Victoria's Secret to use its crystals in an upcoming show, which created a social media buzz on Victoria's Secret fan base of 4.8 million on twitter. That is a large amount of audience to cater and be exposed to. The response of the public is extremely visible from the consistency of media from the brand, and a higher response rate is shown from regularity of being active on any media accounts.

Swarovski has 605k followers on Instagram, 3,595,793 likes on Facebook and 201k followers on Twitter.

Social media accounts for companies anywhere are a perfect strategy to market world wide.

Chapter Two: Strategic Planning

The Swarovski company has redefined the production and consumption of crystals internationally.
Throughout the years it has been active in creating aesthetic jewelry, watch collections, home and interior products, along with figurines for decorating your personal comfort space, whether it may be for office or at home. All of these individual branches design efficiently year round under the Swarovski corporation in order to maintain any customer satisfaction.

Swarovski Jewelry and watches are leading designs in the market, who work on strategic planning for  these branches. A recent and prime example would be the fall collection collaboration with model Miranda Kerr, who is an inspiration and influnce on millions around the globe. Using an icon to collab with and represent their products is an example of target market strategy. A specific age and gender (most commonly women) follow these trends, creating business for Swarovski.

Avaliabilty of the products is widespread throughout various retail stores and widely advertised on billboards. Pricing straegies come in to play as well, the consumer gets exactly what they had in mind for the price of a Swarovski crystal. The material lives up to its name everyday and with creativity, dedication of the creators it will continue to rise towards success.

Miranda Kerr has designed several pieces of jewelry with Swarovski that are now avaliable in the 2015 fall collection.

Chapter One: An overview of Marketing (Brief History and Mission Statement)

Swarovski is a globally prime crystal company, founded in 1892 by Daniel Swarovski who worked at his fathers small glass cutting factory. He became fascinated by the job and at age 30 invented an electric machine for cutting crystals. It wasn't until 1931 that the Swarovski company made it way into the fashion industry, by inventing a sew-on crystal ribbon. Swarovski Crystals were first given prominence to in 1965 when they emerged at the Palace of Versailles and the New York Metropolitan Opera. Since 1989 all genuine Swarovski products feature the Swan logo and since then it has become an international trademark. Swarovski crystal is produced at the company’s traditional production plant in Wattens, Austria, where each crystal is distinguished in quality.

The Swarovski company mission statement  is as clear and graceful as the company’s crystals themselves.

“We add sparkle to people's everyday lives."
Following Daniel Swarovski's principles the company demands to constantly improve what is good and to bring joy to people through crystal.