哈里温斯顿 市场分析 HARRY WINSTON.docx

哈里温斯顿 市场分析 HARRY WINSTON.docx

《哈里温斯顿 市场分析 HARRY WINSTON.docx》由会员分享，可在线阅读，更多相关《哈里温斯顿 市场分析 HARRY WINSTON.docx（19页珍藏版）》请在冰点文库上搜索。

哈里温斯顿市场分析HARRYWINSTON

哈里温斯顿市场分析HARRYWINSTON

PrinciplesofMarketingUGB112

1.0ExecutiveSummary

1.1Objectives-----------------------------------------------------------------------------------------21.2VisionandMission------------------------------------------------------------------------------2

2.0CompanySummary

2.1Background---------------------------------------------------------------------------------------32.2CompanyLocationsandFacilities------------------------------------------------------4&5

3.0ProductsandServices

3.1ProductsDescription----------------------------------------------------------------------------63.2CompetitiveComparison----------------------------------------------------------------------73.3SupplyandDemandDetails------------------------------------------------------------------83.4TechnologyNeeds-------------------------------------------------------------------------------9

4.0MarketAnalysis

4.1TargetMarket

4.1.1TargetMarketSegmentStrategy------------------------------------------------10

4.1.2MarketNeeds------------------------------------------------------------------------10

4.1.3MarketTrends-----------------------------------------------------------------------11

4.1.4MarketGrowth-----------------------------------------------------------------------114.2IndustryAnalysis

4.2.1IndustryParticipants/KeyPlayers-----------------------------------------------12

4.2.2MainCompetitors/CompetitiveAnalysis---------------------------------------13

5.0StrategyandImplementationSummary

5.1MarketingStrategy-----------------------------------------------------------------------------145.2PricingStrategy---------------------------------------------------------------------------------145.3PromotionStrategy-----------------------------------------------------------------------------145.4DistributionPatterns----------------------------------------------------------------------------155.5MarketingPrograms----------------------------------------------------------------------------155.6SalesStrategy-----------------------------------------------------------------------------------165.7SalesForecast-----------------------------------------------------------------------------------165.8SalesPrograms----------------------------------------------------------------------------------17

6.0WebPlanSummary

6.1WebsiteMarketingStrategy------------------------------------------------------------18&196.2DevelopmentRequirements-----------------------------------------------------------------20

7.0Conclusion---------------------------------------------------------------------------------------21

LISTOFREFERENCES---------------------------------------------------------------------------22Student:

LIUJIANAN（SCM-016302）page1

PrinciplesofMarketingUGB112

MarketingPlanForHarryWinstonGarlandCollectionFor2013

1.0ExecutiveSummary

1.1Objectives

Thepurposeofthisreportisto:

planstoincreasefourjewelryshopsintheworld;makeamarketgrowthrateof7%in2013.ExpandthemarketinpartsofAsia,anddesignmorejewelrycollectionforbridesgroups.Asfollows:

-ThisprogramfocusesontheChinesemarket,theIndianmarketandtheJapanesemarket;

-Totoincreasepublicityeffortsandinfluence;increasetoestablishsomeoftheirpositionsinthenetwork;

-Toraisebrandawarenessinthenetwork

-Designjewelryseriessuitableforbridecustomergroupsandcouplescustomergroups;increasetherangeofproductsoftheCharms.

-Increasedretailoutletsandsalonshops.

1.2VisionandMission

ThepurposeandvisionofHarryWinstonare:

-Creatingfinancialvalueforshareholders,

-Toestablishemotionalvalueforcustomersthroughsocialandgetagoodevaluationfromcustomers,

-Tobecomethemostadvanceddiamondjewelerandwatchmakerintheworld.

LogoofHarryWinton

From:

Student:

LIUJIANAN（SCM-016302）page2

PrinciplesofMarketingUGB112

2.0CompanySummary

2.1Background

HarryWinstonisoneofthetoptenfamousjewelrybrandintheworld,whichisknownasthe"KingofDiamonds".HarryWinstonwasfoundedinNewYorkin1890,foundedbyJacobWinston,heisthegrandfatherofthecurrenthead,RenaultWinston.Atfirst,HarryWinstonisjustasmalljewelryandwatchesWorkshop,locatedinManhattan.JacobemigratedfromEuropein1890toNewYork,hewasaskillfulcraftsman.Hestartedthefamilybusinesswasinheritedbyhisson,HarryWinston.Harryhasauniquevisionofhigh-qualitydiamonds.HesucceededinsellingjewelryforthewealthyupperclassesinNewYork.Andhefoundedthefirstcompanyatage24.HarryWinstonisasubsidiaryofHarryWinstonDiamondCorporationinCanada,thecompanyholdsa40%stakeintheDiavikDiamondProject.ThisdiamondminebeganproductioninNovember2002.DiavikbelongingtoRioTinto,anditisajointventurepartnerofHarryWinston.

Mr.HarryWinstonandHopeDiamond

From:

Student:

LIUJIANAN（SCM-016302）page3

PrinciplesofMarketingUGB112

2.2CompanyLocationsandFacilities

TheHarryWinstonbelongstoCanadaHWDC.HarryWinstonhas18storeslocatedthroughouttheworld.7shopssetupintheUnitedStates:

NewYork,BeverlyHills,Miami,LasVegas,Hawaii,Dallas,Chicago.TherearetwoshopssetupinEurope,ParisandLondon.InadditiontherearefourshopssetupinChina,thereareBeijing,ShanghaiandHongKong,Taipei.TheremainingfivedistributioninJapanOmotesando,urban,Ginza,OsakaShinsaibashiandNagoya,Japan.Eachofthestoresarelocatedinthemostprosperousareas.Andeachstoredecorationfocusonqualityandluxury,whichfullyreflectstheluxuryandeleganceoftheproducts.

GarlandCollection-necklace

From:

Student:

LIUJIANAN（SCM-016302）page4

PrinciplesofMarketingUGB112

GarlandCollection-earring

From:

GarlandCollection-charm

From:

GarlandCollection-earring

From:

Student:

LIUJIANAN（SCM-016302）page5

PrinciplesofMarketingUGB112

3.0ProductsandServices

3.1ProductsDescription

HarryWinstonisafamousjewelrybrandintheworld.Itisknownasthe"KingofDiamonds”.HarryWinstonhasalwaysonlyselectedthemostexcellentgemmaterials.Theircraftisimpeccable.Itsproductscoveredmanyareas,including:

watches,necklaces,earrings,brooches,rings,andmore.classicalworks:

LilyCluster,GarlandCollection,theIncredibles,OpusXwatchseries,Squarewheelwatchseriesetc.GarlandCollectioninthisreport.HarryWinstonGarlandseriesusesauniqueClusterinlaiddesign.ThemainmethodistheOpenCluster,visualeffectsshowingexpandedoutwardfromthecenter.Thewreathrepresentsthegloryandbeautyintheancienttimes.Garlandseriesusestealthstereomosaicmethod.Garlandnecklacecanbetheperfectfiteveryinchofskin,composedbyrounddiamonds,Marquisediamonddropshapecutdiamonds.Itisknownasa"romanticworks”.

ProductsofHarryWinston

From:

Student:

LIUJIANAN（SCM-016302）page6

PrinciplesofMarketingUGB112

3.2CompetitiveComparison

HarryWinston'smajorcompetitors:

Buccellati;Tiffany&Co.;Bulgari;RichemontGroup,.Allthesejewelrybrandhavealonghistory,andtheyarewell-knownintheworld.Tiffany,HarryWinston'slargestcompetitors,salesvolumerankingfirstintheUnitedStates.HarryWinston'smarketshareis21%inthejewelrymarket.Infact,thehistoryofHarryWinstonisnotlongerthananotherbrands.HarryWinstonusedtradedmorethan60gemsofthemostimportantgemsinthehistory.Theyhadtohavealotofworld-famousjewelry,andhehasa40%stakeintheDiavikDiamondMine.Relativelyspeaking,themostimportantfeatureuniquetoHarryWinston:

ClusterHangmosaicmethod;excellenttechnicalonthecutting;collectionofthefamousandhistoricalgems,andinnovationandtransformthem.

$14,000

$12,000

World$10,000

China$8,000

India$6,000Brazil$4,000RussianFederation

$2,000

$0

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009Student:

LIUJIANAN（SCM-016302）page72010

PrinciplesofMarketingUGB112

3.3SupplyandDemandDetails

HarryWinstonisnowundertheHarryWinstonDiamondCorporationofCanada,thiscompanycooperationwithDiavikDiamondMine.HarryWinstonhasa40%stakeintheDiavikdiamondmineintheNorthwestTerritories,Canada.HarryWinstonintheworldwithover20salonstores,includingNewYork,BeverlyHills,Paris,London,Shanghai,TokyoandSingapore,retailoutletsandetc.

10

8

6

4Jewelry

Watches2

0

200720082009201020112012-2

-4Year-on-Yeargrowthrate

（%）

Student:

LIUJIANAN（SCM-016302）page8

PrinciplesofMarketingUGB112

3.4TechnologyNeeds

Goodcuttingmethodplaysakeyroletoshowuptothelightintheminimumvolumeofthediamonds.HarryWinstonhastheuniquemosaictechnologyintheworld.ThisisonereasonwhyHarryWinstonfamousintheworld.Inordertorespectthecharacteristicsofeveryjewel,HarryWinstonnevercompletethedesignbeforefindthegems.Designercreativitybasedontheprototypeofjewels.Onlyafewcarefullyselecteddiamondminescanproducehigh-qualitydiamonds.Thenextstepisdividedintovariouscategoriesofroughdiamonds.

Thetoolsofroughdiamondsarelathesandlaser.Usehigh-speedprecisionlathewithadiamondsawblade.Andmatchthescannerandcomputeranalysissystemfortheprocessingofdiamonds.Assessmentofeachdiamondisbasedonthenaturalcharacteristicsofthediamond,andfocusonthecolor,clarity,caratnumberandshapeofdiamonds,finallycutandpolisheddiamonds.

Machiningofjewelry

From:

#p=6

Student:

LIUJIANAN（SCM-0