Diadèmee Case Study

1. Introduction

1.1 Description

In the last few years, wearing a hair ornament to an event has become something very popular. However, if we take our look back, we will see that they were already typical in the 20s with Charleston’s headbands or during 30s with the designs introduced by Channel. Nowadays, this fashion has come back and as it is said in the fashion world, it is a “must” to wear one to a wedding or even to a party.

Diadème is a company specialized on manufacturing and selling low cost wedding or party ornaments. It is a unique firm, as ornaments are handmade with high quality materials. Initially, Diadème is going to supply only hair ornaments including headdresses, hair bands and turbans.

This firm will give the possibility
Also, Diadème is selling low cost but high quality hair ornaments, which the client might associate to low quality.

It could be said that the learning curve is a barrier. However Diadème already has enough skills to compete in the market and the creation of new designs is going to be possible. However, it should be taken into account that costumers might substitute Diadème’s products if they do not find the design the want. For this reason Diadème has to be updated every day with the new trends.

2.3 Swot analysis

It is necessary to analyze the different threats and opportunities that the company might confront, which means to elaborate a Swot analysis. ‘A Swot analysis is an important support tool for a decision-making, and is commonly used to analyze and organization’s internal and external environments ’¬ (Yüksel & Dagdeviren, 2007). According to Hill and Westbrook, the SWOT analysis corresponds to the acronym Strengths, Weaknesses, Opportunities and threats of a firm in which the first two are identified by an internal appraisal and the other two by an external appraisal (Dyson, 2004). It is said to be the most common tool to elaborate a strategy, however many authors believe that it is not most effective if further research is not done. For this reason, an analysis of the internal and external environment had
Marketing analysis

The American Association of Marketing (AMA) defines marketing as “an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. ” (AMA, 2004).
This section aims to identify, on the one hand the marketing strategy, which according to Kotler (2011) “is the marketing logic by which the company hopes to create customer value and achieve profitable customer relationships.” For this reason it is important to segment the market and to define the positioning strategies. On the other hand, the marketing-mix, which according to Kotler (2011) it is “the set of tactical marketing tools— product, price, place, and promotion— that the firm blends to produce the response it wants in the target market.”
3.1 Market segment According to the book Marketing management by Kotler, a market segment is a group of clients that share a set of similar (homogeneous) needs and desires. There is a need to segment de market in order to satisfy the clients. In this section, Diadème aims to adjust its marketing strategy to the diversified