Marketing essay on Chanel
January 2013
Markets, Marketing and Strategy Report
MMS Report,
1
January 2013
Markets Marketing and Strategy Report
Executiv summary :
This report provides an analysis and evaluation of Chanel’s marketing strategies and of its place in the Luxury market today.
Methods of analysis include three theorical models that help to understand the complexity of Chanel business environment and its main resources. Those three models are: PESTEL, SWOT and 5 Porter’s forces. In this Report we find out that in period of economic crisis, luxury was seen as unnecessary and even selfish, Luxury Brands might have a bad reputation lately. It is extremely because of their manufactures in China or India and other countries like those, and also because of counterfeit that destroy brands image. But then if we look at the marketing power of chanel through it opportunities, but also through its strengths and its lack of weaknesses we can easily understand that it is not a common luxury brands.
We can conclude that Chanel is actually a company with a huge marketing power and almost a genius for selling products with outstanding quality and a real shining image.
Recommendations discussed include Technological, social, economical and political environment of Chanel but also an analysis of the strengths and weaknesses of its product, distribution, image, communication and prizes. Chanel Brand strategies
2
January 2013
Markets Marketing and Strategy Report
Table of contents :
I-) Analysis of Chanel’s Business environment
I.1 : PEST model
I.1.1 Political environment of Chanel
I.1.2 Economical environment of Chanel
I.1.3 Social environment of Chanel
I.1.4 Technological environment of Chanel
II-) Analysis of Chanel’s ressources
II.1 : strenghts and weaknesses
II.1.1 : Chanel’s product
II.1.1.1:Strengths of Chanel’s products
II.1.1.2 Weaknesses of Chanel’s product :
II.1.2 : Chanel’s prices
II.1.2.1:Strengh of Chanel’s products’
Markets, Marketing and Strategy Report
MMS Report,
1
January 2013
Markets Marketing and Strategy Report
Executiv summary :
This report provides an analysis and evaluation of Chanel’s marketing strategies and of its place in the Luxury market today.
Methods of analysis include three theorical models that help to understand the complexity of Chanel business environment and its main resources. Those three models are: PESTEL, SWOT and 5 Porter’s forces. In this Report we find out that in period of economic crisis, luxury was seen as unnecessary and even selfish, Luxury Brands might have a bad reputation lately. It is extremely because of their manufactures in China or India and other countries like those, and also because of counterfeit that destroy brands image. But then if we look at the marketing power of chanel through it opportunities, but also through its strengths and its lack of weaknesses we can easily understand that it is not a common luxury brands.
We can conclude that Chanel is actually a company with a huge marketing power and almost a genius for selling products with outstanding quality and a real shining image.
Recommendations discussed include Technological, social, economical and political environment of Chanel but also an analysis of the strengths and weaknesses of its product, distribution, image, communication and prizes. Chanel Brand strategies
2
January 2013
Markets Marketing and Strategy Report
Table of contents :
I-) Analysis of Chanel’s Business environment
I.1 : PEST model
I.1.1 Political environment of Chanel
I.1.2 Economical environment of Chanel
I.1.3 Social environment of Chanel
I.1.4 Technological environment of Chanel
II-) Analysis of Chanel’s ressources
II.1 : strenghts and weaknesses
II.1.1 : Chanel’s product
II.1.1.1:Strengths of Chanel’s products
II.1.1.2 Weaknesses of Chanel’s product :
II.1.2 : Chanel’s prices
II.1.2.1:Strengh of Chanel’s products’
References: 2)Bott, D. Chanel : Collections and creations, 2007.Thames and Hudson 3)Mouncey,P &Wimmer,F.2007, MArkets research best practice : 30 4)Vincent, I. 2002 National post .com : what makes a Chanel girl available at : http://www.nationalpost.com/search/story.html?f=/stories/ 7)Kent,J. 2010.CNN.comCHina models luxury brands. Available at : http:// edition.cnn.com/2010/BUSINESS/10/21/china.models.luxury.brands/ind 8)Lobe, J. 2010 IPS news.com.Developing world economic rebound. 9)Han,J. 2009, The Korea times. Chanel’s day of disgrace or Power of market