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Tiffany & Co Marketing Plan

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Tiffany & Co Marketing Plan
MARKETING PLAN

I. Executive summary………………………………………………………………………3 A. History of Tiffany & Co……………………………………………………………....3 II. Current marketing situation ………………………………………………………………7 A. Market overview……………………………………………………………………..7 i. Market demographics and needs…………………………………………….6 ii. Market trends and target market growth…………………………………….10 B. SWOT analysis………………………………………………………………………11 i. Strengths …………………………………………………………………….11 ii. Weaknesses……………………………………………………………........12 iii. Opportunities………………………………………………………………...12 iv. Threats………………………………………………………………………13 C. Competitive and industry analysis ……………………………………………….…14 D. Product overview…………………………………………………………………...17 E. Keys to success and critical issues…………………………………………………20. III. Environmental analysis …………………………………………………………………23 A. Macroenvironmental factors …………………………………………………….…23 B. Microenvironmental factors …………………………………………......................24 C. Competitive strategy ……………………………………………………………...…24 IV. Marketing Strategy………………………………………………………………………25 A. Mission………………………………………………………………………………25 B. Marketing objectives……………………………………………………………..…25 C. Financial objectives…………………………………………………………………26 D. Target market……………………………………………………………………….27 E. Positioning………………………………………………………………………...…27 V. Marketing Mix………………………………………………………………………….28 A. Product ………………………………………………………………………………………..28 B. Pricing ……………………………………………………………………………...30 C. Promotion …………………………………………………………………………………….31 D. Channel ……………………………………………………………………………32 E. Service ……………………………………………………………………………34 VI. Marketing research ………………………………………………………………..…35 VII. Financials ……………………………………………………………………………37 A. Sales/revenue forecast…………………………………………………………….37


References: 1. Kotler P. (2003) Marketing Management. 11th edition. New Jersey, Pearson education Inc.
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