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Swarovski AG SWOT & PESTLE Analysis

ID : 521202053| Apr 2022| 21 pages

COMPANY PROFILE -Swarovski AG

Business Sector :Luxury Good and Jewellery

Operating Geography :Austria, Europe, Global

About Swarovski AG :

Swarovski AG is an Austrian glass manufacturer headquartered in Wattens, Austria. The company has been associated with crystal manufacture since its founding in 1895 by Daniel Swarovski. Swarovski Crystal Business produces crystal glass, jewellery, and accessories and has developed a one-of-a-kind technique that preserves the brilliance and brightness of crystals without using lead dioxide; Swarovski Optik produces optical instruments such as telescopes, telescopic sights for rifles, and binoculars; and Tyrolit, a manufacturer of grinding, sawing, drilling, and dressing tools as well as a tool and machine supplier. The firm employs about 12,000 people worldwide, with factories in the United States, Mexico, Italy, Brazil, Argentina, and other countries. The founding Swarovski family still owns and runs the company. Swarovski has dazzled the globe for over 35 years with distinctive items such as the Nirvana cocktail ring, the Slake bracelet, and its signature Swiss movement watches. The business is now managed by the fifth generation of the Swarovski family. However, it has been revealed that, for the first time in the company's history, significant senior management positions will be held by non-family members in 2022.

Swarovski AG's USP is that it is one of the most well-known brands in the lifestyle and retail sectors, with a strong brand presence and visibility and a global reach of over 3,000 outlets in over 170 countries. The mission statement of Swarovski reads, "We are committed to Conscious Luxury, a new way of doing business that respects people and nature to produce goods of the finest quality, responsibly sourced and crafted with care".

Swarovski AG Revenue :

Privately Held

Competitive Analysis of Swarovski AG

SWOT
PESTLE
The SWOT analysis for Swarovski AG is presented below in a table followed by the detailed analysis report:
Strengths
Weaknesses
1. Production sites present across the globe reducing specific risks and minimizing order delivery timelines.
2. Global presence with over 125 years of experience
3. Diversified portfolio of products
1. China is the biggest market of the company.
2. Prices are not mentioned on the website making it difficult for customers to compare.
3. Thin margins and fleeting customer loyalty negatively impacting the company.
Opportunities
Threats
1. Focus on higher quality products with unique designs rather than catering to everyone.
2. Combination of offline and online market is providing opportunities for the company to reach a larger audience.

1. Changes in fashion trends and consumer preferences greatly affects sales.
2. Wholesale business faces cheaper competition from Egypt and China
3. The company’s produce demands consumption of natural resources which are limited.
4. The negative impact of the pandemic might continue.
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Swarovski AG

Strength

1. Production sites present across the globe reducing specific risks and minimizing order delivery timelines: The company has 9 production sites present globally in Austria, India, Liechtenstein, Thailand, Vietnam, Serbia and the United States of America. Swarovski set up production locations in all the corners of the world. From these specific locations, it becomes easier to transport goods to approximately 3000 stores in around 170 countries where the company operates. This helps the Austrian luxury items producer, in providing the required goods in the earmarked timeframe quite conveniently. This makes the customer satisfied and feel valued as they receive products at a swift pace. Demand for such goods is greater in Asian countries, hence the company has established multiple production units in Asia itself to cater to its huge consumer base on time.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

1. Changes in fashion trends and consumer preferences greatly affects sales: The company operates in a consumer-friendly industry wherein trends and preferences play a pivotal role. The conflict raging at the company is based upon changing trends in customer behavior. Today’s customers prefer to mix high-end designers with fast fashion alternatives often at the expense of more affordable branded players that occupy the middle of the market. Change in consumer trends leads to huge inventory pile up, wastage of money and production time. The company should focus more on selling carefully curated products which are tailormade to match customer tastes and retain fleeting customers. After years of exuberant expansion, the company needs to focus on offering fewer but more exclusive items under its brand belt to meet the changing needs and demands of the customers.

The remaining section under "Threat" is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Tiffany & Co
  • Pandora
  • Cartier
  • Chopard
  • Kahles
  • Tous
  • Leupold
  • Kendra Scott
  • Noritek
  • Winoa

Major Brands :

  • Swarovski Gemstones
  • Swarovski Optics
  • Tyrolit
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TABLE OF CONTENTS
DELIVERY AND FORMAT
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References used in Swarovski AG SWOT & PESTLE Analysis Report

1. Brands of Swarovski - https://www.swarovski.com/en-IN/s-brand/Swarovski-Brand/
2. Swarovski in China -https://daxueconsulting.com/swarovski-in-china/
3. PR News Wire - https://www.prnewswire.com/news-releases/swarovski-partnerships--collaborations-new-york-fashion-week-aw17-300404295.html
4. Bloomberg News - https://www.bloomberg.com/news/articles/2020-08-21/cracks-in-the-crystal-kingdom

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Swarovski SWOT and PESTLE analysis has been conducted by Shreya Gupta and reviewed by senior analysts from Barakaat Consulting.

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