Chanel

Chanel ´s
Jewelry
CItlali Garcia
EXECUTIVE SUMMARY
Chanel is a 7.2 billion
global luxury
fashion,fragrance, beauty
and jewelry brand which was
founded by Gabrielle
Bonheur Chanel . Chanel is an
elegant, stylish and classic
brand with a
fashion-forward edge and is
seen within the luxury goods
sector as a market leader.
There target market is women
of all ages.
Business Description
Chanel´s vision is ¨To be

the ultimate House of
Luxury, defining style and
creating desire, now and
Overview Company Goals:
forever.¨
Chanel´s Brand its product covers They want women to be able to
Chanel´s Purpose: To chanel
clothes,fragrances, handbags, and have timeless style. It does not
there are two elements of
watches. The brand is most famous matter what age you are to them
purpose one of them is
for its ¨little black dress¨, the chanel they want women to feel elegant
functional which focuses on
No.5 perfume and the Chanel Suit. and young at all ages.
success. The other one is
intentional add value to the
world while making
money.
3
SWOT Analysis Strengths
❏ Chanel has a wide range of products like
perfumes, watches, and jewelry.
❏ Chanel Operates more than 300 boutiques
worldwide.
Weaknesses ❏ They are among the market leaders in the
premium clothing segment.
❏ Chanel has limited production.
❏ High prices limit the potential Opportunities
customers.
❏ You can only purchase ❏ Online Sale and E-marketing gaining a lot
cosmetics and fragrance online of importance can be tapped by Chanel.
❏ Tie-ups with leading hotel chains and
Threats fashion houses to boost the brand.
❏ Product innovations and takeovers.l
❏ Louis Vuitton
❏ Prada
❏ Gucci
❏ Burberry
Pest Analysis
Political: The Trade barriers that the Economic: The exchange rate of the
hose country has would protect country Chanel operates in would
Chanel; however, trade barriers that impact the proﬁtability of Chanel,
countries with potential trade particularly if Chanel engages in
partners would harm companies by international trade. The stability of
preventing potential exports. the currency is also important.
Social: The demographics of the Technological: If Chanel encounters a

population, meaning their respective new technology that is gaining popularity
ages and genders, vastly impact in the industry in question, it is important
whether or not a certain product may be to monitor the level of popularity and how
marketed to them quickly it is growing and disrupting its
competitors´ revenues
Competitive Analysis
Chanel has many competitors starting with Louis Vuitton and

Prada. Chanel though is the number one in expensive, luxury
brands that is really on the top of all these brands. Though
Chanel tends to carry a little bit of each item for example
there are only like 30 bags worldwide and what Louis Vuitton
has they carry out a bunch which can be a bother to Chanel.
Chanel is a really old brand since 1909 which really helps the
industry.
Sales Analysis
SALES PROJECTION
In 2018, the company

generated $11.1 billion in
global sales, up to 10.5
percent on a comparable
basis year-over-year with
SALES HISTORY operating proﬁt hitting nearly SALES GOALS
$3billion, up to 8 percent from
It has been 108 years since 2017 Chanel is a private-held company
Chanel has not revealed their they haven't really said anything
earnings until now. Chanel a about an amount they are trying
privately-held company nearly to achieve but they do want to
made $10 billion in sales in 2017. stay on top of all brands. Have
Chanel believes to will continue the best global sales.
to remain independent and focus
on the long term.
Marketing Goals
They are trying to keep what
they call the ¨Chanel angle¨
to ensure that they are
consistent with the vision
that they have of the brand,
they are taking their time to
share their vision
Target Market
Chanel's target market are women of all
ages. The market segments for Chanel
are mostly women because they have
knowledge about the brand and they
know that they have good quality
products.
Marketing Mix
PRODUCT PRICE PLACE PROMOTION

Chanel is The price for Chanel does Chanel
known well for Chanel´s not sell out in promotes their
selling jewelry is any other product range
expensive commonly stores not through fashion
jewelry as well around even outlets. shows and
as their little 5,000-10,000 merchandise
black dress. their most demonstrations
expensive .
jewelry I found
was about
110,000.
Product Position
Selective targeting strategies are used
by the company to promote its offering
to the selected customer groups. It has
been successful in positioning itself on
the emotional quotient like more of
luxury product companies do.
Bibliography
https://www.britannica.com/biography/Coco-Chanel
https://www.biographyonline.net/artists/coco-chanel.html
https://www.biography.com/fashion-designer/coco-chanel

Chanel

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Chanel

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Chanel ´s

Chanel´s vision is ¨To be

Social: The demographics of the Technological: If Chanel encounters a

Chanel has many competitors starting with Louis Vuitton and

In 2018, the company

PRODUCT PRICE PLACE PROMOTION

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