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Tesi etd-11112014-192717


Thesis type
Tesi di laurea magistrale
Author
RICCI, DENISE
URN
etd-11112014-192717
Title
Market development and diversification strategies. The Swarovski Case
Struttura
ECONOMIA E MANAGEMENT
Corso di studi
MARKETING E RICERCHE DI MERCATO
Supervisors
relatore Prof. Dalli, Daniele
Parole chiave
  • development
  • diversification
  • strategies
  • case
  • market
  • swarovski
Data inizio appello
01/12/2014;
Consultabilità
Completa
Riassunto analitico
The descriptive case study has the aim to analyse two of the most important competitive strategies: the market development and the diversification strategies of Swarovski firm through a detailed analysis. The case has been characterized by a long and difficult data collection phase, considering that there were not any similar cases to follow.
It is a market research, which focuses on different analysis fields: competition, product portfolio, distribution, prices and promotions. It refers to the Italian case too ponting out interesting results demostrating how the Italian business is relevant for the firm activity.
Findings show how a leader company as Swarovski succeed in introducing and selling its products succesfully all over the world through its market development, diversification and premium price strategies.
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