chanel分析.ppt

;Chanel;The Background Of Chanel;The Origin of Symbol;Staying true to the distinction of its past and its founder, Coco Chanel, the Chanel company mission statement maintains the legacy of the Chanel brand while successfully moving it into the future. The Chanel company mission statement is:?To be the Ultimate House of Luxury, defining style and creating desire, now and forever.?;Competitive analysis;Country:France Create Age:1935 Founder:Armand Petitjean（阿曼达·珀蒂让） Product Category:skincare、Colour makeup、perfume Nature of the brand:Luxury brands、cosmetics;Country:America Create Age:1946 Founder:Estee lauder Product Category:skincare、cosmetics、perfume Nature of the brand:Top fashion brand;Country:France Create Age:1946 Founder:Christian Dior Product Category:clothing、jewelry、cosmetics、perfume Nature of the brand:Luxury brands;Country:America Create Age:1960 Founder:Elizabeth Arden Product Category:skincare、Colour makeup、perfume Nature of the brand:Famous cosmetics brand ;Chanel SWOT Analysis;Strength;Weakness ;Opportunity ;Threat;Situational analysis Chanel has become the pride of fashion.Of course,it is a trendsetting product,so almost all women desire for the products of Chanel.Obviously,Chanel is one of the most popular female brand in the world. ;As a classic brand,Chanel keeps rising in price and this phenomenon drives the consumers of luxury crazy.Why does Chanel choose to rise price? The influence of inflation(通货膨胀). The exchage rate depreciation(汇率下跌). The strategy pattern of operations.;Now Chanel is broadening its market.At the time of manufacturing female product,Chanel is also developing the market of man.What’s more,Chanel has made great efforts to extend the Asian market. Chinese actress Zhou Xun;Gucci,Dior,Cartier,FENDI,Prada,GUESS......Obvi usly,Chanel is not the only luxury in this world.However,it is a unique Brand in this world because of its innovation.Facing so many competitors,Chanel chooses to sustain its Unique style which is that daring