January 2013

Markets, Marketing and Strategy Report

MMS Report,

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January 2013

Markets Marketing and Strategy Report

Executiv summary :
This report provides an analysis and evaluation of Chanel’s marketing strategies and of its place in the Luxury market today.
Methods of analysis include three theorical models that help to understand the complexity of Chanel business environment and its main resources. Those three models are: PESTEL, SWOT and 5 Porter’s forces. In this Report we find out that in period of economic crisis, luxury was seen as unnecessary and even selfish, Luxury Brands might have a bad reputation lately. It is extremely because of their manufactures in China or India and other countries like
In the asian philosophy of luxury, wearing a brand such as chanel determines the value of the individual.
Brands are synonimes of wealth and success.

Chanel Brand strategies

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January 2013

Markets Marketing and Strategy Report

Chanel would probably consider producing goods with lots of visible logo for the asian market. (Kent,2010)
I.1.4 :Technological environment of Chanel :
The growth of broadband : New technologies such as internet or the high definition for films have redefined advertising possibilities.
(Mouncey&Wimmer, 2007)
The emergence of smartphones : New mobile technologies such as
Iphone or blackberry also redefinied advertising possibilities because they are a way to advertise and they have a massive public appeal.
(Mouncey&Wimmer, 2007)

II-) Analysis of Chanel’s ressources
To analys the business ressources we can use the «SWOT» model
(strenghs, weaknesses, oportunities, threats). This model focuses on internal micro environment. It provides a way of reviewing the strategy and position of an organisation.It also considers the new proposition of the company.

II.1) Strengths and weaknesses
II.1.1)Chanel’s products
II.1.1.1:Strengths of Chanel’s products
Many Chanel’s products are legendary and cult object, what are the reasons of this craze for those products ?
Brands under the name of Chanel : In the clothing and accessories category Chanel is not only about Chanel. The brand also includes other brands such as