PresentationFINALNOWWWW
- 1. Skirt Weights Keep your skirt from flying up!
- 2. The Company
- 3. SWOT Analysis for Swarovski The company created a situational SWOT analysis of the external and internal factors
- 4. Culture Demographics Social Issues Technological advances Economic Situation Regulatory Environment MACRO-ENVIRONMENTAL FACTORS
- 5. Shared meanings, beliefs, and values American Women known to buy elaborate accessories Professional product
- 6. Gender oriented demographic Generational Cohorts ◦ Generation X and Y
- 7. Social trends effect how the Skirt Weight is perceived by consumers Time Poor Society ◦ QVC Advertising Going Green ◦ Post consumer metals
- 8. Existing information from past purchases Social Media Platforms Advancement in mining machinery
- 9. Currencies are valued higher than U.S. Dollar ◦ International company ◦ Able for other countries to buy our product More consumers are being conscious of the money they spend ◦ Poses problems for luxury goods
- 10. Political ◦ Warning labels ◦ Poses choking hazard for kids Ethical ◦ Not a misleading product ◦ Works as advertised
- 11. Target Market Segmentation Targeting Positioning IDENTIFYING AND EVALUATING OPPORTUNITIES USING STP
- 12. Women ◦ Willing and Able
- 13. Two segments ◦ Working Women (48 Million) ◦ College and High School Girls (20 Million) Different design set for each market ◦ Professional design ◦ Team colors with a flare
- 14. Accessorize and match jewelry Wear around office ◦ Professional and not distracting
- 16. High School and College Girls ◦ Team colored weights ◦ Jewelry matching Working Woman ◦ Professional advertisements ◦ Work on maintaining “functional accessory” image
- 18. Will be made from quality sterling silver material and the beautiful topaz gem Swarovski is famous for ◦ Differentiated designs for each of the target segments will be developed Multi-functional piece ◦ Holds skirt down ◦ Fashionable
- 19. Fixed Cost Rent Gemstone Cutting Machine Utility Expense $15,000 $100,000 $30,000 Adminstrative Salary $500,000 Total Fixed Cost $645,000 Fixed Cost Fixed Cost (Per year) $15,000 $100,000 $30,000 Rent Gemstone Cutting Machine $500,000 Utility Expense Adminstrative Salary
- 20. Variable Cost (per pack) Topaz Gems $15.80 Silver Plating $11.30 Skirt Weight Clip $0.21 Labor $5.00 Total Variable Cost $32.31 Variable Cost Variable Cost (per unit) $0.21 $5.00 $15.80 $11.30 Topaz Gems Silver Plating Skirt Weight Clip Labor
- 21. $60 dollars per pack 1 clips and three weights/pack $60 - $32.31= $27.69 B2C selling
- 22. Home and Garden Television 80% of homes receive HGTV Food Network 65% of Food Network’s Audience is women 86% of Households receive Food Network
- 23. Buy directly from store Easily accessible Trendy clothes and jewelry Women aged 35 and older
- 24. Multiple outlets in different malls ◦ Positioning in the store is vital to inspire interest and want ◦ In-store advertising ◦ Sales Representative Use Personal Selling
- 25. In-store Advertising and Personal Selling ◦ Employees will be well informed on product ◦ Advertising using posters and sign throughout the store and windows
- 26. Celebrity endorsements will create value ◦ Recruitment of hardworking women to wear skirt weights at significant events Red Carpet opportunities provide personal exposure ◦ The Academy Awards is the biggest annual, nonfootball viewed event in U.S. television
- 27. Target Market Profitability Willing and Able Consumers PROJECTED SALES
- 28. 40% 30% 60% Projected Sales Chart Market Segments ability and willingness to purchase a Skirt Weight.
- 29. Luxury product value ◦ If only 50% of women who are willing and able buy the product it equates to 1.73 million women for one segment ◦ The price set at $60.00 would equate a revenue of $147 million ◦ Subtracting costs, the profit would be $67.1 million over 3 years First Year Projected Sales • 500,000 = $13.9 million in revenue • 13.9 million – 645,000 fixed cost • 13.2 million first year profit
- 30. $2 Million start up cost ◦ ◦ ◦ ◦ ◦ $1 Million Advertising $250,000 Research and Development $500,000 Mining Cost $200,000 Swarovski building fee $50,000 Initial Machinery fee
- 31. Skirt Weight keeps skirts down! Easy to pin on the dress High School/College and Working Women Profitability
Editor's Notes
- #2: Cory– Nothing to say about this slide.
- #3: CoryMission StatementWhere the company was foundedWhat the company isWhat the companies profit wasWhere are their stores (100 US stores or something)Popularity, Shiny things, Ect.
- #4: Steven
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- #9: StevenWe can use existing information from past purchases of Swarovski crystalsSocial media platforms enable us to reach various different market segmentsAdvancement in mining technology has helped us reduce our cost
- #10: StevenCurrencies are valued higher than the US dollar which means that international buyers can use the swarovski website to buy our product with the exchange rate. We are an international company alreadyMore consumers are spending their money more wisely rather than spending on luxury goods. We could have a problem with the demand for our product because of this
- #11: Steven
- #12: Billy
- #13: BillyThe women must be willing and able to buy the product
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- #18: Austin
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- #21: AustinLabor cost is $5.00 per unit because we have a high quality standard and each unit is individually inspected
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- #31: Steven
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