Cartier's International Marketing Success
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The paper examines Cartier, one of the preeminent jewelry companies in the world, famed for its attention to detail, innovative designs and high quality. To determine how Cartier has achieved an impressive level of sustained success during its lengthy corporate history, this paper explores the company's background and history, its products and services, its target market and the marketing methods used to reach it. The paper describes how the company lets its merchandise speak for itself in its marketing initiatives, which are focused on providing the general public - and potential customers - with examples of its past design efforts in museums around the world. The paper highlights how the company earned its reputation through a consistent and thoughtful approach to both its designs as well as the manner in which its products and services were marketed.
Review and Discussion
Review and Discussion
From the Paper:"Cartier (hereinafter alternatively "the company") was established in Paris in 1847 and has become what the company describes as "one of the world's most esteemed and respectful companies in the luxury goods industry" (Cartier 1). Indeed, like the brand name Cadillac, the name "Cartier" is synonymous with the best in jewelry. In this regard, the company adds that, "Today, the Maison is renowned worldwide for its high jewelry creations and watches, perfumes and prestige accessories - symbols of craftsmanship and elegance, quality and excellence" (Cartier 1). By the fin de siecle, Cartier had added retail outlets in London and New York, managed by Jacques and Pierre Cartier, respectively, and continued the company's tradition of featuring the absolute best in design (Fabulous Jewelry from the House of Cartier 44). Prior to World War I, Cartier also expanded its operations to the Russian market, a move that was supported in part by the company's creation of two ornamental eggs that had previously been the sole domain of Fabrege, and presented one to Czar Nicholas II as a gift from the City of Paris (Fabulous Jewelry from the House of Cartier 44). By the late 1920s, the company had a well established reputation for its line of cigarette and cosmetic cases, brooches, bracelets, watches, boxes, and decorative objects as well as what Cartier described as "mystery clocks" (see example in Figure 1 and 2 below)."
Sample of Sources Used:
- Bhidt, Amar V. The Origin and Evolution of New Businesses. New York: Oxford University Press, 2003.
- "Cartier." (2011). [online] available: http://www.facebook.com/Cartier#!/Cartier?v=info
- "Fabulous Jewelry from the House of Cartier." (1997, May). USA Today: Society for the Advancement of Education 125(2624): 44-46.
- Hart, Leslie. (2004, Apri)l. "Middle Class Seeks Luxury Lifestyle." Consumer Insights. [online] available: http://www.kitchenbathdesign.com/print/Kitchen-and-Bath-Design- News/Middle-Class-Seeks-Luxury-Lifestyle/2$820.
- "Masterpieces of American Jewelry." (1997, October 3). World and I: 19(1), 37.
Cite this Case Study:
Cartier's International Marketing Success (2013, May 05) Retrieved January 19, 2020, from https://www.academon.com/case-study/cartier-international-marketing-success-153161/
"Cartier's International Marketing Success" 05 May 2013. Web. 19 January. 2020. <https://www.academon.com/case-study/cartier-international-marketing-success-153161/>