Swarovski Crystal Business: Comprehensive SWOT Analysis Report

This report presents a SWOT analysis of Swarovski, a prominent Austrian producer of crystal glass, jewelry, and accessories. Founded in 1895, the company operates across three major industry areas: the Swarovski Crystal Business. The analysis identifies key strengths such as a global presence with over 26,000 employees in 120 countries, vast production locations, and a strong financial position. Weaknesses include franchise-related issues and operational difficulties due to the widespread distribution of franchisees. Opportunities include enhancing brand identity through PR activities and fostering consumer loyalty with effective brand communication. Threats involve cheaper manufacturers in China and evolving market trends. The report recommends engaging in PR activities to enhance brand image and shifting manufacturing to developing countries to reduce production costs. In conclusion, the SWOT analysis helps Swarovski identify both external and internal factors affecting its performance.

SKILLS

TABLE OF CONTENT
• Introduction
• SWOT Analysis
• Recommendation
• Conclusion
• Reference

INTRODUCTION
• Swarovski is an Austrian producer of glass headquartered in Wattens, Austria. It
existed as a family-owned business since its founding in 1895 by Daniel Swarovski
• Swarovski is run by the fifth generation of family members. The company is split
into three major industry areas: the Swarovski Crystal Business, which primarily
produces crystal glass, jewelry and accessories.

SWOT ANALYSIS
• SWOT analysis of Swarovski analyses the brand by its strengths, weaknesses,
opportunities & threats.
• In Swarovski SWOT Analysis, the strengths and weaknesses are the internal
factors whereas opportunities and threats are the external factors.
• STRENGTHS
• It has over 26000 employees and present in almost 120 countries
• It has vast production locations in countries like Austria, China, Czech Republic,
India, Jordan, Liechtenstein, Thailand, United States.
• Strong annual turnover and financial position

To be continue…
• WEAKNESSES
• Franchise Related Issue-Swarovski is facing concerns because of dis-loyalty of its
franchise employees. As there are variety of franchise and it ends up being hard to
manage each employee who cheats.
• Operational Difficulties-As the franchisees lie in every corner of the city, it
becomes very challenging for Swarovski to deal with its operations.
• OPPORTUNITIES
• To create a brand identity by collaborating with PR activities
• Create a brand which increase a sense of loyalty amongst consumers
• needs a right brand communication

To be continue
• THREATS
• Cheaper manufacturer in China
• Up coming changes in market trends

Recommendations
• It can engage itself in PR activities so that they can enhance their brand image and
increase their visibility.
• This will help in attracting more customers and thus resulting in increasing their
sales.
• It can shift its manufacturing to developing countries so that it can help in cost
cutting and reduction in cost of production thus higher profits margins.

Conclusion
• From the above report it can be concluded that SWOT analysis help Swarovski
Crystal Business in identifying external and internal factors. That affect the
performance of the organization

References
• Witschen, J., 2013. Swarovski: Analysis and Recommendations. How They
Could Impact the Largest Swiss Watch Company, Swatch Group, 98.
• Noviani, W. and Melinda, T., 2016. Consumer Preferences Against
Attribute Combination of Swarovski Clutch Bag in Buying Decision.