Tiffany&co Entering the Norwegian Market

Table of Content

Table of Content 1

1. Meet Tiffany & Co. 3

Short history 3

Mission statement 4

Financial position 5

Product mix 6

2. Marketing strategy 8

Segmentation and targeting 8

Positioning and differentiating 8

Marketing mix 9

Performance 9

Pedigree 9

Paucity 10

Persona 10

Public Figures 11

Placement 11

Public Relations 12

Pricing 13

Competition 13

Global competitors present in Norway 13

Local competitors 16

Social-Cultural 16

Language 16

Norwegian mentality 17

Attitude to spending 17

Attitude to nature and lifestyle 18

Norwegian fashion 18

Norwegian design 19

Attitude to marriage 20

Conclusion 20

3. Macro-environment 21

Demographic 21

Population: age, growth, composition 21

Population distribution 21

Economic 22

GDP and Wage 22

Cost of Living and Disposable Income 22

Small Income Gap between Sexes 23

Employment 23

Monetary Policy, Banking and Currency 24

Summary 24

Culture 24

Culture and Consumer Behaviour 24

Business Norm and Practices 25

Technological 25

Ecological 25

Political 25

The Kingdom of Norway 25

Trade and Foreign investment policy 25

4. SWOT