Subject category:
Marketing
Published by:
INSEAD
Length: 17 pages
Data source: Field research
Abstract
When Japan's bubble-economy of the 80s turns towards stagnation in the 90s, Cartier is faced with a need to reposition its range of luxury products through changes in distribution, pricing, advertising, and product portfolio. But its move further up-market may cut Cartier off from the generation of younger spenders.
Location:
Industry:
Size:
USD2 billion (Richemond, parent company)
Other setting(s):
1985-1995
About
Abstract
When Japan's bubble-economy of the 80s turns towards stagnation in the 90s, Cartier is faced with a need to reposition its range of luxury products through changes in distribution, pricing, advertising, and product portfolio. But its move further up-market may cut Cartier off from the generation of younger spenders.
Settings
Location:
Industry:
Size:
USD2 billion (Richemond, parent company)
Other setting(s):
1985-1995