急急急急急急急!!!!!!!!意大利阿玛尼公司的SWOT分析

SWOT Emporio Armani Perfume

This second part of the situation analysis will focus on the Armani perfume SWOT : we describe the main strengths, weaknesses, opportunities and threats but not all the existing points because it would be too long and uninteresting.

Strengths

The brand image of Armani

License exploited by L’Oréal : a very good promotional support

A very dense distributive network Weaknesses

License exploited by L’Oréal : is there a total control of the product image ?

Price : a little bit more expensive that the competitors

Opportunities

World expansion

Strong opportunity of development

in Asia

Threats

Problem of Giorgio Armani's succession in the head of the group

Fierce competition, competitive and cyclical pressure

Strenghts (internal capabilities that help the company reach its objefctives)

这个也不错，很详细：http://www.scribd.com/doc/6390608/Giorgio-Armani

优势：乔治·阿玛尼使用新科技以及合成纤维，外人难以仿制。品牌的知名度高。 劣势：产品定价较高，不能为广大消费者所接受，产品普及率低。 机遇：产品线较长，能开发出不同消费层次的广大客户群。 威胁：奢侈品种类多，竞争的压力较大。满意请采纳

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