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Cartier Japan

By Hellmut Schütte
Published 01 Dec 1996
Reference 4642
Topic Marketing
Industry Luxury Goods and Jewelry
Region Asia
Length 16 page(s)
Language English
Inspection copy
6.00
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Summary

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. However, its move further up-market may cut Cartier off from the generation of younger spenders.

Teaching objectives

To demonstrate that a range of subtle changes in the marketing-mix - introduced even against conventional wisdom - can lead to a successful repositioning of a brand in a difficult market environment.

Keywords
  • Market Environment
  • Consumer Behaviour
  • Repositioning
  • Luxury Products
  • Japan
  • Pricing
About the author
Schütte

Hellmut Schütte

Emeritus Professor of International Management

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