Founded in 1895, the Swarovski company sells high-quality crystal for fashion, jewellery, accessories, lighting, architecture and interiors. In a context of fierce international competition, the brand has the ambition to establish itself on the global jewellery market.

This case-study covers detailed information about the Swarovski group and the global jewellery market. The students are asked to prepare a marketing plan for the Swarovski brand: internal and external analysis, marketing strategy (segmentation, targeting, positioning) and marketing-mix (product, price, distribution and communication policies).