| Case Title |
Cartier Japan |
| Case Author(s) |
H Schutte J Probert
|
| University |
INSEAD |
| 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. The teaching objective is 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. *Abstracts reprinted with the permission of INSEAD* |
| Available In |
The INSEAD case collection at the European Case Clearing House |
| Publisher |
INSEAD |
| Publisher Case No. |
597-002-1 |
| Distributor(s) |
European Case Clearing House
|
| Pub/Rev Date |
1997 |
| ISBN |
|
| Case Length |
17 |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
Market Environment; Consumer Behaviour; Repositioning; Luxury Products |
| Organisation(s) |
Cartier
|
| Countries |
Japan |
| Industry |
Furniture, Textiles, Crafts & Jewellery |
| Period Covered |
1985-1995 |
| Level |
Undergraduate/Postgraduate |
| Links of Interest |
Cartier homepage
|
| Back |