Contents

• Executive summary
• Industry information
• Industry analysis
• Company information
• Tiffany & Co. Background
• Products
• Financial information
• Store Expansion / Operations
• The Tiffany Experience
• Marketing strategies / Tactics
• Conclusion
• References

Description

This research proposal discusses the fine jewellery sector within the luxury goods industry, focusing on Tiffany & Co.’s (“Tiffany”) position among its high-class competitors and fine jewellery consumers. The paper begins with an overview of the luxury goods industry and current trends within the specific sector of fine jewellery. The document progresses by describing the corporate structure of Tiffany, specifically the company’s products, financial situation, store operations and plans for expansion, key publics, brand image, and marketing strategies. The proposal includes an in-depth analysis of Tiffany & Co.’s position among luxury goods consumers, with the primary question of how Tiffany will maintain its elite image and leading position within the jewellery market while attempting to expand its consumer base