In order to help the business to thrive among the market,
one essential element to define is the marketing environment. In chapter 1, we
have discussed the strategic planning. However, the environment is connected to
the planning. As chapter 4 describes, even though the largest firm could not
change the market environment, it can nevertheless influence the external events.
As we can see from my previous posts, Cartier is an
international chain. The company’s most desirable consumers are the
X-generation, which are the people who were born between 1965 and 1978. In
recent years, Cartier has started affiliating more events than they ever did.
The Women’s Initiative Awards is one of their most successful plans. It
attracts participation from more businesswomen in the company, which helps the
company to grow their sales. This year, six women who demonstrate outstanding
entrepreneurial potential will take home the top prize along with a
Cartier-crafted trophy.
In February of 2013, Cartier hosted one of the world's most
prestigious automotive events, The Third Cartier Travel with Style Concourse d'Elegance;
a one of a kind vintage car exhibition and competition held every two years in
India. After China, which has the largest population and the most rapidly
growing economy, India has the second largest population of the world.
Therefore, it is Cartier’s second target market. The company is looking to expand
its distribution network in the country’s luxury industry. Cartier has been a
relative latecomer to India — luxury labels like Louis Vuitton, Hermes, Christian
Dior and Chanel, to name a few, have long preceded it in India. But Cartier is
counting on succeeding, and dominating the Indian jewelry market environment.
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