Chapter 14 - Marketing Channels and Retailing

In this chapter, we learned about the pipeline of completing merchandise through a channel to the ultimate consumer. The company Cartier has a big advantage at finance and resource because of its wealthy business chains all over the world. This surplus of wealth allows Cartier to design, manufacture, distribute, and retail their products. It’s recognized as a direct channel for business and industrial products.

The Cartier Resource Incorporated is an exploration company focusing its work in the Abitibi Gold Belt in Quebec. They have several projects in mining. Their mines include Chimo mine, Benoist mine, Fenton mine, Cadillac Extension mine, and Dollier mine. The company announced the mining project to the media early this year. From 1964 to 1977, Chimo Mine produced 379,000 ounces of gold. High-grade gold zones were reported close to the historical sites.

Cartier has five facilities in Switzerland. The manufacturers are located at a central Swiss city called La Chaux-de-Fonds, and everything from Cartier is made there in one way or another. The Cartier Manufacturer is one of very few facilities with the capacity to design, produce, and service its own watches, whether they are simple or complicated. It is the largest fully integrated production facility in Switzerland. Dominated by the peaks of the Jura Mountains, by looking at the pictures from their website, I can see the precious glass edifice is a transparent masterpiece and it’s absolutely breathtaking. The manufacturer extends over an area of 30,000 square miles and seamlessly blends into the surrounding pines and pastures.

As I described in the former post, Cartier is awarded by the Luxury Daily’s 2012 Luxury Marketer of the year, for the use of long-term retailing that keeps up its mystique in the eyes of truly affluent consumers, and lures those who aspire to be part of the brand’s world. “One word sums up Cartier’s marketing across all channels: class,” said Mickey Khan, editor-in-chief of Luxury Daily, New York. Every execution from Cartier is resoundingly rich and true to the brand’s values. The implementation is flawless, and the effect simply awe-inspiring.

Cartier operates more than 200 stores in 125 countries, with five flagship stores world-wide. The company maintains its headquarters in Paris, and is now a wholly owned subsidiary of Compagnie Financiere Richemont SA. The other flagship stores are in London, New York, Tokyo, and the latest one was opened in September 2008 in South Korea. Those are the major cities of the globe, and of course these cities are some of the most important finance centers in the world.