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The wrong position of the mall namely no the merely explanation. M. Rupert remarks that "the last successful annuals conducted apt complacency" and that "with complacency progress stops" In fact, the making decreased to 230000 watches in 2002 versus 350000 in average the precedent annuals. Financial Results Cartier is equitable coming out of 2 unfortunate years with two years in a row a declining turnover and net benefice.

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There is no repair position to present the collection; on the omega speedmaster replica opposed, the objects are presented worldwide in itinerant exhibitions. The collection has yet been presented, within others, in Paris (premier exhibition in 1989), Saint-Petersburg (1992), Tokyo (1995), Lausanne (1996), New York (1997) and London (1997), Mexico (1999), Berlin (2202) and Shangai (2004). This strategy is very well thought of because immediately, Cartier's jewellery and timepieces are thought for art pieces. The creation of the Cartier Art Magazine likewise increased this vision a lot. Cartier is likewise sponsoring numerous art accidents yet they do not use this sponsorship in their advertising campaign. Cartier has a representation compact with Monica Belluci. It means that, whenever she is dressing jewellery, this omega seamaster replica is Cartier jewellery. There are really many celebrities who wish to have that variety or contract or ask to borrow jewellery. Cartier is also the sponsor of assorted accidents, locally, favor the Cartier Polo World Cup on Snow. Distribution The distribution web has been decreased and some stores have been renovated on the impulsion of Johann Rupert. In fact, an of the key success ingredients to fire a luxury watch is to have a selective distribution strategy as well. Cartier had way to many delivery points and selectiveness was decreasing. Furthermore, the instruction was attempting to progressively exclude the omega constellation replica lower range of product ("les Must de Cartier"). Therefore, an can assume that distribution and amount strategies were not on the same class. Product scope Lately, after the very bad results of exercice 2002-2003, the worst in its history, the product range has been broadened with entry class product as already 1800 CHF (new Tanks).What is more, the "Les Must de Cartier" collection will be conserved and renovated. As it has just been mentioned, the omega de ville replica intention wanted to get rid of this collection for it was damaging the brand identity and reputation.

Current Strategy The present tactics is apparent by the strong presence of Johan Rupert in the center of the team and the tactics. Cartier, Richemont's money cow, has just gone through its two worst fiscal years. In October 2003, Alain-Dominique Perrin, ex CEO of Cartier and who was appointed CEO of Richemont is replaced by Johann Rupert who absences to take a greater control in the Omega replica enterprise afterward the last two disastrous years. Communication The dissemination war is a pure product war presenting the watch on a ruddy backdrop. An sample is presented by Annex X: Cartier's advertisement, December 2003, Elle Deutschland. Born a mini morsel extra than twenty years antecedent, the accumulation "Art de Cartier" encompasses some 1200 pieces of jewelry. It is chiefly age Cartier pieces that Cartier bought behind in auctions alternatively personal collections and that characterize the mutation of the mark over the last 150 years.

Brand Awareness As Annex IV: Brand Awareness shows, Cartier has also a very lofty brand awareness that approaches 95%. What is more, Cartier embodies nicety, French tradition and luxury. Weaknesses Human turnover is high Turnover has been high the last five years at Cartier in spite of lasting organizational alterations, dismissals and departure of some managers. As one example, Jean-Christophe Bedos, ex CEO of Cartier France is now CEO of Boucheron -Gucci Group- and Guy Leymarie, who worked 18 years for Richemont, ex CEO of Dunhill and Cartier, is now working for De Beers -LVMH- after his eviction. What is more, Cartier counts four assorted CEO in 6 years. In June 2003, when the brand is doing highly badly, Franco Cologni is adding CEO Bernard Fornas in mandate to turn the omega casino royal replica brand around. He explains this high turnover the emulating way "There are too many over-dimensioned egos in the luxury manufacture and especially at Cartier. Nevertheless, there is a golden rule in this business: managers go by but the brand stays".(Le Temps, 3.7.03) What is more, Cartier closed a vegetation in Villeret, Switzerland and obliterated 200 go areas in the watchmaking manufacture in Switzerland.