Topics: Swarovski, Daniel Swarovski, Wattens Pages: 14 (4713 words) Published: January 19, 2015

International University College

Business Environment

Subtitle: Contemporary Business as network of interactions

Students: Lecturer: Stefani Ivanova Ivelina Yoveva Maria Stoianova
Dobrich, 2013


1) Introduction
2) History of the company
3) Analysis of company business
4) Analysis of product nature/product portfolio/and its main characteristics 5) Company market structure analysis
3) SWOT analysis
4) PESTEL analysis
5) Organizational structure
6) Legal structure
7) Proposals for improvement and adaption to the environment 8) Conclusion
9) References

This project is evaluated with the purpose to analyze the business environment of the company, product nature/product portfolio and its main characteristics, company’s market structure. Grant analysis of the external and internal business environment elements – SWOT, PESTEL analysis and to give proposals for improvement and adaptation to the environment. For this assignment attention is drawn to the Swarovski company which is based on manufacturing jewelry. This sphere of business attracts our group a lot so, we want to introduce the crystals industry from different sides, to show how it works, to find out what strengths and weaknesses of the company are and the influence of various external and internal factors.


There has been one name that has been consistently and inextricably linked to precision cut crystal and fashion for more than 113 years . The founder of the company, Daniel Swarovski I, was born in 1862 in Northern Bohemia, which happened to be the center of a flourishing crystal and costume jewelry industry. In such a setting it's perhaps unsurprising that Daniel was fascinated with the colorful brilliance of faceted stones from his earliest years. Moreover, as a young man he showed an aptitude for invention and entrepreneurship that was to form the basis of what today is a family company employing more than 20,000 and with a presence in more than 120 countries. In 1892, Daniel Swarovski invented an automatic cutting and polishing machine. In 1895, he founded the company Swarovski, and his car was first established in the cutting and polishing factory in Wattens. Here he could use local hydro power plant for energy-intensive process of grinding and processing of crystal. The production of Swarovski is diverse and it includes crystal glass sculptures and miniatures, jewelry and couture, home decor, clothes decor and chandeliers. Swarovski has its own logo. First original Swarovski logo was an edelweiss flower, but later it was finally replaced with the current swan logo in 1988. 1977 - Swarovski entered jewelry and fashion market starting from the USA and other European Markets 1987 – Swarovski Collector’s Society was founded Today’s CRYSTAL SOCIETY, over 400 000 members in 35 countries. 1989 – Daniel Swarovski Collection.

1993 – Crystal Mesh was invented. E.g. D&G, Chanel, Luis Vuitton regularly work with this fabric. 1994 – Lighting business
1995 – Kristallwelten, the Crystal World was opened in Wattens, celebrating the company’s 100th jubilee 2003 – Crystal Fabric was introduced (more than a million crystals/m2!) 2008 – Flagship store in Tokyo

To create crystal glass that lets light refract in a rainbow spectrum, Swarovski covers some of its products with special metallic chemical coatings. Moreover, Swarovski includes Tyrolit (abrasive and cutting materials), Swareflex (reflective and luminous road markings), Signity (production of synthetic gemstones) and Optik (optical instruments). The company manages a crystalline technology park "Crystal Worlds Swarovski» on an...
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