SWOT Analysis of Bulgari. Bulgari is a luxury fashion Italian multinational brand. Sotirios Voulgaris laid the foundation of the fashion and lifestyle brand in 1884. The headquarters of the company is in Rome, Italy.
Some of the main products and services of Bulgari are as follows;
- Leather goods
- Accessories
- Fragrance & scents
- Watches
- Jewellery
- Hotels & resorts
- Cosmetics
Key statistical facts and figures about Bulgari are as follows;
- The annual net profit of the fashion brand in 2019 was 133.56 million Euros
- Approximately 5,000 employees are working for the company to manage its worldwide operations
- The brand ranks at the 61st position of the world’s luxury and fashion brands
Some of the top competitors of Bulgari are as follows;
- DK Jeweler
- HOUR Glass
- Movado Group
- Signet Jewelers
- Tiffany & Co
- Cartier
- Harry Winston
- Chopard
- Van Cleef & Arpels
- Piaget
- Rolex SA
- Chaumet
- Blue Nile Inc
- TAG Heuer
- David Yurman
Today, we’ll discuss the SWOT analysis of Bulgari. It is going to focus on the internal strengths and weaknesses; external opportunities and threats to the luxury fashion brand. Here’s the SWOT analysis of Bulgari as follows;
Strengths of Bulgari
Some of the main strengths in the SWOT analysis of Bulgari are as follows;
Large Network
According to an estimate, Bulgari has a network of approximately 300 stores in various countries across the world. The luxury brand also has a chain of luxury hotels and resorts worldwide; it shows the strong market influence of the company in the global market.
Recognized Brand
Bulgari has been operating its business in the luxury fashion industry for the past 140 years. The company has gone through and survived various phases in history, and it offered the company an immense experience of fashion, luxury, and lifestyle.
Marketing
Strong legacy and vast market experience have allowed the company to establish a powerful position in the market. In order to attract the attention of customers, Bulgari launches various types of marketing and promotional campaigns and media channels to remain active in the minds of customers.
Product Portfolio
Bulgari has established a diversified product portfolio like hotels and resorts, leather products, accessories, jewelry, luxury, and fashion. It benefits the company in multiple ways like diverse sources of income and targeting various segments of the consumer market.
Social Work
Bulgari is a socially responsible organization and the company engages in various types of welfare and charity works to help the needy and poor people. For instance, the luxury brand established a partnership with charity organization Save the Children in 2008, and the company has contributed a total of more than 80 million US dollars.
Weaknesses of Bulgari
Some of the main weaknesses in the SWOT analysis of Bulgari are as follows;
Counterfeiting
Design copying and counterfeit products are serious issues in the lifestyle and fashion industry. Various small fashion brands stole the designs and artistic styles of Bulgari; they made some changes to the original designs of Bulgari and launched them under their brand name.
No Market Penetration
Different consumer brands and luxury fashion companies have entered the emerging market to take advantage of the market growth. However, Bulgari is only operating its business in developed and established markets.
Opportunities for Bulgari
Some of the main available opportunities in the SWOT analysis of Bulgari are as follows;
Market Penetration
In order to increase the market influence and market share, Bulgari should consider penetrating into the emerging economies. It would help the company to amplify its growth in terms of sales, productivity, revenue, and profit.
Distribution Network
Bulgari should focus on its distribution network and it would help the company to achieve efficiency through its processes. The company is also operating its business in the hotel and resort industry; the company should keep on making partnerships and alliances with the world’s leading brands. It would help the company to increase its market share.
Marketing & Advertisement
In order to amplify the company’s sales and brand awareness, Bulgari should consider allocating more resources for the marketing and promotion of its products and services. Influencer marketing is also a very effective marketing and advertisement approach; the luxury brand should consider employing it.
Threats to Bulgari
Some of the main potential threats in the SWOT analysis of Bulgari are as follows;
Market Fluctuation
High inflation and fluctuating raw supplies make it difficult for the company to streamline its production and manufacturing processes. It results in various types of problems like delayed finished goods delivery and overhead costs.
Low Stock
Many customers and experts have claimed that Bulgari has a limited stock of finished goods. It means that the company has been facing fluctuating supply chain issues and disrupted production and manufacturing processes.
Conclusion: Bulgari SWOT Analysis Example Company
After an in-depth study of the SWOT analysis of Bulgari; we have realized that Bulgari is the world’s leading luxury fashion and lifestyle brand. If you are learning about the business of luxury fashion brand Bulgari SWOT, then you should keep in mind the abovementioned internal and external factors.
Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. Other than that, he’s a fun loving person.
