Chapter 5 - Developing a Global Vision

Cartier has been in the business since 1847. Designing and manufacturing exclusive collections of fine jewelry, wristwatches and prestige accessories, distributed through close to 300 Cartier boutiques worldwide. The beginning of a second republic was an incredible period of development for France, it was when Paris started to shine internationally, and Cartier developed its business with global expansion. At the end of the 18th century, Paris was the center attraction of the world, Cartier had an international clientele already -  not only the aristocracy of the second empire, but also the Russian princes and the rich American people. In 1898, Louis Cartier joined the business with a new ambition and a new vision for the company with his elegant and extravagant designs in watches. Today, Cartier has more than 200 stores around the world and has four Cartier symbolic boutiques located in Paris, France (13, Rue de la Paix), London UK (175-177 New Bond Street), New York, USA(653 Fifth Avenue) and Tokyo, Japan(Minami Aoyama). Each Cartier store around the globe offers a wide range of jewelry, bridal jewelry, timepieces, leather and accessories products.

Chapter 4 - The Marketing Environment

Target market is a defined group that managers feel is most likely to buy a firm's product. 

Cartier has found as an essential benefit for the brand to capture the allegiance of Young Adult Consumers: Members of Generation X( born between 1965 and 1978 )are outspending Baby Boomers when it comes to Luxury & Fashion, and Generation Y ( Millennial or the Internet Generation) represent the future for Cartier's business.

Heighten awareness, build equity, and allegiance, among affluent young adults for the Cartier brand by targeting them where they congregate in major US cities and online, all the time leveraging a key Cartier brand strength: its longtime presence in the universe of contemporary art. Luxury and Art are inextricably linked and Cartier's long history of perennial creativity in its designs, and of involvement with the arts are strong reflection of this relationship.

Apparently, Cartier is the first brand luxury to market itself on a mainstream social network - MySpace. One of Cartier's stated goals with MySpace campaign was to market younger crowd, but Cartier is not just after teenyboppers instant messaging with their friends about their latest crush. No matter the analysis of effectiveness of reaching its target, the reality is that the brand is seeking the viral nature and virtual world-of-mouth marketing that social media offers.

chapter 3 - Ethics and Social Responsibility

Cartier is committed to continuously improve its ethical, social and environmental performance, with the aim to achieve full conformance with the terms of its responsibility policy. 

Cartier, as a founding partner of the Women's Forum, is particularly proud to be jointly organizing the annual Cartier Women's Initiative Awards, a business-plan competition that celebrates audacious and innovative women entrepreneurs from all over the world. The Awards are not only a gesture of generosity towards women but also a sign of the confidence of Cartier in the leading role they will play in the future. 

In 2005, Cartier as member of Responsible Jewellery Council, in a bid to encourage colleagues, partners and suppliers to improve ethical practices throughout the Jewellery industry, from mining gold and stones to distribution. Cartier itself completed certification in 2010 and remains  a presence on the board and the executive committee.

Cartier boutiques, headquarters and manufacturing locations go through a continuous optimisation process to reduce environmental footprint. Boutique have been fitted with custom LED technology to reduce energy consumption. All press and service materials are printed on paper sourced from responsibly managed forests.

Chapter2- Strategic Planning for Competitive Advantage

Since its foundation in 1847, Cartier, with 200 stores in 125 countries,  is by far the most respected luxury brand in the world today. The brand has worked hard to increase accessibility, introducing several pricing levels to make the Cartier name available to the less wealthy as well as its traditional perceived audience of the global elite. One of the best advantage against its competitors is when celebrating its 165th anniversary, jewelry brand Cartier unveiled this heavy, opulent short film starring the brand's emblem, the panther, who travels through Cartier's history, brushing against some of the world's most iconic locations and moments. He lands up at Paris, where he meets supermodel Shalom Harlom at the Grand Palais, where Cartier was born. The Cartier's film was a great opportunity to promote itself around the world: -showcase: the film, Cartier's first genuine foray into the world of screen advertising will be shown at 800 UK cinema screenings and on television in 12 countries around the world. - Markets: the spectacular visuals of cutting edge special effects which explores the fire jeweller's archives and back-story in a bid to showcase the brand to both existing customers, emerging markets and a new generation. In a rich and lucid manner the brand takes and tries to connect the brand across two of the major emerging markets.

Even more, the commercial was so good, that the word of mouth made the advertising so popular and made customers feel like they were proud of their purchases they have of Cartier and made them want to buy more products from Cartier.

Cartier as well is performing a  SWOT analysis. It has an image as a luxury brand and popular global premium product. It has a good advertising and brand presence through print ads and TVCs. Cartier is known for also its exquisite jewellery is not just a watchmaker, its company brands on the other hand are predominantly watch brands. Its lack of suitable destinations for retail in luxury market is an opportunity for the brand to establish itself. Its customers display the double aspect of a strong luxury cultures and a strong sensitivity to prices.