Week 2_Damiani is a global company adopting market-driven approach

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    1. Damiani is global company due to the fact that it has complex organizational structure. The Damiani head-office is in Italy, Damiani International headquater situated in Amsterdam. Damiani has foreign subsidiaries in the USA, Japan, Switherland, France and Hong Kong. Each subsidiary represents a real and true operative headquarters with the typical functions of a structured group with a worldwide presence. Main manufacture facilities are located in Italy. Damiani, Salvini and Alfieri & St. John brands produced at 2 main factories in Valenza (Italy). A part of the Bliss brand jewelry and steel is produced in Asia.

    2. In general Damiani is adopting market-driven approach.

    • Damiani has strong brand equity. Damiani became one of the first jewelry companies in the world to use celebrity endorsements – it successfully started a new style of communication which connected the product image to well-known personalities, such as: Isabella Rossellini, Nastassja Kinski, Chiara Mastroianni, Sharon Stone, Milla Jovovich, Sophia Loren, Gwyneth Paltrow, Bred Pitt and Jenifer Aniston. Damiani is partner in prestigious sport (auto, sailing and yachting), art (sponsorship), fashion (protagonist), cinema (film festivals, special collection) events; humanitarian and charity projects to promote excellence of its brand throughout the world. Damiani experienced brand extension through acquisition of the jewelry brands: Salvini, Alfieri & St. John, Bliss, New Mood S.p.A., Calderoni and Rocca in 2007.

    • Direct relationship with final customers I couldn’t find some practical examples of interaction, however Damiani has the following features: flagship stores at the main fashion streets allover the world; highly qualified in-store staff; customer care hotline; web consumer line; emphasis on customer’s satisfaction and commitment on long-term relation in Media

    • Informational systems.
    I found mentions about 2 new IT implemented in Damiani. 2001 – introduction of SAP ERP (enterprise recourse planning system), which allow open communication within and between all company functions.
    Software allows to top managers monitor all phases of production (from the prototype to its introduction to the collection)

    So, as a conclusion it’s possible to say that at first glance, Damiani is successfully adopting market-driven approach. The evidence is presented above. With the further more detailed research of Damiani brand I will be able to provide more objective evidence and examples to prove it.

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