Chanel’s Global Brand Marketing Strategy: Insights from 4P and SWOT Analysis

Beijing Royal School, Beijing, 100000, China

^* Corresponding author: koushuran@st.brs.edu.cn

Abstract

With the continuous development of the global economy, the luxury market has become the second largest market in the world, and Chanel, as a globally renowned luxury brand, has a significant representation. The purpose of this paper is to use 4P to deeply study and analyze the marketing strategy of the Chanel brand in the global market, including product design, pricing strategy, layout of places, promotional activities, as well as the development status. In addition, this paper also uses SWOT to analyze the challenges and opportunities faced by the brand in the global market and puts forward corresponding strategic recommendations, such as adding a unique design to some products, exploring and utilizing more environmentally friendly materials, and optimizing online sales. Chanel can try to incorporate them into its future plans, which will not only help to achieve CSR but also attract more consumers and increase its international competitiveness. For other luxury brands, they can refer to Chanel’s strengths and make up for its weaknesses so that the luxury market can develop rapidly and better meet the needs of consumers and the times.