THE WORLD OF BEAUTY

STRENGTHS

EXPERIENCE

• You buy not only a product but also a experience
• Premium service (tax free non eu travellers, food, delivery to your hotel, WiFi)
• Events , Valentine etc..

BRAND COUNTERS

• Complete assortment
• Educated staff
• The latest products
• Exclusive products

BRAND AWARENESS AND LOCATION

• Amsterdam center, a beautiful building.
• 'Bijenkorf' the name , luxery , quality and experience

TRENDSETTER

• Very exclusive products
• An experience you see only in the Bijenkorf (make-up show, a wonderfull presentation of the brands)

WEAKNESSES

NO LOW PRICES

• People buy sale products online or in other shops

EXPENSIVE PARKING

• It's not easy and cheap for a driver to park in Amsterdam.

TOO BUSY

• By too many people, there is maybe no personal attention.

OPPORTUNITIES

AMSTERAM ATTRACTS MORE TOURIST AGAIN IN 2015

• International people , responding to different culture needs and inspire other countries.
• More changes to sell
• International experience
• Tourist spends 3,7 billion a year.
• Source: global destination cities

PEOPLE NEED MORE EXPERIENCE AND INNOVATION

• People are bored, small retailers are less visited.
• Source: Dutch council of shopping centers

THREATS

LOOKING, BUT NOT BUYING.

• People are looking for the experience, but have no money to spend.

RIVALRY

• Haussman department store