SWOT ANALYSIS

STRENGTHS • Strong brand association • Bulgari is part of the biggest luxury conglomerate, LVMH • The Bulgari brand is world-renowned and established therefore highly recognized by both luxury buyers and ordinary consumers • With strong revenue streams from the jewelry, timepiece, fragrance and accessory market, branching into the hospitality field allows the brand to account for shifts in consumer preferences and have more presence worldwide • By extending to the hospitality industry, the company is investing in the long-term brand equity and growth of the brand • Bulgari’s rich Italian heritage has the convincing ability to virtually transport guests to Italy and its culture in their properties • Significant cross-marketing opportunity to reinforce the image of the brand and position itself as an innovative company operating in a variety of luxury sectors

WEAKNESSES • Careful not to oversaturate the luxury hospitality sector with aggressive marketing • Lack of presence in the western hemisphere

OPPORTUNITIES • The luxury hotel sector is growing faster than any other industry in the luxury goods sector • Unlike other luxury brands diving into the hospitality industry, Bulgari is the brand with the most hotels and resorts opened to date, with plans to open more • Great opportunity to build brand awareness

THREATS • Competition of other luxury hotels in the market and other luxury brands trying to penetrate the same market • Geo-political turmoil