Applying Machiavelli's Principles In The Prince To Tiffany & Co.

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Applying Niccolò Machiavelli’s Principles in The Prince to Tiffany & Co. Niccolò Machiavelli, an Italian diplomat and philosopher, wrote The Prince during the period when the Medici family returned to power during the 16th century. In this book, Machiavelli describes and explains different points of advice for a prince to become a successful and reputable ruler. The Prince can be considered as a handbook for princes, and even after Machiavelli’s death in 1527, these ideas of guidance still holds true until today. The ideas presented in the book can also be applied in the modern business world for companies to follow. By following Machiavelli’s advice, such as maintaining people into the persuasion that they were influenced in and studying …show more content…
By attracting new customers, companies can increase their brand awareness as well as their sales. Tiffany & Co. was able to attract new customers due to its one-of-a-kind “Tiffany Blue Box,” which is “an international symbol of style and sophistication” according to its own website (“The World of Tiffany – Tiffany Blue Box”). This signature box is widely recognized by many and symbolizes “positive thoughts and reactions, and this, combined with the status that Tiffany has assigned to it, makes for perfect packaging” (Klara). Other than that, what the packaging symbolizes also appeals to prospective consumers, which is respect and love. The Tiffany Blue Box on its own attracts new customers to Tiffany & Co., due to the sophisticated and luxurious image that it gives the customers that buy their merchandise. However, just like Machiavelli’s claim, it is hard to keep the people from the persuasion they were first influenced, and the prince must work hard to maintain them into this persuasion. In application to Tiffany & Co., the jewelry retailer must work hard to maintain these new customers to become loyal consumers for the …show more content…
is also known for its high quality jewelry. Although it is a high-end product, customers continue to come back due to the guarantee of the highest quality merchandise. For example, Tiffany & Co. states on their website that there are four different criteria that are used to ensure the quality of their diamonds. Called the “4Cs,” which stand for Cut, Carat Weight, Clarity, and Color, the jewelry retailer guarantees that the diamonds that is sold under their name brand will ensure “the superlative beauty of Tiffany engagement diamonds” (“About Tiffany Engagement Rings”). John Loring, the design director of Tiffany & Co., states that “Our customers are loyal to us because we, in return, are loyal too – steadfast in our commitment to offering them only the highest quality” (“Tiffany & Co. Gives Us Something to Dream About”). By promising the highest quality products they can offer, Tiffany & Co. is able to retain a loyal customer base and last in the jewelry business for at least 175 years. In this example, Machiavelli’s advice is proven to be true in the modern business such as Tiffany &

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