Description
SWOT ANALYSIS OF KAY JEWELLERS
Kay Jewelers
Parent Company
Kay Jewelers
Category
Jewellery and diamonds (USA)
Sector
Lifestyle and retail
Tagline/ Slogan
Every kiss begins with Kay
USP
Value addition in customer experience STP
Segment
Woman looking to wear glamorous diamond jewellery
Target Group
Urban upper middle and upper class women
Positioning
A diamond brand which brings happiness and joy SWOT Analysis
1. Years of experience have made Kay one of the finest jewelers in United states 2. They are using a tool which enhances the sales by a technology including customer assisted selling systems 3. Use of advertising using various tools like TV, radio, print, catalog, direct mail telephone marketing, POS signage, in store display and online methods has a great impact on the sales 4. Strong financial position and brand equity Strength 5. High brand awareness among the customers in US
1. Needs to increase the retail presence in the US as its penetration is less 2. Global penetration is low as compared to leading international Weakness players
1. US division’s ecommerce sales increased hence an opportunity to expand sales 2. Needs to invest in the social media websites like mobile applications to add to customer shopping experiences Opportunity 3. Going international through franchising or tie-ups
1. Customer experience is constantly fluctuating since the preferences changes 2. Fluctuation in Gold prices Threats 3. Changing govt policies and competitor threat Competition
1.Enzo jeweler 2.Boucheron Competitors 3.George Jensen
doc_967524607.docx
SWOT ANALYSIS OF KAY JEWELLERS
Kay Jewelers
Parent Company
Kay Jewelers
Category
Jewellery and diamonds (USA)
Sector
Lifestyle and retail
Tagline/ Slogan
Every kiss begins with Kay
USP
Value addition in customer experience STP
Segment
Woman looking to wear glamorous diamond jewellery
Target Group
Urban upper middle and upper class women
Positioning
A diamond brand which brings happiness and joy SWOT Analysis
1. Years of experience have made Kay one of the finest jewelers in United states 2. They are using a tool which enhances the sales by a technology including customer assisted selling systems 3. Use of advertising using various tools like TV, radio, print, catalog, direct mail telephone marketing, POS signage, in store display and online methods has a great impact on the sales 4. Strong financial position and brand equity Strength 5. High brand awareness among the customers in US
1. Needs to increase the retail presence in the US as its penetration is less 2. Global penetration is low as compared to leading international Weakness players
1. US division’s ecommerce sales increased hence an opportunity to expand sales 2. Needs to invest in the social media websites like mobile applications to add to customer shopping experiences Opportunity 3. Going international through franchising or tie-ups
1. Customer experience is constantly fluctuating since the preferences changes 2. Fluctuation in Gold prices Threats 3. Changing govt policies and competitor threat Competition
1.Enzo jeweler 2.Boucheron Competitors 3.George Jensen
doc_967524607.docx