Description
SWOT ANALYSIS OF ZALES
Zales
Parent Company
Zales
Category
Jeweler and Diamonds(USA)
Sector
Lifestyle and retail
Tagline/ Slogan
The Diamond store
USP
Has a classic and contemporize style
STP
Segment
Woman who is earning in average price bracket
Target Group
Woman who loves contemnor designs
Positioning
Has a commitment for excellence and is a brand which can be trusted
SWOT Analysis
1. They have over 785 stores in US, which is one of largest buyers and processors of diamonds 2. They have decades of experience and expertise in the diamond industry 3. On line purchase has been a great experience for the people and thus increases in sales. 4. The revolutionary marketing strategy with a credit plan of "a penny down and a dollar a week," was introduced in 1925 for making jewelry and other merchandise affordable to the average working American. 5.Its the first company to use Institute management training in 1950 Strength 6. Has a strong workforce of nearly 13000 employees
1.Less concentration in growing economic countries 2. Limited brand awareness since there is a lot of competition from the Weakness local vendors as well as branded luxury products
1.Going Global through franchisees and tie-ups 2.Use of TV, print media as a tool and expanding its awareness 3. More usage of social media like Face book, Twitter to take customer Opportunity feedback and to see the current trends in the industry
1. Use of conflict diamonds, the diamonds are not legitimated 2.Govt intervention in the operations 3. High debt in case of increasing the retail space or expanding the Threats business in other countries
Competition
1. Swarovski 2.Cartier Competitors 3.Bulgari
doc_386049275.docx
SWOT ANALYSIS OF ZALES
Zales
Parent Company
Zales
Category
Jeweler and Diamonds(USA)
Sector
Lifestyle and retail
Tagline/ Slogan
The Diamond store
USP
Has a classic and contemporize style
STP
Segment
Woman who is earning in average price bracket
Target Group
Woman who loves contemnor designs
Positioning
Has a commitment for excellence and is a brand which can be trusted
SWOT Analysis
1. They have over 785 stores in US, which is one of largest buyers and processors of diamonds 2. They have decades of experience and expertise in the diamond industry 3. On line purchase has been a great experience for the people and thus increases in sales. 4. The revolutionary marketing strategy with a credit plan of "a penny down and a dollar a week," was introduced in 1925 for making jewelry and other merchandise affordable to the average working American. 5.Its the first company to use Institute management training in 1950 Strength 6. Has a strong workforce of nearly 13000 employees
1.Less concentration in growing economic countries 2. Limited brand awareness since there is a lot of competition from the Weakness local vendors as well as branded luxury products
1.Going Global through franchisees and tie-ups 2.Use of TV, print media as a tool and expanding its awareness 3. More usage of social media like Face book, Twitter to take customer Opportunity feedback and to see the current trends in the industry
1. Use of conflict diamonds, the diamonds are not legitimated 2.Govt intervention in the operations 3. High debt in case of increasing the retail space or expanding the Threats business in other countries
Competition
1. Swarovski 2.Cartier Competitors 3.Bulgari
doc_386049275.docx