Case Study Tiffany & Co.

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CASE STUDY

Provide The Following:


I. Facts of the case (at least 10)

 The company’s principal subsidiary, Tiffany and Company, is a jeweler and specialty
retailer, whose merchandise offerings include an extensive selection of jewelry, as well
as timepieces, sterling silverware, china, crystal, stationery, fragrances and accessories.
 Tiffany was founded on September 18, 1837 when Charles Lewis Tiffany opened a
stationery and fancy goods emporium at 259 Broadway in New York City.
 The Tiffany blue box was an American icon of style and sophistication.
 The company’s channels of distribution are through: U.S. retail (50% of fiscal 2006 sales)
consists of retail sales transacted in Tiffany & Co. stores in the United States and sales of
Tiffany & Co. products through business to business direct selling operations in the
United States.
 Tiffany has more than 8,000 employees around the world.
 Tiffany & Co. announced plans to open a smaller-format store in Glendale, California, in
mid-October 2008.
 Tiffany plans to enter into Indian market because of the ideal growth prospects.
 The Indian jewelry sector, one of strongest retail segments of India, has an estimated
total domestic market size of Rs. 52,000 crore.
 When people hear about quality jewelry it is most likely associated with Tiffany & Co.
 The Indian jewelry sector’s current global standing is estimated at over US $90 billion.

II. Statement of the Problem (at least 1)

 What are the major risk that Tiffany & Co. may encounter as they enter into Indian
jewelry market?

III. Alternative Solutions for the Statement of the Problem (at least 3)

 A keen study of the current market demand in the jewelry sector in India.
 A wide knowledge of the existing competitors, their weaknesses and strengths, as well
as their marketing strategies to the local market.
 Thorough research of the existing demands of local consumers and their purchasing
capacity.
IV. Selecting the Best Alternative Solutions (Choose only 1 Alternative Solution and explain
why)
The best alternative solution to the problem is having a wide knowledge of the existing
competitors, their weaknesses and strengths, as well as their marketing strategies to the local
market. Knowing your competitors would give Tiffany & Co. a wide range of ideas on how to
strategically compete with the existing market in India. Knowing the competitors can also
provide a valid and tangible information on the demands of the current local jewelry market.
This in turn would provide a lower risk of investment and profit loss, a high possibility of
increase in sales and manageable product outputs.

V. Conclusion
Tiffany & Co.’s expansion in India represents an important milestone for its iconic brand.
As a global luxury jeweler with stores in many of the parts of the world, Tiffany’s emergence in
India presents an exceptional opportunity, particularly given India’s growing passion for
jewelry. It may have some major risk because of the existing competitors and localized taste of
consumers for jewelry styles, but never the less knowing that Tiffany & Co. made its way as one
of the leading Jeweler in world, its icon will speak for itself as they venture to a new consumer
market.

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