I have been working as a sale coordinator for a retail company for the past six years. The brand we mainly focus selling/promoting is one of the most famous machine cut crystal companies from Austria - Swarovski. In the past ten years, Swarovski has shirted it focus from its crystal cut decorations to crystal jewelry. We do see the company is spending more resources on promoting it crystal jewelry lines more than the collectible crystal figurines and decorations in the 90s. I choose two companies to compare with Swarovski due to their fast growth in the industry as well as their brand names awareness to consumers.
Competitors Analysis
Tiffany & Co. (Direct/Indirect competitor)
Tiffany & Co is a public trade
company founded in 1837 in the United States .
Tiffany sells jewelry in precious metals, china, stationery, personal
accessories as well as leather goods.
Strength: Strong brand name and customer loyalty. Tiffany’s blue
box has been a successful icon in luxurious jewelry marketplace. Tiffany offers
several unique designers lines in affordable prices such as The Atlas
Collection, Return to Tiffany & Co, and Tiffany 1837.
Weakness: Even though Tiffany has several famous designers’ lines
of jewelry that many customers admire for, however the company’s revenue and
brand name has been affected by high rate of counterfeit products in market.
Tiffany’s deigns are simple and classic, yet very easy for others to copy, too.
Pandora Jewelry (Direct/Indirect competitor)
Public Trade Company, according to
yahoo finance 2014, “PANDORA is
manufacturer, marketer and distributor of hand finished and modern jewelry made
from genuine materials – primarily sterling silver, gold, precious and
semi-precious stones and Murano glass.”
Strength: Offers different materials of charms, beads, pendants
which allow customers to customize their own piece of jewelry upon individual’s
taste and need. It was one of the fastest-growing jewelry accessories companies
from 2006 to 2011.
Weakness: Uniqueness of products offer. It is hard to differentiate
the brand’s products from others.
