Blue Nile SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 5867
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SWOT Analysis of Blue Nile with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Blue Nile

Parent Company

Blue Nile

Category

Jeweler and diamonds(USA)

Sector

Lifestyle and retail

Tagline/ Slogan

A smarter way to buy diamonds; Education. Guidance. Diamonds and Fine Jewelry; It starts with the diamond in your mind

USP

Customization done by excellent and experienced craftsmanship

STP

Segment

Men and woman with viable financial condition and who are more technologically sound and who are often purchasers from online portal

Target Group

Men and Woman from an affluent class

Positioning

Exquisite designs, certified jeweler.

SWOT Analysis

Strengths

1. One of the largest sellers of diamonds using online interface in USA.
2. Choices of over 33,000 options in diamonds are available

3. No Inventory and space issue since they directly deal with wholesalers of the respective areas for shipping it to the end user.
4. Seasonal dynamic gift centre

5. Strong brand presence in US

Weaknesses

1. Since its online purchase, people cannot compare the product or cannot match with other products till it’s being packaged and sent
2.Many customers still have this instinct to see the product and wants the extra services the company willingly gives

Opportunities

1. More advertising needs to be done.
2. Use of social networking sites can be used to spread the awareness among youngsters.

3. Going global and overseas.

Threats

1. Damage caused to problems at times of shipping
2.Spike in the prices of gold
3.Prices of Fuel and euro crisis also is a threat.

Competition

Competitors

1. Tiffany and co
2.Signet Group – Kay  Jeweler
3.Zale Jeweler stores



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