Kay Jewelers SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 5174
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SWOT Analysis of Kay Jewelers with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

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

Strengths

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

5. High brand awareness among the customers in US

Weaknesses

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 players

Opportunities

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

3. Going international through franchising or tie-ups

Threats

1. Customer experience is constantly fluctuating since the preferences changes
2. Fluctuation in Gold prices

3. Changing govt policies and competitor threat

Competition

Competitors

1.Enzo Jewellery
2.Boucheron
3.Georg Jensen



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