Kay Jewelers SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 8950

SWOT Analysis of Kay Jewelers with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Kay Jewelers

Parent Company

Kay Jewelers


Jewellery and diamonds (USA)


Lifestyle and Retail

Tagline/ Slogan

Every kiss begins with Kay


Value addition in customer experience

Kay Jewelers STP


Woman looking to wear glamorous diamond jewellery

Target Group

Urban upper middle and upper class women


A diamond brand which brings happiness and joy

Kay Jewelers SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Kay Jewelers :

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


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


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


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

3. Changing govt policies and competitor threat

Kay Jewelers Competition


Below are the 3 main Kay Jewelers competitors :

1.Enzo Jewellery
3.Georg Jensen

The brandguide table above concludes the Kay Jewelers SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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