Zales SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

Zales SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Zales, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Zales to benchmark its business & performance as compared to the competitors, and make strategic improvements. Zales is one of the leading brands in the lifestyle and retail sector.

The article below lists the Zales SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Zales SWOT Analysis:

SWOT Analysis of Zales

For Zales, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Zales Strengths

The strengths of Zales looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Zales :

1. They have over 785 stores in US, which is one of largest buyers and processors of diamonds

2. They have decades of experience and expertise in the diamond industry
3. On line purchase has been a great experience for the people and thus increases in sales.

4. The revolutionary marketing strategy with a credit plan of "a penny down and a dollar a week," was introduced in 1925 for making jewelry and other merchandise affordable to the average working American.

5.Its the first company to use Institute management training in 1950

6. Has a strong workforce of nearly 13000 employees

Zales Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Zales SWOT Analysis:

1.Less concentration in growing economic countries
2. Limited brand awareness since there is a lot of competition from the local vendors as well as branded luxury products

Zales Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Zales SWOT Analysis:

1.Going Global through franchisees and tie-ups
2.Use of TV, print media as a tool and expanding its awareness
3. More usage of social media like Face book, Twitter to take customer feedback and to see the current trends in the industry

Zales Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Zales are as mentioned:

1. Use of conflict diamonds, the diamonds are not legitimated
2.Govt intervention in the operations
3. High debt in case of increasing the retail space or expanding the business in other countries

Zales Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Zales:

1. Swarovski Crystal

Hence this concludes the Zales SWOT analysis.

Continue reading more about the brand/company.

About Zales

Zales Overview
Parent Company



Jeweler and Diamonds(USA)


Lifestyle and Retail

Tagline/ Slogan

The Diamond store


Has a classic and contemporize style

Zales STP

Woman who is earning in  average price bracket

Target Market

Woman who loves contemnor designs


Has a commitment for excellence and is a brand which can be trusted

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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