Zales SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 4217

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


Parent Company



Jeweler and Diamonds(USA)


Lifestyle and retail

Tagline/ Slogan

The Diamond store


Has a classic and contemporize style



Woman who is earning in  average price bracket

Target Group

Woman who loves contemnor designs


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

SWOT Analysis


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


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


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


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



1. Swarovski Crystal

The table above concludes the Zales SWOT analysis along with its marketing and brand parameters.


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