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  3. Zales SWOT Analysis

Zales SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: February 26, 2024Read time:

Here is a detailed SWOT analysis of Zales covering strengths, weaknesses, opportunities and threats.

Zales Strengths

  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

Above are the strengths in the SWOT Analysis of Zales. The strengths of Zales looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Zales Weaknesses

  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

These were the weaknesses in the Zales SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Zales Opportunities

  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

Above we covered the opportunities in Zales SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Zales Threats

  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

The threats in the SWOT Analysis of Zales are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Zales SWOT analysis.

About Zales

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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