Tiffany case research essay

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Tiffany and Business is one of the leading U. S i9000. luxury jewelry brands, and their telltale “little blue box” has become a sought after item simply by women all over the place. Tiffany & Co. opened in 1837 by Charles Tiffany and John Young and has grown to generate more then $2. six billion in revenue through their 167 global retail outlets. The growth strategy that has viewed them through their very long reign is “growth devoid of compromise”. In 2007, as a result of objections using their largest shareholder, Tiffany began looking at ways to increase shareholder value.

Two options had been presented; starting new shops at a faster rate, and licensing Tiffany to an set up Italian fashion-eyewear manufacturer/distributer.

The ownership of Tiffany & Co. has changed four occasions in the last 160 years; Walter Hoving bought the company from your Tiffany family members in 1965, Avon purchased the business in 1979, in addition to 1984, Avon sold Tiffany for $135 million to investors whom took the organization public in 1987. Since going public, the value of Tiffany has grown via $135 mil to.

4 billion.

There are 3 stations of circulation that Tiffany & Co. uses to offer their products; U. S. retailers, which be the cause of 51% of sales, Intercontinental retail stores, which account for 38% of revenue, and Internet/catalogues, which be the cause of 6% of sales. From the international product sales, about 50 percent were via Japan, 25% were coming from different Asia-Pacific countries, and 18% had been from The european union. The amount of internet/catalogue sales is usually noticeably increasing each year, with a high of 744, 000 orders in 2006.

The first foreign Tiffany & Co. was at Japan in 1972, followed by Birmingham in 1986, and stores were in over 10 diverse countries by 2007 (See Appendix A). Although Tiffany’s original approach was to limit new-store openings to 5 to 5 annually, Tiffany revised this plan and began beginning more stores at a faster rate as part of the strategy to boost shareholder benefit. This new procedure succeeded in raising sales, but likewise caused a substantial rise in bills, adding up into a slight within gross revenue. Interestingly, the modern stores induced an increase in intercontinental sales, but a decrease in home sales.

What makes Tiffany & Co. fantastic is their very own technique of complete vertical integration. In order to cut costs although keeping finish control of the quality level of their particular jewelry, Jewelry has considered many steps to vertically combine themselves. They will own their own diamond puits, have exclusive sole-source gemstone supply deals, and their very own diamond-cutting, perfecting, testing, grading, and way of measuring facilities.

In 2002, Tiffany obtained a new acquisition, the limited Switzerland sequence of low cost jewelry retailers located in the Caribbean island destinations. This new property was a new concept based around starting a gem chain named IRIDESSE. Although Tiffany specifically kept the brands individual, IRIDESSE previously has 13 stores inside the U. H.

One of Tiffany & Co. ‘s solid assets is definitely their staff. Tiffany & Co. has a less than 10% turnover level, which is low for selling establishments. Staff satisfaction is high total and over 50 percent of personnel hold stock in the organization. With such an involved few employees, Jewelry focuses on satisfying brand-enhancing tendencies, which helps keep and build the strong manufacturer image.

In 2005, Tiffany pulled an amazing move and rose it can own rates to slow up the growth of basic price points in silver jewelry. This is correct to their motto, “growth devoid of compromise”. They might rather minimize their own sales than eliminate their own manufacturer image.

Issue Statement

Tiffany & Co. ‘s “Growth without compromise” strategy has been the base of Tiffany lifestyle since the start, and offers contributed to the long accomplishment of the firm. In recent years however , the company has been suffering from a regression in sales and is also facing a dilemma between protecting the Tiffany brand picture and lifestyle, which would possibly show better long term effects, and responding to the sights of the primary shareholder with the company,  which would display far more of a profit now.

Advised Alternative Actions

Status Quo

If Jewelry & Co were to do nothing at all and the actual path they are currently about, it looks like they may continue to make money for a while, although possibly much less high of money as if these were to stop their very own rapid growth. Once they were to stop opening new stores they might struck a point in which the profit perimeter would go up again.

Get international

Since the starting of more international retailers, international sales have superior and domestic sales have got declined. If perhaps those figures hold strong, one strategy should be to focus entirely on foreign efforts pertaining to the rapid opening of new stores. That way, resources won’t need to be break up and more efforts can go in to the emerging intercontinental market.

Growth withOUT compromise

Another option would be to keep strong to Tiffany & Co. beliefs and stick to the same tactics they have been employing for the past 100+ years. Investors obviously keep a significant amount of value, but also for a company that is so seriously interested in building and keeping their very own brand picture, making extreme changes to conciliate a few buyers could be harming to the manufacturer. With this plan, Tiffany & Co. would go back to their original approach of opening no more in that case 5 shops per year in order that they do not over-saturate the market therefore that they can continue training their employee’s in such a way that fosters excellent customer service. Although this plan of action might not demonstrate largest sales increase in the following years, I believe it can be more lucrative in the long term, once the economic system is in its following upturn.

Shareholders have it

While Jewelry & Company. might have been quite strong in order to support the place it really does today, their particular tactics are obviously well worth questioning because of the recent decrease in revenue. The belief with the largest shareholder, Nelson Peltz, is that the business should be striving to improve it is earnings per share by “addressing various operational and strategic issues”. Spurred in by this assertion, Tiffany decided to go against a few of its main competencies and increase its annual retail outlet openings and license the manufacturer to an Italian language manufacturer. This tactic would involve abandoning the first strategies that Tiffany has been running from and implementing a plan that is less brand-based, and more aktion�r value-based. I believe this plan shows a larger chance of upping sales in the quick future.

No licensing

Although beginning more stores at a top rate is actually a risky approach and a huge change from the conventional Tiffany approach, licensing the manufacturer off to a different company in a foreign marketplace is directly against all of the tight brand-building that Tiffany is doing for the last 100+ years. Acquiring certain actions, such as beginning more shops, and concentrating on a foreign marketplace, are dangerous but inside the realm of Tiffany’s main competencies and really should be taken on with care. Giving the brand to another get together with dissimilar core ideals and brand recognition is an extremely simple method to deteriorate the brand and I do not believe it is a step that needs to be taken. When there is to be a stability between Jewelry values and shareholder principles, I think it is crucial to keep full control of the brand throughout any kind of deal making.


I think the best strategy to implement is really a bit of a blend two approaches. The growth with out compromise plan meets the go worldwide plan. The growth without give up plan may not be the most profitable plan with this very second but I believe the beauty of a firm like Tiffany & Co. is the rarity and the top quality of it. You are ordering it because it’s Jewelry! Not since it’s a gemstone. They ‘ve done an awesome job for branding their very own product and to take any steps that could detract from that work might only devalue the brand over time. The economy is definitely not at it’s best at the moment so product sales have been down in the last number of years, but over-saturating the market with a high number of less equipped Tiffany retailers is not going to solve the problem, really only will make people desire the product significantly less when they have the funds again.

So with that said, I really believe Tiffany will need to stay since close to all their original prepare as possible, particularly in the United States. But I do also believe that the foreign market could be a huge help to Tiffany right now and I think they should focus on broadening their international impact. I believe there should be a balance between their original strategy and the go foreign plan, perhaps opening 10-15 stores each year in the international market instead of 5 or 50. That way American’s be able to keep their very own beloved, unusual, quality Jewelry & Co, and the elevating foreign industry gets considered advantage of simultaneously.

Implementation Plan

To implement the growth devoid of compromise meets go international plan, the first step would be to obtain all household Tiffany shops as “old time Tiffanys” as possible. Keep it an American cherish that everybody associates with luxury and heirlooms. Continue to keep all license and IRIDESSE far from the Tiffany manufacturer and always grow for a gradual and stable pace. The second step would be to really conquer it into gear in the foreign industry, which, fortunately, they’re already in the process of. They already have a map of where they want to still open stores internationally, the sole change can be limiting the number of international openings to somewhere around 15 retailers so that top quality and assistance can still be used very critically so that Tiffany can continue to build their worldwide brand graphic as extravagantly as they are yet to built their American company image.


Robin’s egg blue. Very little blue box. Breakfast for Tiffany’s. There’s a reason many of these most likely place a mental image of Tiffany & Company. products in your head; Excellent personalisation! If there is one thing (and there are many) that Jewelry & Company. has done proper, it’s producing people desire their product. It’s a waste that revenue have been straight down but performing anything to break that strong positive association that they’ve built in America would be even more harmful in the long run, and I think that it should be prevented at all costs.


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