International Marketing: Strategies and Analysis of Pandora Jewellery Company

This paper discusses the marketing strategies of Pandora Jewellery Company, including their pricing policy, product portfolio, and promotional activities. It also analyzes the strengths, weaknesses, opportunities, and threats for the company, as well as their growth strategy and competitive advantage.

Running head: INTERNATIONAL MARKETING
International Marketing
Name of the Student
Name of the University
Author Note

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Executive Summary:
The paper discusses regarding the business operations of a selected jewellery manufacturing
and retailing organization named as Pandora Jewellery Company. The paper evaluates the
marketing strategies of the selected organization where it is seen that the company employs
the mid-premium pricing policy and is able to create a certain amount of preferences amongst
the customers with the manufacturing of the optimum quality products. Apart from this, the
paper evaluates the strengths, weakness, threats and opportunities for the selected
organization. In addition to this, the paper analyses the growth strategy of the selected
organization along with the positioning strategy and conducts and conducts a BCG Matrix
analysis and Generic strategy analysis to find out the level of competitive advantage that the
company is able to generate compared to the other organizations.

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Table of Contents
Introduction:...............................................................................................................................3
Company Overview:..................................................................................................................3
Interpretation of the Marketing Activities:................................................................................4
Marketing Mix:......................................................................................................................4
Products:.............................................................................................................................4
Prices:.................................................................................................................................5
Place:..................................................................................................................................5
Promotion:..........................................................................................................................5
SWOT Analysis:........................................................................................................................6
Strengths:................................................................................................................................6
Weakness:..............................................................................................................................7
Opportunities:.........................................................................................................................7
Threats:...................................................................................................................................7
BCG Matrix:...............................................................................................................................8
Growth Strategy:........................................................................................................................8
Porter’s Generic Strategies:........................................................................................................9
Recommendations:.....................................................................................................................9
Conclusion:..............................................................................................................................10
References:...............................................................................................................................10
Appendix:.................................................................................................................................10

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Introduction:
The paper provides significant description regarding the marketing strategy of a
chosen organization named as Pandora Jewellery Company. The paper provides a brief
overview of the business operations of the selected organization and history of the chosen
organization. Along with that, the paper provides crucial inputs for the brand of the selected
organization considering the marketing and the promotional activities undertaken by the
organization. In addition to this, the paper evaluates the products and the services that the
company offers to the customers of it along with the discussion regarding the positioning
strategy of the selected organization. Adding to this, the paper evaluates the demand that the
selected organization is facing in the market along with the precise identification of the
strengths, weakness, threats and the opportunities. The paper highlights the strategies that are
used by the selected organization for achieving higher growth. Apart from that, the paper also
elaborates the generic strategies selected by the chosen organization for gaining the
competitive advantage in the market competition.
Company Overview:
Pandora Jewellery Company is one of the renowned names in the retail jewellery
industry of Denmark. The selected organization was established in the year 1982 by Per
Enevoldsen (Pandoragroup.com. 2019). The organization is seen to achieve a significant
growth in recent years in the sales of the quality jewellery products and that is pretty evident
with the expansion of the business of the selected organization across the globe with the
opening of more than 7800 number of stores till date. The selected organization is currently
headquartered in Copenhagen and is managed by the Chairman of the organization, Peder
Tuborgh, Chief Financial Officer of the organization, Anders Boyer and the Chief Operating
Officer of the organization, Jeremy Schwartz (Pandoragroup.com. 2019). The visionary

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leadership of the managers of the selected organization and the operational excellence of
22300 number of employees recorded in the year 2017 was crucial in the growth of the
revenue of the organization to DKK 22.8 billion and in the rise of the operating income of the
selected organization to DKK 7.784 billion in the year 2017 (Pandoragroup.com. 2019). The
chosen company started their journey as a family run jewellery shop and later it became one
of the renowned international jewellery manufacturer and retailer from Denmark. The
company has increased their products chain in a prominent manner and that is visible with the
presence of the products such as customizable charm bracelets, designer rings along with
necklaces (Pandoragroup.com. 2019). One of the recent inclusion into the product chain of
the selected organization is seen to be the classy and stylish watches (Refer to appendix 2).
Interpretation of the Marketing Activities:
Marketing Mix:
Products:
As mentioned earlier, the selected organization has made a significant name for
themselves with the production of the quality jewellery and their continuous effort in
providing high calibre products. The selected organization is able to achieve the preferences
of the customers in the global market with the production of the optimum quality products
and handmade gems for their customers. The usage of the excellent quality materials such as
the jewels, calfskin, man-made stones, pearls, glass, normal gemstones, 14k gold and sterling
silver plays an important part for the selected organization in the increment of the
trustworthiness of their business (Luís 2015). The marketing mix product portfolio of the
selected organization is seen to include products such as the charms, bracelets, exclusive
range of necklaces, rings and earrings (Refer to appendix 1). As mentioned earlier, the
selected organization is able to increase the diversification of their products with the

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introduction of watches and the company is seen to face a high demand for the watches as
well.
Prices:
The organization uses the mid premium pricing policy for the products and the
services that they offers to the customers. It is observed that the senior level management of
the organization has targeted the upper class customers or the high income groups for their
products where the purchasing preferences of the customers is observed to be more inclined
towards the establishment of the brands rather than prices of the products. The company is
able to create significant amount of value for their products through the design of the
products along with the inclusion of classy and fashionable gems and other accessories.
Place:
The selected organization is able to expand their business in a noteworthy manner in
recent years and that is visible with the opening of the stores in more than 100 number of
nations (Pandoragroup.com. 2019). As mentioned earlier, the company is headquartered in
Copenhagen and along with that, it has a production site in Thailand. More than 7800
numbers of point sales of the selected organization is considered to be crucial for the
mentioned organization in expanding their business across the globe (Pandoragroup.com.
2019).
Promotion:
The mentioned organization is able build a strong base in the mentioned industry for
their products and that is pretty evident with the significant brand recognition that the
mentioned organization experiences in conducting their business. The main focus of the
selected organization is carrying out the promotions for the products is seen to be the print
media, posters and the design magazines (Refer to appendix 3). Apart from these two, the

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selected organization is seen to put strong emphasis on the online mediums for conducting
their promotional and marketing activities and that is pretty evident with the increasing
presence of the selected organization in the social media platforms such as the Facebook,
YouTube, the official website of the selected organization and Twitter.
The chosen company is seen to target the customers of high income groups for their
product. Hence the organization primarily targets the urban upper middle and upper class
customers and the senior level management is able to place it as one of the top most company
of the nation in terms of manufacturing the products that are designed in accordance to the
preferences of the customers along with maintaining high quality (Carrigan et al. 2017). The
customization aspect of the design policy of the selected organization is one of the significant
factor for the organization that influenced the preferences of the customers towards the
organization in a noteworthy manner.
As mentioned earlier, the selected organization serves the customer with the products
charms, bracelets, exclusive range of necklaces, rings and earrings along with stylish gems
(Refer to appendix 1). Adding to this, the company is able to use their Customer Relationship
Management system for the effective achievement of the customer demand which made them
introduce the attractive watches in the products portfolio of the selected organization (Refer
to appendix 2).
The selected company is facing full demand for their diversified products and that is
pretty evident with the increasing revenue. The introduction of the watches section is an
effect of the full demand the mentioned organization is facing in the industry.

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SWOT Analysis:
Strengths:
One of the significant factors that influenced the selected organization in conducting a
profitable business, is the improved skills and competencies of the employees of the
organization. The improved skills and competencies of more than 22300 number employees
and specifically high quality in house production team of Thailand are seen to be crucial for
the organization in designing the products in accordance to the preference of the customers
(Pandoragroup.com. 2019).
Apart from the skills of the employees of the selected organization, the involvement
of the selected organization with considerable amount of charitable work is one of the major
factor that influences the purchasing preferences of the customers. With a precise focus on
this, the urge of the company in being involved with the charitable activities to empower the
women in Africa is seen to be crucial in creating a better corporate image for the selected
organization. In addition to this, the strong portfolio of the products and the high quality
design is observed to provide notable amount of competitive advantage to the selected
organization.
Weakness:
The organization lacks effective strategies for penetrating the markets with the
growing GDP and that creates considerable amount of scope for the selected organization to
improve and become a global organization.
Opportunities:
The selected organization has significant possibility of entering the markets such as
Italy, Russia and China for a profitable business conduction. And along with that, the skilled
workforce of the selected organization has the potential of increasing the production of the

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selected organization for serving a larger number of customers (Varkkey and Kumar 2013).
Apart from this, the scope of improving the quality of the products during designing the
products in accordance to the preferences of the customers and the possibility of increasing
the products chain of the selected organization are seen to be significantly feasible for the
selected organization (Khuong and Anh 2013).
Threats:
The company is expected to face the threat of downturn in the global economy and
adding to that, the continuous increment in the prices of the gold around the world has the
possibility to influence the business operations of the mentioned organization in a notable
manner. (De Marchi, Lee and Gereffi 2014). In addition to this, the significant fluctuations in
the pricing of the raw materials and the excessive dependence on Thailand regarding the
manufacturing of the products is considered to be a key threat for the organization.
BCG Matrix:
Considering the business operations of the selected organization of providing the
optimum quality jewellery products to the customers, it is visible that the company has
expanded their business in a significant manner and that is pretty evident with the number of
outlets that it is able to open across the globe. Apart from this the selected organization is
able to increase their revenue and at the same time, the significant increase in the prices of the
jewellery provides a notable base for the organization in conducting profitable business.
Hence, from the above discussion, it is pretty evident that the products of the selected
organization are subjected to a significantly high market growth and the selected company is
subjected to a high market share and the organization is belonging to Stars (Cadle, Paul and
Turner 2014).

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Growth Strategy:
The chosen organization is following intensive growth strategy where the main focus
of the organization is to increase the diversification in the product chain of the selected
organization (Bowen, Baker and Powell 2015). With the introduction of watches into the
product portfolio of the selected organization, the urge of the organization in increasing the
diversification of the products is notably visible. However, the business operations of the
selected organization also reflects the application of the product development strategy
(Lockrey 2015). The improved skills and competencies of the employees of the organization
prepares the organization in perfect fashion for the application of the product development
strategy.
Porter’s Generic Strategies:
The porter’s generic strategies are of great significance in gaining the idea of the
competitive advantage that a particular organization achieves over the competitor
organizations. The application of the strategies such as the cost leadership, differentiation of
the focus enables the organizations to gain competitive advantage in the business industry.
With a precise focus on the business operations of the selected organization, it is
pretty evident that the mentioned organization uses the differentiation strategy (Tanwar
2013). The organization applies the mid-premium pricing policy and that provides notable
amount of obstacle to the selected organization in gaining the cost advantage in comparison
to the low priced products of the other competitor organizations. As mentioned earlier, the
company is seen to put strong emphasis in the effective management of the customer
preferences and that is notably visible with the initiative of the selected organization in
improving the customization aspect of their designs. As the organization concentrates on the
views and opinions of the customers and the needs of the customers while designing the

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products, the formed products are unique in nature (Dirisu, Iyiola and Ibidunni 2013). This
helps the selected organization to differentiate their products from that of the competitor
organizations.
Recommendations:
With a precise focus on the business policy of the selected organization, it is pretty
evident that the organization follows the mid-premium pricing policy which not only restricts
the selected organization from gaining the chance to penetrate the middle class income
groups but also restricts the selected organization from gaining the cost advantage over the
competitor organizations. Hence it is pretty evident that the organization proves to be
incapable of introducing their products at comparatively lesser prices for attracting a larger
number of customers. The introduction of the products with the application of the
competition pricing policy instead of premium pricing policy will enable the company to
serve a larger number of customers and will achieve the possibility of improving the revenue
as well.
Apart from this, the marketing strategies of the selected company is seen to have
presence of the ramp shows or launching events. The print media and magazine has the
possibility of communicating the information of the customers, however, the views and the
opinions of the customers can be better achieved with the increased occurrence of the
launching event and the ramp shows as it will increase the involvement of the customers with
the mentioned organization.
Conclusion:
On a concluding note, it is pretty evident that the selected organization is one of the
biggest name in the jewellery industry of Denmark. From the above discussion, it is visible
that the mentioned organization has created significant amount of value for their business

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amongst the customers through providing the optimum quality materials and through
following the preferences of the customers in providing customized products. However, the
mentioned organization is seen to follow min premium pricing policy which restricts them
from targeting the middle class income groups. With appropriate strategies in improving the
above mentioned aspect, the selected organization has the potential to improve their business.

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References:
Bowen, H.P., Baker, H.K. and Powell, G.E., 2015. Globalization and diversification strategy:
A managerial perspective. Scandinavian Journal of Management, 31(1), pp.25-39.
Cadle, J., Paul, D. and Turner, P., 2014. Business analysis techniques. Chartered Institute for
IT.
Carrigan, M., McEachern, M., Moraes, C. and Bosangit, C., 2017. The fine jewellery
industry: Corporate responsibility challenges and institutional forces facing SMEs. Journal of
Business Ethics, 143(4), pp.681-699.
De Marchi, V., Lee, J. and Gereffi, G., 2014. Globalization, recession and the
internationalization of industrial districts: experiences from the Italian gold jewellery
industry. European Planning Studies, 22(4), pp.866-884.
Dirisu, J.I., Iyiola, O. and Ibidunni, O.S., 2013. Product differentiation: A tool of competitive
advantage and optimal organizational performance (A study of Unilever Nigeria PLC).
European Scientific Journal, ESJ, 9(34).
Khuong, M.N. and Anh, H.T.H., 2013. Direct and Indirect Effects of Customer Satisfaction
through Product and Service Quality–A Study of Phu Nhuan Jewelry Stores in Ho Chi Minh
City, Vietnam. J. Econ. Bus. Manag, 1(3), pp.285-290.
Lockrey, S., 2015. A review of life cycle based ecological marketing strategy for new product
development in the organizational environment. Journal of Cleaner production, 95, pp.1-15.
Luís, M.S.G., 2015. Equity valuation of PANDORA (Doctoral dissertation).
Pandoragroup.com. 2019. Welcome to Pandora Group | Pandora group. [online] Available
at: https://pandoragroup.com/

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Tanwar, R., 2013. Porter’s generic competitive strategies. Journal of business and
management, 15(1), pp.11-17.
Varkkey, B. and Kumar, R., 2013. Keeping the sparkle on: Workforce retention in Indian
diamond cutting and polishing firms during economic recession. International Journal of
Organizational Analysis, 21(3), pp.454-470.

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Appendix:
Appendix 1:
Appendix 2:

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Appendix 3: