Performance Indicators for Pandora: Sales, Marketing, and Sustainability

REPORT

Contents
• History of the Pandora organization and its industry....................................................................1
• Selection of at least 3 functional departments...............................................................................1
Research and identify indicators to assess its performance.........................................................1
• Analyze how each indicator would be measured......................................................................2
• Explain how management could use each indicator for business & staff performance............5
• Suggest strategies to correct eventual weaknesses of failures of such indicators.....................6
References........................................................................................................................................8

• History of the Pandora organization and its industry
Pandora is one of the international Danish jewelry manufacturer and the retailer founded it in
1982. Pandora organization includes customized charm bracelet with the different designer rings,
necklace and the watches. The company has the production site in Thailand and the market for
its product is more than in 100 countries in 6 continents with more than 7800 points of sale. The
history of Pandora relates to the owner Danish goldsmith who worked on the small scale with
importing jewelry from Thailand and then selling them to the customers. The lower cost of
production with efficient supply chain requires to provide an affordable and hand-finished
jewelry for the mass market (Wedel & Kannan, 2016). The collection tends to grow which
includes the ring assortment and the earrings etc. The history also highlights about world’s third
largest jewelry when it is related to the sales of Pandora, the first being Cartier and second is
Tiffany & Co. The shift is mainly to focus on the higher end designs that is alienated for the core
customers. The performance is recovered after there is a return to a much better affordable
market mass with the group reporting revenue and a net profit of 3 billion in 2014.
• Selection of at least 3 functional departments
Research and identify indicators to assess its performance
Sales: The sales of Pandora brand began in Europe and then they entered into North America.
Pandora products are not sold in more than 100 countries and their online sales in Europe in
2011 have begun to work on expansion of e-commerce with the majority of markets including
Australia as well (Chen, Ho & Wu, 2016). Here, the growth in DKK has been variant by 36%
where the wholesale growth is -3% and the 3rd party distribution is 18%. The company is
working on the revenues through proper advertisements that are set by providing the innovative
affordable jewelry to cater for the diversity among the different customers (Thomas, 2015).

Marketing: Pandora is able to work on improving and increasing the frequency to sell with new
products. The consumer needs to navigate across different channels through the online and
offline medium for a better personal experience. One needs to strive towards using data to
recognize the consumers for the online and offline and then remember the purchase history as
well. The use of the traditional printing is through moving further into digital one-to-one
marketing. The pursuing of growth helps in continued formation with providing an inspiring and
the personal in-store experience (Gilfoil, Aukers & Jobs, 2015). The expansions of the company
helps in attaining a secured customer journey and experience for the in-store and across
channels.
Sustainability: The sustainability performance indicators help in measuring the company
performance through the economic, social and the environmental performance. This includes the
company turnover, profit and the products sold. The social factors include the labor practices and
the broader issues Pandora is facing. Hence, to maintain the quality, there is a need to employ a
strict quality testing process with higher quality raw materials that take into account different
aspects from the costs through sustainable sourcing and business ethics.
• Analyze how each indicator would be measured
Sales
The sales could be analyzed through focusing on expanding the product collection beyond the
charms and bracelets. The collection will include the collaboration with Walt Disney Company
where the revenues are set for making up 26% of the revenue with the year compared to 23% in
2016. The financial performance and the expanding production capacity could be analyzed
through the image: