Tiffany & Company Case Study: Business and Marketing Strategies

This case study examines Tiffany & Company, a global luxury jewelry brand, focusing on its history, operations, and marketing strategies. The analysis covers Tiffany's global presence, including its retail locations in the US, Europe, Japan, and the UAE, and its expansion into emerging markets like India, Russia, and Qatar. The case study highlights the significance of diamonds and gemstones in generating revenue and the company's efforts to build brand reputation through celebrity endorsements and strategic partnerships, particularly with Belgium for diamond supply. It also discusses the company's response to environmental concerns and the importance of maintaining high-quality products to retain customer trust. The study concludes that Tiffany & Company has a strong market position and potential for continued growth based on reliability and quality.

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CASE STUDY ON TIFFANY & COMPANY
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Tiffany & Company
Introduction
Today’s companies start with less effort with the help of modern technology which has
made it possible for almost anything to happen (Cowley, 2017). But some companies made it
through all the years of transitions (Cowley, 2017). Tiffany and company is one of the
companies, having 18 decades of existence with jewellery as the main product. It is a global
company dating back from 1837 in New York City, USA
Topic
All the resources for the Tiffany & Co. come from the environment by mining making the
company accountable for the effects encountered. Diamond and gemstone jewellery are the
significant sources of revenue to Tiffany. The company has gained more respect for initiating
essential feelings like love between people. For a new product to sell, sometimes advertisements
are done by celebrities depending on their public influence. They use the brands when shooting
video footages increasing chances of selling products especially from Tiffany (Ismailova, 2017).
For any brand business, there must be a retail platform for exchange. Tiffany has many
operational stores; 122 in the US, 72 in the Pacific, 38 in Europe, 56 in Japan, 5 in the UAE and
1 in Russia. This made the company independent raising its profits and net sales. New marketing
places like India, Russia and the Arab countries give hope to the improvement of the company in
the coming years (Ismailova, 2017).
India has the best human resources and favourable conditions developing the economy in
the Gem and Jewelry sector. The GDP growth rate for India was 5% by 2014. Indians are among
the largest consumers of jewellery because of their culture and traditions. This provides the first

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opportunity for Tiffany & Company. India owns 80% of the worldwide market diamond industry
(Ismailova, 2017).
Qatar is supposed to be a lucky country with high living standards within two decades
according to the Qatar National Vision 2030. It is still working on its national brand that is
expected to improve its international relationship regarding adventure, education and sports. For
Tiffany to put more targets in its crosshairs, Qatar should make the chance by launching a
national brand. The expenses on luxury are high in the country having a GDP of $171.5 billion
and a growth rate of 14.2 percent per annum (Ismailova, 2017).
Diamonds from Belgium are of the highest value. Tiffany’s partnership with the nation
has earned it massive profits. Despite having only one store in Belgium, Tiffany gains a lot from
the high rate of diamond supply with fewer risks and nearly no competition. Belgium is cautious
on the issue of environment since the activities and influences of Tiffany & Company
(Ismailova, 2017).
Conclusion
Tiffany & Company has a readily available market that has grown ever since based on its
reliability and high-quality products (Ismailova, 2017). Many customers trust the company for
better goods and services. Its investments in new places indicates progress. Many challenges has
made the company stronger in business.

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References
Cowley, M. (2017). Transcending Time: A case-study of Tiffany & Co's 'Iconic Marketing
Formula' - Emarkable.ie. [online] Emarkable.ie. Available at:
https://www.emarkable.ie/2016/12/transcending-time-a-case-study-of-tiffany-co-s-iconic-
marketing-formula/ [Accessed 31 Oct. 2017].
Ismailova, K. (2017). Case Study Tiffany & Co. [online] Academia.edu. Available at:
http://www.academia.edu/12150548/Case_Study_Tiffany_and_Co [Accessed 31 Oct. 2017].