Staff

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Case Study 9: sombre Nile|
BSAD 696|
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David D Malkow|
2/13/2012|

blueweed Nile is the best kept secret in feature high end diamonds. Its sales volume and theme could be greatly improved with an aggressive marketing iron to inform the consumer of its existence.|

Current Market Condition
Blue Nile was founded in 1999 as an online retailer for diamond and high end jewelry. It has grown quickly into the largest online diamond retailer with a focus on the anthropoid shopper looking for quality jewelry. Their three primary strategies include educating customers on the diamond purchase, allowing for liberal comparison between similar products and easy customization of jewelry for the consumer. These strategies have allowed Blue Nile to overcome customers fear of ordering high-end jewelry sight unseen and underframe a relationship with customers that rivals that of local retail jewelry stores.
The virile consumer shops desire a hunter. They are task oriented, and Blue Niles website is designed to facilitate this hunt, with information and comparison analysis for jewelry. Blue Nile as successfully built a brand and retrains excerpt customers with exception customer service and value added services like free expedited delivery and independent appraisals.



Blue Niles great threat is the larger discount retailers like Sams Club and Costco. These stores are increasingly pass high quality jewelry at a very competitive bell and have a loyal following of more full customers competing directly with Blue Nile. Blue Nile does not currently compete in the lower end jewelry segment. Increasing its offering in the entry level jewelry market would altogether dilute their reputation.
Recommendation
As a loyal customer of Blue Nile, my first recommendation is to increase advertising and promote the website. I believe it is one of the best kept secrets in jewelry sales and find my wife delighted every fourth dimension I make a purchase from Blue Nile. Their website...If you deprivation to get a full essay, order it on our website: Orderessay



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