Competitive forces affecting luxury jewelry


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  • The final assessment is worth 50% of the total mark.
  • The assessment folder, which includes the final assessment questions and submission link, will be available to you on Wednesday, 16th June 2021 at 5:00 pm, and needs to be submitted via Blackboard, within 24 hours. The submission link will be closed at 5:00 pm 17thJune 2021.
  • The final assessment comprises 6 questions: 2 questions: 11 marks/question and 4 questions: 7 marks/question.
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Trimester 1, 2021


Assessment Weight: 50 total marks


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This assessment consists of six (6) questions and is designed to assess your level of knowledge of the key topics covered in this unit

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Question 1 (7 marks)

How should Tiffany & Co. revamp its image and to return to its former glory by assessing the competitive forces that are affecting the luxury jewelry and specialty retailer industry. Answer this question in 400 words

ANSWER: ** Answer box will enlarge as you type

The downturns and bouts of depression of the twentieth and twenty-first centuries affected Tiffany & Co, and they reacted in several ways. While there are a variety of viewpoints, it is apparent that the firm’s strategies are increasing its competitiveness and profitability in the market.

Tiffany’s & Co. can use a best-cost approachto provide consumers additional value for their money by including excellent product qualities at a lower price than rivals. On the other hand, we believe Tiffany’s & Co. uses a distinct strategy in its merchandise and sales process. Tiffany & Co., unlike its contemporaries, offers a wide selection of distinctive, precious, and elevated-quality products to appeal to a wide variety of consumer tastes. Consumers can also have a one-of-a-kind buying experience at Tiffany & Co., where they may appreciate the information gathered through the buying process and get their goods in a beautiful blue box with the Tiffany & Co. insignia. Tiffany and Co.’s approach is divided into two parts(Chen, 2021).

To commence with, it offers high-quality jewelry and diamonds at meager prices. Second, the company delivers educational information, dependable help, grading evaluations, and in-depth product details to jewelry customers throughout the buying process. This ensures that customers have a thorough grasp of the items, allowing them to evaluate their value and originality in the market.

A number of generic competitive approaches could be used to complement the company’s marketing strategies. To begin with, Tiffany & Co. propounds a wide choice of products from which buyers can select the best fit. Watches, jewelry, and pendants are among the various types of fine jewelry that the firm now sells and diamonds that have been professionally certified(Chen, 2021). Additionally, the company has the flexibility to change products and deliver them on time, allowing it to cater to clients’ likes and inclinations.

Additionally, when a consumer purchases goods from one of the firm’s locations, the corporation makes it a point to give them a blue box continually. This gift or after-sales service reflects the firm’s high-quality products, outstanding reputation, tremendous regard for consumers and their needs, and commitment to fineness. It improves the company’s image with potential and current customers(Tiffany & Co. Porter Five (5) Forces & Industry Analysis [Strategy], 2021). In a similar vein, the company has worked hard to widen its market by inviting diverse clients.

The company’s primary goal is to continue increasing that line of products without jeopardizing the respected brand name it has developed. This has necessitated being exceptionally picky about what it carries while keeping devoted to growing its targeted audience.


Chen, O., 2021.Tiffany & co best practice. [online] Issuu. Available at: <> [Accessed 16 June 2021].


Fern Fort University. 2021.Tiffany & Co. Porter Five (5) Forces & Industry Analysis [Strategy]. [online] Available at: <—co-.php> [Accessed 16 June 2021].

Question 2 (7 marks)

Discuss Kodaks reasons why they have formulated a diversification strategy. Answer this question in 400 words


Few corporate stories are as full of soaring triumph and stunning collapse as Kodaks. What once was regarded as a technical hotspot has now devolved into an insolvent establishment with little chance of surviving for much longer. All of this raises the issue of what went wrong. Why was a corporation full of intelligent people so sluggish to adapt to a sector that, while appearing to alter overnight, actually evolved itself over 20 years? Let’s look at the film market and the rising competition from digital cameras to find answers to these problems. Sales of the film alone, film cameras, and standalone digital cameras are depicted in the graph below. Observe that the right-side axis represents film sales, whereas the left-side axis represents camera sales.

We can deduce from the graph that the popularity of film cameras (and film in general) upsurged in 1998-1999. From 1995 to 1999, digital images camerawere slow to pick up on, but 1999 was a watershed moment for the technologies (this is likely due to the rise of broadband internet from 1999-forward). The popularity of standalone digital photography cameras peaked in 2007, the same year the apple released iPhone(Diversification And Kodak | Researchomatic, 2021). This plot, on the other hand, is simply the result of what transpired. It doesn’t illustrate why the market shifted so quickly.

Sluggish and lackadaisical to respond to the clear threat that digital photography posed for the film industry. The facts are shocking. G. Eastman began the corporation in the late 1800s. It ascended to a rank of complete dominance and was widely regarded as a technological and commercial leader. In the 1970s, Kodak had a 90% market share of film transactions and an 85% market share of camera sales in the U.S. It invented and copyrighted the globe was the first digital camera in 1975. Kodak hired 70,000 employees at its pinnacle in the 1990s, with proceeds of 16 billion dollars and earnings of 2.5 billion dollars(Diversification And Kodak | Researchomatic, 2021). Despite this, it filed for Chapter 11 bankruptcy in 2012, owing to the transition from film to digital photography. Diversification is the conventional approach, and Kodak diversified. Photographic services, medications, medical imaging, copy machines, printers, and computer components were amongst the industries they ventured into. However, none of these projects entirely replaced the film industry’s massive earnings, which were rapidly dwindling. Kodak additionally put a significant amount of money into investigation and innovation. During the 1980s and 2001, Kodak spent more than $20 billion on studies and development. These funds were expended on archaic and new technology, although no clear victor emerged(Diversification And Kodak | Researchomatic, 2021). To prevent complacency and guarantee diverse reasoning, they appointed CEOs from outside the organization. They were praised at the time for luring in the first George Fisher from the United States.

References 2021.Diversification And Kodak | Researchomatic. [online] Available at: <> [Accessed 16 June 2021].



Question 3 (7 marks)

How can Liu Hongxin of Hisense Group effectively manage the integration challenges at Hisense Hiview Tech Company? Answer this question in 400 words


Hisense Group one of thelargestChinese electrical appliances company with televisions as its main product. Hisense TV chip is among the most crucial components that determine the TV’s functionality. However, because China’s chip sector was late to emerge, Chinese TV manufacturers were forced to purchase TV chips in the long run. To obtain a competitive edge, Hisense Group began developing its TV chip in 1998. In 2005, it successfully produced a type of TV chip known as Hiview; the first TV chip made independently by Chinese firms. Ever since, the Hisense Group has continued to have some accomplishments in creating television chips(Jing and Chuanjiao, 2021). Hisense Hiview Tech Firm, a part of the Hisense Group that develops TV chips, was still in a condition of loss until today.

Towards the end of2015, Liu Hongxin, the initial principal of the Hisense TV department, took over as the new president of the Hisense Group, succeeding Yu Shumin, who had been in office for 15 years. The Hisense Group’s financial condition has recently begun to deteriorate; in this light, should the group subsidiary corporation Hisense Hiview Tech Company, which has been operating at a loss for some time, be retained? If that’s the case, what can be done to close the gap and turn a profit? Liu Hongxin needs to make a decision right away(Jing and Chuanjiao, 2021).

Its ability to develop high-end TV chips is inadequate. High-end TVs are the main focus of the Hisense group’s business expansion, necessitating the creation of high-end TV chips by Hisense Hiview Tech Company. While Hisense Hiview Tech Company has some expertise in designing mid-range and low-end TV chips, its capacity to build high-end chips is lacking. High-end chip R&D cannot keep pace with Hisense Group’s high-end TV sets. If chip technological innovation is not completed on time, heavily invested chips will be unable to be put into production and used.

The expense of chip creation is more significant than the competition from other countries. Developedcountry companies were early adopters of the chip sector and filed many interrelated patents. Hisense Hiview Tech Firms chip developments would unavoidably run into patent hurdles erected by those companies; it would have to pay for some patents in this situation. Furthermore, Hisense Hiview Tech Firm’s chips can only be used in Hisense Group’s high-end TVs, implying limited batch production and problems using economies of scale. This type of situation raises the expenses of the Hisense Hiview Tech firm even more(Jing and Chuanjiao, 2021).

Several Hisense Group executives have urged that Hisense Hiview Tech Firm be closed for the reasons stated herein. They maintain that the day when the firm turns losses into profits is far off and not in the near future and that chips obtained from other countries match the requirement for the advancement of Hisense TV goods and come at a lower price. Hisense Hiview Tech Company’s executives are confident that if the company’s financial input increases, the company will eventually turn a profit. There has long been a call for Hisense Hiview Tech Company to be split from the Hisense Family(Courtney, Kirkland, and Viguerie, 2021). Liu Hongxin may borrow ideas from the managers, as highlighted above, and decide soon to overcome these challenges. This type of situation raises the expense of Hisense Hiview Tech Company even more.


Jing, S. and Chuanjiao, X., 2021.Sharp America sold to Hisense in a $23.7m deal – Business – [online] Available at: <> [Accessed 16 June 2021].


Courtney, H., Kirkland, J., and Viguerie, P., 2021.Strategy Under Uncertainty. [online] Harvard Business Review. Available at: <> [Accessed 16 June 2021].

Question 4 (7 marks)

Identify and discuss two modes of entry that have been used by Fitbit when entering foreign markets and explain the reasons behind their international strategy. Answer this question in 400 words



Modes of entry

  1. 1. Exporting directly. The promotion and direct sales of locally produced commodities in another state are identified as exporting. Exporting is an endeavored-and-true means of grasping international markets. There is no necessitation to invest in overseas production facilities since the products do not have to be manufactured in the targeted countries. The vast majority of the costs connected with exporting are linked to promotion. Exporting has significant expenses and restricted control, despite the low risk. Exporters often have little influence over their commodities’ advertising and distribution, must pay intermediaries for a range of services, and are subject to high shipping costs and possibly tariffs. Additionally, exporting does not offer direct expertise in founding a competitive stance in a foreign market, making it impossible to tailor products and services to local tastes and preferences. With the help of wholesalers and agents, the bourgeoisie directly distributes the final goods to the other state in this mode of entrance. These distributors and agents serve corporate interests in many nations. It would not be incorrect to refer to them as the firm’s face in the international market ( International Entry Modes Core Principles of International Marketing, 2021). As a result, extreme caution must be exercised in selecting agents and distributors when entering the worldwide market through this route. Furthermore, among all the entranceways listed below, this may be the only way for employees to work in the foreign market.
  2. Licencing. In the licensing model of the entrance, the corporation should keep contact with foreign businesses to train them to promote your company’s products. However, persuading a foreign company to sell your product is complex since there are risks of failure. However, a profitable company will convince the foreign firm to sell its license by adhering to a slew of regulatory or legal regulations to continue doing business in this market. In the foreign market, obtaining a commerce license does not suggest that you will lose control of your various companies; instead, it means that you will have the ability to sell your commodities to other businesses for a set price in a foreign country. The following are the reasons for their worldwide strategies: Cost Strategy can give a product cheaper than rivals. Suppose a company can deliver the same quality product or provide a comparable quality service while charging less. In that case, it gains a competitive edge over other companies, A deferential approach aids in creating engaging products or services that set them apart from its competition. A company will need solid analysis and development and a creative style, and original ideas to implement this plan. A focus strategy aims to persuade a company to focus on a small number of target markets rather than trying to reach out to everyone. Smaller enterprises with limited resources or the ability to focus on everyone typically use it. ( International Entry Modes Core Principles of International Marketing, 2021) Corporations that use this technique usually focus on their needs and how their product or service may help them in their daily lives.

Reference 2021.7.1 International Entry Modes Core Principles of International Marketing. [online] Available at: <> [Accessed 16 June 2021].


Question 5 (11 marks)

Grameenphone developed strategies to focus on trends in the global telecom industry. How can GP sustain its competitive advantage by implementing Ghemawat’s AAA strategies, and what approach should GP take and why? Answer this question in 750 words


The AAA paradigm, developed by Ghemawat, proposes three generic strategies to worldwide value generation. Adaptation strategies aim to boost revenues and market share by customizing one or more aspects of a company’s business model to meet local needs or preferences. Aggregating strategies seek to achieve economies of scale and scope by reducing costs at a national or international level; they usually entail standardizing a large section of the value offer and combining research and production operations. Arbitrage is the practice of taking advantage of economic or other disparities between national or regional markets, usually by relocating different supply chain elements.

Transformationcreating global value by adapting at least one aspect of a foundation’s proposal to satisfy local needs or preferencesis arguably the most widely used global strategy. The explanation for this is self-evident: for virtually all goods in all parts of the world, some amount of modification is essential or inescapable. Coca-flavor Cola’s in Europe differs from that in the United States due to differences in quality of water and the type and amount of sugar added. In the United States, the amount of square feet that developing adhesive will cover is indicated on the package; an equivalent package in Europe should do the same.

Variation approaches include modifications in goods and services and legislative changes, corporate positioning, and perhaps even accomplishment expectations. The output dimensions will be readily apparent: Whirlpool, for instance, sells smaller washers and dryers in Europe than in the U.s, owing to the limited space available in the majority of European houses. The necessity for policy adaptation is less clear. One instance is Google’s struggle in China to comply with local censorship regulations. Changing a firm’s corporate status in a country entails more than just changing products or regulations. Coke’s initial strategy was to “skim the cream” from large rising countries like India and China. It had to realign itself with a “lower marginhigher volume” approach, which includes decreasing price points, cutting costs, and extending circulation, to increase density and market share. Shifting expectations regarding, say, the rate of return on investment in a region when a corporation is attempting to establish a foothold is another common occurrence.

The second form of adaptation strategy reduces regional disparities by focusing on certain goods, geographies, vertical levels of the value chain, or market segments. A product emphasis takes use of the fact that there might be significant variances in the range of uncertainty necessitated to compete successfully in local markets across broad product lines. Ghemawat uses televisions as an example: action movies require significantly less adaption than local newscasts. Limitation of geographic scope may enable a concentration on jurisdictions where local value proposition adaption is reasonably straightforward. Vertical concentration limits a firm’s direct engagement in the supply chain to select processes while delegating others. Finally, sector focus entails focusing on a smaller group of customers. Instead of modifying a product or service, a corporation utilizing this method accepts that their products will attract to a narrower market segment or a distinct distributor network than those in the home market if they are not modified. A lot of luxury goods companies use this strategy.

Externalization techniques transfer the accountability for specific shares of a firm’sbusiness paradigm to collaborating companies to cater to local needs, reduced price or minimize risk. Focus strategies surmount regional discrepancies by shrinking scope. Although externalization approaches transmit responsibility for specific parts of a company’s commercial model to partner businesses through strategic associations, licensing deals, user adjustment, or connectivity (Ahmed, 2010). For medication research and testing, Eli Lilly, for example, relies heavily on strategic collaborations in other countries. McDonald’s international expansion strategy includes both franchising and company-owned locations. For creating applications for its core software platforms, software businesses rely primarily on user adaption and networking.

Arbitrage is an approach for profiting from disparities rather than attuning to or spanning them, and it outlines the original global strategy of purchasing low and selling high in distinct markets. Contemporary -day versions are outsourcing and offshoring. By purchasing goods from China, Wal-Mart saves billions of dollars each year. More significant distinction with clienteles and partners, enhancedcorporate negotiating capacity with suppliers or local governments, lowered supply chain and other economy and non-market risks, and local creation and sharing of knowledge contribute to less visible but equally as absolute critical markets. Cultural arbitrage has long been based on favorable impacts of nation or place of origin (Ghemawats AAA Global Strategy Framework, 2021). Fashion goods, perfumes, wines, and cuisines, for example, a connection to French culture, have always been a global success element. Fast-food items and drive-through eateries are also strongly identified with American society.


References 2021. Ghemawats AAA Global Strategy Framework. [online] Available at: <> [Accessed 16 June 2021].


Ahmed, A., 2010. Grameenphone, the Leading Mobile Phone Operator of Bangladesh: Performance Analysis.SSRN Electronic Journal.


Question 6 (11 marks)

The founder of TikTok and ByteDance Zhang Yiming is considered a successful entrepreneur. Discuss the following three characteristics of a successful entrepreneur: having an entrepreneurial mindset, being alert to opportunities, and dealing with uncertainty. Also, indicate how entrepreneur Zhang Yiming demonstrates each characteristic? Answer this question in 750 words


Entrepreneurship can be defined as the process of developing a new idea that can disrupt the existing market trends or conditions. This is done innovatively by entrepreneurs by bringing in new and creative ideas. Entrepreneurship thus requires a person to be creative, innovative, a decision-maker, an analytical thinker, a good communicator, and have strategic decision-making capabilities. This is because an entrepreneur is faced with a lot of challenges to start a new business.

When it comes to an entrepreneur, an entrepreneur can only be successful if they are highly motivated. This is in reference that new businesses started by entrepreneurs are prone to more challenges and risks, making them highly demotivated, thus the need to self and stay motivated.

Becoming an entrepreneur is never an as easy task as it can seem to be. Becoming an entrepreneur means facing a lot of challenges and tackling all problems with critical decision-making. Not everyone has what it takes to be a successful entrepreneur. Every idea the entrepreneur develops, whether brainstorming or observance, may not always be the feasible one since every business idea has its process and conditions. Some pictures may prove feasible in the market, and others may be viable enough to attract the entrepreneur’s attentionproper market analysis is necessary for this purpose.

Similarly, Zhang Yiming also demonstrated all three entrepreneurial characteristics. He had a unique idea of bringing forth a video generating and sharing social networking platform to keep the younger generation involving and express themselves therein. There was no such platform in the market during its introductory, and he was unsure whether the social platform would be successful to such an extent, but he still took the risk to develop and invent the platform.

TikTok, a video-streaming website, has produced a new crop of social media celebritiesin addition to a new social media billionaire, thanks to its massive and worldwide popularity. Zhang Yiming, 36, is the successful entrepreneur behind TikTok, which has captivated the interest of Generations Z’s tech-savvy youth worldwide while also expanding his social media empire (Zhang Yiming: The Self-made Billionaire and Entrepreneur Behind TikTok Boom – The European Business Review, 2021). With its unrivaled capacity to garner interests from a wide range of audiences, the founder and CEO of Beijing ByteDance Technology Co., one of the major Chinese digital technology giants, is swiftly exceeding other digital content platforms.

Zhang Yiming’s entrepreneurial acumenwas apparent in the firms he chose to work for after graduating in 2005 all of them were start-ups. Yiming founded in 2009 and eventually hired a CEO to operate the company (in 2011) since he wanted to concentrate on his other endeavor, ByteDance. ByteDance was started back in 2012. His entrepreneurial zeal was always apparent in the business he chose to work with after graduating in 2005. It was virtually entirely made up of start-ups. In 2009, he launched his web page,, and then recruited a CEO to operate it because he wanted to concentrate on another developing enterprise, ByteDance, which was swiftly gaining traction (Zhang Yiming: The Self-made Billionaire and Entrepreneur Behind TikTok Boom – The European Business Review, 2021).

ByteDance currentlyworth $75 billion, making it the precious privately owned firm in the world, proving he made the right decision in delegating. ByteDance has a number of social networking apps that are only available in China. Owing to the rising recognition of digital channels like social media platforms and online games, they also focused on creating a WeChat competitor called FlipChat and also an alternative video-messaging application called Duoshan in 2019 (Zhang Yiming: The Self-made Billionaire and Entrepreneur Behind TikTok Boom – The European Business Review, 2021). Zhang’s private equity firm is supported by several notable investors, including Sequoia Capital China.


The European Business Review. 2021.Zhang Yiming: The Self-made Billionaire and Entrepreneur Behind TikTok Boom – The European Business Review. [online] Available at: <> [Accessed 16 June 2021].


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We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.

When will I get my paper?

You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.

Will anyone find out that I used your services?

We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.

How our Assignment  Help Service Works

1.      Place an order

You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.

2.      Pay for the order

Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.

3.      Track the progress

You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.

4.      Download the paper

The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.

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