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| Case Study 9: sombre Nile| BSAD 696| | David D Malkow| 2/13/2012| blueweed Nile is the best unbroken secret in feature higher(prenominal) end diamonds. Its sales volume and account could be greatly improved with an aggressive marketing atomic number 26 to inform the consumer of its existence.| Current Market Condition raunchy Nile was founded in 1999 as an online retailer for diamond and high end jewelry. It has large quickly into the largest online diamond retailer with a focus on the anthropoid shopper looking for quality jewelry. Their three primary strategies let in educating clients on the diamond purchase, allowing for liberal comparison between like 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 summary for jewelry. Blue Nile as success luxurianty built a crack and retrains excerpt customers with exception customer service and value added function like free expedited delivery and independent appraisals.

Blue Niles great threat is the larger discount retailers like surface-to-air missiles Club and Costco. These stores are increasingly pass high quality jewelry at a very warlike bell and have a true following of to a greater extent full customers competing directly with Blue Nile. Blue Nile does not currently compe! te in the lower end jewelry segment. increase 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 advertizement and promote the website. I believe it is one of the best kept secrets in jewelry sales and find my wife blithesome 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: BestEssayCheap.com

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