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Nataly Rendón
Camila santos
Juan Felipe rojas
Carlos Andrés Vásquez
Tatiana Andrade
Angie farfan
HISTORY
Founded in 1999, Blue Nile has grown to become the largest online retailer of
certified diamonds and fine jewerly.
Blue Line is a publicly traded company listed on the NASDAQ under the symbol
NILE.
The company has been awarded the Bizrate.com Circle of Excellence Platinum
Award.
Every order is shipped free, guaranteed and returnable within 30 days, so you
can be sure you made the right decision.
Has developed into the largest online
retailer of diamond engagement rings.
Operates completely store front-free
wothout in-person consultation services.
All sales on line or by phone and sales
include both engagement (70%) and non-
engagement (30%) categories.
MISSION
Competitors with brick and mortar locations are then left to decide whether they should
sell their product online at a lower cost than a costumer would fine in-store in order to
compete.
Keep the consumer in mind and establish relationships with costumers during a very
important time in their lives.
Capture market share and emerge after the recession in a strong competitive position.
SWOT ANALYSIS
STRENGTHS WEAKNESSES
Leverages a few unique systems and services that are hard for the competition Blue Nile faces is tied to issued of internet fraud and online security in
imiate today´s environment
¨Build your own¨fuctionality online differentiates it from competitors by Traditions risk becoming outdated or out of fashion. The cultures are
allowing the costumer to personally different in the world
These on-the-go technologies are an opportunity for Blue Nile to reach busy
costumers who don´t have time to drope by a jewerly
Online retailers include Amazon, Overstock.com and Bidz.com, wich are
well-known for their discounting, creating tremendous competition for
It has a more diversified product range than its competitors because it does not Blur Line
have to hold inventory in stock.
OPPORTUNITIES THREATS
Distribution channel and supply chain help to keep Blue Nile in the market Barriers to entry in the jewelry industry are high as the following are
needed: capital, strong supplier relationships and reputation
The average age of first-time newlyweds is increasing in the United States Online interactive customer service approach creates a barrier to entry as
the information technology
Blue Nile will have more segments to cater to and a broader reach
The diamond trade is complex with regards to politics and legal issues
Blue Nile wants to expand internationally as it sees great potential in the global
marketplace Obsolescing contract negotiations with foreign governments all have
potential deterious impact on the jewerly industry
Monitor online purchasing rates globally, and expand to those countries
accordingly.
ANALYSIS
High revenue and earnings growth on a historical basis.
Strong recovery form financial crisis
Outstanding cash flow
The company is successful in growing cash because its uses for it are minimal
such as improving the website and maintaining facilities and warehouse.
The company reports that more than 20% of its shoppers are using the mobile
site.
Gross profit margin
ANALYSIS
- Blue Nile`s marketing strenghts include: It´s use of technology to
enhance customer experience.
- Blue Nile App - has also developed it´s own mobile site. - 20% of its
shopper are using the mobile site.
Customization.
Blue Nile partners with FedEx- Best in class shipment tracking functions
Turn orders from its supplier, receives the stone, finishes the good, enters de product
into inventory and ships to the customer.
Does not have to maintain high inventory carrying costs for the diamonds.