NAME: Maria Grace P.

Nesnia SUBJECT CODE: B278

CASE ANALYSIS

I. FACTS OF THE CASE

 Citrine Company is a jewelry company that offers a different selection of

jewelry for men and women, such as bracelets, earrings, rings, and
necklaces.

 The company offers gold, silver, and any other gemstone with different
designs, sizes, and colors. It was established in Europe in the 1990s.

 Citrine Company also has exemplary vision and strategies; aside from
that, they have excellent customer service and offer customized high-
quality jewelry with a fashionable design to customers, which helped the
business grow and expand internationally.

 Moreover, the company aims to increase sales by 20% every year,

expand the company, and develop a sustainable marketing strategy to
satisfy customers.

II. POINT OF VIEW

 As the CEO of the Citrine Company

III. ISSUE TO BE ADDRESSED

A. In what country will the Citrine Jewel Company expand its business?
B. The issue that needed to be addressed is about the marketing strategy of
the company that is sustainable and can help them gain a higher
percentage of sales every year and can satisfy old and new customers,
specifically the new customers with whom the company will decide to
expand.
IV. SWOT ANALYSIS

STRENGHT WEAKNESSES
 Has guided of core values such as  New marketing strategy
excellence, passion and integrity  Seasonal demand
 Offer a high quality of jewelry
 Excellent and accommodating
customer service.
 Has a vision and strategies that can
help the business to grow.
 Offer a unique and personalized
jewelry
 Fashionable jewelry that can be
used in any events and even in the
ordinary days.
 A lot of experience since they has
been in the business industry for a
long time.

OPPURTUNITIES THREATHS
 Expansion of the business  Competition
internationally  Political, environmental, social, and
 Increase market sales annually legal differences that a country has,
 Innovate new product that may affect the company’s
operation.

V. ALTERNATIVE COURSES OF ACTION

A.1 Conduct a PESTEL ANALYSIS to every country in the target list

Advantages

 Exploit opportunities
 Deeper understanding of business environment
 Preparedness for possible threat
 Track the economy
 Disadvantages

 The data used may be based on assumptions that later prove to be

unfounded.
 Factors can possibly change

B.1 Engage in digital marketing

Advantages

 Can promote and market the product easily around the globe.
 Can create and improve customer engagement.
 Not costly

Disadvantages

 Decreased trust and credibility due to fake news and click bait
 Technological issues

B.2 Continue to expand in different country

Advantages

 Attract new customers

 Increase business sales

Disadvantages

 Business practices and cultural barriers

 Political exploitation

B.3 Maintain a strong brand image

Advantages

 Customers loyalty
 Consistency in the market place
 Boost new customers and possible investors

Disadvantages

 A massive recall or unintentionally offensive ad campaign can tarnish a

company’s brand and image, causing the company to need to build a
whole new brand and identity to recapture its place in the market.
 VI. RECOMMENDATION

For the first issue, I’d like to recommend the strategies to be able to identify in
which country the business will expand, and for the second issue, I’d like to
recommend the three courses of action to be able to increase the sales of the
company.

VII. CONCLUSION

Citrine Jewelry Company has proven its capabilities in the business industry
throughout the past few years. They have ventured into different markets and have
increased their sales by 20% annually. Their high-quality jewelry and excellent
customer service should be seen around the world, and their company should
engage more with different international markets to access more customers.

Therefore, they should initiate the strategies that have been mentioned in the
courses of action to determine in which country they can expand the business and
boost their sales by more than 20%. Additionally, maintaining a strong brand image
will also help boost sales and attract more customers and potential investors.

VIII. REFERENCES

https://instoremag.com/6-steps-to-planning-a-marketing-strategy-for-your-
jewelry-business/
https://borntobeglobal.com/2016/08/27/international-business-expansion-
strategy/
https://hubvela.com/hub/technology/advantages-disadvantages/internet-
marketing/#1-decreased-trust-and-credibility
https://smallbusiness.chron.com/advantages-disadvantages-branding-identity-
23586.html