Zale Corporation has stayed true to its original vision: Provide customers with quality merchandise at the lowest possible price. After decades of growth, we are now more passionate than ever about being the jeweler people turn to for the perfect expression of love.

SWOT Analysis | Strength | 1. They have over 785 stores in US, which is one of largest buyers and processors of diamonds2. They have decades of experience and expertise in the diamond industry
3. On line purchase has been a great experience for the people and thus increases in sales.4. The revolutionary marketing strategy with a credit plan of "a penny down and a dollar a week," was introduced in 1925 for making jewelry and other merchandise affordable to the average working American.5.Its the first company to use Institute management training in 19506. Has a strong workforce of nearly 13000 employees | Weakness | 1.Less concentration in growing economic countries
2. Limited brand awareness since there is a lot of competition from the local vendors as well as branded luxury products | Opportunity | 1.Going Global through franchisees and tie-ups
2.Use of TV, print media as a tool and expanding its awareness
3. More usage of social media like Face book, Twitter to take customer feedback and to see the current trends in the industry | Threats | 1. Use of conflict diamonds, the diamonds are not legitimated
2.Govt intervention in the operations
3. High debt in case of increasing the retail space or expanding the business in other countries |

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They should Start business in Europe to capture a market They should Start business in Europe to capture a market opportunity, because competitors of Zale are doingopportunity, because competitors of Zale are doing business globally, SIGNET is doing business in London,business globally, SIGNET is doing business in London,