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Pandora

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Submitted By corinna
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Market research

Pandora has a global distribution, selling its products all over the world, in more than 65 countries and over more than 6 continents.
Pandora is very successful among the Europeans and the North and South Americans, due to the fact that 86% of their sales are covered in these countries.
At the moment, Pandora’s products are not so well received in the Asian market, but in order to enlarge their profit they should focus on creating a suitable strategy for this market as well.
In order to have a precise positioning for Pandora on the market it is necessary to analyse its competition and the demand on the jewellery market. In order to do so, there will be analysed the countries with the most impact on Pandora’s sells: the USA, the United Kingdom, Germany and Australia. 1. US Market

Despite the economic crisis, Pandora showed a significant growth in the USA between 2009 and 2010. The reason for this growth is due to the establishment of new shops. According to financial results, Pandora had 81% growth during 2009 and 2010. In general, the jewellery market in the US showed a decline of 11% in 2009 compared to 2008; while the exclusive jewellery presented a setback, the sales for the fashionable ones rose. In this period the online shopping gained popularity because of the lower prices. The most popular online shops were Tiffany’s, Swarovski’s and Keyjewelers’s. The jewellery market in the USA is very fragmented as there exist many major and also small companies that activate in this field. In the market for real jewellery nobody has a market share above 7% (Jyske Bank, 2010). The largest distributor of both real and artificial jewellery is Wallmart with a market share of 7%, followed by Key Jewelers (Sterling Jewelers)(5%), Zale (3%) and Tiffany (2%).

Source: Jyske Bank

The pieces of jewellery

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