HENRY BIRKS & SONS INC Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Henry Birks & sons inc Case Solution

BIRKS

The company was founded by Henry Birks in 1879. From the very beginning, the company aimed to satisfy and meet the needs of the high end customer of the market with respect to their traits of quality, class and sophistication. Henry Birks & Sons Inc. always wanted the Canadian market to affiliate the company with the these three characteristics.

After the establishment, the company expanded its business activities and stores in to a total of 220 jewellery stores. Out of the total, only 87 stores were located in Canada and the rest were located in the United States. Despite the fact that there were few stores in Canada in comparison with United States of America, however the company was able to generate adequate amounts in the form of annual sales. The stores opened by the company carried a broad range of products which started from mid-range to high-end merchandising. Henry Birks & Sons Inc. did not specifically focus on any segment of the market.

Henry Birks & Sons Inc. is a Canadian company. The company has its flagship stores located in major cities of Canada, like Toronto, Montreal and Vancouver.Henry Birks & Sons Inc. is a leader in the market of Canada in the category of retailing the fine jewellery.

A number of factors have led the company towards gaining the position of a market leader in the territory of Canada. The product portfolio of the company is diversified as the company offers a wide array of luxury products that are offered in the market with an intention to meet the requirements of the segment lying at the higher end of the jewellery market.

In order to support their operations, the company has effectively and as per the requirements built three factories which are supporting them in producing fine quality jewellery. Not only the company has strong functioning facilities for supporting their product development but they have also been successful at supporting their products with efficient corporate sales division department and utilizing the third-part management and manufacturing.

U.S. Jewellery Industry

The jewellery industry in the territory of the United States of America is very much dependent upon the GDP (Gross Domestic Product). A tight relation exists between the expenditure in the industry and the GDP as it directly affects the rate of consumer spending in the segment. Americans spend a large amount of their income in acquiring jewels as they highly valued the emotional sentiments attached to the jewel products. The industry in the United States of America has enjoyed rapid growth as the growth percentage has been experiencing a constant increase. The industry is majorly dominated by the two top brands; Tiffany and Zale. The two top brands account for 4.8 per market. The percentage acquired by these two top brands is very low in comparison with the leading category leaders.

Canadian Jewellery Industry

The Canadian jewellery market is not easy to observe as the data collected by the researchers is cannot be relied upon as it is not close to accuracy. Despite the poorly collected data, it was easy to state that the industry accounted for around $1.5 billion to $2 billion. Fine jewellery is a main aspect of the industry as it accounts for around 60% of the total market. Out of the total market segment gained by the fine jewellery products, 3.5% was under the control of Henry Birks & Sons Inc. including the watches. This percentage of market share is in contrast with the penetration level in the market. Despite the fact that the company is responsible for catering to fairly large market share, however a lot of room for expansion is still present for the company to capitalize upon................

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