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Tiffany & Co Case

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The Tiffany & Company Case Analysis

Introduction.

Tiffany & Co. holds the leading position in the fine jewelery industry with a deep history since 1837. Tiffany's market cap was appropriately US $4.4 billion and has become one of the most well known companies in the world. In 2007 Train Fund become the largest shareholder of the company. He believed that Tiffany was undervalued and stated that it wants to help the company “improve its earnings per share by addressing strategic issues and various operations” in response, the company began to consider different actions to increase shareholder value.

1. Strategic problem statement:

Problem of growth. This growth strategy was called “Growth without Compromise”. Company facing a problem between maintaining company reputation and culture with the vision of the main shareholder of the company.

2. Tactical problem statement:

The main point – don't lose the brand. The company faced with the new environment and need to find the way how to improve its earning without putting the company into a risk of being a stock market.

Identification of issues:

Issue 1. Valuable brand with long history.
Issue 2. Shareholders and Company: The conflict between shareholders and company management decision of to which path Tiffany should take. The shareholders want Tiffany to rapidly grow and move forward in order to generate more profitable revenue by suggesting options that goes against Tiffany Growth without compromise strategy.

Issue 3. License single brand:

Tiffany is considering licensing its brand to a product that is not the company’s core competencies and opening new stores faster. The issue here is that Tiffany is going against its growth strategy this might dilute the company.

Issue 4. Catalogue & the Internet - very small percentage of sales:

Tiffany sold its products

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