Smart Jewellery for Pandora USA

Jakob Pedersen

Student thesis: Diploma thesis


This thesis is written at Copenhagen Business School in 2017 and concerns the creation and making of a strategic marketing plan for PANDORA Jewellery. The company in focus in this thesis is PANDORA Jewellery subsidiary in USA. The topic concerns the opportunity for developing the business through product development, in this case it concerns the smart jewellery market. To answer this or these questions associated with a potential new product category, I have developed a strategic market plan which emphasizes the challenges and solutions for PANDORA USA. The analysis at hand has been done on a macro and micro level determining which external factors can influence the strategic decisions. In my micro analysis, I found that the opportunities for growth and that it holds potential for a brand like PANDORA. Furthermore, I identified that the competitive landscape contains some white spots for brand such as PANDORA which are heavily reliant on the competencies within design. The intensity of the competition was rated low which was also an evidence of the potential for new entrants in terms of gaining market share and profit. As a second layer to the previous mentioned analysis a qualitative and quantitative surveys was carried out. I had two interviews with relevant people in PANDORA USA organization as well as conducted an online survey striving to gain more insights to consumer motivations and unmet needs. The research enabled me to identify a segment as and identify that barriers for buying into this category was driven by low awareness and understanding of the use of it as well as price turned out as an important dimension. After identifying the needs of the consumers combined with PANDORA USA’s competitive advantages, and strategic goals I could present a strategic market plan.

EducationsGraduate Diploma in Marketing Management, (Diploma Programme) Final Thesis
Publication date2017
Number of pages75