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Michael Hill Marketing Report Name Institution Executive Summary Michael Hill International Limited, hereafter Michael Hill, is a jewellery firm headquartered in Queensland, Australia. Based on the firm, this report seeks to provide an in-depth analysis of the marketing strategy of the company.
Furthermore, the report also provides a break-even analysis emphasizing on the cost/price and volume relationship. Lastly, the report examines the control in place in the firm’s operation. Most of the information comes from the firm’s website and financial statements, as well as other reliable secondary sources. The report has four parts: situation analysis, marketing strategy, break-even analysis, and controls. Situation Analysis Market Summary Market Demographics Michael Hill engages in jewellery manufacturing and retailing. The firm sells both men and women watches and diamond jewellery. Essentially, the company operates in the highly priced diamond jewellery market. The firm operates retail outlet stores for watches and jewellery under the major brand name: Michael Hill. Moreover, the firm provides other services, including jewellery inspection, cleaning, and repairing. The firm also offers customized services to its clients by designing the chosen diamonds for jewellery. Through a chain of 240 jewellery stores, the company and its subsidiary operates in New Zealand, Australia, United States, and Canada. However, the headquarters is in Queensland, Australia (Gray, 2011). The diamond jewellery market is a rather delicate and emotional sector, just like the clients. Clients in the jewellery market have different characteristics. ...
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