Blue Nile Case Study

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1. How strong are the competitive forces confronting Blue Nile and other online retail jewelers? Which one of the five competitive forces is the strongest? Do a five-forces analysis to support your answer. Suppliers: Suppliers have very little (weak) bargaining power, since there are many suppliers. Supplier’s reputations are at stake with the quality of the diamonds they sell. Multiple tiers? Who’s got the power/doesn’t? Suppliers may have more power relative to the wholesalers, who don’t have as much power. Rival Firms: Rivalry, I would say, is fairly strong. Because of the extreme competition within the market as well as the high costs of raw materials, it’s generally difficult to gain much of an advantage over rivals. Because of the various channels available to consumers when purchasing jewelry (physical stores, online, etc), the competition is even MORE fierce. It didn’t help that a lot of their online competitors copied BN’s method of buying gemstones from their suppliers for specific purchases. New Entrants: This is a weak force. When looking at the high costs to enter, as well the significant brand loyalties that already exist, the competition for new entrants keeps most new entrants from being successful. Buyers: This is only a moderate force, since jewelry tends to be custom, and therefore, people expect to pay higher prices than they might for other things. Most jewelry stores’ prices aren’t greatly different from others’ and buyers have very little influence on prices due to the high cost of raw materials to make the products. Substitutes: Substitutes are a relatively strong force, since there are other companies who are willing to create same or similar jewelry at cheaper prices to undercut their competitors. Government: The government plays a smaller role since the UN restricts the diamonds being sold are mined without conflict (aka

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