MARKET ANALYSIS

A. MARKET ANALYSIS

Jewelry has always played a huge role as a useful accessory to complete the attire of an
individual. Almost everyone uses jewelry and for different purposes, some use jewelry to create a
statement, while some wear jewelry to show an upgrade in taste. We choose earrings because this are
the trends mostly in women nowadays.

B. TARGET MARKET

Lushury Jewelry is targeting young to young adult or middle age people specially women. The highest
percentage of purchasers of jewelries and accessories are people between 25–34 years old for about
35% of total purchased items. They are followed by 27% of 16 and 24-year-olds. People aged 35-44
prefer shopping for jewelry and accessories even less (22%). Women from 16 to 34 years old who belong
in the middle to upper class since they are most likely follow fashion trends and accessories. These
women are in the peak of their adolescence and adulthood wherein they make decisions to promote
independence such as getting new persons with their friends so, they are encouraged to buy more
accessories like earrings. After all some products of the brand are designed for the aesthetic of having
multiple ear piercings. Considering the age of the target market they are either in college or at work so,
they have the means to purchase low-cost find jewelry aside from this the said target market of the
company is constant use of technology especially their cell phones therefore they browse through
different social media accounts such as Instagram, Facebook and TikTok that can be a great opportunity
to promote and sell our products around the world.

C. SWOC ANALYSIS

Strengths, Weaknesses, Opportunities, and Challenges are the four components of a SWOC analysis.

Table I. Strengths and Weaknesses of LUSHURY JEWELRY

STRENGTHS WEAKNESSES

• Strong relationship with suppliers.

• Great retail space. • Access to additional operating capital.

Table II. Opportunities and Challenges of LUSHURY JEWELRY

OPPORTUNITIES CHALLENGES

• The possibility to grow the size of the company.

• Addition of other jewelry related products and services. • Local and emerging competitors
• Shoplifting

D. COMPETITORS

There are a lot of similar stores that sells earings such as Tala by Kyla, Skinned, Callie, Pulseras by Kim,
Penny Pairs, Mazee. Ph. These online stores are trend nowadays. Moreover, it’s also easy to open a
business because of online selling.