ASSIGNMENT ON CASE OF GITANJALI

(STRATEGIC MANAGEMENT)

SUBMITTED TO:

SUBMITTED BY:

INTERNAL EVALUATION MATRIX:

It involves internal strength and weakness in functional areas of an organisation
or a business.

INTERNAL EVALUATION OF BOTH GITANJALI AND

TANISHQ:

GITANJALI:

KEY FACTORS

RATE

WEIGHTAGE

Branded jewellery

0.15 =0.6

Motivating employees

0.09 =0.27

Technology

0.18 =0.9

Advertising

0.12 =0.6

Value chain

0.12 =0.48

Distribution

0.09 =0.27

Availability of rough
diamond
Procurement

0.06 =0.18

0.09 =0.27

Customer relationship

0.10 =0.4 total= 3.97

ARGUMENTS:
BRANDED JEWELLERY: Because it manufactures both gold and diamond
jewellery.
MOTIVATING EMPLOYEES: key to competitive advantage

TECHONOLOGY: It achieved international first by perfecting the heart cut

diamonds and making them available and affordable friendly.
ADVERTISING: Gave company a competitive advantage over competitors.
VALUE CHAIN: From sourcing roughs to cutting and positioning them at 5
locations in India.
DISTRIBUTION: Company had an independent sales and distribution network
for diamonds and jewellery products.
AVAILABILITY OF ROUGH DIAMOND: Depends upon operation and
revenue.
PROCUREMENT: Rough diamonds were procured at competitive prices from
DTC.
CUSTOMER RELATIONSHIP: On certain market segments because
customer purchased diamonds under specific purchase order.

TANISHQ:

KEY FACTORS
Branded jewellery
Motivating employees
Technology
Advertising
Value chain
Distribution
Availability of rough
diamond
Procurement
Customer relationship

RATE
4
4
4
5
3
4
3

WEIGHTAGE
0.15 =0.6
0.12 =0.48
0.11 =0.44
0.21 =1.05
0.05 =0.15
0.10 =0.4
0.09 =0.27

2
4

0.07 =0.14
0.10 =0.4 total= 3.93

Gitanjali is more competitive than tanishq from 0.4 rating.

EXTERNAL EVALUATION MATRIX: Strategic tool to evaluate

external environment or macro of the firm include economic, social,
tecchonology, legal and competitive information.

EXTERNAL EVALUATION OF BOTH GITANJALI AND

TANISHQ:
GITANJALI:

KEY FACTORS

RATES

WEIGHTAGE

Export

0.10= 0.2

Focus on international
market
Outstanding export

0.14= 0.42

0.15= 0.6

Manufacturer and
retailer
Competitors

0.23= 1.15

0.18= 0.72

Price fluctuations

0.03= 0.06

Consumer needs

0.17= 0.68 total= 3.83

ARGUMENTS:

EXPORT: They cut & polished diamonds.

FOCUS ON INTERNATIONAL MARKET: to become a leading integrated
diamond and jewellery manufacturing and retailing company because of some
several initiatives like increase market share, focus on international markets.
OUTSTANDING EXPORT: having received over 50 national and council
awards from ministry of commerce and became one of the largest diamond
exporting companies of India.

MANUFACTURER AND RETAILER: largest manufacturer and retailers of

diamond jewellery in India.
COMPETITORS: they have threat from the competitors like tanishq.
PRICE FLUCTATIONS: changing prices of different brand.
CONSUMER NEEDS: depends upon the customer demand.

TANISHQ:

KEY FACTORS

RATES

WEIGHTAGE

Export

0.06= 0.12

Focus on international
market

0.14= 0.42

Outstanding export

0.12= 0.36

Manufacturer and
retailer

0.13= 0.39

Competitors

0.18= 0,54

Price fluctuations

0.23= 0.92

Consumer needs

0.15= 0.45 total= 3.20

SWOT & TWOS

STRENGTH AND WEAKNESS

BRANDED JEWELLERY: Because it manufactures both gold and

diamond jewellery.
MOTIVATING EMPLOYEES: key to competitive advantage
TECHONOLOGY: It achieved international first by perfecting the heart
cut diamonds and making them available and affordable friendly.
ADVERTISING: Gave company a competitive advantage over
competitors.
VALUE CHAIN: From sourcing roughs to cutting and positioning them
at 5 locations in India.
DISTRIBUTION: Company had an independent sales and distribution
network for diamonds and jewellery products.
AVAILABILITY OF ROUGH DIAMOND: Depends upon operation
and revenue.
PROCUREMENT: Rough diamonds were procured at competitive
prices from DTC.
CUSTOMER RELATIONSHIP: On certain market segments because
customer purchased diamonds under specific purchase order.

OPPURTUNITIES AND THREAT

EXPORT: They cut & polished diamonds.

FOCUS ON INTERNATIONAL MARKET: to become a leading
integrated diamond and jewellery manufacturing and retailing company
because of some several initiatives like increase market share, focus on
international markets.

 OUTSTANDING EXPORT: having received over 50 national and

council awards from ministry of commerce and became one of the largest
diamond exporting companies of India.
MANUFACTURER AND RETAILER: largest manufacturer and
retailers of diamond jewellery in India.
COMPETITORS: they have threat from the competitors like tanishq.
PRICE FLUCTATIONS: changing prices of different brand.
CONSUMER NEEDS: depends upon the customer demand.

SPACE MATRIX

The space matrix evaluates different variables and assigns them a

score considering how important they are for the situation of the
company. It analyzes for different areas that will represents four
quadrants in a graphic. The purpose of matrix is to situate the
company in one of these four quadrants and give a suggestion
according to which quadrant results about what type of strategies a
company should follow; conservative, aggressive, defensive, and
competitive. But how do we come up with the quadrant where our
company is located? The first step is to address each of the four areas
of question; the internal strategic dimensions represented by the
financial strength and the competitive advantage, and the strategic
dimensions represented by the environmental stability and the
industry strength.
Gitanjali uses competitive kind of strategy. The industry strength of
company is good and the environmental stability of the company is
understood through customer satisfaction etc