Abstract

The case “Chow Tai Fook: A Chinese Jewellery Giant Changing Tactics” talks about the change in tactics adopted by the world’s largest publicly traded jewelry chain, the China-based Chow Tai Fook Jewellery Group Limited (CTF) in response to the changing economic conditions in China. The case starts out by describing CTF’s early days in Hong Kong and the business practices it followed to revolutionize the jewelry industry there. It then documents CTF’s meteoric rise in China, which the company entered in the days following the economic boom in the country in the 1990s. Later, the case describes in detail the strategy undertaken by CTF to combat the poor economic scenario in China in the 2010s. The company not only changed its retail strategy, but also adopted a multi-brand strategy to serve newer customer segments. The case then describes how CTF leveraged technology to improve its offerings. It also takes a look at the competition faced by CTF and the measures it was taking to emerge as a global jewelry brand.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the product and service differentiation strategy adopted by a market player.
• Define the brand characteristics of an iconic brand.
• Determine the appropriate strategic response to changes in the environment.
• Understand the characteristics of millennials and explore the ways in which a brand can connect with this segment.
• Appraise the changes made in a company’s retail strategy to target new customer segments.

Keywords

Customer-Driven Marketing Strategy; Consumer Buyer Behavior; Channel Decisions; Strategic Direction; Strategy Formulation; Target Marketing; Product Re-positioning; Adopting A New Business Strategy; Multi-Brand Strategy; Strategic Change; Branding Strategy; Customer Expectation of Products; Retail Strategy; Millenials; Market Segmentation