'Nominated Case Award' at the prestigious 2019 Global Contest for the Best China-Focused Cases organized by CEIBS (China Europe International Business School)

Chow Tai Fook: A Chinese Jewellery Giant Changing Tactics

Chow Tai Fook: A Chinese Jewellery Giant Changing Tactics
Case Code: MKTG413
Case Length: 25 Pages
Period: 1929-2020
Pub Date: 2020
Teaching Note: Available
Price: Rs.500
Organization: Chow Tai Fook Jewellery Group Limited
Industry: Retailing
Countries: Hong Kong, China,United States, Singapore, Taiwan
Themes: Channel Strategy & Development, Marketing Strategy, Branding Strategy, Product Management
Chow Tai Fook: A Chinese Jewellery Giant Changing Tactics
Abstract Case Intro 1 Case Intro 2 Excerpts


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.


The case is structured to achieve the following teaching 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
  • Scrutinize the issues involved in repositioning an iconic brand to target a new segment
  • Examine the key aspects of a company's multi-brand strategy



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, and Customer Expectation of Products, Retail Strategy, Millenials, Market Segmentation

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