Company expansion in Norway and Denmark Tiffany & Co


Introduction. Company’s Profile. History. Headquarters and stores. Financial profile. Production and services. Diamonds. Other production. Business model and marketing strategies. Tiffany & Co. expansion in Norway. Swot analysis. Pest analysis. Tiffany & Co. in Norway. Tiffany & Co. expansion in Denmark. Swot analysis. Pest analysis. Tiffany & Co. in Denmark. Conclusion. Bibliography.


I this paper I will analyze Tiffany‘s current market situation using SWOT and PEST models. This will help me to understanding to its strong and weak points and help me decide in which countries Tiffany could be opened and succeed. After deciding in which two new countries, Tiffany could start its production; I will use SWOT and PEST models to analyze country’s economic, political, technological, and social position. In the end, I will conclude the results that I got from these analyses and describe the reasons why Tiffany’s would succeed in these two countries if they would decide to start operating there.

Goal of the project: To analyze the expansion of Tiffany & Co. to Norway and Denmark.

To highlight the main reasons why Tiffany & Co. should start operating in Norway and Denmark.

Figure 2 table of all stores around the world (Kowalski, 2017)

In this table we can see ho many stores has every continent. But not just contintents. Also emphasized two countries Japan and U.S. individualy they make about 45% worldwide sales. While Europe itself makes just 11% compared with U.S. Also we can see that from 2012 to 2016 most difference between ears and shops number is in Europe.

Tiffany & Co. is very profitable company. Almost half of net sales comes from Americas. But almost all of it comes from United States. Also 1/3 of earnings from operation comes from Americas, too.

Country is defined as low risk and has international trust

Limited flexibility/willingness to think in new ways. i.e. fight between professionals

As we can see from SWOT analysis Norway is mainly focused on development, ICT‘s and new technology. These are the main strengths of this country. However, as every other country, Norway also has some threats and weaknesses. Most of them are related to political issues and narrow thinking. As I can assume from this analysis, Norwegian people do not like to think “outside of the box”.

Had the highest Legatum Prosperity Index from 2010 to 2015

The mining and manufacturing sector attracted 50% of total FDI inflows in 2012

The energy industry is a major source of income of Norway

Maritime, seafood, IT and technology – they play a huge role in Norway‘s economy, and also they are one of the GDP boosters

Around 53% reported having helped a stranger on an average, more than the OECD average of 48%. 

As we can see from PEST analysis Norway is a very strong country both financially and economically.

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  • Company expansion in Norway and Denmark Tiffany & Co
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Company expansion in Norway and Denmark Tiffany & Co. (October 4, 2018). https://documents.exchange/company-expansion-in-norway-and-denmark-tiffany-co/ Reviewed on 19:10, June 23 2021
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