A Research Investigation of Misplaced Opportunities in the Jewellery Division of LEVANT L.L.C. Dubai, UAE

Table of Contents

CHAPTER ONE: INTRODUCTION1

1.1Background of the study1

1.2Jewellery Industry2

1.1.2 LEVANT L.L.C5

1.1.2 LEVANT JEWELLERY5

Importance of Marketing for LEVANT Jewellery6

Declining Profits of LEVANT6

Strengths and Weaknesses of LEVANT Jewellery8

1.2 Statement of the problem11

1.3 Aim, Research questions and objectives of the study11

1.3.1 Aim11

These could turn them into opportunities in order to sustain and spearhead Levant Jewellery Boutique in the Gems and Jewellery industry and thus overcome the present situation.12

1.3.3 Objectives of the Research12

1.3.2 Research Questions12

1.4 Scope of the Project13

1.4.1 Focus of the Study13

1.5 Significance and Rational of the Study13

1.6 Limitations of the study14

1.7 Structure of the Research14

Chapter one (Introduction)15

Chapter two (Literature Review)15

Chapter three (Research Methodology)15

Chapter Four (Findings)15

Chapter Five (Conclusion)16

REFERENCES17

CHAPTER ONE: INTRODUCTION

Background of the study

LEVANT jewellery has an elegant and prestigious image in the industry of jewellery. The finest collections of LEVANT jewellery ranges from gold, pearl to diamond, and gemstone. The jewellery offered by LEVANT includes nouveau riche, connoisseurs, and others. LEVANT jewellery is based in Dubai and it has brought high quality fashion for its exclusive clientele and customers. The jewellery division of LEVANT brings an exclusive collection of earrings, pendants, and others. The jewellery division of LEVANT is famous for its classic and contemporary selections including Leviev , Scavia, Sarcar, Quinting ,Kern, and others.

The share of LEVANT jewellery division in the jewellery market of Dubai is 14%.

In the GCC region, people spend a large portion of their disposable income on jewellery. The advertising of jewellery in the region has increased by 11% in 2011 as compared to previous years. This study aims to explore misplaced opportunities in the jewellery division of LEVANT.

In the year 2011, the advertising expenditure on jeweler was USD $ 16,012. In the year, the spending of different companies on advertising of jewellery increased by 23%.

The above arguments and figures highlight the demand for jewellery in Dubai. These trends also suggest that the jewellery industry is spending a large amount of money on advertisements. It is because of the richness of the market. The investment of jewelers in advertising as well as the demand for jewellery in the region demonstrates that there are several opportunities for LEVANT jewellery.

Jewellery Industry

Jewellery can be divided into different types including platinum, gold, silver, crystal, diamond, gems, and others. Jewellery can also be classified on the basis of its use such as neckwear, earring, headwear, waist ornaments, and others.

There are several trends present in the international jewellery market. Jewellery investors, in all parts of the world, are worried about inflation. The store-level inventory has become an important concern for jewellery retailers. In simple worlds, jewellery is expensive. Therefore, jewellery stores should be big enough for different jewellery assortments. Jewellery retailers have more inventory investment than other retailers. Private sales are all the rage in the jewellery industry. Private sales retailers deal with a limited group of customers. These businesses deal with branded merchandise. Private sales can be considered as an important trend in the jewellery ...