Michael Hill JewelerIntroduction:Michael Hill Jeweler is a multi-specialty jeweler in North America and Oceania. The business was established in 1979 by Mr Michael Hill and his wife Ms Christine when they opened their first store in New Zealand, in the town of Whangarei. The company then expanded to 10 stores in 1987 with an issue of 6 million shares worth 65 cents each. As of December 31, 2011, a total of 245 stores were registered under Michael Hill jewelry. (NZX, 2014) Competitive Position: Competitive positioning is defined as how you will differentiate your products or services, thereby creating value in the market. Good positioning is influenced by market profile, customer segments, competitive analysis and value creation methods. (Marketingmo, 2014)Competitive advantages identified:• Making required changes as per the latest trend.• Providing the best shopping experience to their customers.• Offering the best price based on product quality.• Highly qualified staff with training in-house and years of experience.• Located in every city/town targeting all customers.• Availability of a large online customer base.• Raw materials are sourced only from certified suppliers.Michael Hill Jeweler is the mid-market leader in New Zealand and Australia. While in North America and Canada, Michael Hill jewelers are considered the challengers. SWOTS Strength • Popular name in the market. • Appropriate store design. • Vertical business integration. Weakness• Large inventory.• High dependency ratio in a particular region.• Global focus.Opportunities• Growing global jewelry market.• Business expansion across the globe.• Introduction to online market. Threats• Increase in the middle of paper ......n Strategy:Fashion targets ObjectiveCustomers • Social media• TV advertisements• Print media• Telephone• Brochures• Email • Increase sales• Familiarize the customer with the available productsEmployees • Meetings • Notice board awareness • Educate employees with the wide range of products available • Company success Stakeholders • Annual report • Discussion board • Company success Through the use of the above-mentioned mode of communication On it, the company will be able to achieve the following:• Increase in the number of sales, thereby increasing the profit percentage.• Will be able to maintain a strong relationship between the company and the stakeholders.• Will be able to take into account the contributions/suggestions of employees and use the best to improve the company. • Will help employees to better understand the functioning of the company.