The anticipated response to the threat posed by Blue Nile would be to counter it by providing wider and more affordable range than Blue Nile.

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They look forward to giving Blue Nile a stiff competition in the field of custom-made jewelry as well as building a larger client base through their return policy and upgrade incentives. Their strategy that seems to work for them now is having flexible terms for the client as far as payment as well as possibility of returning for an upgrade is concerned.

From the industry analysis, it is still attractive to invest within the industry since the sales turnover and the profit margins are attractive and can sustain the business. The participants are not many as well hence the chance to keep the profit margins considerably higher.

III. Internal Organization analysis

The key competence that gives Blue Nile a competitive edge over the other...
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