Birks: Strategic Growth Recommendations

For this marketing strategy case study, I analyzed the luxury jewelry brand Birks, examining its heritage, market positioning, and growth opportunities. I explored shifting global market trends, especially the move from China to the U.S., and developed strategic recommendations for Birks across domestic, U.S., and global markets, including digital expansion. This project included both a written analysis and a visual presentation using tools like the BCG Matrix, Ansoff Model, and STP framework.