Introduction Blue Nile is a company that was founded in 1999 and has grown to be the largest jewelry retailer in the whole world. The company is listed on NASDAQ as NILE. The company is doing well in online retailing and was acknowledged with the BizRate.com circle of excellence platinum award as the best online retailer as recognized by the customers. The company has entered into the international market in the UK and Canada. High percentages of its online retailing are wedding bands and engagement rings. The firm has strategies to increase the awareness of its products to its customers through advertising. The company is also able to provide educative information about its products. The company offers a variety of products therefore making it competitive in the market. Market Structure Any company has to evaluate and analyze its competitors to determine its market potential in the target market. This analysis must include the extent to which relevant information about the commodities and services of the company reaches the target market. The amount and the number of customers, and the size and the quantity of the produce are also the aspects of companies’ analysis of their competitors. Market competition enables the company to identify the needs and demands of the customers and helps to intensify the effort of the company to increase the quality of its products. The Blue Nile Company competition is from online and offline firms. Since the Blue Nile Company is the best online seller in the jewelry and diamond company, competitors have never been able to outcompete it. The main competitors of the Blue Nile Company are Zale, sterling, tiffany and Heklzer (E-Commerce Students, 2009). Most of online retailing competitors apply the Blue Nile strategy of buying from suppliers only when an order is made by the customers. These online retail competitors include whiteflash.com, ice.com and JameAllen.com among others. The Blue Nile company website provided the customers with required information about the diamond and the jewelry. The company consultants are also trained to guide the customers on the steps in the process of buying appropriate items and shipping policies to be adhered to. Some of the competitors do not offer guidance services and have less return for non-customized orders. Therefore, the Blue Nile Company remains as the most competitive company in the market (E-Commerce Students, 2009). The company’s aim is to produce a large inventory of low prices and quality diamonds that match with the needs of the customers. The firm also aims at providing satisfactory information about its diamonds to potential customers to raise awareness and add efficiency by introducing online retailing products. The company offers more than 60,000 different diamonds and styles of fine jewelry that includes the rings, necklaces, pendants, watches earrings and ranges from the simple classic to impressive signature of the finest diamond in the world. All diamonds differ in shapes and sizes offering a wide selection to the customers and giving the company a competitive edge among its competitors. Key Success Factors These factors are those that are essential for the business to attain its marketing strategy. These factors help in changing the behavior and t