(Doc) Case Study Polo Ralph Lauren

Case Study Polo Ralph Lauren

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
A. Key Marketing Concepts and Terminology Applicable on Organization..............................1
B Marketing Strategies used by Ralph Lauren and Their Ethicalness........................................4
C. Daily Used Marketing Concepts and Principle in Organization.............................................6
D. Relationship and Cross functional Relationship of Marketing Department with Other
Department...................................................................................................................................7
CONCLUSION..............................................................................................................................10
RECOMMENDATIONS...............................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the management and study of relation between customer and business
organization. It is the process that make relationship with customer and maintain this relationship
by satisfying customer needs (Lovelock and Patterson, 2015). Marketing is a key factor of selling
goods and services to the customer. The Ralph Lauren Corporation is a multinational
organization and in the business of selling product related to fashion and luxury clothing and
accessories with fragrances, footwear and housewares. It was founded in year 1967 by Ralph
Lauren. This report is presenting the different key factors of case study of Ralph Lauren
Corporation. The success achieved by company by using different marketing concepts is
explained in study. The strategies used by Ralph Lauren are also explained in report and
evaluating the ethicalness of company marketing strategies. The relationship of marketing
department with other functional department is explained in the report.
MAIN BODY
A. Key Marketing Concepts and Terminology Applicable on Organization
Marketing concepts are the strategy of organization to satisfy customer needs, improve
sales, maximize the profit and gain marketing advantage. There are five type of marketing
concepts which are applicable to Ralph Lauren.
1. Production Concept
2. Product Concept
3. Selling Concept
4. Marketing Concept
5. Societal Marketing Concept
1
Illustration : Concepts of Marketing
(Source: 5 Marketing Concepts Explained with Examples, 2017)

Production Concept
The consumer will take side of easily available and reasonable products. This is one of
the oldest policy or marketing management orientation that guides the sellers. The organizations
which are using this policy to improve sales in market and make product easily available ion the
market to consumers (De Mooij, 2018). This centralize and focused operation on production
concept may lead the organization to get distracted form main goal and objective. This concept is
focused on the immediate need of company not on consumer. In the Ralph Lauren this concept
can be used on the ground level marketing. In this the company can offer more company outlets
to make availability of product and easy. This can be good for short term goal and it can be used
at time of introducing new product in the market.
Product Concept
This concept explains that the consumer will prefer product which are offering quality,
performance and innovation. In this concept the focus of company is focused on regular
improvement in product quality and production with implementing innovation in the product. In
this marketing concept if company is too focused on same product and keep working on it, this
can reduce consumer satisfaction cause operation of company is not focused on consumer needs.
In the Ralph Lauren this concept is also applicable to improve sales and revenue of company
with satisfying the consumer needs (Baker, 2016). The innovation in product can help company
to improve consumer interest in product and that can help to gain competitive advantage in
market. This innovation can be presented by the marketing department to improve profit of the
organization.
Selling Concept
In this concept the theory is consumer will not buy company product unless company put
enough effort in selling and marketing of product. This concept is also applicable to the Ralph
Lauren Corporation (Blythe and Martin, 2019). The marketing and promotion of company
product is the most important thing to improve sales and profit of organization.
Marketing Concept
This concept of marketing focuses on the need of target market. The production of
organization is based on the market demand. In Ralph Lauren Corporation this concept is
important. To gain the competitive advantage with improved profit company need to know
market needs (Homburg, Jozić, and Kuehnl, 2017). If company production is focused on
2

consumer needs this can improve the consumer satisfaction which can help to improve sales of
company and that leads to improved performance and productivity of company.
Societal Marketing Concept
Societal marketing concept question that which consumer are more important to the
company, either they are long term consumer or short term consumer. Through this concept the
company looks to satisfy the both consumer to maintain company sales and profit. This concept
is also applicable to the marketing strategies used by Ralph Lauren corporation. By focusing on
both long term and short term consumer the company can help company to improve the sales of
company that leads to higher productivity and revenue generation.
Terminology of Marketing
The important terminologies of marketing are Advertising, cold Calling, Comparative
advertising and customer Loyalty.
Advertising
This is the most important part of marketing. This is the way to promote company
product. This is main goal of marketing department of a company. The Ralph Lauren uses this
method to promote their product in the market (Tadajewski and Jones, 2016). This way of
advertisement is used by the company to improve the selling of company product.
Cold Calling
When it is difficult for the organization to make face to face communication then
company use this strategy to arrange the communication to its client. In cold calling method
company approaches the clients by phone calls and E-mails to maintain relations.
Comparative Advertisement
The term Comparative Advertisement is related to promotion of the company product
with the comparison to product of competitor. This approach of company help Ralph Lauren to
gain the competitive advantage in market.
Customer Loyalty
It means how much customer is loyal to company and company product. This reflect
from their buying pattern and reviews about the company. The Ralph Lauren focuses on loyal
consumers to maintain the good relationship. This can help the company to retain consumer for
longer time.
3

B Marketing Strategies used by Ralph Lauren and Their Ethicalness
There are different goals and objectives are set by the organization. These objectives and
goals of company are related to their performance, productivity and profit. To achieve these
goals through the marketing department Ralph Lauren uses different marketing strategies which
are-
1. Social media Marketing
2. Events and Activity
3. Local media Marketing
4. Search Engine Optimization
Social Media Marketing
In this strategy of marketing the Ralph Lauren corporation uses social media to promote
their services and products. In this the organization open their own social media account and
collect followers. This social media sites are Facebook, Instagram and Twitter. Organization post
about company product and services on social media account to make customer aware of new
company products (Lazar, 2017). This social media sites also used to make interaction with
customer. The customer also responds to the posts of company and provide their own views and
feedback on these sites. This type of strategy for the marketing is most effective for company.
The company improves self visibility by improving the reach to customer by using social media.
This kind of marketing shows positive result towards company and social media marketing help
company to gain more customer.
Event and Activity
Event and activity of the Ralph Lauren Corporation attract consumer and allow them to
get involved in this activity. In this strategy company launches different events and activities to
get the attention of consumer. Events of company are related to product launching and provide
more information of product to consumer in creative way. The other way in this strategy are by
different activities. These activities are some sort of competition for the consumer to complete
different tasks to get reward. These activities are designed to attract the consumer to buy
company product or service. This type of strategy can help the organization to gain more
consumer and retain them.
Local Media Marketing
4

In this strategy company perform the marketing of product and services through local
media. This media can be print media or digital media. By advertising company product and
services of company in local media can help them to gain more consumers and get them aware of
innovation and changes in the company product and services. This is one of the most effective
way of marketing in the limited area.
Search Engine Optimization
This strategy is more related to the digital marketing. In this strategy company pays the
researchers to improve visibility of company on digital search engines. In this method company
use different techniques and keywords to gain priority on search engines. Through this when a
customer search any related keyword on search engine and if that key word is related to the
company, in result company website will pop on the search list. This help to make company
visibility effective on internet and digital plat form.
Evaluation of Marketing Strategies on Ethical Base
The marketing strategies used by the Ralph Lauren Corporation to improve company
productivity and profit of the company consists of different ways. The social media marketing is
one of the most important type of strategy in modern time. The content posted on company
account for the promotion of product and services can harm personal and religious values of
society. The posts of company on the social media are ethical and good for every one. It does not
harm feelings and thinking of customer. Also, this strategies help the organization to achieve
company target of sales in effective way.
The events and activity of Ralph Lauren are also ethical and sustainable. These events
and activities launched by the company are focused on goal of company and they are not related
to personal values and cultural values. This help to keep strategy of marketing in ethical way. In
the local media marketing different type of audience are customer of organization and it is duty
of the company to keep advertisement of product general and only focused on marketing. The
advertisement of Ralph Lauren Corporation in the local market are designed to attract all people
and they are ethical. The content on company website is only related to company and does not
affect any religion or person. It was the focus of company to optimise search engine in different
way to prevent the listing of company website on and questionable keyword. The strategy used
by company are ethical and effectively helping organization to improve the sales and
productivity of company.
5

C. Daily Used Marketing Concepts and Principle in Organization
7 P's Model
Product
In the Ralph Lauren Corporation the product quality is more important than anything.
The company focuses more on the performance and quality of product. The organization keep
works on the innovation in product that helps them to maintain the quality of production line.
The company also includes customers to implement changes and innovation in the product. This
help company to achieve consumer satisfaction.
Prices
The evaluation of the pricing policy is most important for Ralph Lauren Corporation. The
pricing policies of company are dependent on the market conditions and government economic
policies. Some times the company need to reduce price of product to survive in the market. In
Ralph Lauren corporation pricing policies are revised time to time. This gives the advantage to
company to perform good in target market. The price of product and service is also depended on
market demand and trends.
Promotion
In promotion different way are considered which can be used to promote company
product in market. The marketing department of Ralph Lauren Corporation is particular about
the promotion and advertisement (Seki and Schwabe, 2015). The sell of product is related to
advertising and promotion of the product. Small and minor change in promotion and
advertisement can improve the sales of product. There different ways are preferred by the
organization to improve performance in market. These methods are also needs change as per the
market trend.
Place
To study the target market of company is most important and this can help to implement
required changes in the company methods and procedures to stay consistence. In the study of
market place the different factors are evaluated by Ralph Lauren Corporation to maintain the
performance and productivity of organization. This market research can help the organization to
implement changes in product and services as per consumer requirement.
Packaging
6

The packaging of the company product have huge impact on consumer and it can also
affect transportation process. Wrong kind of packaging can affect consumer mind set and this
can also affect the transportation of goods. The difficulties in transportation can increase overall
cost to company (Kotlarsky, van den Hooff and Houtman, 2015). This can also affect the
personal value of consumer. The packaging of the product in Ralph Lauren is regularly revised
as per requirements.
Positioning
The positioning of the company and company product need to evaluated on frequent
base. The position of company in market shows their performance compared to the leading
competitors. The market position of company reflect demand of product and services. By
evaluating market positioning Ralph Lauren can make required changes in the company product
to gain advantage over competitor.
People
The consumer of organization are the most important for organization. The products and
services are designed for them. Consumer satisfaction is most important purpose of marketing
department. Ralph Lauren Corporation keep track on their consumer to meet their requirements.
This can help company to achieve goals and preset objective.
Marketing Research
The research of the market is most important for all organization. The Ralph Lauren
corporation is working in the field of fashion, footwear and fragrances. This fields very as per
change in the market. By performing market research company can implement changes in price
and innovation in product and services to gain competitive advantage. This marketing research is
consists of research of different factors of market. This factors are consumers, market trends,
distribution channel and market environment. This research can help the organization to
implement changes in company products services. Market research can improve performance of
company by aware them about problems and barriers in the market.
D. Relationship and Cross functional Relationship of Marketing Department with Other
Department
The relationship of marketing with different department are explained below.
HRM Department
7

The HRM and marketing are related to each other by the function of recruitment. The
HRM is responsible for the recruitment in marketing department (Kienzler and Kowalkowski,
2017). The marketing department help the HRM to get aware of market condition to decide
required action plan.
Production Department
The production department works as per the data provided by marketing department and
the marketing department decides strategy for marketing operation as per the product
specification provided by production department.
Operation Department
The operation department is maintained and regulate work of marketing department. The
operations of marketing department are regulated by operational department. Marketing
department provides data of market to operational department and this data helps them to decide
the work procedure.
Purchasing Department
The purchase department work on base of marketing department. The data provided by
marketing department is based on market demand (Lamberton and Stephen, 2016). The purchase
department provide the list of required raw material with quantity. This is how the function of
purchase and marketing are correlated.
Finance Department
The finance department provides the required funds to marketing to implement their
function and operation. This budget is based on the intensity of marketing strategy. The
marketing department allows the finance department by providing them with right information of
market. On the base of this market report finance allocate funds to other departments.
Cross Functional Relationship
The meaning of Cross functional relationship is how the function of different departments
are correlated to each other. Here the cross functional relationship of marketing department is
explained with other departments.
HRM Department
HRM recruit the staff for marketing department. If the correct description is not provided
to the HRM will affect their operation of recruitment. The recruited employee by the HRM
decides the performance of marketing department. If the person with right skill is not selected
8

can affect the performance of marketing department (Fasslabend, 2015). The marketing
department provide the market research to HRM. If this information provided by marketing
department is not properly organized it can cause misunderstanding and that will reduce the
performance of Ralph Lauren Corporation.
Production Department
These departments are correlated with the product requirement and specification. The
marketing department provide the information of market requirement to the production
department. Production department work according to this data and produce required number of
products suggested by marketing. The information provided by marketing is not correct or well
organized it will affect the production line of production department (Charter, 2017). It is work
of production department to provide correct information of product to marketing department. If
the information is not correct or not enough to decide the marketing strategy will affect the
organization goals and objective.
Purchase Department
The work of purchase department is to buy raw material and required equipment for the
different department. The purchase department provide this list of required goods and machines
to marketing department to collect the details related to price. This information is collected by
marketing department. This help the purchase department to raise fund from finance department.
The purchase department help the marketing department by purchasing required technology
which is recommended by marketing department.
Finance Department
The finance and marketing department are correlated by the fund transfer. The marketing
department provide the information of required fund to finance department. This fund is required
for the different operation of marketing department. The marketing department provide the
information of market to finance department which is utilised by finance department to decide
the budget. The marketing policies decides by the marketing department also affect the budget
decides by finance department. To manage this kind of problem strong relation is required
between marketing and finance department.
Operation Department
The operation department control the work and targets of company. The target of
marketing department are decided by operation department. This how operation department
9

handle the working of marketing by setting their target. The marketing department provide the
crucial information of market to the operation department which helps them to decide the
working of other departments. This how marketing department support operation department to
manage the company goal and work.
CONCLUSION
This report is concluding the importance of marketing department in the Ralph Lauren
Corporation. The different concepts and terminologies of the marketing has been learned through
the study. Marketing strategies of Company has been studied and ethicalness of this strategy is
also evaluated in the report. 7 P's model and Marketing research has been understood for the
better operation of the organization in the market. The relation and cross functional relation of
marketing department with other functional department is concluded in the report.
RECOMMENDATIONS
For the better information collection marketing department can use different new
technology. The process of the marketing can be improved by improving communication
between different functional departments of company. The digital platform can be utilized to
improve the performance of marketing department.
10

REFERENCES
Books and Journals
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Charter, M., 2017. Greener marketing: A responsible approach to business. Routledge.
Fasslabend, W., 2015. The Silk Road: a political marketing concept for world
dominance. European View. 14(2). pp.293-302.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Kienzler, M. and Kowalkowski, C., 2017. Pricing strategy: A review of 22 years of marketing
research. Journal of Business Research. 78. pp.101-110.
Kotlarsky, J., van den Hooff, B. and Houtman, L., 2015. Are we on the same page? Knowledge
boundaries and transactive memory system development in cross-functional
teams.Communication research.42(3). pp.319-344.
Lamberton, C. and Stephen, A.T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing. 80(6). pp.146-172.
Lazar, C.M., 2017. The Interdependence between Company Departments: The Economist's Role
and Importance in Management.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Seki, E. and Schwabe, R.F., 2015. Hepatic inflammation and fibrosis: functional links and key
pathways. Hepatology.61(3).pp.1066-1079.
Tadajewski, M. and Jones, D.B., 2016. Hyper-power, the marketing concept and consumer as
‘boss’. Marketing Theory.16(4). pp.513-531.
Online
5 Marketing Concepts Explained with Examples, 2017. [Online]. Available through :
<https://iedunote.com/marketing-concept>.
11