Case Study: Ralph Lauren

CASE STUDY :
RALPH LAUREN

Table of Contents
1.INTRODUCTION........................................................................................................................1
2. LITERATURE REVIEW ...........................................................................................................1
CONCLUSION & RECOMMENDATION....................................................................................3
REFERENCES................................................................................................................................4

1.INTRODUCTION
Ralph Lauren is a global leader that engaged in the services as design, marketing and
distribution of lifestyle product in the categories as apparel, accessories, fragrance and home. It
is enterprise that help to develop the reputation of entity in order to have expansion of number of
commodities, international market and brand (Zhang and Xu, 2018 ). This firm is implementing
several marketing concept and principles that must be used in daily operations in Ralph Lauren
and polo products.
In addition to this, Ralph Lauren and polo are synonymous. This firm is taking various initiatives
in terms to produce women collections. The main aim of the report is to implementing the
several marketing concepts and principles and that must be used in daily operations.
2. LITERATURE REVIEW
a. Identify and define key marketing concepts that used by Ralph Lauren corporation and how
they used to market Polo Ralph Lauren Women products.
This is term that is useful in order to build profitable relationship with the target
customers for this management of Ralph Lauren has to build effective marketing strategy. This
can be made effectively with the use of following five categories as are-
As per the view of states Wang and Yu, (2017) that the Ralph Lauren will have the use
of Production concept as this is defined as producing the products for the customers. IN this, it
can be said that consumer will favour the products that are available and provide in high
affordable price. Thus, the main object is to bring improvement in production and distribution
efficiencies. The Ralph Lauren must put their major consideration over satisfying the needs of
consumer and building good customer relationships.
According to the view of Rosli, Abdullah and Haque, (2018) stated that Ralph Lauren
will undertake Product concept is major focus over commodities that are nicer, bitter and cheaper
and that what need by the customers. The Ralph Lauren must takes the various initiatives in
order to provide quality, performance and features. This is effective in order to improve
commodities. With help of focussing over the products the overall things must be done in better
mode. The contrast of polo cool eclectic spirit with the luxury and modern glamour of collection.
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In contrary to . Lancaster and Massingham, (2017) states that firm must have the use of Selling
concept and it indicates the aggressive selling to the teach customers. This is the term that leads
to short term customer relationship. It is concept that is based on inside out perspective, starting
with the existing products and to identity the need of customer in order to take the further step.
After producing the women collection the entity needs to take step as to put to focus over sells in
terms to create the sell but not build profitable long term customer relationship. This is one of the
attractive term that leads to operation firm functions effectively.
On the other hand, Homburg Jozić and Kuehnl, (2017) states that selling concepts
involves the aggressive selling to the customers. This will help Ralph Lauren in order to build
profitable long term relationship in terms to maximise value for the customers. It undertakes the
large activity of the selling and promotional effort. This can be said that marketing concepts
relates with the needs of customers and their aim to find right products at the right place and
right time. Furthermore, it can be said that marketing concept is assistive in terms to yields more
customer value in order to creation of lasting relationship with the right customers and that is
also based on the customer values and satisfaction.
According to the view of .Ismail and Sheriff, (2017) states that marketing concepts, questioning
that possible conflicts between consumer short term wants and consumer long term welfare. This
is the effective term that helps to meet out the need of consumer and business in order to
preserving the ability of future generation to meet their needs. With help of adoption of effective
marketing strategy, there can be possibilities of addressing the issues as pollution, employment
conditions and corporate social responsibilities so that all things can be conducted in better
manner. Thus, it is also one of the typical process to get the things done effectively in order to
attend long term profitability.
B. Description on consumer decision making process.
In order to understand the complete process of consumer decision making, the firm need
to conduct the following procedure as are-
1. Need- It is essential to recognise the need of the customers. There must be trigger the
buying decision of the individual.
2. Information gathering search- the individual must recognise the need of the particular
product and service. The Polo Ralph Lauren must have the use of following resources as
are-
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 He must discuss needs of the friends, family and co workers.
 The sales, advertisement and promotion techniques must be analysed.
 They must undertake newspaper, radio and magazine.
3. Evaluation gathering- In this, they need to make proper evaluation of the number of
number of alternatives available in market. In this, individual needs to select the one best
possible solutions (Stages in Consumer Decision Making Process, 2018).
4. Purchase of product- If all the above stage are effective then customer finally purchase
the commodities.
5. Post purchase evaluation- This is the term that refer to conduct the post purchase
evaluation that product is useful for the customer or not.
3. CONCLUSION & RECOMMENDATION
The summing up of above report it can be concluded that marketing concept and process
of customer decision making will be helpful in order to attract the wide number of the customers.
This report has covered the case study of Ralph Lauren and polo and various things has been
covered as consumer decision making and identification of marketing concept in terms to launch
women collection.
RECOMMENDATION
On the basis of above following recommendation has to be considered as are-
1. The Ralph Lauren and polo should adopt effective marketing strategies in terms to have
the international expansion of product and services in the market.
2. To make the innovation become popular in market, it is essential to identification of
consumer decision making process so that clear strategy can be formulated.
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REFERENCES
Books and Journals
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.
Ismail, W. and Sheriff, N.M., 2017. The effect of internal marketing on organizational
commitment: an empirical study in banking sector in Yemen. Polish Journal of
Management Studies.
Lancaster, G. and Massingham, L., 2017. Customer care and relationship marketing.
In Essentials of Marketing Management. Routledge.
Rosli, N., Abdullah, K. and Haque, A.K.M., 2018. Measuring Consumers’ Understanding of
Green Marketing Objective and Concept in Relation to Environmental
Protection. Advanced Science Letters. 24(5). pp.3310-3316.
Wang, Y. and Yu, C., 2017. Social interaction-based consumer decision-making model in social
commerce: The role of word of mouth and observational learning. International Journal of
Information Managemen. 37(3). pp.179-189.
Zhang, Z.Q. and Xu, Y.T., 2018. Strategies for Enterprises to Cope with Changes in Marketing
Environment in the Internet Era. DEStech Transactions on Social Science, Education and
Human Science, (emss).
ONLINE
Stages in Consumer Decision Making Process. 2018.
[online]:<https://www.managementstudyguide.com/consumer-decision-making-
process.htm>.
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