Marketing Mix for Everlast: Positioning and Objectives

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EVERLAST 1
Contents
Marketing environment..............................................................................................................1
PEST Analysis........................................................................................................................1
Political factors...................................................................................................................1
Economic Factors...............................................................................................................1
Social Factors......................................................................................................................1
Technological factors..........................................................................................................1
Customer Analysis..................................................................................................................2
Competitors Analysis.............................................................................................................2
Identification of issues...............................................................................................................3
Positioning and setting marketing objectives.............................................................................3
Positioning..............................................................................................................................3
Marketing Objectives.............................................................................................................4
Marketing strategies...................................................................................................................4
Product....................................................................................................................................4
Place.......................................................................................................................................5
Price........................................................................................................................................5
Promotion...............................................................................................................................5
References..................................................................................................................................7

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Marketing environment
PEST Analysis
Political factors
These refer to the factors that can affect the business through government policy.
Austrian market is one of the most important markets for the new companies, who are
launching new products in the market. The policies of the government of Australia for the
business are open, transparent and it always provides support to the new business (Huntley,
Brand, Aubert, & Morwood, 2017). The political system of the country is strong enough to
respond to the economic challenges and policy direction.
Economic Factors
The economy of Australia is mixed company Australia is the second wealthiest
nation in term of wealth. The GDP of Australia in 2017 is A$ 4.69 trillion. In terms of
Nominal GDP Australia was ranked 14 in 2016 (Huntley, Brand, Aubert, & Morwood, 2017).
The economy of Australia is dominated by the service sector.
Social Factors
In Australia, there were three main social classes these are upper class, middle class
and working class. There were huge differences between these three social classes. On the
bases of the living standards, the business will decide its target customers. In Australia,
around 10% of residents belonged to the upper class. The current population of the country is
around 25.2 billion (Huntley, Brand, Aubert, & Morwood, 2017).The
Technological factors
Technology creates a new process and new product it can also reduce the cost, lead to
innovation and improve quality. The two organisations that are performing the responsibility