Ben Sherman Marketing Analysis and Strategy

The assignment provided is an in-depth analysis of Ben Sherman's marketing strategy, including its marketing mix and competitive advantage. The report outlines the company's approach to segmentation, targeting, and positioning (PST), as well as its extended marketing mix, which includes physical existence, process, and people. The document also discusses the importance of a strong brand image and how it contributes to the company's competitive edge.

EXECUTIVE SUMMARY
In this assignment the strategic marketing planning process has been explained
illustrating the discussion with the example of Ben Sharman. The assignment has
been made in five parts. In the next section of the assignment the marketing
segmentation concept has been discussed in detailed. The whole concept is
located in the overall segmentation, positioning and targeting and strategy of the
organization. Then the porter generic strategy is being outlined as the
supplementary paradigm for marketing the segmentation. Moreover, the
marketing mix concept has also been discussed in detail.
TASK 1
1.1 DESCRIBE THAT WHY THERE IS THE REQUIREMENT FOR THE COMPANIES TO
MAKE INTERNATIONAL MARKETS AND PERFORM A PESTEL ANALYSIS OF A
SELECTED MARKET FOR THE RECOGNIZED PRODUCTS OR SERVICES.
A global market is described on the base of the geographic area outside the border of
the country in which the company is operating. An organization with a legal entity
separate from its owners like a corporation is normally a citizen of that country in
which it is arranged. Ben Sherman was created in the UK. Therefore, the area outside
the boundaries of the United Kingdom where the company is operating is an
international market for Ben Sherman. The domestic market of the company is a
conceptual opposite of the international market.
With increased number of competitors fighting over the share in the market. Each
company must constantly look out to enhance their goods and services or develop
more worth for their consumers. Therefore, the business is in progress to venture over
the international borders, by introducing a new product in the international market is
what they frequently did. Then more options are available for the consumers.
The other factor for the motivation of the international marketing is free trade. In this
policy, the imports are not discriminated by the government or interference in the
exports by implementing the taxes or subsidies. It is not important that the free-trade
policy is implied, although that a nation leaves all the control over the export and
import and taxation on them.
PESTLE Analysis
There are so many attractive locations in the world, and one of them is China. It is also
developed so that they could become one of the strongest power. The rise increased
the international business. There is also an improvement in the legal systems.
Business is seeking in China by the foreign investors specifically due to the three
things, and they are mentioned below:
 The market size
 Labor’s cost is low
 Potential growth of China.
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Political Factors
China is impacted by the political factors:
Government regulations: the country is impacted by both the formal and informal
rules, which must be followed by the company. It is claimed by many people that the
political force of China is unsettled. In the few years of past, the government is
concentrating on the development of e-commerce.
Legal issues: the e-commerce legal framework is still in its developing phase. China is
less experienced in the drafting of legislation of e-commerce for the issues like
protection of intellectual property rights. There are not any rules which support the
privacy and identification of the digital signatures, rights of the customers and the
certification of electronic contracts.
Economic Factors
In the past five years, the economy of China has an experience of an important growth
rate of GDP. It is suggested by Reports that if Chine Is consistent in excelling at this
rate, it will be more than the GDP of US soon. Some aspects which could be helpful are
as follow:
 Sigh savings rate
 Skilled and Abundant labor
 Increase in export business
 Probable urban growth
Any development related to the economy could influence on the SME's and their
operations. The GDP rate of China recommends that every citizen is increasing the
values of the society. Consequently, it is increasing the purchasing power pf the
consumer. The cost of Labor in China is very low. That is the reason that the main
companies like /Apple are interested in recruiting the employees from the country.
There is an impressive growth rate, and it could be slow down. Few trends to worry
about in China are mentioned below:
 High rate of inflation
 High prices of property
The interest rates have been increased by the people banks of China. In addition to
this, it is urged by the central bank to less borrowing and imposing the restrictions on
home purchases.
Social Factors
As the constant change in demographics, the cultural and social aspects of China play
an important role. Like the growth of population, fluctuation in age distribution. The
social trends and cultural values can be altered. The size of the family and social
behaviors, often effect that how the decisions must be taken. Other aspects of society
are the lifestyle of consumer, education, emigration and religion. There is 90% literacy
rate in China. The country highlights the educational issues, and the major part of the
nation is literate.
There are almost 420 million users in the country. Due to the access to the internet,
many people in China do online shopping. The largest local website of e-commerce is
tobacco, and numerous people purchase so many things from this site. It is predicted
by the consulting group that the volume will be expanded in the future.
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The vison of consumers to see shopping is changed by e-commerce. Although there is
a group, who wants to ignore the risk which is supposed linked with the online
purchasing. Physical shopping is prioritized, and face to face contact is liked.
Technological Factors
In PEST, few technological factors are commonly examined:
 Development of new products
 New mechanism and systems for the purchasing like the internet.
 Innovative technology of manufacturing
 New mechanisms for distribution
 Innovative techniques for operating like mobile communications
The main problem of a technological factor is the creation of the B2C business does
not have a secure and stable online system of payment in China. As the purchasers in
China have great uncertainty ignorance level and the long period orientation, the issue
become strong.
Depending upon the viewpoint of Ortolani (2005) there was only 1% penetration of
credit card in China recommending that the mostly used method is very less approved
in China and the system of payment to assist the online card transactions is also not in
use. And the safety lack in online payment system by credit card is one main reason
for this low acceptance.
Environmental
These factors are directly related to all the aspects which are influenced or determine
by the environment of the surrounding. It also contains but not restricted to only
weather, change in climate, geographical position and climate. (Heldman, 2011).
Besides this fact that the protection of the environment is still not so progressed in
China as the major part of concentration and preference has been given to decrease
the poverty and economic growth which gives the results in low participation of the
public in environment protection work. In few past years, the substantial advancement
in the economy and the increased standard of living, the level of income, the
degradation of the country's environment the government of China has Stared to make
the public educated about the environmental protection. And with the combined effort
from the NGO's and media like newspapers radio and TV, an increased environmental
awareness is witnessed in public resulting the changes in the behavior of consumer to
put the protection of environment in a higher level of importance (Heggelund 2004)
Legal factors
For the encouragement of the foreign companies to make investments in China, the
government of China has eventually developed a complete system of Law. The Law of
the People's Republic of China on the Chinese-foreign Equity common ventures was
published in 1979. After 20 years, the government of China has issued and
broadcasted a series of rules and regulations regarding the operation, termination,
establishment and solvency of the foreign companies. Three basic laws are included in
these rules. The Chinese-Foreign Equity Ventures Law, the Law of Wholly Foreign
Owned Companies and the Law on the Chinese-foreign contractual Joint Ventures. The
specification regarding to the implementation of these rules, the income tax Law of the
People's Republic of China for the companies with the Foreign Investment, the
Company Law of People's Republic of China, The Interim Provisions for Guiding Foreign
Investment; Interim provisions concerned about the investments among the China of
Foreign-invested companies, Industrial catalogue for the Foreign Investments. A legal
base is provided by them from which to assure then independency rights of operation
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of foreign-invested companies and to secure the legal rights and interests of the
international and national investors and companies.
Presently, the government of China sees its present rules and laws according to the
model of WTO. Certain obsolete laws have been eliminated by it and will eventually
review the rules and laws that are not compatible with the laws of WTO.
1.2 CLARIFY THE ESSENTIALS OF THE MARKETING THOUGHT AND PROCESSES,
AND ESTIMATE THE CHARGES AND WELFARES OF ITS PRESENT MARKETING
ORIENTATION.
THE DETAILED DISCUSSION OF A MARKETING PROCESS: –
Condition analysis:
In the corporate it is being necessary to study and examine the condition which is
being dominant. The requirements of the clients are examined by Ben Sharman
nonetheless the clients have to know the strong points and weak points of the
corporate as well. For studying the condition there are several kinds of basics which
can be utilized. SWOT analysis and environmental analysis are comprised with market
auditing that clearly shows the condition which is being dominant.
Marketing plan:
The root of marketing plan is condition analysis that can be completed by creating a
tactical plan that base the act strategy should be formulated. End rate proposition,
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directing the people, segmentation and placing the goods are included in the
marketing plan.
Marketing mix decisions: some necessary and strict decision should be taken in the
next step to improve the products. different procedures in included in this such as
pricing, development of product, promotion and distribution decision making.
Operation and controller:
All of the necessary procedures have engaged home & now its period to operate the
marketing plans expressed and with consistent nursing the corporate must have a
check on each and every procedure, at this point.
Market Alignment
Customer’s requirements and wants from the corporate and searching for their desires
and wants is the corporate’s theory nowadays. Back then the main concentration of
the corporate was to just sell their goods without knowing the wants of the clients but
these days this theory has been inverted and now the main focus is to develop the
goods just to fulfill the hopes of the clients. So, Each and every marketing plan
depends on a well-organized and clever marketing operation that happens in between
the corporate and its clients. Welfares and rate of marketing directed approach is
following:
 The market oriented approach depends upon the main demand of the market. It
is always in the response and linked with the requirements and needs of the
customers due to which operations such as predicting and anticipating the
product’s demand. A corporate will always be prepared with the goods to
propose when it is knowledgeable with the client’s requirements and desires. It
is utilized by the corporate to enhance the goods as per client requirement and
the group that is enhancing the goods can be strictly told about those goods.
Less investment is made in innovation and less rate being into the procedure is
allowed by this procedure.
 It supports in creating the correct client rate that concludes into developed
devotion by the clients and enhancement in the frequencies of the recursive call
from the clients. Brand devotion is a great accomplishment itself as it aids in
enhancing a solid client base that gives advantages to the corporate over its
competitors. The reputation of the corporate is very significant as the supposed
reputation and picture of the corporate benefits the corporate for fascinating
more clients as well.
 Substantial rates do come with a solid market. The corporates want strong
market intellect to answer precisely that is why investment in marketing
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research is up. Technological internal structure is serious as well because the
corporate takes services like using and analyzing the computer information and
databases to gather it. Continuous enhancements to effort procedures need
venture in constant training. Persistent good development means enduring
venture in new apparatus and good iterations.
1.3 SUGGEST SEGMENTATION, TARGETING AND POSITIONING STANDARDS FOR
ITS GOODS AND/OR FACILITIES IN ANSWER TO CURRENT MARKETING
PROBLEMS/ISSUES.
Segmentation
Segmentation is vital feature of business and marketing standards as on the base of
division the good is placed. A market can be and is dissected in a several techniques.
For selecting which plan would be the best for the corporate, A marketing manager
requires to totally be well aware of the marketplace as well as the nature of the goods.
Which, where and how are the fundamental queries that all corporate require to reply
during the decision of division plans. Ben Sharman can utilize demographic division
tactics that is acknowledged kind of dissecting the marketplace into several pieces and
corporates smear various tactics to division. The corporate have to know that which of
the clients are the most suitable and clearly recognize with the goods offer by the
clients. The corporate would have to know firstly the clients by segmenting them into
cluster that founded on several features that include family living style, social status,
gender, age, religion and income, in this technique. The corporate can utilize the
benefit of these techniques which includes great quantity of minor information
accessible at diverse stages.
Targeting
When the division is completed on the base of diverse sets and classes, the corporate
then requires to select a appropriate set on the base of which the good would be
placed. From clothes to footwear, the corporate has series of stuff for males.
Numerous choices are there like a series of suits, shirts and formal shirts. The pointing
plan would be presented for personalized suits for which the corporate contains a
extensive range of choices that starts from different rate choice. All the corporate has
to do first is to choose a target set for that thing. Focused pointing plans for that
product can be selected by Ben Sharman. The personalized suit for males are prepared
precisely for those people who want or like to have exactly their size, high supervisory
or people at high pole in society. The personalize suits are picture-perfect for those
people as well who are a little large and fail to search for their size anyway. The
corporate would have to concentrate on the requirements and desires of the clients
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and produce the stuff accordingly in focused pointing plans. In addition to this the
pointing set is little as compared to the huge pointing set of people, the corporate
would have to place additional works in acknowledging the likes of people and
universal action of the client who would be fascinated in purchasing personalized suits.
Ben Sharman should manner a rate benefit study and all the plans and tactics should
be known on the base of that plans.
Positioning
It is mostly relative to the enhancing a product or facilities rates and pictures in the
brain of people and with inducing the action of the people and makes a specific kind of
picture. The placing events are relative to developing the picture of the clients in the
mind of purchaser and the understanding of after-sale that the client would have after
utilizing the goods. The corporates have the ability to prompt the thoughts of the stuff
by enhancing several action that encourages their goods and facilities. Active placing
of the good is relative to knowing the nature of the opposition and competitors the
welfares offered by the good to the buyer. This is not enough, It too needs that the
corporate recognize the welfares of the stuff to the marketplace and in contrast to the
competition dominating in the marketplace. For upper middle class people a high-
quality linen shirt has also been produced by Ben Sharman. The corporate would have
to place this series in the mind of those people who belong to upper class by asserting
the series in the mind of the people for this.
TASK 2
2.1 ASSESS THE GLOBAL MARKETING RESEARCH TACTICS FOR A
SELECTED MARKET AND UTILIZE THEM IN THE ANALYSIS AND ASSESSMENT
WAYS FOR ENTERING THE SELECTED MARKET.
The choice of distribution channels for export of identified products/services
Indirect Exporting
While making the entrance in the foreign market, the direct exporting could be the profitable method for the same
business, the sales is made through the exporter by an intermediary could be the better alternative of the
complicated tasks which are involved in the direct exporting.
Export Management Company (EMC)
The functions of the Export Management Company (EMC) an "off-site" export department of sales, in which the
product would be represented align with the large noncompetitive manufacturers. In the case of your company
products the EMCs searches for the business, and normally the general services would be provided:
 To make the marketing strategy and also conduct the market research.
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 To utilize the existing foreign distributor and locate the new one or find the sales representatives
 Functions as the wholesaler or as the distribution channel
 Operate by the commission and take little to the distributor
Export Trading Company (ETC)
There is not much difference between them. EMCs and Export Trading Companies (ETC). As both of these are
performing the same functions while in the case of Export Trading Companies (ETC) it will take the product title
and direct payment would make to you, but in the case of EMC, they could also perform as the export department.
On the part of ETC, there is less responsibility involved towards the suppliers, and they seem to be
transaction oriented and the demand was driven.
There is legislation which promotes the formation and the use of the EMC, ETC by providing the immunity to both
the EMC, ETC form the that of the antitrust regulations or that of prosecution. The banks are allowed to make the
direct investments financially and thus in this way the restrictions or the conditions would be reduced. Officially
under the Export Trading Company Act, the ETC is a legally defined entity with the certain specifications and the
responsibilities and also the liabilities, while in the case of ETC opposite to that of EMC, it is not easy to set up.
However, there is need of specific requirements and the implications to be made along with the detailed work.
Piggyback Marketing
If there is an export distribution arrangement of the company, which has been established and may require the
other goods and services to supplement the products. The other firm or the company would be allowed to market
your products or the services with its own is known as piggyback exporting. In the case of piggyback exporting,
this type of company performs well or in the case of follow-up services where eth value is added by the third party
to that of the distribution system by making the offers of complete solutions.
Direct Exporting
The sale could be directly made to the customers in the foreign markets by developing an export sale
department. Due to the sales department, there is an opportunity of establishing the closer relationship with
the buyers and also the overseas markets. However, in addition to the direct sales to the targeted market, the
export manager may also be used for other sales methods. A variety of export intermediaries are used by the
other direct export options.
Manufacturer's Representatives or Sales Agents
Normally the sales agents or the representatives are referred to the person that is considered responsible for
taking the orders or the closing of sales on the commission basis. The do not collect the payments or take
the financial responsibility for the sales, and they do not assume any responsibility or risk for the product.
They have the main interest, and that is to make the sales and company have the duty to check the credit
payment, a contract would be required by the representative for the company due to:
 To provide the Guarantee to territory
 Term of service
 for a definite period Representation of the product line
 Exclusivity
 Method of compensation
Foreign Distributors/Importers
The products are purchased by the foreign distributors, and they are considered responsible for the payment.
The financial risk is being assumed by them and support is being provided by the customer service often so
that they could buy to fill their own inventories, and they manage the variety of the noncompetitive products
which are more complementary. There must be sufficient facilities which could be maintained and also the
provide or offer the after sales service.
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Overseas Retailers
These are the traveling sales representatives on which the direct sales to the foreign retailers has relied.
The overseas buying offices are being used by the alternative distribution system of the domestic retailers. In
the case of consumer's goods, the product sales are usually limited which could be sold at the lower prices
and shows the absence of the representative commissions. the recommendation has been made that the
sale is made to the retailers at the flexible price which allows the company to pay the representative in
future.
Analysis of how foreign investment decisions are made.
Franchising: Arrangement where one party (the franchiser) grants another party (the
franchisee) the right to use its trademark or trade-name as well as certain business
systems and processes, to produce and market a good or service according to certain
specifications. The franchisee usually pays a one-time franchise fee plus a percentage
of sales revenue as royalty, and gains (1) immediate name recognition, (2) tried and
tested products, (3) standard building design and décor, (4) detailed techniques in
running and promoting the business, (5) training of employees, and (6) ongoing help in
promoting and upgrading of the products.
the arrangement in which one of the party grants the other party the right of using the trade name or the trade
mark as well as certain processes or the business system to manufacture the goods and services and market in
accordance to the certain specifications is known as franchising. Normally one-time franchise fee is paid by
franchisee plus the percentage of the sales revenue that is known as the royalty. (1) Immediate recognition of
name (2) examined and tries products (3) building standard design and décor (4) the employee’s training (5)
specified techniques for the promotion and running of the business (6) the continuous help in the upgrading and
promotion of the products.
Licensing: Licensing could be defined as the legal contract between two parties, and those two parties are known
as licensee and licensor. In this typical licensing agreement, the right is being granted by the licensor to the
licensee of selling the products and the goods by applying the trade mark, and brand name or the patented
technology is owned by the licensor. There are normally the series of the condition which is submitted by the
licensee regarding the use of the licensor property and the agreements for making the royalty payments
TASK 3
3.1 GENERATE AN MARKETING STRATEGY FOR A MARKET IN FOREIGN.
YOUR RESPONSE SHOULD CONTAIN YOUR PURPOSES FOR THE STRATEGY,
THE MARKETING MIX, AND UNDERSTANDING OF RELATED MORAL AND
ENVIRONMENTAL PROBLEMS.
While considering the segmentations of marketing, Ben Sherman considers that young
individuals must be their target group of consumers and divide the individuals with
same demands, features and interests among the same group.
SWOT Analysis
For the demonstration of SWOT analysis, A table will be used for Ben Sharman so that
a comprehensive analysis of the marketing strategies of the company could be offered.
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Table SWOT Analysis
Items Analyses
4.1 Strength  The internationally recognized brand
and now it is operating in almost 36
countries around the globe.'
 Facility of products with good quality.
A wide range of products are
manufactured by the companies that
attract the targeted consumers.
 Appropriate channels for distribution.
 The good reputation of the brand.
 Approved strategies of pricing
4.2 Weakness  More investments are required for its
outlets.
 The stock is in the limited amount.
 High processing costs
 The profitability may be decreased by
the potential discounts
4.3 Opportunity
 The fashion industry is Gaining
momentum.
 The Ben Sherman is offered by
an online market the capability
to expand their business
widely. Ben Sherman can sale
its products to a huge group of
customers for a very little
expense. Selling cost is not
high.
 The innovative products of Ben
Sherman will assist the
company in the expansion of
their business and the diversify
the base of the consumers.
4.4 Threat
 The Ben Sherman's profit can be
decreased by the intense competition
because the competitors can attract
the consumers by offering them the
super products.
 The taste of customers can be
changed very instantly. The total
dependence of Ben Sherman is on
concentrating that what is in demand
by the consumers.
 The Ben Sherman's products could get
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hurt by their substitutes, and this will
prohibit the company to increase the
prices. Because it is not so difficult for
the people to switch from one brand to
another.
To make profits, a wide appeal on the base of the geographic area is critical to be
developed. Franchising is known as one of the main methods to operate the business.
Although it is uneasy to accomplish and the more research is required, a distinct plan
of business, the intellectual property establishment and an appropriate structure for
the activities. Franchising is one of the strategies for entering the market, and that can
be adoptable for Ben Sherman so the company could enter the China's market. It is
significant for the company to make investments in core products for Ben Sherman
because of its good reputation and image. With the development of new products, the
organization must utilize its core competency to make the consumer's demands
satisfied. Particularly, when the targeted group of companies is considered – Young
consumers, it is critical for the company to concentrate on the core products with
specified features that might make the youngster to be attracted by the personal and
in fashion products.
3.2 SEGREGATE AMONG THE MARKETING MIX AND THE EXTENDED
MARKETING MIX, AND IN A SUSTAINING COMPETITIVE EDGE, DESCRIBE
THE PART OF MARKETING MIX.
Marketing Mix
The main components of the marketing mix are promotion, place, price, promotion
which are all so important for the product’s suitable marketing. An exact combination
is selected by Ben Sherman of each component to fulfil the demands of the customers.
Product
The first p of the marketing mix is Product. This method is almost useful for every industry and a necessary
tool for making the product in accordance with the demands of the customer. In relation to marketing, the
product recommends all those components that will help in the marketing of the actual products.
Place
There are three necessary channels of distribution of Ben Sharman, which have a very
vital nature. There are company’s own outlets and has a strong brand image so it is
not a hard job to develop and improve. But at the similar time there are separate
outlets which have other main expenditures like purchasing of stock, land and
individual who are willing to purchase the stock.
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There are also some individual fashion outlets which are vital and have a specialized
channel of sales and also a very restricted and specific amount of stock is available at
these outlets. The cost of proceeding is also comparatively higher than others. There
are also Departmental outlets where the products of Ben Sharman are present and
centrally built. Specific discounts were demanded by the outlets if the asked order is in
huge quantity.
The organization operates in a partnership with the departmental outlets. The main
theme adopted by he organization is very vital and known as shops-in-shops in which
the consumers are provided with an environment like they are in Ben Sharman outlet
and actually they are not. There are the organization’s own outlets in the world. The
organization is also trying to expand its business internationally. Hence, the
organization enables the customer to get their product from any of their outlet. the
products are introduced on a particular platform by the organization by focusing on the
comfort and suitability of the com
.
Price
The market which is the target of the company is clearly understood by the company
and on the price is determined on the basis of that. The organization can adopt
numerous pricing strategies. Some products are manufactured by the firm at average
prices so that they are affordable for the middle-class society. The consumer’s mind
can easily trace the position of the organization by the products of the firm. Price is
merged with product and as it is a more recognized brand on the base of its style and
quality.
On the base of organization’s apparent image, the price of the products is determined.
Image worth is utilized by Ben Sharman to decide the price as the organization is
popular for its style and quality. The organization also operates according to the
individual’s purchasing power and conditions of the market. If the market is not in a
good condition, then low price clothes are presented by the organization depending
upon the affordability of the consumer.
Promotion
The organization’s promotion is not just a usual advertisement process, it is just one
part of the whole procedure. Several types of actions are involved in promotions such
as direct mails to the consumers which contains catalogues, a newsletter forwarded to
the consumer and future customers through mail. Many functions and exhibitions take
place in the city in which Ben Sharman have a specific importance due to their image.
Several fashion functions are supported by the firm and it also contributes and it is a
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sponsor of different music functions. In the form of money coupons and discounts,
sales promotions were presented. The organization has a very strong bonding with the
general public and have relations with press and media, as the organization also
contributes in different events related to charity. The organization is improving their
interior and outlines.
Extended Marketing Mix
In the extended marketing mix, there are three additional p’s in the procedure of
marketing which are as follow:
 Physical existence
 Process
 People
The detailed discussion on them are given below:
Physical layout
A great representation and physical appearance is required by the people to get attracted or tempted
to purchase a product or more than one. This factor is mainly focused and operated by the Ben
Sharman as they have their outlets decorated in a very special way which attracts the consumer and
make them buy their products.
People
The source to run the business are people, they are the workers of the c=organization
as in their absences its hard to run and create a progressive business name. regular
activities were executed by them, they need to assure that a good service to
customers is given by them to increase the volume of sale of the organization’s
products. these people should be sociable, friendly and must have information about
the service and products of the organization. Therefore so many companies spend a
lot to recruit the right person to perform the duties and in their training and making
them accurate to fix in that position.
Processes
Different activities are involved in Process linked with consumer services. The service
provider should be totally aware and clearly knows everything about the service. The
primary aim of the organization is to assure that similar level of services is delivered to
each consumer on any day and any time. im accordance with this process, the areas
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should be described where the customer priorities could be accommodated to facilitate
them with the special service.
Competitive Advantage
The Ben Sharman is required to improve on the following things to get the competitive
edge in the market
 A products oriented strategy should exist in the firm and the firm should be very
clear about the market they have targeted.
 The organization needs to invest to understand about the targeted market and
improve the service or product to facilitate the consumer accurately. To
accomplish this, a wide series of the firm products should b manufactured so
that the consumers of the targeted section will get attracted to the products. a
wide range of clothes from casual to formal wear are manufacture by Ben
Sharman and also shoes and some other men’s wear.
 A strong and effective image of the company is created by the firm and it is a
well-recognized in the whole world. The firm’s total concentration is to
manufacture something unique and special like in 2007, the whole concept of
clothing introduced back then was relevant to sports and the Marketing and
advertising techniques were based upon the British style and music. The image
of the organization’s brand is the competitive advantage of the firm and the
company have now consumer’s loyalty.
Ben Sharman is in this clothing business for so long and have all products for men. It is
a well-recognized brand for the men’s wear. The special styles and designs of the
firm’s clothing give them competitive edge over others and due to a verity of products
offered by the firm the consumers can buy almost everything they need and this will
create a difference with other firms.
CONCLUSION
The marketing process of Ben Sherman company has been outlined in this report, it has been
shown by the case study that the idea of marketing has been embraced by the company as the
holistic, wide philosophy, organization, moreover its recent success is also attributed at least
partly to well thought out of the segmentation and the techniques of PST, and also the
techniques of the appropriate marketing mix.
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