Introduction To Marketing | Report On Sasha
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Added on 2020-02-17
Introduction To Marketing | Report On Sasha
Added on 2020-02-17
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UniversityINTRODUCTION TO MARKETINGByDateNameLecturer’s Name
INTRODUCTION TO MARKETINGExecutive Summary The organization selected here is Sasha which is a non-existent clothing organization of Women in United Kingdom. Like other clothing companies, Sasha is also facing some serious issues and challenges in the workplace. The issues are concerned with the problems of workers and employees, team problems, decision-making problems and so on. The owners and managers of Sasha face these problems which block their ways to success and growth of the business firm. The report identifies the issues and provides solutions to these problems. Moreover, the report also identifies the consumer segments along with the globalization of the clothing with the aid of promotional activities. Page 2 of 27
INTRODUCTION TO MARKETINGContentsIntroduction.................................................................................................................................................4Task 1..........................................................................................................................................................4An overview of the UK women’s clothing market..................................................................................4Impact of Micro Environmental Factors on Sasha...................................................................................6Impact of Macro Environmental Factors on Sasha..................................................................................9Porter’s Five Force Theory..................................................................................................................9PEST Analysis...................................................................................................................................11Task 2........................................................................................................................................................12Impact of consumer market and their behaviour on Sasha.....................................................................12Implementation of Maslow’s Hierarchy of Needs.................................................................................13Identifying the buying behaviour of customers......................................................................................15Target market........................................................................................................................................16Market segmentation and positioning of Sasha......................................................................................16Task 3........................................................................................................................................................17Product Description...............................................................................................................................17Brand image..........................................................................................................................................19Pricing objectives strategy.....................................................................................................................20Retailing and distribution objectives and strategies...............................................................................21Integrated marketing communications’ objectives strategies.................................................................21Summary and Conclusion..........................................................................................................................22References.................................................................................................................................................24Page 3 of 27
INTRODUCTION TO MARKETINGIntroductionDuring an on-going business process, many companies like Sasha is more concerned with the improvement of business environment. Most of the time, the business managers and owners haveto take responsibilities to create a healthy working environment for the workers of that particular firm. Besides that, some factors like political, social, technological, environmental, economic and legal factors impact the business on an extensive scale. The business owners need to identifythese issues and solve them accordingly if they identify any adverse effect on it. Today, the competition market has increased a lot, and the effectiveness of business has grown. Sasha also needs to improve the performance of the firm and its employees for achieving competitive advantage. The firm can implement Porter’s Five Force Theory for identifying the strength, weakness, threats and opportunities of the company. Consequently, this analysis helps them to determine their potential rivals. On the other hand, customer satisfaction and customer loyalty impact largely on business. Sasha needs to identify and position their market in such areas wherepeople gives priority to fashion. For example, London is the best place to do marketing. It is imperative for the marketers to go for globalization as it helps the business to grow more efficiently than before.Task 1 An overview of the UK women’s clothing market Regardless of the way that the economic recovery has reinforced demand of clothes in current years, prices of clothes have fallen more lately as a result of decided price competition, reduced unrefined material costs as well as large discount among retailers(Worthington and Britton, 2015). It has constrained wage advancement reasonably. The evolution of the retail scene and the obstinate increase of online shopping have induced most retailers to place altogether in their Page 4 of 27
INTRODUCTION TO MARKETINGonline offerings and movement limits. Besides, the retailers have also expected to endeavour to maintain and draw away customers from general stores of rivals, retail establishments and online-just retailers. The spread of industry establishments compares personally with the movement of the people and economic responsibilities of particular areas(SRIVASTAVA and TRIPATHI, 2016). The South East, the North West and London which speak to over forty percent of establishments are the most central zones for the business. Also, London speaks to the greatestshare of industry establishments, at eighteen percent. As the shape and business capital of the United Kingdom, London is the home to more luxury and boutique shops than whatever is left ofthe United Kingdom. The city's high people thickness helps more little shops to make due than would be possible in a range with a lower gathering of inhabitants. At present around five hundred and fifty-five thousand people are used in frame, materials and outline retail in the United Kingdom. Most jobs in shape related endeavours are in the retail offer of clothing. This sub-industry uses seventy-five percent with four hundred and fourteen thousand people working in the retail offer of pieces of clothing(Davis and Reilly, 2010). Also, the local offer of footwear and cowhide stock gives a great parcel of occupations in form, around eleven percent, sixty-thousand supervisors work inside this part. Another eight percent, forty-three thousand supervisors, work in the markdown of clothes and footwear. The retailers of UK are logically looking for new brands and new suppliers with which they can shape strong partnerships to give them that triumphant regarding the range of products. It is one of the major stages for productive retailing, and the organizations would engage each one of those designers, suppliers, manufacturers and brands to look at the UK and to the retailers. The organizations are reckoning ending up plainly together(Case presentations, 2009). Frame retailing has changed extraordinarily over the span of late years. Nevertheless, the UK remains at the Page 5 of 27
INTRODUCTION TO MARKETINGforefront of this innovative, intense and testing industry. UK retailers are taking care of an extentof issues, most unmistakably, how to make a positive multichannel experience. Planning back-end structures to allow clients to buy at whatever point the plan is perfect and have a comparable thing passed on to a range of choice is the peak many are endeavouring to fulfil. Moreover, online in like manner outfits retailers with a rich source of customer data for purchasing and direct. Besides, it is an enormous opportunity to comprehend customers better and modify price ranges consequently(Norum and Ha-Brookshire, 2011). Directly having the best approach to talk with their clients and interface with them with related offers is beginning to secure benefits.Impact of Micro Environmental Factors on Sasha Source: http://www.learnmarketing.net/stakeholders.jpgCompetitors: Sasha needs to identify the competitors of United Kingdom. Companies like Marks and Spencer, Primark, Arcadia, George, Tesco, New Look and so on can pose a serious threat to the organization(Women’s Entrepreneurial intentions in micro and small enterprises (MSEs) in Indonesia: The influence of environmental factors on perceived behavioral control, 2015). Besides, the level of competition impacts the economic livelihood of Sasha. In theory, more competitors Page 6 of 27
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