Armani Marketing Analysis: New Product Launch Strategy for Mobile Accessories

MARKETING

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Executive Summary
This report analyses the internal environment of Armani along with marketing environment
of the company. It is found that Design and quality has been their strength while weaker
supply chain is their problem. Report shows that the external environment of the company is
changing and the company will have to make strategies for sustainable business in this
environment. It also highlights the new product of the company and the new product of the
firm and the target market that company aims to target with this product. Marketing strategy
used by the company has been showcased in the form of marketing mix. It is suggested that
company brings mobile accessories as it is becoming a trend in the fashion. Company must
choose platforms such as online mediums so as to sale these products and the pricing of the
company must be set to be as premium.

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Contents
INTRODUCTION.....................................................................................................................................3
Marketing environment analysis............................................................................................................3
SWOT analysis......................................................................................................................................5
New product and target market..............................................................................................................7
Marketing strategy.................................................................................................................................8
Conclusion.............................................................................................................................................9
REFERENCES......................................................................................................................................9

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INTRODUCTION
In the current business environment, different organisations are facing different types of
challenges. In such an environment it has become essential for the firms to known their
internal resources of the company along with capabilities they have so as make strategies
accordingly. It is also essential that company analyses its marketing environment according
to which they will improve their marketing strategies. It is very much crucial for the company
to design their new products as per the target market they have defined for themselves.
Armani is an Italian Luxury fashion house established by Giorgio Armani (Apparel
Resources, 2019). It deals in the business of manufacturing, designing, distribution and retail
of ready-to-wear, Shoes, Jewellery, Haute couture, cosmetics, accessories, home interiors,
eyewear, leather goods and watches. They level their products under different labels: Armani
Collezioni, Armani Jeans, Giorgio Armani Prive, Armani exchange, Giorgio Armani and
Armani Junior. In the year 2016, company sold products worth $2.65 billion and overall
revenue was accounted to be €2.90 billion. It is headquartered in Milan Italy. This company
has business in different parts of the world. For internationalisation they are giving their
stores on franchising.
Marketing environment analysis
In the modern day changing business environment, it has become essential for the firms to
manage their operations. In marketing, it is crucial to analyse the factors that are affecting its
environment. This plays an essential role in development of the marketing strategies
(Stankeviciute and Hoffmann, 2010). Each and every aspect of the business is being
evaluated so as to understand the impact of the company on the environment. Some of the
factors that are affecting their marketing environment are analysed below:
 Political: Political relations all across the globe have changed and this change in the
global business environment has affected the marketing environment of the industry.
Governments are strengthening the consumer related laws so as to protect the rights of
the people. This has affected the ways in which companies are doing their marketing
(The Strait Times, 2017). New political relationships among different countries have
elevated the chances of company to enter into the new markets by the help of export
and import. Decisions such as Brexit will have an influence on the marketing done by