Marketing Analysis

Marketing Analysis

Contents
INTRODUCTION......................................................................................................................3
Analyze their STP strategy.....................................................................................................3
Examine the marketing mix by focusing upon the 4P that Tommy Highflier currently
applying..................................................................................................................................4
Assessing their relationship marketing strategy.....................................................................7
Recommendations on how to improve the marketing strategy of the company....................8
CONCLUSION..........................................................................................................................9
REFERENCES.........................................................................................................................11

INTRODUCTION
Market analysis is a qualitative as well as quantitative assessment of a market which
assist the company to expand their business by analyzing the buying behavior of their
customers. With the help of market analysis, company analyze the information about the
industries, customers and competitors. Moreover, based upon these insights, firm also get
informed decision related to best marketing strategies. The current study is based upon
fashion industry in which Tommy Highflier is chosen which is an American premium
clothing brand that attract their customers with the help of best quality of clothes and their
reasonable price.
The present study will analyze the segmentation, targeting and positioning strategy
and then through marketing mix, company focus upon 4P’s. Further study will also asses the
relationship marketing strategy with their current tactics and then provide recommendations
for Tommy Highflier in order to improve the marketing strategy.
Analyze their STP strategy
Segmentation, Targeting and Positioning (STP) helps the firm to deliver the relevant
message to their audience and its main focus is to identify the most valuable segments and
then create the right marketing mix upon those (Moutinho, 2018). In the same way, Tommy
Highflier also uses this marketing strategy in order to improve their customer sales. The
details are as mention below:
Segmentation: It means to divide the marketplace into parts and then segments which
is definable and profitable that assist to grow the business. There are four types of market
segmentation, geographic, demographic, behavioral and psychographic segmentation. Among
all, Tommy Highflier uses demographic segmentation in which company segment the people
on the basis of age and income. Such that company offer the product for young age people
and thus attracts the people accordingly (Marketing strategy of Tommy Hilfiger, 2020).
Moreover, this segmentation is consider one of the simplest and commonly used forms of
segmentation because it is based upon how a customer spend upon the products which is
based upon demographic factors. Hence, with the help of this segmentation, company divide
the product line as per the age and income which in turn attract range of customers towards it.
Targeting: It is another strategy of marketing in which Tommy Highflier target
upper- middle- class people. As the price of offered products are high and that is why, it is

necessary for the company to target higher classes who are able to pay the amount without
any bargaining. In return, company also offer high quality of products to their customers and
on the basis of age, quoted firm target market is 25-40 because it offer rich colors, precision
cuts and luxe details target men (Camilleri, 2018). On the other side, it also offer clothes for
women i.e. Hilfiger Denim in different casual styles. Thus it is clearly examine that with the
help of targeting, company attracted range of customers and this in turn improve the overall
performance as well as productivity of a firm. In addition to this, on the basis of income,
company target market are upper class people who afford the products which in turn assist to
improve the results.
Positioning: It means the uniqueness which offered by Tommy Highflier in order to
attract the customers. The brand has a unique positioning in the market with an inviting
atmosphere as well as unique twist that upgrade the brand’s heritage of being all kind of
American brand. Hence, this in turn attracted the range of customers towards it which in turn
improve the overall performance of a company. Therefore, the company celebrates and
positioned itself as a ‘Classic American Cool style’ that assist to attract the customers
towards it (Andaleeb, 2016). Also, with the help of positioning strategy company makes it
brand unique and provide a different feature to the customers from other company who run in
similar market with an aim to increase the overall brand image. Further, company also uses
positioning based upon the product characteristic as well as quality or luxury which helps to
meet the define aim.
From the above, it is clearly stated that with the help of segmentation segment its
market on the basis of age, income, gender while target market are men and women who fall
under the age of 25 to 40 (Pyo, 2018). On the other side, the positioning of a company is
relies upon the brand image. Hence, it is analyzed that company perform better at
international market which in turn increase the customer base with the help of effective
marketing style.
Examine the marketing mix by focusing upon the 4P that Tommy Highflier currently
applying
Marketing mix is the set of all tactics which are used to promote the overall business
products in market. Basically there are 7P’s which must be united to effectively foster as well
as promote the brand’s value which assist to stay ahead in the market competition. Further,
with the help of marketing mix, Tommy Highflier helps to understand the product and service