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Marketing Fundamentals: Superdry brand

   

Added on  2020-10-23

11 Pages2811 Words206 Views
Marketing fundamentals

Table of ContentsINTRODUCTION ..........................................................................................................................3MAIN BODY...................................................................................................................................31. Superdry's internal and external environment.........................................................................32. Top 5 marketing challenges facing Superdry..........................................................................53. Superdry's position relative to their competitors ....................................................................64. Marketing objectives of Superdry...........................................................................................75. Superdry's current marketing mix and recommendation........................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10

INTRODUCTION Marketing is an activity that is undertaken by the organisation for promoting theirproducts and services to the customers. It includes various activities such as selling, advertisingand delivering the products and services to customers or any other businesses. Present study isbased on Superdry. It is a UK branded clothing company. It focuses on high quality products thatcombine vintage American styling with Japanese inspired graphics. It is a retailer sector industry,headquartered in Cheltenham, Gloucestershire, England. Its annual turnover is £872 million in2018. The report will include an internal and external analysis of the Superdry. It defines thecurrent marketing challenges of the organisation. It also defines VRIO analysis and positioningof Superdry from their competitors. It explains the marketing strategy of the company and willprovide some recommendation.MAIN BODY1. Superdry's internal and external environmentPESTLE analysisPolitical factor:- This factor impacts on Superdry's long term profitability in somecountries. It operates their operation in many countries so have to deal with differentpolitical risks and environment. There are various political factors that impacts Superdry.Some factors provide advantage to the Superdry such as political stability in country'seconomy is good to establish their business operations in those country. For example,lower taxation policies in the western hemisphere is beneficial for Sundry. It enhances theprofit of the organisation(Hanlon, 2019). Economical factor:- There are various economic factors that impacts Superdry'sbusiness operations. These are inflation rate, foreign exchange rate, interest rate andmany more. With the help of economical factor Superdry can identify aggregate demandof the personal and household goods and the growth rate of such goods in the particularcountry. It impacts financial efficiency of the company. Social factor:- Social culture and society's belief, attitudes impacts on organisation'sculture on those environments. There are number of social factors that impacts onSuperdry's profitability. These are demographic, education level of population and leisure

interests etc. when change arises in persons attitude, belief and interest that impactsnegatively on the organisation's sales. For example, in UK, attitude towards the migrationis negative that impact Superdry's ability expand internationally(Marais, 2015).Technology factor:- Technology is transferred customers expectation in service sector.Superdry do not meet expectations but have to innovate that differentiate from theircompetitors. This factor creates various threat for Superdry such as technologydevelopment by competitors, impact on product offering and impact on value chain of theSuperdry in consumer goods sector. For example, impact on value chain puts pressure onSuperdry to keep their supplier happy by promoting range of products and services thatenhance the cost of operations.Legal factor:- In some country, the legal frameworks are not give enough security tointellectual property rights of the organisation. Some factors that impact on Superdrysuch as anti-trust law in personal& household good's industry and various laws such ashealth and safety law, employment law etc. Superdry needs to meet all the standards ofthe laws to protect their business operations(Phadermrod, Crowder and Wills, 2019).Environmental factor:- Different market have different norms and standards whichimpact the profitability of the Superdry. There are various environmental factors such asclimate change, weather and attitude towards green or ecological products. For example,regular scrutiny of the Superdry by environmental agencies is also increased operationalcost of the Superdry.SWOT analysisStrength:- Superdry have strong brand image and they do not focus on the current trendsthat minimize the risk of out of fashion. Company have strong financial position andcreative designs and diversification of the products.Weakness:- It is not covered large size customers and have only one reliance brand.They target only market segment because their prices is so high(Richards, 2018). Opportunity:- There is a vast opportunity for Superdry such as they can target variousmarket segment like affordable, middle and higher class. They can expand theiroperations globally.

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