Marketing Management Sample Assignment - Doc

MARKETING
MANAGEEMNT

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
1.) Background statement, market positioning with unique selling proposition.........................4
2.) Audit of market with attractiveness and having an potential market growth........................8
3.) Competitor analysis of three industry players.....................................................................12
4.) Marketing Mix and need to achieve gaps and having in between strategy and external
environment...............................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................15

INTRODUCTION
In today's market, there is a cut throat competition and accordingly variety of strategies
and decisions are required to be produced as this could help in reaching to direct consumers or
the segmentation of market. Particular procedure is followed and used in maximising values of
customer, revamp opinions and it gains firm's perceived values in great way. Although all such
aspects does help entities to earn profit and attain or accomplish there targets and goals.
Marketing department is that which helps a business to bring proper strategies related to creation,
innovation, promotional activities and advertising which do make company in increasing the
sales for receiving great long term benefits.
The report specifically talks about BOSS Store in Malta which was founded in the year
1934 by Hugo Boss. They do serve large number of people with their clothing products and
accessories.
it is needed to have better marketing strategy for the position in market with having an unique
selling scenario or proposition that do help in creating an positive image in many other countries
too. Moreover, for such marketing, audit has to be done with potential of market growth. Even
for such procedure, marketing mix is having an action which needs to attain a gap in between the
strategy and external environment is there.
TASK
1. Background statement, market positioning with unique selling proposition
Marketing Management has an effective procedure that should help in analysing the
firm's resources and tasks and which do make entity to desirable targets in effective way.
Therefore, for retail industry, it is quite important for an effective marketing strategy that builds
a direct and accurate relationship with customers. Even though, various approaches are related to
beneficial aspect for having a development of product in market\ task and activities are those
which do help in enhancing the growth and sales of products in target market. BOSS Retail Store
is considered as the fastest growth firm in retail industry in Malta. Firm is that who uses a great
different and creative plan which does build their own market share in ease manner too.

Background of Retail industry:
Retail sector is fastest growing industry which does contribute in the development and
growth of procedure in an effective way. Main objectives of this are too sell quality goods with
services to target customers which do have a multiplication of dispersion channels. They are
those who bring an effective strategy and ideas in there working structure so that proper working
can be done in an organization. Even though marketing management is such which do help
company to analyse the demand and needs of products and services. Although, they do have a
higher satisfaction to target customer in building positive image and relation with ultimate
customers with ease. Hence, it has also seen that retail store do provide an employment
opportunity to various people having an skill and experience in particular field so that such can
direct their career in development side.
Organization as BOSS also knows that customers have become a rationale in nature and
they want proper satisfaction from products and services for which they are spending money in
great way. There is a motto of such stores as it help in maximising values of monetary and also
provide some luxurious services with its users. It is that industry who does adopt the raid
changes through which they need to have a digital technology by having self-servicing to online
procedures in effective way. In country like Malta, different retail set is there which do help in
supplying the contribution for development of economy and growth in an effective way. Malta is
a country that also supports the retail store like BOSS, which do help industry to grow as more
and more in an effective way.
Market Positioning:
Marketing management helps a company to bring out there products and services in great
way so that the mindset of different kind of people can be changed. Various people as well as an
individual have a different mindset for particular brands and companies Moreover, for this
aspect, variety of strategies and creativity with innovation is bought up that do help in building a
better image and goodwill for targeted market and with they are able to earn higher profit and
attainment of goals and objectives in right context.

(Source: Agarwal. S, 2017)
BOSS is famous among Malta and many other countries as well. Even though it was somewhere
hard for the boss to have a huge market share and to develop a market positioning in country.
They did used marketing is perfect way which helped organization to introduce their offers and
various things in proper way so that they can attract the large number of people in effective way.
The manager of any firm tries to keep prices according to market requirements and variable
prices are set to sell products or services at reasonable rates so that customer can be attracted
towards the entity.
BOSS is in various countries and also lead to work according to the requirement of
country and build effective strategy and decision so that impactful market share of firm can be
earned with some of the locations in ease way. Generally, they do provide some of the services
to its number of users in settle down with money and income in better way.
However, BOSS is having effective market share and even they do set their prices
accordingly having a proper plan with creativity do make them to cheaper and merchandiser
division which leads to revamp things in better way. Moreover, with this they need to serve the
increase in sales and leads to maximise sales with values and funds too. Firm is having
penetrated with target and also lead new market by having impactful strategies in great way.
Research does say like having a beneficial move with management with the specific market
positioning and goodwill can make company to earn a good amount of profit in great way.
Illustration 1: Hugo Boss, share in sales, 2017

Unique selling proposition: - It is having a strategic approach of a company that do
build somewhere creativity and uniqueness which lead to differentiate in between from the
further competitors. for this management of organization is such which do have an quality
servicing, Cost effective methods and also having some promotional tool that do lead to attract
the customers in effective way and also make them to pay attention toward some of the services.
Here, BOSS uses various tools and techniques that does help to grab a consumer eye's in an
effective way
Different thing is there which has a unique proposition as:-
 Requirement of unique selling: - In an organization, it is such which do require to have
an analyses with requirement with procedures in business. Through, analysis it has to
make and they can easily gain competitive advantages in market. Even, this is such
which needs to have creative approaches in firm activities.
 Impactful strategies: Determining analyses with the procedure and even entity is such
which needs to build the impact and effective strategies for having a customer loyalty for
the organization. Basically, in these scenarios marketing manager is such which provide
a contribution in the requirement of having a need for some specific product with
services.
 Ideal customer: BOSS is that company who always look for that customer who needs
proper satisfaction for amount they are paying as it increases the chances for firm to
make him/her an ideal customer for firm and customer becomes the long-term
beneficiary for the entity. This is such which also help in building a better customer
relation is selling their quality product and services to various people.
 Implement effective ideas: BOSS is such company which do bring in effective tools
and techniques so that implementation of ideas can be done in perfect way. Company
need to think for creative ideas, thoughts and innovation so that firm can satisfy large
number of customers in better way.
Hence, all these aspects and approaches are beneficial for a selling proposition. Even
though, activities thus also help in enhancing growth and income of them all.
2. Audit of market with attractiveness and having a potential market growth
In this cutthroat competition, it is required to have an analysis of each and every element
that is related with marketing services. Even though with this understanding the customer's

requirement is there which is having a specific services and products. BOSS is considered as
famous among the retail store in different country too. There a service is related with providing a
quality clothing products with accessories to large customer in huge way. When a firm is
working at such high level then they must organize and conduct research in market by audit
method that needs accurate data regarding customer opinion and views for having an product and
services in effective way. Having an such information do help in making an effective alteration
and modification in the product and services in right context too.
It is that which has an activities that also lead to build an effective image of firm in target
market for having an proper and positive relation with the target customers too. In process,
marketing management procedure of firm that also provide some of of there contribution to
identify every elements of having an target made in proper way too. Boss is such which do
require for having an proper audit and also help in getting information for each and every
elements as:-
Market growth rate:- Boss is that company which is an fastest growing retail chain
store. Firm has bought many changes in there services and product in last few years to attract and
satisfy customer needs and wants in great way. Th growth was increased by around 3% in a year
and in 2017 the company had an net income of around 231 million Euros. Although also had an
revenue of almost 2732 million Euros which is very high in generating income and revenue.
Even though it can be said that firm is covering the large market with there own product and
services in great way (Liu, Kasturiratne and Moizer, 2012). Basically, it is required to have an
effective market strategy with organization that also help in having an build proper connection in
with relation of customers with rapidly grow in worldwide.

(Source: BOSS Growth rate, 2017)
Market share:- BOSS is known to be the multinational retail chain store and located in
various parts of country. Therefore, company is having an innovative products and services
which make customer to buy there commodities and take there services, that do help in covering
the large market share. Advanced technology does make them to perform better in respect what
earlier they were performing and utilisation of technology is being done in effective manner
although.
Market size:- Firm is having an great market size and earn in millions by satisfying
customers with there product and services in effective manner too. They do have an great market
share according to the regions as well (Moutinho and Vargas-Sanchez, 2018). BOSS do have
many competitors although for them they do make an proper strategies and decisions that help
them to get stand in market and sell there product and services in large market and earn higher
money and profits.
Illustration 2: Growth rate of BOSS, 2017

(Source:- Azuogu. U, 2017)
Market segmentation: Segmentation of market is done on the basis of demographic
scenario so that every customer which is of any kind of age group can buy the products and
services in better way. Basically, firm is leading to develop and also formulate the brand, food
and stores for with clothing compliance in mind for the different marketplace segment.
Market attractiveness factors:- in an organization, it is required to determine the
different factors which do help company to bring an attention of various customer towards there
products and services in effective way (Mudie and Pirrie, 2012). Basically, there are some of the
major factors of BOSS that should have an market leaders as market forces, Competitive
intensity and having an market access. Basically, it is such that also involve the growth and
market size, buying power, number of rivals as well with substitute, channel access and customer
familiarities for entity.
Illustration 3: Revenue By Region, 2017

Market sales analysis: BOSS is among the famous chain store who sales clothing
product on the basis of demographic region. Firm leads to analyse the market as market
environment do keep on changing and need to gather information related to such only. Sales of
entity do increase when customer is getting satisfied and they also goes to work according to the
needs and wants of customer and same scenario will lead to increase in sales and earn profit in
proper way.
Physical Distribution channels: Boss is that firm which do have an distribution channel
which is having an effective working and they do have an both store and non store facilities as
because they have an accurate media channels like advertisement, social media and promotion
with public relation, sales promotion with shopping (Zimmerman and Blythe, 2013). This
concept is such which that also include some of the major functions and activities like having an
rendering the finished products at every stage with manufacturing step and end customer in right
context too. Some of the other channels of distribution is like order processing, packaging,
transportation, inventory control and logistics with material one.
Market attractiveness factors:
 McKinsey Model- It is being considered as that which do analyse the company design in
having looking forward with the 7 key internal components which do include strategy,
structure, system and shared values as well which do assist in having recognition in
proper align with entity that leads to achieve an goals and objectives in great way. Some
of those are as follows:
◦ Strategy--: Various plan is there which is prepared by the BOSS for accomplishing
the sustained benefits and it leads to have an activity that should be completed in
large market place in perfect way.
◦ Structure--: It is such that do represent some business department and having an unit
that leads to conduct different thing that also involves major information which is
liable for them. Although, terms and structure is having an analysis as firms chart of
the company in great way.
◦ System--: System is having an proper procedures of firm that do identify the business
operations in there regular activities and also determine how they will be making an
accurate decision in perfect way.

◦ Skills--: Ability and capability is that which company works and also lead to perform
in better way and manner too. It is such which do include employees competence and
capacity while having an work.
◦ Style--: In this, Style is such which do present firm that can be managed by the top
managers and also lead to analyse some reaction on each action too.
◦ Shared values--: It is considered as the core of McKinsey of 7's Model. Even though
there are some major rules and standard that also provide some of the guidance to
employees behaviour and organization actions.
3.) Competitor analysis of three industry players.
In organization, it is required to have an analyses of the competition in proper and
impactful strategy that should build some of the appropriate positioning market in right context
too. Basically, BOSS is an large level retail market chain store for having an strong competition
from some of several industries like ALDI and TESCO (Dekker and et. al., 2013). Even though
they both retail chain are working at large context. For competitor analysis model of the porter's
five forces model which is used to ascertain some of competitiveness of market with
organization as:-
Porter's Five forces
model
BOSS ALDI TESCO
Threat of New Entry. BOSS do face various
kind of competition in
market when new
entries of organisation
is there. Many new
firms and rivalries do
decrease valuation of
firm and its growth as
well. Basically for
this, BOSS has used
dome of strong
strategy that also lead
It is do considered as
the medium because
entering into retail
sector field requires to
have an huge amount
of capital on firm and
can easily enter into
the industry. Some
threat is new entrants
can attract people but
established firms have
an strong brand
This is that which do
face an strong
competition from
various firms serving
in similar sector. Even
though they do provide
an effective services to
there customers on low
cost. Normally, these
kind of things are there
which attract an
customer in ease

provide some of
quality services to
there customer in an
reasonable prices.
Even it is quite hard
for haFrom the above
prepared report it has
been concluded that
marketing
management is
important process that
involve managing the
marketing function in
effective manner so
that ultimate aims
could be accomplished
in set time period. The
report highlights the
case of BOSS which
deals in clothing
segment hence, it is
very much important
to carry out marketing
management function
efficiently. Company
have to construct its
positioning and unique
selling criteria in order
to maintain their
image in customers
mind. Constructing
connection and
effective strategy too.
manner toward the
new services in
effective way.

healthy relationship
with customer is also
important in order to
retain them for longer
period of time.
Marketing manager
plays a vital role in
this regard as they
have to carry out all
the functions results in
achieving final targets
of the company. ving
an position for the new
entries and it is said
that BOSS is having
an less threat with new
entrants (Desbordes,
2012).
Threat of substitute Substitute product and
services are such
which do reduce the
customer requirement
from having an
specific aspect. In
cloth retail store
industry, lots of
retailers are there who
deal in with some of
foreign imports by
providing low cost
services to consumer
Organisations are there
who serve various
kind of goods. As
there are huge threat,
in this sector number
of rivalries are there
which is low as
because customers
wants to get quality
product and services
as well.
Food industry,
customer always wants
to have an quality
services at any cost in
manner. It is such
which do harmful and
having an similar
services to customer
that also consider
various low quality.
Even though, it is such
which do lead to
provide services its

in effective way. It is
such which can be
involved as biggest
threat for the BOSS
because low cost
services easily attracts
customers in great
manner.
user, so that threat of
substitute is low.
Power of customers Customers are those in
retail industry which
do play an effective
role because there are
some of the buyers has
finished with
fashionable cloths at
any kind of cost.
These all such have an
great impact on the
BOSS as because they
do provide an quality
products at standard
cost. So it is such
which do need to
afford cost in ease
manner.
In this, it is considered
as high as because in
this if one company is
offering an high prices
to customer and other
company low prices
for the same product
then it's natural
customer will switch
himself to another
company's commodity
(Meffert, 2013).
Customer needs
satisfaction for amount
they are paying, even
customers are not
loyal to companies
too.
TESCO is the
company which do
provide an effective
services to there
several country in
better manner. Then
they need to have an
strong chain of loyal
customers who is too
believing in product
and services.
Sometime, firm is such
which uses in to have
cost effective services
to attract customers in
ease way.
Power of suppliers Suppliers are those
who do create an
manufacturing cost
and for there products
It is somewhere low as
because, there are
several suppliers of
raw materials which is
Entity is having an
experienced suppliers
and also lead to
provide effective and

in ease way. BOSS is
having an direct
purchasing with
selling process. As
they do have an low
suppliers as they do
provide services in
various countries.
There are some of the
things in which
products and provided
to customer according
to the requirement and
need.
somewhere needed for
day to day activity of
business.
having an manageable
services to customer.
They need to have an
individual who should
be manage cost of
various services and
products too.
Industry rivalry This company is
having an strong
competition from
having an substitute
product and with
organisation. Firm is
that which has an
strong competition that
is due to market at
similar location. They
all are such who uses
fashionable clothings
are that which do have
an similar cost to there
users in various ways.
Process is such which
is having an threat for
ALDI is having an
high competition
which do have rivalry
because this is that
sector that has large
number of customer
and company.
Basically, most of
enterprises are selling
there variety of
products but there cost
is having an different
cost that create an high
and great competition
too.
Firm is facing an
strong competition by
the rivalry of food and
grocery retailers
(Saren and et. al.,
2012). This is such
which face an direct
competition by ASDA
and Waitrose etc.

firm in different ways.
4.) Marketing Mix and need to achieve gaps and having in between strategy and external
environment.
Marketing mix of BOSS is that which involve the 7P's as Price, Place, promotion,
Product, People, Process with physical evidence. Even they are described as:
 Product:- BOSS is considered as the famous retailing company which is serving millions
of people with there clothing products in various part of Globe. There portfolio is too
divided into various groups as men, women and kids.
 Price:- BOSS does follow the rules which is gaining popularity while changing in
environment related to needs and wants of customers, producing product according to
customer requirement will make firm to increase there sell in great way (Gellynck and et.
al., 2012). They set those prices of there product which is reasonable for every level of
class whether high, middle and lower.
 Place:- Organization is multinational brand which is having an a lot number of stores
around the globe. Even though the company is having its own sites from which customer
are directly buying the innovative and creative goods and services from there home. They
do also provide and alternative globally distributing for having an effective goods and
services.
 Promotion: Marketing Mix is such which will adopt and use the different promotion
tools which do help in having awareness of company at large market place. Basically,
BOSS do use better advertisement method to reach the large market share and can
communicate wit them in proper way too (Preston, 2012).
 Process: Company is having and better process techniques while having an effective
working with impactful procedure. They do have an full concentration on target to
analyse customer's demand new marketing trends etc. main objective is to have an proper
satisfaction to customers with services.
 People: BOSS make many strategies and policies which do help them to get connected
with the customer in great way. They generally adopt digitalisation for performing
business activities in with international users.

 Physical evidence: It is such which has an strategy towards the eye's towards services. In
this process that do recreate there stores and also provide an attractive facilities to
customers (Barile and et. al., 2012). It includes variety of services like clothing an
accessories for any age group people.
CONCLUSION
From the above prepared report it has been concluded that marketing management is
important process that involve managing the marketing function in effective manner so that
ultimate aims could be accomplished in set time period. The report highlights the case of BOSS
which deals in clothing segment hence, it is very much important to carry out marketing
management function efficiently. Company have to construct its positioning and unique selling
criteria in order to maintain their image in customers mind. Constructing healthy relationship
with customer is also important in order to retain them for longer period of time. Marketing
manager plays a vital role in this regard as they have to carry out all the functions results in
achieving final targets of the company.

REFERENCES
Books and Journals
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Belz, F.M. and Peattie, K., 2012. Sustainability marketing: A global perspective.
Wilson, R.M. and Gilligan, C., 2012. Strategic marketing management. Routledge.
Malhotra, N.K. and Peterson, M., 2014. Basic marketing research. Pearson.
Hutt, M.D. and Speh, T.W., 2012. Business marketing management: B2B. Cengage learning.
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Chan, H.K., He, H. and Wang, W.Y., 2012. Green marketing and its impact on supply chain
management in industrial markets. Industrial Marketing Management. 41(4). pp.557-
562.
Liu, S., Kasturiratne, D. and Moizer, J., 2012. A hub-and-spoke model for multi-dimensional
integration of green marketing and sustainable supply chain management. Industrial
Marketing Management. 41(4). pp.581-588.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Mudie, P. and Pirrie, A., 2012. Services marketing management. Routledge.
Zimmerman, A. and Blythe, J., 2013. Business to business marketing management: A global
perspective. Routledge.
Dekker, R., and et. al., 2013. Reverse logistics: quantitative models for closed-loop supply
chains. Springer Science & Business Media.
Desbordes, M., 2012. Marketing and football. Routledge.
Meffert, H., 2013. Marketing-Management: Analyse—Strategie—Implementierung. Springer-
Verlag.
Gellynck, X., and et. al., 2012. Market orientation and marketing management of traditional food
producers in the EU. British Food Journal. 114(4). pp.481-499.
Preston, C., 2012. Event marketing: how to successfully promote events, festivals, conventions,
and expositions. Wiley.
Barile, S., and et. al., 2012. An introduction to the viable systems approach and its contribution
to marketing.
Saren, M., and et. al., 2012. Critical marketing. Routledge.
Online
Hugo Boss, 2017. [Online]. Available through :<https://www.denimsandjeans.com/latest-denim-
reports/denim-data-figures/hFrom the above prepared report it has been concluded that
marketing management is important process that involve managing the marketing
function in effective manner so that ultimate aims could be accomplished in set time
period. The report highlights the case of BOSS which deals in clothing segment hence,
it is very much important to carry out marketing management function efficiently.
Company have to construct its positioning and unique selling criteria in order to
maintain their image in customers mind. Constructing healthy relationship with
customer is also important in order to retain them for longer period of time. Marketing

manager plays a vital role in this regard as they have to carry out all the functions
results in achieving final targets of the company. ugo-boss-q2-2017-results/27810>.
Revenue by Region, 2017. [online]. Available through:
<https://www.slideshare.net/AzuoguUgochukwuAAT/hugo-boss-brand-powerpoint>