Marketing management - Assignment PDF

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
Name of the university
Author note

1MARKETING MANAGEMENT
Executive summary
The aim of this report is to discuss about the major and relevant internal and external factors for
Excelsior clothing in their business operations. In addition, this report reviewed the external
factors for them along with identifying the trends of the target customer segments. The target
customers are also being identified on the basis of different segmentation variables. Competitor
analysis is also being done to identify the competitiveness of the major substitutes of Excelsior
clothing. On the other hand, the internal strengths and weaknesses of Excelsior clothing are also
being discussed. Based on the major factors identified, this report had recommended a few steps
that can help Excelsior clothing to enhance their business in the long term.

2MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Industry analysis..............................................................................................................................4
Determination of the external factors..............................................................................................4
Political factors............................................................................................................................4
Economical factors......................................................................................................................5
Social factors...............................................................................................................................5
Technological factors...................................................................................................................6
Legal factors................................................................................................................................7
Environmental factors..................................................................................................................7
Customer analysis............................................................................................................................8
Competitor analysis.........................................................................................................................9
Determination of the internal factors.............................................................................................10
Strengths....................................................................................................................................10
Weaknesses................................................................................................................................10
Opportunities.............................................................................................................................11
Threats.......................................................................................................................................11
Conclusion.....................................................................................................................................11
Recommendations..........................................................................................................................12
Reference.......................................................................................................................................13

3MARKETING MANAGEMENT