Marketing Management: PESTEL Analysis, Target Market, and Marketing Mix

This report discusses the impact of marketing management in the retail garment industry in UAE. It includes a PESTEL analysis, identification of the target market for a garment retail shop, and an overview of the marketing mix. The report emphasizes the importance of skilled employees and proper considerations in business operations.

Marketing Management
Table of Contents
INTRODUCTION ...............................................................................................................................3
MAIN BODY ......................................................................................................................................3

Briefly discuss PESTEL analysis for retail garment industry in UAE ..........................................3
Identify target market for garment retail shop ................................................................................4
Marketing mix..................................................................................................................................5
CONCLUSION....................................................................................................................................7
REFERENCES.....................................................................................................................................8
Books & Journal:.............................................................................................................................8
INTRODUCTION
Marketing management is a wider and broader concept which is needed to be considered in
proper manner. In this competitive market, it is crucial to focus on marketing activities & processes

so that goals are accomplished (Aras, 2017). Main aim of this report is to examine the impact of
marketing management within business. Dubai Holding Group LLC, a trading garment company
headquartered in Dubai, United Arab Emirates. It was founded in year 200 and number of
employees are in between 500-1000. It is a private owned business. This report comprises of
PESTEL analysis, target market for garment company and marketing mix.
MAIN BODY
Briefly discuss PESTEL analysis for retail garment industry in UAE
Dubai Holding Group, a multinational retail organisation located in Dubai & represents
fashion franchises such as brands like Zara, Promod, Harrys of London etc. In business, external
business have deep impact on fashion as well as retail industry. UAE is wealthier country which is
known for its market size, disposable income of people etc. (Arianti, 2021).
PESTEL Analysis
It is type of framework which is used by organisation in order to examine and determine the
external factors that affects overall business organisations. It is time consuming process because
wide range of information is needed. So, it is further discussed as follows-
Political factors-
It is first element of framework in which it comprises of factors such as government policy,
political stability etc. It depicts the intensity of government in economy. In context of Dubai
Holding Group, they are being affected by political factors because UAE has health trade relations
with other countries & on basis of which chosen organisation is able to access the new opportunities
in easy way. Thus, opening a new business in UAE can have a positive impact.
Economic factor-
It is another element of framework in which it comprises of factors such as interest rates,
exchange rates, inflation & deflation etc. It depicts the impact of economy over business. It is
beneficial for Dubai Holding Group LLC as they are located in UAE which has high GDP per
capita & has very low unemployment rate. The selected entity is able to deliver better services &
products.
Social factors-
It is also important element of PESTEL in which it focuses on behaviour, attitude,
disposable income etc. It is crucial to examine that social factors in retail industry has wide impact.
In relation of selected entity, as they supports brands like Zara, Promod they are able to fulfil the

needs and demands of customers at all aspects.
Technological factors
It is too crucial component of PESTEL analysis in which it states that use of technology
has been growing at rapid scale. It includes factors like use of artificial intelligence, software,
technology etc. In reference of Dubai Holding Group, they are able to higher skilled employees who
has deep knowledge of technology & other areas (Bardakci, 2020). Moreover, they uses advanced
retail management system to protect data as well as information of users.
Environmental factors-
In this component, it comprises of elements such as pollution, green agenda, waste
management etc. In context of selected firm, they have been avoiding of using plastic bags and use
efficient resources so that safety of environment is present. In UAE, climate is dry and hot which
can leads to many things such as low productivity that can negatively affects business operations.
Legal factors-
It is last element of framework which includes rules, regulations, laws etc. It is necessary to
focus on legal factors because in UAE, government rules are very strict which are being followed
by everyone. So, in case of Dubai Holding Group they assure that every business activity is being
executed in proper manner.
Identify target market for garment retail shop
The target market is crucial to be identified as it without targeting audience it is not possible
to implement strategies in effective manner. Target market is one who has ability to purchase
products of organisation. So, in relation of chosen firm to target their audience they uses STP
approach which is discussed as follows-
Segmentation
It is first element of STP in which it reflects about dividing of market into different sectors
such as demographic, geographic etc. In case of selected entity, it they segment their market on
basis of geographic. This is because in UAE, people comes from many countries & has different
taste so DHG is able to target people accordingly. As new business & store is about to be initiated
segmentation is needed at first step.
Targeting
It is another type of element in which targeting is being done by organisation. So, selected
entity targets people according to locations, population density etc.

Positioning
In this component, it focus on creating a image in minds of customers. Positioning has deep
impact on firm & business operations. In relation of selected entity, they have been able to
maintaining their position in appropriate way (Huang, 2018).
Therefore, it has been stated that it is necessary to ensure that STP is beneficial approach as
it helps in managing of business activities. Thus, STP is required to be used with proper
considerations. Main benefits of this method is that it help in achieving of competitive benefit
easily. So, it is critically important to examine the impact of STP so that effective decisions are
undertaken.
Marketing mix
Marketing mix is strategical approach which is used by enterprise to promote or advertise a
brand. It is critical method and it is necessary to focus on marketing mix so that goals are
accomplished. As new business is about to be started by chosen firm, it is necessary to adopt this
concept properly. In relevance of chosen firm, it is discussed as follows-
Product
Product are important for business as they are viewed as important commodity. In case of
chosen entity it deals in variety of products with different types of brands such as Zara, Promod,
Calvin Klein etc. Also, new brands will be also focused by chosen entity within their new stores in
order to increase customer & profitability ratio (Lida, 2020).
Price
It is essential component in which it refers to value or price of a product. To execute
exchange process, price is to be put on products. So, in reference of selected entity as new store is
about to launch, the prices of products will be reasonable as strategies will be used premium pricing
strategy.
Place
It is also essential element in which it refers to location from where distribution is to be
done. In case of chosen new business, selected place for new business is new Barsha Heights which
is free zone area in Dubai & is governed by Dubai Technology. Main reason for section of this place
is that it includes business parks of Dubai Internet City, Dubai Knowledge village and many more
population areas which love to do shopping of apparels.
Promotion

It refers to promotion or advertising of a brand within a market by using of tools &
platforms. In both old and new business, promotion is needed at all level. So, in case of Dubai
Holding Group, with new store layouts promotion is to be done via social media & platforms as
well as through social influencers (Purohit, 2021).
After analysis of above matter, it has been seen that it is necessary to assure that marketing
mix is beneficial method which is to be used at every aspect. With use of marketing mix, it is easy
to achieve objectives within period of time. By understand this concept, businesses are able to
access market opportunities in effective manner (Mashian, 2018).

CONCLUSION
After a brief analysis of above report, it is concluded that it is essential to be aware about
marketing as well as management as they are important for development and growth. So,
discussions have been made about PESTEL, marketing mix, STP. It has been evaluated that it is
crucial, for organisation to have skilled employees who deliver positive results. Furthermore, in
UAE, the market is large and wealthier so retail industry has been growing at wider level. It is
critically important for entity to make assure that functions as well as operations are being carried
out with proper considerations.

REFERENCES
Books & Journal:
Aras, 2017, July. The effect of service marketing mix on consumer decision making. In
International Conference on Education, Science, Art and Technology (pp. 108-112).
Arianti, 2021, January. Business to Business Marketing Strategy Planning for the SME
Marketplace of XYZ. In 4th International Conference on Sustainable Innovation 2020-
Accounting and Management (ICoSIAMS 2020) (pp. 20-28). Atlantis Press.
Bardakci, 2020. Assessment of Risk Factors to Cost and Schedule in High-Rise Building Projects.
CTBUH Journal, (3).
Huang, 2018. Impact of internal marketing management on organizational citizenship behavior
based on organizational commitment in ecological industry. Ekoloji, 27(106), pp.1775-
1783.
Lida, 2020. A Strategic Marketing Intelligence Platform. Operations Management Research-ISSN:
1936-9735, 12(4), pp.12-30.
Mashian, 2018. International Trek to Dubai: A City Built in the Desert.
Purohit, 2021. Rethinking the bottom of the pyramid: Towards a new marketing mix. Journal of
Retailing and Consumer Services, 58, p.102275.
Reddy, 2019. Social Media as a Prominent Marketing Management Tool: A Literature Review.
SSRG International Journal of Economics and Management Studies, 6, pp.112-117.
Sabri, 2021. Smart Dubai IoT strategy: Aspiring to the promotion of happiness for residents and
visitors through a continuous commitment to innovation. In Smart Cities for Technological
and Social Innovation (pp. 181-193). Academic Press.
Setiono, 2019. The Effect Of Marketing Mix, Quality Of Service And Orientation Of
Entrepreneurship To Competitive Advantages The People's Market In Surabaya City.
Journal of Indonesian Science Economic Research, 1(1), pp.22-25.
Wuryandani, 2018. STP analysis in marketing pigmented rice as functional food. KnE Life
Sciences, pp.128-135.