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

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