Marketing Strategy Analysis of Rapha Performance Roadwear

MKT 306 :
Marketing Strategy

EXECUTIVE SUMMARY
The below report is based on marketing strategy analysis of Rapha Performance
Roadwear. The entity has been performing exceptionally well within the sportswear sector of
UK. The USP of this entity lies in its marketing strategies which have provided aid to it in
attaining its business goals in a timely manner. Further, firm’s competitive edge lies in the
initiatives taken up by this brand to stay aligned with the current as well as emerging trends of
market place. The macro environmental factors show that there is a scope for company to
incorporate trends such as AI, wearable technology, AR and VR within operations. Further,
SWOT analysis reveals that entity faces threat from competitors and political adversities in terms
of BREXIT. Further, the report unfolds the launch of smartwatch by company into the market.
This product has tech features, capable of appealing to people. Owing to this, the price of
product has been kept to be high and thus, it can only be afforded by middle class and upper
class persons.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
PART 1............................................................................................................................................4
About Organisation and Performance till now.......................................................................4
Environmental Analysis.........................................................................................................5
Evaluation of Current Marketing Strategy / Performance......................................................8
Analysis of organisation's Competitive Advantage and USP................................................9
PART 2............................................................................................................................................9
Product Rationale and Specification......................................................................................9
Segmentation, Targetting and Positioning...........................................................................10
Recommend Marketing Objectives and Goals.....................................................................11
Marketing strategy through application of marketing mix to chosen product.....................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13