Multinational Fashion Business Strategic Marketing

Running head: STRATEGIC MARKETING
STRATEGIC MARKETING
Student’s Name
University Name
Author note

1
STRATEGIC MARKETING
Introduction – company overview
Dorothy Perkins is a multinational fashion business organization based in United
Kingdom. The business organization offers its own range of fashionable clothes and branded
products to the consumers. The organization is a part of Arcadia Group. The business
organization is controlled by Sir Phillip Green. The company was founded in the year 1990.
Dorothy Perkins operates in a highly competitive business environment. Dorothy Perkins faces
direct competition from Wallis, Nordstrom and Monsoon. The company is headquartered in
London (Aindow 2016). The company offers users to purchase fashion apparels and accessories
for both men and women. The purpose of this report is to conduct a marketing audit on Dorothy
Perkins. It analyzes the external and internal business environment of Dorothy Perkins and
determines the key strategic challenges faced by the company. Lastly, it sums up the main points
and concludes the report.
Macro analysis – PEEST analysis
Political factors – The political stability of UK is one of the biggest strength of Dorothy Perkins.
However, incidents such as Brexit create level of uncertainty and debates in the country. The
country has good stable relation with other countries, which makes it favorable for the business
organization to carry out the operations and functions of the business organization smoothly
(Blázquez 2014). It also provides additional opportunities to expand its operations in other
international countries. Furthermore, the country being a member of UN has considerable
influence on global economic, cultural, and political affairs.

2
STRATEGIC MARKETING
Economic factors – Dorothy Perkins faces both threats ad opportunity from the economic factors
of the country. The overall increase in sales of the business organization depends on the
economic boom periods (Fields 2017). The consumers have higher disposable income during the
boom periods. During the recession periods, sales is decreased which affects the profitability of
the business organizations. Inventories and stocks get piled up without any sales (Kim, Fiore
and Kim 2013). During these periods, the products and services are needed to be sold at a lower
price.
Environmental factors – Increase in ethical and environmentally conscious consumers are both
threat and opportunity for the business organization. The environment conscious consumers
demand the company to adapt to eco-friendly approaches. Dorothy Perkins might face stiff
competition from other companies undertaking environmentally responsible approaches for
conducting business (Kim, Fiore and Kim 2013). The governmental pressures have also
increased concerning the environment hazards.
Social trends – The presence of socio-cultural trends of the business organization provides
additional opportunities to Dorothy Perkins. However, increase in obesity among the people and
the ageing population of the country is a threat to the company (Miles 2019). As per the research
and surveys, it has been identified that almost 7 out of 10 men and women in the country are
overweighed. Therefore, many consumers’ especially female shoppers avoid shopping at
particular individual clothing company which lacks plus size ranges (Miles 2019).

3
STRATEGIC MARKETING
Technological factors – The advancement of technology accelerates growth and development of
the business organizations. Dorothy Perkins might face stiff competition from the e-commerce
fashion companies like Amazon (Pookulangara and Shephard 2013). The new channel of
distribution opens new competitive space. Moreover, it has low operational base.
Micro analysis
Customers – The core strategy of the business organization is to comply with the needs and
preferences of the consumers. The marketing strategy of Dorothy Perkins is to focus on the
consumers. It is the responsibility of the marketing departments to understand the need and
demands of the consumers (Pookulangara and Shephard 2013). Considering the needs and
requirements of the consumers in the market, Dorothy Perkins offers the best products and
services to the consumers. The changing in the fashion trends affect the smooth functioning of
the business organization. Fashion is something that is most uncertain. Fashion trends and styles
keep changing and revolving. Dorothy Perkins runs on the fashion trends (Rashid and Barnes
2017). Hence, it needs to continue to make changes and improvements to cope up with the
changes in the fashion trends.
Employees – Employees are major stakeholders of the business organization who contributes to
the success and profitability of the business organization. Dorothy Perkins provides training and
development opportunity to the consumers to improve their ability and skills. The company also
provides opportunity for promotions and other opportunities (Pookulangara and Shephard 2013).
These facilities and opportunities provide a competitive edge to the company.