Strategic Analysis of Ralph Lauren

Running head: STRATEGIC ANALYSIS OF RALPH LAUREN
Strategic analysis of Ralph Lauren
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1STRATEGIC ANALYSIS OF RALPH LAUREN
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Literature Review...................................................................................................................2
Consumer decision making process in Ralph Lauren’s Polo line..........................................3
Conclusion and recommendations.............................................................................................5
References:.............................................................................................................................6

2STRATEGIC ANALYSIS OF RALPH LAUREN
Introduction
Ralph Lauren is one of the most well known brands offering fashion clothing and
accessories for men and women around the world. The company was founded in the year
1967, by Ralph Lauren and currently has its headquarters in New York, United States. The
company offers a plethora of mid range and luxury products to its customers. Ralph Lauren
has been a frontrunner in this industry and is responsible for producing, marketing and
distribution of accessories, home products, apparel and fragrances. In women’s fashion, Polo,
which is almost synonymous with Ralph Lauren, was only available for men until 2014. In
2014, 25 new looks were introduced under the Ralph Lauren Polo Women’s Collection and
there has been no looking back since (Kapferer 2014). This report will examine the marketing
concepts of marketing management orientation, product orientation and sales orientation
keeping in mind Ralph Lauren’s Women’s Polo Collection.
Discussion
Literature Review
According to Gounaris and Tzempelikos (2013), there are essentially four types of
marketing management orientation which include product marketing orientation, marketing
orientation, sales orientation and societal orientation. The basic foundational principle of
marketing management orientation is that any brand must be able to anticipate and
understand the needs of the customers and market their product accordingly. For instance, the
concept of product orientation suggests a customer would not want cheap products, instead
they would be looking for products with quality. In other words, if a company is producing a
product that is expensive, the USP would be the top product quality it guarantees.