Issues Faced by Rowlinson Knitwear Limited: A Research Report

This research report analyzes the issues faced by Rowlinson Knitwear Limited, including competition, lack of technology, and target market. It also explores the impact of competitors and external factors on the company's performance. The report suggests using the STP model for customer identification and conducting a PESTLE analysis to understand the market and other influencing factors. The conclusion highlights the importance of market research for the success and growth of the organization.

Research Report

Executive summary
Main purpose of this report is to analysis issues faced by Rowlinson Knitwear Limited.
With the help of market research, company have to analysed their competitors and its impact on
their performance. PESTLE analysis have been followed by company for analysing political,
environmental, legal etc. situation of country. Along with this, STP framework was also applied
by company for determining their target customers, market position and segmentation.

Table of Contents
Executive summary .........................................................................................................................2
INTRODUCTION ..........................................................................................................................1
Client Introduction .....................................................................................................................1
Report Introduction ....................................................................................................................1
CLIENT PROBLEM BRIEF .........................................................................................................1
Problem identification.................................................................................................................1
Problem Analysis........................................................................................................................1
ANALYSE CURRENT COMPETITORS......................................................................................2
Identify competitors....................................................................................................................2
Competitor mapping....................................................................................................................2
ANALYSE TARGET CUSTOMERS.............................................................................................2
Use the STP model for customer identification..........................................................................2
ANALYSE THE MARKET AND OTHER FACTORS FROM THE EXTERNAL
ENVIRONMENT ..........................................................................................................................3
External factors...........................................................................................................................3
IDENTIFICATION OF ISSUES.....................................................................................................4
JUSTIFICATION OF ISSUES .......................................................................................................5
CONCLUSION ...............................................................................................................................5
REFERENCES ...............................................................................................................................6

INTRODUCTION
Client Introduction
Rowlinson Knitwear Limited is a chosen client for this research report. It is a
manufactures apparels that produces knitwear and school wear for school students. This business
was founded in 1972 and located in United Kingdom. Company mainly specialise in producing
of durable garments which is suitable for personalisation and corporate branding for school and
clubs. Company also specialise in selling of knitted pullovers, polo shirts, sweatshirts, slipovers
and cardigans, jogging pants, sweat cardigans, hooded sweatshirts and blazers.
Report Introduction
This report is based on issues faced by Rowlinson Knitwear Limited. These issues mainly
related with the competitors, target customers, market and influencing factors from the external
environment. In order to complete this research report different activities will be require to
completed. It includes client problem brief, analysation of current competitors, STP Model,
PESTLE analysis etc. With the help of these activities, research report will be completed in
systematic manner.
CLIENT PROBLEM BRIEF
Problem identification
Rowlinson Knitwear Limited faced different issues such as competition, lack of
technology, issue related with target customers, lack of capital and manpower. These are main
issues that have negative impact over business performance and growth of the company.
Problem Analysis
Competition, issue related with target customers, lack of technology lack of capital and
manpower are main issues which have been faced by Rowlinson Knitwear Limited (YU and HE,
2017). These problem arise when manufacturing of knitwear and school wear. Along with this,
technology is main issue faced by company when they require to promote their products to the
targeted customers.
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ANALYSE CURRENT COMPETITORS
Identify competitors
There are different competitors of Rowlinson Knitwear Limited such as Rowlinson
Knitwear Limited, Jack Masters Ltd, Galaxy Knitwear Limited, JM Cooper Knitwear Ltd,
Crystal Knitwear Limited, Crystal Knitwear Limited etc. These are main competitors whose
manufacturing knitwear or school wear.
Competitor mapping
A competitive map introduces as a visualization of the competitive position of an
organisation, services, locations, products or brands. In order to identifying challengers and
evaluating their strategies is known as competitor mapping (YU and HE, 2017). This strategy
will help and organisation in identification of strength and weakness of compositors. Crystal
Knitwear Limited is a main competitor of Rowlinson Knitwear Limited because of its
advertising strategies and classification of clothes. They manufacture and produces school wear,
knitwear, cricket sweaters and slipovers. Therefore, in order to deal with this situation,
Rowlinson Knitwear Limited must focus on digitalisation. For this, company must use different
digital mediums such as social media, Instagram, Twitter and many other. These mediums will
be beneficial for company by increasing number of customers and also increasing their sales
which turn to help in increment of profitability.
ANALYSE TARGET CUSTOMERS
Use the STP model for customer identification
In marketing, STP (Segmentation, targeting and positioning) introduces as a broad
framework that simplifies and summarizes the process of market segmentation. This is an
effective process or procedures, in which buyer's group in a market are classified as well as
profiled as per the range of variables. As it will help an organisation in determination of
characteristics and tendencies of market.
Segmentation: It is basically refers to the process of dividing larger market share into
small chunks as per the homogeneities they hold in term of its characteristics (Yan, Chen, Yue
and Fu, 2016). This will support in arranging the market into group of customers that are similar
in term of their need and preferences which can be satisfied with the set of product or services
that an organisation is offering within the market place. The Rowlinson Knitwear Limited is a
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retailer within clothing sector within UK. The market segmentation by Rowlinson Knitwear
Limited is performed on the basis of demographical sector which is so because it help in
determining the basic need that a customer have in term of specified category of clothing.
Targeting: Once the available market is being segmented on the basis of similarities
within the characteristics that the market holds, next is to determine the best possible group of
customers to be targetted with product or services along with marketing strategies. The target
market of Rowlinson Knitwear Limited is school going children and office going male as well as
females. The main reason behind approaching these market is that the targetted customers are
required to wear some clothes while following the dress codes which involves less changes in
market demand and hence provide higher growth opportunity (Bolon and et. al., 2018).
Positioning: It refers to the process of fixing the locus of brand within the mind of
customers. The Rowlinson Knitwear Limited has positioned itself in the market as the one stop
solution for formal dresses and clothings. This become a major point of attractions for the people
linked with schools, colleges or several organisations as all of them follows a particular formal
dress code (Luo and et. al., 2016).
ANALYSE THE MARKET AND OTHER FACTORS FROM THE EXTERNAL
ENVIRONMENT
External factors
PESTLE Analysis introduces as an effective tool or framework which is used to analyse
the micro-environmental factors. These factors have a direct and profound impact over business
performance of an organisation. This framework includes different factors such as political,
social, economical, technological, legal and environmental. These are important factors that help
an organisation in development of its business in specific country. Rowlinson Knitwear Limited
manufacture their knitwear and school wear in United kingdom which have on direct impact on
their business performance and success (Rastogi and Trivedi, 2016).
PESTLE Analysis Description
Political United Kingdom maintains good relations with US and also many other
nations in the world. As it is a biggest opportunity for Rowlinson
Knitwear Limited to expand their business in many other nations.
Economical United Kingdom is the country’s economic landscape in the world by
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nominal GDP. The UK has a popular destination in context of FDI. As it
is a best opportunity for Rowlinson Knitwear Limited because they can
easily invite investors to invest in our business.
Social The United Kingdom has a huge consumer market which have direct
impact on Rowlinson Knitwear Limited to produce their knitwear and
school wear to the customers. Social factor will also support company by
fulfilling customers needs and wants easily (Fozer and et. al., 2017).
Technological The United Kingdom is one of the technologically advancement nation in
all over the world. As it will help Rowlinson Knitwear Limited by
providing opportunity to successfully do their business operations in the
UK. This factor will help an organisation in development of its business
operations in UK successfully.
Legal United Kingdom is a legal Landscape. With the help of this factor
Rowlinson Knitwear Limited can easily protect employees right by
following Employment Act 1996. Along with this, Equality act 2010 will
also help in protection of employees from any discrimination. As happy
employees will play important role in the success and growth of
company within United Kingdom.
Environmental United Kingdom has made an essential enhancements in decreasing the
negative or unfavourable effect (Moro Visconti, 2016). The government,
newspapers, charities, local councils and many others have taken an
initiatives to develop environmental awareness as well as reduce the
negative effect of economic growth on the environment. This factor will
also support company to expand their business operations in UK and gain
positive outputs.
IDENTIFICATION OF ISSUES
Competition: This is a main issue which have negative impact on business growth and
success of Rowlinson Knitwear Limited. Crystal Knitwear Limited is a main competitors of
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Rowlinson Knitwear Limited because of its effective marketing strategies. This issue will
negatively impact on business sales and profitability.
Lack of technology: This is another issue which is faced by company while delivering of
products to the customers. This issue will also impact on company while introducing features
and quality of products to the customers.
Target Market: Corporate sector is a target customers of the company which is not
enough for the long term growth and success of company. Market demand of formal dress in
United Kingdom is not high which have negative effect on business performance and growth of
Rowlinson Knitwear Limited in marketplace (Barba and et. al., 2016).
JUSTIFICATION OF ISSUES
Competition, lack of technology and target market are main issues as these reduce sales
and market ratio of company. Competition is biggest issue because it negatively impact on
business sales of company. In order to deal with this issue, company must use effective
marketing channels as it will help them in marketing of their products and services in
marketplace.
CONCLUSION
From the above mentioned information, it has been concluded that market research is
important for success and growth of an organisation. With the help of market research company
can easily identify their competitors and its impact over their performance. Along with this,
PESTLE and STP framework have been used by company for analysing market situation of
specific nation.
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REFERENCES
Books and Journals
Rastogi, N.I.T.A.N.K. and Trivedi, M.K., 2016. PESTLE technique–a tool to identify external
risks in construction projects. International Research Journal of Engineering and
Technology (IRJET), 3(1), pp.384-388.
Fozer, D. and et. al., 2017. Life cycle, PESTLE and multi-criteria decision analysis of CCS
process alternatives. Journal of cleaner production, 147, pp.75-85.
Moro Visconti, R., 2016. Healthcare public-private partnerships in Italy: Assessing risk sharing
and governance issues with PESTLE and SWOT analysis. Corporate Ownership and
Control, 13(4).
Barba, F.C. and et. al., 2016. A technical evaluation, performance analysis and risk assessment of
multiple novel oxy-turbine power cycles with complete CO2 capture. Journal of
cleaner production, 133, pp.971-985.
Yan, Y., Chen, Z., Yue, J. and Fu, Z., 2016. STP approach to model controlled automata with
application to reachability analysis of DEDS. Asian Journal of Control, 18(6), pp.2027-
2036.
Bolon, B. and et. al., 2018. STP position paper: recommended best practices for sampling,
processing, and analysis of the peripheral nervous system (nerves and somatic and
autonomic ganglia) during nonclinical toxicity studies. Toxicologic pathology, 46(4),
pp.372-402.
Luo, D. and et. al., 2016. Structure elucidation of a major fucopyranose-rich
heteropolysaccharide (STP-II) from Sargassum thunbergii. Carbohydrate
polymers, 143, pp.1-8.
YU, T. and HE, F.Q., 2017. Research on the Promotion of Vocational Skills Competitiom to the
Teaching Reform of Voctional Education. Modern Vocational Education, (31), p.12.
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