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Project on Internal and External Environment

   

Added on  2020-06-04

12 Pages3796 Words23 Views
Leadership ManagementMarketingPolitical Science
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Strategic Marketing
Project on Internal and External Environment_1

Table of ContentsEXECUTIVE SUMMARY.............................................................................................................1INTRODUCTION...........................................................................................................................2TASK ..............................................................................................................................................2PESTLE analysis.........................................................................................................................2Market Entry Option...................................................................................................................4Market segmentation...................................................................................................................6Porters generic strategy...............................................................................................................7CONCLUSION................................................................................................................................9REFERENCES .............................................................................................................................10
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EXECUTIVE SUMMARYThis project is describing about introducing new branded clothing product in Poland toexpand their business in large market area. The company main target is attract every age grouppeople who are like to eat chocolates with different flavours. There are internal and externalenvironment which directly affect their decision of introducing new product in the new marketplace of Poland. Therefore, organisation can successfully launching specific new product in themarket of Poland with the help of acquiring support from their existing business concerns whichare established in Poland country. 1
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INTRODUCTIONStrategic marketing is that way where company effectively differentiated itself from otherrivals by capitalising their strength for providing consistently better value to their customersrather than its competitors. It help in identifying the customers needs and also create effectivemarketing plan for achieving the customers satisfaction, improving firm performance andincreasing profitability. It will assist in communicating with targeting the customers throughadopting strategic marketing (Baker, 2014). It is more helpful for organisation who decide tointroduce new product in the market so they can maintain the huge customer base. The report isbased on Arcadia group which is British multinational retailing company and it is situated inLondon, united kingdom. The main purpose of this project is to analyse internal and externalenvironment which may restrict or motivate the company to follow predetermined strategies andplanning. TASK PESTLE analysis Arcadia group, a UK based company which mainly deals in clothing, accessories andshoes for their large number of customer's in all over the world. They are deciding to bring newbranded clothing product in the market of Poland for gaining competitive advantages. They maintarget young generation who purchase their goods and products and they help in gaining highlevel of success and growth. Therefore, it can assist in bringing out profitable outcome to thefirm if their decision regarding introducing new product in the large market of Poland that shouldbe followed. There are large number of competitors which exist in the market such as ASDA,ZARA, H&M etc. which give very tough competition to the Arcadia group in new market areaand it is necessary for them is to develop innovation in their products so they can easily competewith their other rivals. Thus, it is essential for management is to analyse external factors thatincludes social, economical, technological, political, etc (Bar‐Isaac, Caruana and Cuñat, 2010).There are different advantages of an organisation which can receive after launching newproducts in the market that are described as under:Political factors - It is related with various rules and norms that executed by authoritiesfor an enterprise which main motive is to operate business in smooth way. As Arcadia grouporganisation decide to operate and regulate their business activities in Poland due to this they2
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