Strategic Marketing: Analysis and Recommendations for Rowlinson Knitwear

Strategic Marketing

Contents
INTRODUCTION...............................................................................................................................3
MAIN BODY.......................................................................................................................................3
Recommend a product or service and a country and provide a macro-environmental analysis
(PESTEL) explaining the possible opportunities as well as threats...................................................3
Critically assess three modes of market-entry that could be suitable to your client. Out the three
options, make a recommendation with justification as to the most appropriate one..........................5
Description of market segmentation and targeting in form of targeting its consumer appropriately..6
Explanation of Porter’s generic strategies..........................................................................................8
CONCLUSION....................................................................................................................................9
REFERENCES..................................................................................................................................11

INTRODUCTION
Strategic management helps in planning, implementing and evaluating strategies
which may help in improving them. It helps in attaining the goals of the business which
results in gaining competitive advantage over the rival firm. The introduction of strategic
management in business helps in improving the quality of goods and services which results in
improve in profit margins (Moutinho and Vargas-Sanchez, 2018). It also helps in identifying
the affected areas which are impacted by organisational development and help in planning a
way to fulfil the wants and demand of the customers. The report is on Rowlinson Knitwear
which is a manufacturing company and known for manufacturing premium garments. Under
the report the company will use some marketing plan to solve the issues and problem going
around. The report will cover macro environment analysis, market route, STP analysis and
Portor’s generic strategy for effective business activities of firm. It will help Rowlinson
Knitwear in improving its efficiency.
MAIN BODY
Recommend a product or service and a country and provide a macro-environmental analysis
(PESTEL) explaining the possible opportunities as well as threats
Rowlinson Knitwear is a manufacturing company which commenced in 1935. This
company is known for producing and selling garments for independent retailers of school and
corporate wear. Now the company is planning to invest in Asian market in a new type of
product for the company which will be Formal Shoes.
PESTLE Analysis: Under this the company will focus on the external factors which
can bring deviation in the actual set goal. The company try to analyse the external factors and
the focus is on turning those factors in company favour so that long term objective can be met
without any delay. Rowlinson Knitwear has analysed PESTLE Environment so that they can
get benefitted by it. They are as follows:
Political factors: It mainly focuses on the political party and their regulations in the
economy. Rowlinson Knitwear needs to do thorough study of the government of the Asian
country where they are planning to start their operation. It includes government stability and
instability, the level of corruption and tax rates which can affect the company operation
directly. The political factors may benefit the company and it can also be a problematic factor

if it is against the company. Stable government is an ideal situation for a company but if
instability is their chances of risk is more.
Economical factors: This is another factor which can affect the company plans. It
includes the exchange rates, Inflation, unemployment trend, currency rates. The main reason
behind doing business in Asian country for the company is that the cost of labour is
comparatively less. Inflation rates may play a major role so company need to analyse
economical factors. Proper analysis may give them higher profits. Change in the economic
factors like inflation rates and exchange rates may affect the company positively or
negatively.
Social factors: Arguably the most important factor for the company is the social
factor. Company need to understand the trend, culture, belief, value and life standard of the
country and accordingly they should pitch the products to them. They need to make sure that
the products are according to the taste and preference of the Asian market. It is very
important to connect with the society in which the business is established. It will result in
positive publicity and higher growth.
Technological factors: Many Asian countries are not technological advance country
which may be a problem for Rowlinson Knitwear. It is very important to keep on doing
innovation and adopt the latest technology. The firm can use social media tools to get the
market share which will result in increase customers and revenue for the company (Dogu and
Albayrak, 2018).
Legal factors: These are the regulations and legislation which are formed by the
national authority which may result in running the business effectively without any problem
so that they can focus in their goal. In Asia the government always encourage the foreign
direct investment so that they can get more foreign exchange and it also helps in boosting the
economy of the country. It affect Rowlinson Knitwear in many ways as whatever they are
doing need to be legal and accordingly to the rules for the country. If the company follows all
the laws and rules of the government their will be no problem from the govt. Side and they
will even promote the company when required.
Environmental factor: The company has some obligation towards the environment as
well where they are doing their business. They are looking to start a formal shoe business at
the same time they need to make sure the material used and the process used is not affecting
the environment at all (Percy, 2018). This factor includes various factors like climate change,