Strategic Marketing for Rowlinson Knitwear

Strategic Marketing

Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
PESTEL...........................................................................................................................................3
MARKET-ENTRY OPTIONS........................................................................................................6
MARKET SEGMENTATION........................................................................................................7
PORTER’S GENERIC STRATEGY..............................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

EXECUTIVE SUMMARY
For ensuring the expansion of the business it is important to analyse both internal and external
market so that an organisation can identify their capabilities along with the opportunities and
threats in the market. To support this pestle analysis is undertaken which facilities to understand
that macro environmental factor of Australia are favourable to establish business. Along with this
strategy of contract manufacturing is suitable for the company as it reduces the requirement of
investment and reduces the risk for the business. To efficiently manage the organisation
operation specific direction must be identified for which Porter generic strategy are analysed for
Rowlinson Knitwear so that they can accordingly plan their actions.
INTRODUCTION
Strategic marketing is the process with the help of which the organisation takes the
competitive advantage over others by creating difference in the services that they offer
(Kingsnorth, 2019). With the help of this the managers determines the strengths of the company
on the basis of which they determine the products and services to be offered to the customers as
per their taste and preferences in such a manner that they can easily covert their prospects into
customers. As a senior marketing consultant the recommendations are provided to Rowlinson
Knitwear to expand their business in a new country with suitable product and services.
Rowlinson Knitwear is a UK based company that offers uniforms to the schools and offices. The
company is planning their expansion for which the analysis of external market is facilitated in
the report. In addition to this the report includes the market entry strategies that can be adopted
by the company along with market segmentation and targeting strategy. Also business strategy
with the help of porters generic strategies are discussed that can enable the company in taking
competitive advantage.
PESTEL
The organisation plans to expand their market with the aim to ensure their survival and
growth. There are different macro environment factors which affects the decisions making of the
organisation. Some of the factors that has to be taken in consideration by the management
includes changes in the taxation policy, new trade barriers, changes in the demographics,
changes in the governmental policies etc. For this they need to analysis the factors of external
market as with the help of they can determine the opportunities and threats that are prevailing in

the business environment (Perera, 2017). It can be done with the help of PESTLE model which
includes the following factors:
Political Factors: The intervention of government has high impact on the economy as with
the businesses has to manage the policies so implemented by the government. The political
decisions have direct impact on various areas such as the education level of the workforce, the
quality of the life offered to the employees etc.
Opportunity: The business within the Australia have high degree of certainty because the
political and regulatory environment within the country is considered to be stable, progressive
and open due to which the investor have high degree of confidence and certainty to make
investment. In addition to this the government of Australia is more prone to accept the changes
with are prevailing through which make the country more effective and transparent for the
business. This is an opportunity for the Rowlinson Knitwear to expand their business as they can
easily get investors and the support of the government due to stable political environment (Pestel
analysis of Australia, 2016).
Economic Factors: The economic factors includes taxation policy, interest rate prevailing
within the country, rate of inflation, unemployment etc. These factors have direct influence on
the business activities due to which the business need to identify the factors which can impact
them.
Opportunity: The cost of living in the cities such as Melbourne, Adelaide, Brisbane and Perth is
quite less than other cities in the world along with better quality of life. Due to this it offers an
opportunity to the Rowlinson Knitwear to easily establish their business by attracting the people
to buy their goods. Also the economic stability than other OCED countries, US and UK is an
opportunity for them as it leads to stable interest rates, exchange rates etc.
Threat: The prices of the property are high due to which Rowlinson Knitwear may face problem
and it can become threat for them. But the government offers various low cost commercial
properties to the businesses with the help of which they can efficiently operate their business.
Social Factors: Due to change in perception, taste and preference the demand of the
product and services changes. In Australia three social classes exist that is working class, middle
class and upper class. The stratification of the people is done on the basis of their level of
income, expensive clothes, motor vehicle and their home (Armstrong, 2018).