Superdry Marketing Report

Superdry Marketing Report 0
Programme: BSc Business Management
Module name: Marketing Fundamentals
Schedule Term: January - April 2019
Student Reference Number (SRN):
Report/Assignment Title: Superdry Marketing Report

Superdry Marketing Report 1
Contents
Introduction................................................................................................................................2
Superdry Internal & External Analysis......................................................................................2
Internal Analysis....................................................................................................................2
Mission...................................................................................................................................2
Vision.....................................................................................................................................2
SWOT Analysis.....................................................................................................................3
Strengths –..........................................................................................................................3
Weaknesses –.....................................................................................................................3
Opportunities-....................................................................................................................3
Threats-..............................................................................................................................3
External Analysis...................................................................................................................4
Political..............................................................................................................................4
Economic............................................................................................................................4
Social..................................................................................................................................4
Technological.....................................................................................................................4
Legal...................................................................................................................................4
Environmental....................................................................................................................5
Superdry Marketing Challenges.................................................................................................5
Positioning Strategy of Superdry...............................................................................................6
Marketing Objectives for Superdry............................................................................................7
Superdry Marketing Mix............................................................................................................8
a) Product............................................................................................................................8
b) Price.................................................................................................................................8
c) Place/Distribution............................................................................................................9
d) Promotions......................................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................11

Superdry Marketing Report 2
Introduction
Superdry is an international fashion label that operates in 46 countries around the
globe with 515 outlets in different locations. The organization belongs to the fashion label
SuperGroup Plc. The organization’s United Kingdom market is very big with 139 stores in
the UK and Europe. The company was established in 1985 and has been successfully
functioning since then. The organization has witnessed a transformation from being an
oblivion brand to ubiquity brand. The organization’s marketing approaches are mostly
conducted through digital mediums and less emphasis is given on advertising. Also, though
many of the top celebrities wear their clothes, they do not believe in having a popular face as
their brand ambassador, except once in 2015. Thus, all these different aspects highlight that
though the organization is popular they have weak marketing approaches. This drawback in
the organization has also impacted its profits, which has witnessed a decline in their sales and
profits. This decline is a warning sign for the organization, as in the current times, the fashion
and clothing industry is on a rising spree.
Superdry Internal & External Analysis
Internal Analysis
Mission
The main mission of the organization is to provide the customers with sustainable and
high-quality products that have an urban style and are a mix of American and Japanese
vintage style, with a prominent British influence.
Vision
The organization’s activities are built with the same vision that the brand awareness
of Superdry increases amongst the targeted audience with the help of digital media and the
organization opens more stores all over the world.

Superdry Marketing Report 3
SWOT Analysis
Strengths –
 The organization has a huge brand image which is very powerful.
 The organization has a huge market capital.
 The organization caters to various customer segments.
 The collaboration of the organization with Timothy Everest, who is a popular British
tailor for a new range of products (Ahmed et al., 2014).
 The business of the organization through the internet is very efficient.
 They have extremely creative design and have a humongous diversification in their
products.
Weaknesses –
 The organization has very weak marketing approaches.
 The organization has weak brand awareness, especially in accordance to its business
which is scattered in 49 countries.
 The organization lacks the support of a popular image.
 The organization is known as the brand of joggers and hoodies (Barnes, 2013).
Opportunities-
 The new United Kingdom production which will be tagged as “Made in UK”.
 The customer loyalty cards offered by the organization.
 The increasing profits through internet sales.
 The continuous approach of the organization to change customers’ perspective about
fashion and new trends (Bhardwaj and Fairhurst, 2010).
Threats-
 The reduction in the sales of the organization in comparison to the competitors.