Interim Project: Marketing Strategies of BRORA Fashion Retail

This report provides an in-depth analysis of BRORA, a fashion retail outlet based in Convent Garden, UK, focusing on its marketing strategies and the application of the SOSTAC model. The report begins with an executive summary, followed by an introduction that highlights the importance of marketing in the current business environment, particularly within the fast-paced fashion retail sector. The main body of the report includes a situational analysis, examining BRORA's current market position, communication channels, and the impact of macro-environmental factors. The objectives of BRORA, including its expansion goals, are outlined using the SMART framework. The report explores various marketing strategies employed by BRORA, such as pay-per-click adverts, social media strategies, and content analysis. It also covers the importance of marketing mix and the role of distribution in meeting customer demands. The report concludes with an evaluation of the effectiveness of BRORA's current SOSTAC strategy, providing insights into how the company can achieve its goals of good profits and long-term sustainability in the fashion retail industry.

Principles and Practice
of Marketing

Table of Contents
Interim Project ................................................................................................................................3
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................3
QUESTION......................................................................................................................................3
Evaluation of effectiveness of retailer’s current.....................................................................9
SOSTAC strategy..................................................................................................................9
Current marketing strategy used by the................................................................................10
fashion retailer in the UK market could be implemented in an international market.........10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................5
TASK 2............................................................................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Interim Project

EXECUTIVE SUMMARY
In this report, marketing strategies, plan policies are studied. There is difference in roles
and responsibilities which are effective and significant for attaining goals and objectives. As
there are many changes taking place in business environment, so it is essential to make changes
in operations. This is significant for creating good brand image in society. There are some
changes in working style, which is relevant and significant for attaining goals and objectives. In
current scenario, marketing is one of the essential functions which requires more attention. This
gives direct impact on organisational sales and revenue. This report is based on ''BRORA'' which
is fashion retail outlet in Convent Garden UK. In fashion retail sector, change in trends are taking
place very frequently, so when new product is launched by managers of ''BRORA''. Convent
Garden is in West End, London's main threater and entertainment area. This is the place of centre
of attraction for tourist visit UK.
Marketing is important in current market because it provides actual knowledge related to
product and services. These days trends of marketing is important . There is requirement of funds
for promotion, so this is relevant for attaining good image in industry. These days, people use
more technology, so different search engines are used to known about brand. Customer invest
their money after proper analysis. Hence if marketing is effective, then this gives good
knowledge about product and hence brand image of ''BRORA'' increases. Marketing is a strategy
through which goals and targets can be achieved. Hence marketing function must be done after
proper analysis.
This organisation was established in 1993 to provide classic Scottish Cashmere. They
provide collection of clothes which are unique in colours. This has headquarter in Stevenage.
This association has specialised in Cashmere, clothes, fashion, knitwear, ladies, male and baby
wear. Managers of ''BRORA'' use different marketing strategies in order to make changes in
demand and services. This is the brand which has good image in mind of customers this gives
direct impact on sales and revenue. They use different sources to market products to customers.
This is relevant and significant for attaining good sales. Pay per click adverts, social media
strategies, SEO and Local SEO, website designing, software and web building, content analysis
are some marketing strategies. This is relevant for providing knowledge related to product and
services. Due to change in plans and policies, managers are responsible for providing clear
description about product and services. With the help of different marketing search engine, it is
1

easy to create brand image and know customer demand and grievances. ''BRORA'' provides
various discounts to customers on different basis such as age, first come first serve, etc. This is
relevant for creating awareness about brand and customers prefer to avail services from
''BRORA''.
SOSTAC model is used to know strategies which can be undertaken by organisation in
order to deal with changes. This helps to know current position and with different steps actions
are taken in order to attain goals and objectives i.e. good profits and revenue.
2

INTRODUCTION
Marketing consist of activities which are effective and relevant for creating relations,
communication with external parties. This is the method of communication, delivering
information to customers clients related to product and services. There are some changes which
has to made. Marketing is the process through which association can create value for their
product and services (Cowley, M. B., 2016). Marketing is not one night process, there is
requirement of different techniques through which customers are ware of their product and
services. These days, there is competition, so in order to attract consumers it is essential to make
marketing strategies. This report is based on ''BRORA'' which is fashion retail store in Convent
Garden High Street of London, UK. There is competition among retail store, they use various
marketing practices in order to compete with them. In this report, SOSTAC Model is use to
implement best marketing strategy in order to attain goals and objectives.
QUESTION
SOSTAC Model
SOSTAC is a tool which is developed by PR Smith in year 1990. This model is widely
used for business planning and marketing. It contains general strategies of marketing that can be
implemented in several commercial situations. This model is an extension of SWOT analysis that
assists businesses to get ready for campaigns. SOSTAC emphasize more on marketing
communications and execution stages of process. The structure of model is a simple logic that
develops on in-depth situation examination which informs resultant decisions made regarding
tactics and strategy. It is a clear logic that allows better decision making and thus, better plans.
SOSTAC model is adopted and implemented by marketing experts to numerous particular
situations involves electronic marketing and direct marketing. The process steps have also been
adopted to creation of company business plans and internet security systems (Dokukina, A.,
2015). The steps including in SOSTAC model are defined below:
 Situation that assesses current position of business.
 Objectives that sets goals or missions for business.
 Strategy which is an overview of how objectives can be attain.
 Tactics which is the detail of strategy.
 Actions that depicts about how to ensure excellent implementation of plan.
3

 Control that establishes how to know whether business is getting there.
(Source: SOSTAC Model Of Marketing, 2017)
The success of company highly relies on its way of promoting or marketing its products.
For businesses, marketing is always been important, but in current scenario, the way of conduct
marketing is changing dramatically. Businesses around and in Sutherland have been finding out
for new techniques to gain attention of more number of customers. Marketing strategies are
considered as the primary approach of engagement. BRORA is one of the most successful and
best loved modern cashmere brand of Britain. The company is steadily grown in amply fledged
fashion label with its own distinctive view point. An organisation was established to give a
contemporary twist to classic Scottish cashmere and develops a collection in variety of unique
colours. Various marketing strategies are utilized by firm in order to capture attention of large
group of market (Fleisher, T. A. and et. al., 2013). For BRORA, Sutherland, a search engine
optimization strategy is considered as a good route of attracting steady flow of clients and
4
Illustration 1: SOSTAC Model Of Marketing

customers. Firms in BRORA will produce content, You tube videos, Facebook posts, Twitter
campaigns, Pinterest boards and utilize their channels of social media to convey that content
among people of Sutherland and BRORA.
SITUATIONAL ANALYSIS- This is the first step in SOSTAC model. There are many
situations which arise in business. So it is essential to deal with them in appropriate and relevant
manner. In this step, managers of ''BRORA'' analyse that how organisation is performing in
industry. As there is competition in fashion sector, so is ''BRORA'' able to deal with it.
Communication channel used by association is TV advertisement, Hoardings, etc. which helps to
give information related to products served by ''BRORA''. There are various departments in
''BRORA'', such as production, marketing, purchase, sales, etc. so there is requirement of proper
communication .
Business phones, e- mail, conference calls are some components which helps to attain
goals and objectives in relevant and effective way. There is difference in trend of consumers, so
this is relevant for achieving goals and objectives. ''BRORA'' has good impression in mind of
society because they alter their product and services according to consumer demand. ''BRORA''
is performing well, so this gives positive impact on performance of association. Marketing mix is
implemented in best way which helps to promote product in market (Hair, J.F. and et. al., 2012).
Distribution of raw material and finished good is on time, so this is satisfies customer demand on
time. Operations manager of ''BRORA'' keeps in touch with purchase, production and sales
department so raw material are delivered on time. This ultimately helps in timely production and
distribution. ''BRORA'' has deal with different logistic service provides which helps to deliver
finished goods to outlet from godown. This gives latest and trendy products to customers.
BRORA has good policies of their operations which is key for success of business. Situational
analysis can understand with the help of macro environment. Macro environment includes
external factors of business which are unpredictable and not in control of managers of BRORA.
In such case, managers of BRORA has to alter business policies. They are discussed as under-
 Political factor includes governmental policies. This includes tax rate, political party
policies, etc. BRORA follow political norms properly and alter business policies. For
instance: due to change in political party, then norms also change this affects. In this case
managers of BRORA alter organisational policies.
5

 Economical factor includes change in financial norms such as inflation rate, bank tax
rate, etc. So in such cases, managers plan strategies to reduce cost and maintain
appropriate amount of profits.
 Social factor is one of the effective element in clothing sector. According to social norms
of country products has to marketed. This factor is key of success or failure of BRORA.
In UK, there is demand for more Winter wear, so woollen must be advertised.
 Change in technology is not in hand of managers of BRORA. In such case, managers
must use different strategies to implement alterations and train employees. For instance:
if new software is launched in market which reduces waiting time of customers,
managers plan to implement it and provide on the job training (Lefebvre, R. C., 2012).
 Legal factor includes rules regulations associated with geographical region. This is one of
the important component which has to considered in order to perform operations in
appropriate manner. For instance: in case of change in rules related to employees' pay,
then managers of BRORA alter their policies according to legal norms.
 Environmental factor is important to be considered because this factor talks about taking
care of nature. Use of solar heaters, eco- friendly polythene are efforts of conserve nature.
BRORA can attain long term sustainability because managers analyse market trends and
provide goods and services accordingly. These days people are more conscious about their
fashion, so managers plan different policies in order to clear old stock. Old stock clearance is
done with different discount strategies. This helps to maintain profits and attain cost benefits.
OBJECTIVES- Objectives means last target which has to be attained. It is essential to
make alterations which are relevant and significant for achieving targets. BRORA is running in
industry to attain some specific goals and objectives i.e. good profits and long term sustainability
in industry. This can be attained with proper employees and employer contributions. Employees
are crucial component for business which execute operations according to top level managers
demand. BRORA deals with changes in order to become favourite brand in clothing sector. So
they make advertisement according so customer may feel familiar with brand. BRORA have
objective to expand their business in Asian countries (Malekoff, A., 2015).
In order to attain this objective planning is done by top level managers to achieve this
target. Manager of BRORA has to provide information related to product or new arrival through
Brand Ambassadors, etc. This is more impressive for customers who favour their role model.
6

Objective of expanding business in Asian Countries can be understood through SMART
objectives. This is discussed as under-
 S stands for specific. This target is specific because it is talking about expansion of
business.
 M stands for measurable. Business expansion is measured in terms of monetary as well as
goodwill increment.
 A stands for achievable. This target is achievable by joint efforts of managers as well as
workforce of BRORA.
 R stands for realistic. This objective is realistic because business expands and hence
customer satisfaction can be achieved.
 T stands for time bound. Aims and objectives which are setted must be time bound. This
is one of the major factor which helps to achieve success within specified time. Managers
of BRORA make strategies to expand business within 1 year (Mayer, J., Borges, P. V.
and Simske, S. J., 2018 ).
With the help of SMART objective technique, managers of BRORA able to attain goals
and objectives within specified time. Managers of BRORA must convey this target to
workforce, soi they can implement it in appropriate manner. Marketing department plays vital
role in achieving targets because they convey information to consumers related to new openings
and arrivals.
STRATEGY- Strategy means plan or set of actions which helps to attain long term
objectives. There is difference in demand of customers, so managers of ''BRORA'' must make
policies which are relevant and significant for achieving targets. There are some changes which
has to be made in working style which helps to attain goals and objectives in dynamic market.
Strategy is one of the effective way to achieve targets. There are some changes which has to be
made according to consumer demand. This is relevant and effective for achieving targets. There
are some changes which has to be made according to market trends. ''BRORA'' deals in fashion
retail sector, as per change in demand of customer manager has to alter policies.
Strategies for this business objectives can be understood with the help of STP strategy
(Rupik, K. and Żyminkowski, T., 2014). There are some alterations which has to taken in
commercial activities to achieve target of business expansion in Asian countries. As per STP
strategy-
7

 S stands for segmentation. This means division of overall consumers in small units on
different basis. BRORA deals in clothes segment of women, men, children, so there is
difference in demand according to size, income level, season, geographical region, etc.
So managers of BRORA make difference in distribution on such basis.
 T stands for targeting. When managers of BRORA are thinking to launch business in
Asian countries, so main focus is on 12-30 years. Hence, it is easy to provide goods and
this is relevant for organisational growth and development.
 P stands for positioning. In positioning managers plan marketing strategy to give brand
image in mind of customers. This is the way which takes brand image at hype. This gives
positive result on sales and revenue of BRORA.
TACTICS- Tactics is in-depth analysis through which BRORA can expand its business
in Asian countries. This is helpful in attaining goals and objectives within time. There is
requirement of proper planning and guiding employees related to objectives. This helps to
achieve targets on time (Spotswood, F. and et. al., 2012).
Price- Price is charge which is required in lieu of product and services. This is essential
factor which has to be considered in order to establish business in Asian country. BRORA must
use cost differentiation so they can satisfy consumer demand. This is relevant for establishing
brand. Various discounts strategies such as seasonal discount, buy two get one free, end of
season sale, etc. are used. This is important and relevant for attracting customers and increase
sales (Salvo, S. G., 2015).
Product- BRORA deals in clothing segment if women, men and kids. While they are
launching outlet in Asian countries, so it is essential to analyse demand and then advertise
product. There is requirement of formal wear more. So they must launch formal wear. As climate
of hot, so there must requirement of summer wears more. This helps to increase sales and
enhance brand value.
Place- Place is the geographical are where business operates. It is responsibility of
manager to analyse market trends and then provide product and services. This analysis must be
kept in mind while advertising.
ACTIONS- This is the execution phase. In this stage, managers of BRORA deliver
different roles and responsibilities to employees. In order to market product in Asian countries,
there are different business actions which as to be undertaken. Business operations must be
8

considered important and hence performed in authentic way. Due to alteration in business
operations, it is relevant and significant to attain goals and objectives.
BRORA operates in proper structured manner, so this is effective and significant for
attaining delivering job roles and then ask for results. Managers of works on the basis of function
structure, so different roles are assigned according to skills and competencies. When operations
are assigned in effective way, then this is relevant for achieving targets. There is requirement of
some external assistance such as legal advisor. So these personnel helps to perform task
according to market trend. BRORA can use services through outsourcing which can be cheap
and more reliable. They provide services which are according to trend and in fashion (Sargeant,
A. and MACQUILLIN, I., 2016).
CONTROL- SOSTAC model ends with controlling stage. There are possibilities of
some changes in business operations which affects attaining business expansion. In order to deal
with such changes, it is essential controlling actions are taken. When there is flaws in operations,
then it is easy to ask for justification and take corrective action. Managers of BRORA plan
business operations in appropriate manner but while execution, there are possibilities of positive
as well as negative results.
In case of positive results, employees must be rewarded. This boost their confidence and
hence it is beneficial for near future. While at the same time, in case of negative result, manager
has to analyse reason and actions are taken in order to overcome flaws. This increase possibilities
of positive results. Managers must use different strategies through which they can attain targets
such as setting standard, checking last experience, etc. This provides knowledge in order to
accomplish assigned task avoiding last error. This helps to attain goals and objectives as per
market trend.
Evaluation of effectiveness of retailer’s current
SOSTAC strategy
SOSTAC strategy can be implemented in current is effective and relevant for BRORA.
This is relevant and effective for attaining goals and objectives and actions are taken in order to
achieve targets. In current trends, managers plan business operations in appropriate manner and
provide knowledge related to completion of business objectives. Due to change in market trend,
manager take actions to compete it. This is fruitful for organisation's growth and development.
9