BUS 5112: Developing a Marketing Strategy for Country Road Brand

This report provides an overview of Country Road's marketing strategy, focusing on the application of the 4Ps marketing mix (Price, Product, Place, and Promotion). It examines how Country Road utilizes digital marketing, particularly social media, to engage with consumers. The analysis covers the company's pricing strategies, product design and quality, distribution channels including online delivery and return policies, and promotional activities through various digital platforms. The report concludes that a stable marketing strategy, like the marketing mix process, is crucial for driving an organization's promotional and economic growth. The document also references previous studies which claims that the 4P's theory affected retail department as consumers were satisfied by having low prices, discounts, delivery services and advertisement on the various platforms. This method increases the sale and production with fulfilling the desire and expectations of people in fashion trends.

Developing a Marketing
Strategy

Table of Contents
Developing a Marketing Strategy................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing mix strategy 4 P's...........................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is a process of give and take actions from which both can fulfil their needs and
requirements. In other words, promoting the brand and the services to explore the satisfied
desires and economy of an individual or a firm(Lertkulprayad, & Moudsong, 2021). Developing
the business, requires different strategy to build an organization to become successful.
MAIN BODY
The marketing is the way to convince the customer to purchase their services and goods
by reflecting the unique methods. In other words, the combination of some factors that helps in
control or approach the consumers for purchasing the product and services is simply known as
marketing. Here, choosing an organization named Country road which is located in Australia
launched in 1974 and also their sub-branches in South Africa and New Zealand. It is fashion
retail company which deals in clothing, footwear, furnitures and home decor
equipments(Greenacre, Freeman, and et.al, 2017). This organization will help in better
understanding of the concept of different strategies in marketing.
Marketing mix strategy 4 P's.
Marketing mix is one of the strategy to develop the company's revenue and help in
increasing the consumer scale. This strategy is consisted of four components which is the
mixture of four P's — price, product, place and promotion. County road utilize the strategy of
digital marketing as social media approach to the consumers. Let's discuss the company's method
applied in marketing mix strategy.
 Price : The economy in exchange for any product or service known as price. People
always link the cost to the products quality and compare the similar one to the other
organization. In an article, it has been founded that the company country road revealed
the effect of a multi-channel marketing through Facebook in business relationship. This
organization applies the price making strategy with innovative plan from which the
results for every AU $18.20 in revenue(Kotler and et.al, 2019). Company keeps the
prices affordable and generate the schemes of percentage off on a specific purchase
amount which helps them to operate more outcome and attract people to buy their
products.
 Product : This is the important point to influence the customer to purchase their services
and goods. Product is the good or work that company offers to people. In general, product

should have to fulfil the needs and expectation of every individual. For over 40 years, the
company has designed beautiful products for every human creature. They designed their
outfits from a well and famous group of people with the large experience in this fashion
industry. They provide the best quality material to the consumer and fulfil the
expectations of them in this trendy world. Consumer gives their feedback and reviews on
social media website from which they can improve their services and goods according to
their demands and suggestions.
 Place : Place refers to the store where it has been located in the geographical area. Most
of the issues occur when people realize that the store is far away from their houses and
livelihood area. The company makes this issue resolved by providing the delivery
services at their location(Pearson & Perera, 2018). From the website collection and
catalogue, it makes easier to choose the outfit design and looks to customer. In addition,
they also offer the seven days exchange and return policy if the product is destroyed from
somewhere and have some size related issues sometimes. The company is trying to
resolve people obstacles and demands which will increase their relationship with them at
a good track and also gives an excellent productivity and fame in a fashion retail society.
 Promotion : The advertisement for the service and production is refers as promotion.
Services are only sold when people will know about the company's product and services
they are providing. Promotion can be done in various forms such as television, radio,
newspaper, and social media platforms. Country road has been making the promotion by
digitalization procedure. Posting on the Facebook, twitter and google to influence the
consumer which increase the volume of buyers and makes a profitable growth.
Practising these marketing strategy or method will help an organization to move forward
and can get an excellent economy volume. In previous study, marketing mix 4 P's theory is
claimed affected in retail department as consumer were so satisfied by having low price,
discounts, delivery services and advertisement on the various platforms(Dekimpe &
Deleersnyder, 2018). This method increases the sale and production with fulfilling the desire and
expectations of a people in fashion trends.
CONCLUSION
The report is an overview of marketing process and its different ideological creations
through the digitalization procedure. In this article, it has been concluded that for driving an

organization needs a stable strategy plan as marketing mix process which helps in increasing the
promotional as well as economic growth of a company.
REFERENCES
Books and journals
Lertkulprayad, L., & Moudsong, P. (2021). IMAGE AND MARKETING MIX AFFECTING
CONSUMPTION BEHAVIOR OF SOCIAL ENTERPRISE: A CASE STUDY OF
BANANA FAMILY HEALTHY SNACK SHOP. Dusit Thani College Journal.15(2),
50-67.
Greenacre, L., Freeman, and et.al, (2017). Editors’ corner: The “work-ready” marketing
graduate.
Kotler, P., and et.al, (2019). Influence of country and company characteristics on international
business decisions: A review, conceptual model, and propositions. International
Business Review.28(3), 482-498.
Pearson, D., & Perera, A. (2018). Reducing food waste: A practitioner guide identifying
requirements for an integrated social marketing communication campaign. Social
Marketing Quarterly. 24(1), 45-57.
Dekimpe, M. G., & Deleersnyder, B. (2018). Business cycle research in marketing: a review and
research agenda. Journal of the Academy of Marketing Science.46(1), 31-58.