Marketing Report: Target Market Analysis and Competitive Overview

This marketing report focuses on the target market for a swimwear company, specifically targeting young adults aged 20-30 who are interested in swimming and fashion. The report analyzes the demographics and psychographics of the target market, highlighting their preference for attractive and comfortable swimwear, including neon-themed designs for night parties. Furthermore, the report analyzes comparable product offerings from various swimwear brands such as AgonSwim, Andrew Christian, Ocean Pacific, O’Neill, Roxy, Ron Jon, Venus Swimwear, and Victoria's Secret. Each brand is evaluated based on their store, designer, fibre content, and price. The report concludes by providing a comprehensive comparison table and a bibliography of sources used for the analysis. The assignment also touches upon the 'dope dye' trend, highlighting its eco-friendly nature and relevance to the target market's preferences for sustainable and vibrant fashion choices.

Running head: MARKETING
Marketing
Name of Student
Name of University
Author Note

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MARKETING
Table of Contents
Target market.............................................................................................................................2
Analysing comparable product offering.....................................................................................2
Bibliography...............................................................................................................................8

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MARKETING
Target market
The target market for the company are the people that prefer to be involved in
swimming and at the same time, ensure that the suit worn is attractive as well as comfortable
for swimming. The company managed to use neon themed bright coloured garments so that
people can swim at night parties.
Demographically the target market of the company can be considered as people that
belong to the younger generation. People belonging in the age group of 20-30 years are the
main target. Both male as well as females are targeted. This is mainly because the swimsuit
wear are mainly an attractive phenomenon for young people and thus can be considered as an
important target market for the company. The prices of the products are kept to a minimum of
$160, which establishes the fact that well-to-do people of the society can be capable of
purchasing the products.
Based on the psychographic analysis, it can be said that the target market for the
company and the swimsuit can be related to the lifestyle as well as the physical appearance of
the people. The swimsuit is directed at the people that have less weight, slim and slender. At
the same time, people that prefer the use of eco friendly products need to be taken into
consideration for the development of the target market. Young people preferring pool parties
and the people concerned with their looks in the party can be considered as an appropriate
target market for the company.
Analysing comparable product offering
Store shopped Designer name, brand or department Fibre content Price
AgonSwim AgonSwim is a competitive swimwear
manufacturer that is famous for suits fit
The fibre
content of the
The price of
the products is

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MARKETING
for amateur aquatic sports. The company
was established in 2000 with 9
employees handling departments such as
marketing and selling of the swimsuits
swimsuits
designed by
AgonSwim is
dye
sublimation
high. The
price set for
the swimsuits
of AgonSwim
is about $170
depending on
the type of
swim wear
that is being
selected by
the customers
Andrew Christian Andrew Christian is a men’s swimwear
designing brand. The focus is on that of
the men population at the initial years.
However, owing to the competition
Andrew Christian needed to
manufacture clothes for the women
population as well.
The fibre
content used
by the
company is
simple nylon
tailored suits.
The swimsuits
are made for
the popularity
of the people
and for the
friendly
environmental
conditions
The price of
the products
are $150
denoting that
the target
market of the
company are
the high
profile people
of the society

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MARKETING
preferred by
the customers
Ocean Pacific Ocean Pacific is a private company that
manufactures surf related apparel and
swimwear. Every department of the
company is associated with the
manufacturing as well as the selling of
the products.
The fibre
content can be
associated
with the use of
nylon fabrics
so that the
skin of the
wearer does
not get
effected
The products
are sold at
$170 which is
higher than
most of the
other
competing
brands in the
market
O’Neill O’Neill is a Californian surf wear that is
famous for apparel, swimwear and surf
wear. The company is known for the
manufacturing of licensed swimsuit
wear that is an inspiration for young
adults
The fibre
content used
for the
manufacturing
of the
products
include dope
dye material
so that
harmful
effluents of
the
environment
The prices of
the products
are about
$200. The
expensive
prices of the
products
denote the
high class
clients that are
preferred by
the company

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MARKETING
can be
reduced
Roxy Roxy is an American swimsuit brand
that targets young women. The
drawback of the company is that it had
to be bankrupt due to financial losses
suffered by the company. It is also in
partnership with Quiksilver an
Australian swimsuit designers
The fabric
used for the
manufacturing
of the
swimsuits is
that of the
nylon clothes
and silhouette
for the smooth
wear of the
people
The prices of
the products
are about
$150 which
can be
considered as
moderate
owing to the
fact that Roxy
is associated
with
Quiksilver an
international
company
Ron Jon Ron Jon is a surfer styled swimsuit retail
store. The speciality of the store is that it
manufactures surfing and body boarding
equipments. The advantage of the store
is that it has 14 stores all over the
country.
The fabric
used is nylon
for the
swimwear
while for the
equipments,
wood is used
for the
manufacturing
The price of
the fabrics
ranges
between
$150-$180
which can be
considered as
high for the
manufacturing

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MARKETING
of the
surfboards
of the
materials
Venus Swimwear Venus Swimwear is one of the largest
swimsuit designers in the American
clothing industry. The company is
known for various swimwear, clothing
as well as accessories. The number of
employees of the company is about 250
people
The fibre
content of the
product can be
considered as
silk as well as
nylon wear
that can help
in smooth fit
for the people
The price of
the products
of the
company is
about $250
owing to the
popularity of
the products
and the brand
image in the
market
Victoria’s Secret Victoria’s Secret is another famous
swimsuit and designer brand that is
famous for beauty products. It is
considered as the largest fashion
department store in the country and at
the same time is considered as an
independent owned store of the
swimsuits and other products
The fibre used
is of excellent
quality that
takes into
account the
fashion
demand of the
people as well
as the
environmental
friendly
situation that
The price of
the products
of Victoria’s
Secret is high
owing to the
brand image
of the
company.
Thus, the
price of the
company is
about $250-

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is required.
The
application of
nylon as well
as dyes are
considered for
the
manufacturing
of the
products that
is owned by
the company
$300 and the
target market
are the high
classes people
in the society
Table: Comparing products
(Source: Created by author)

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Bibliography
Agonswim.com. (2019). Retrieved 22 July 2019, from https://www.agonswim.com/
Andrewchristian.com. (2019). Retrieved 22 July 2019, from
http://www.andrewchristian.com/
Oneill.com. (2019). Retrieved 22 July 2019, from http://www.oneill.com/
Oceanpacific.com. (2019). Retrieved 22 July 2019, from https://www.oceanpacific.com/
Ronjonsurfshop.com. (2019). Retrieved 22 July 2019, from http://www.ronjonsurfshop.com/
Roxy.com. (2019). Retrieved 22 July 2019, from https://www.roxy.com/
Venus.com. (2019). Retrieved 22 July 2019, from http://www.venus.com/
Victoriassecret.com. (2019). Retrieved 22 July 2019, from http://www.victoriassecret.com/