Analyzing Hermes Paris: Marketing Concepts, Process, and Environment

This essay provides a detailed analysis of Hermes Paris's marketing strategies, focusing on fundamental marketing concepts, the marketing process, and the impact of the marketing environment. It begins by explaining the marketing concept and its various components, including product, selling, and marketing orientations. The essay then delves into the marketing process, outlining the steps involved in analyzing market opportunities, developing marketing strategies, planning marketing activities, and integrating marketing strengths. Furthermore, it examines the political and legal environment as a macro factor influencing marketing decisions, highlighting the importance of adhering to regulations and adapting to political changes. The essay concludes by discussing strategies for businesses to maintain a competitive edge in the face of political and legal challenges, such as insurance, risk management, and exit strategies.

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Fundamentals of Marketing
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Introduction
The paper explains the marketing of Hermes Paris Company. The company is a ready to
wear garments manufacturer. It focuses on the marketing concepts and processes as well as
marketing environment factors. It also describes how to cope up with changes in the marketing
environment to maintain a competitive edge.
The marketing concept is the philosophy used by firms to guide marketing and selling efforts.
It helps the firm to define what relative weights must be given to individual interests of the firm,
its customers and the environment in the inclusion of the society (Kotler, 2000). There are five
concepts including product concept which states that customers purchase products that are
cheaply priced and in large varieties. Product concept argues that buyers favor goods which
conform to the expected quality and have additive features. The selling concept states that
consumers and firms once neglected are unable to buy enough of the products sold by the
company. The marketing concept usually based on focused customers, their needs, return on
investment and integrated marketing. It argues that to reach the aims and objectives of a firm
perfection in delivery, creation, and communication of customer value should be leading
(Bhasin, 2018).
The process of marketing is analyzing the opportunities present in the market and identifying
the focused market and integrating the 4ps of marketing and how to manage the marketing
strengths. (Kotler, 2000) States the four steps of marketing process as Analyzing market
opportunities based on the company's core competencies and market experience is the first step.
Secondly developing of marketing strategies, thirdly planning the marketing activities and lastly

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incorporating the strengths of marketing. The importance of the concepts of marketing is that
they will help the Hermes Paris company's products to focus on customer satisfaction hence
increasing sales and profitability. The process of selling helps the company to know its market
opportunities. It makes it clear the marketing strategies to be employed as well as the
management of the marketing efforts of the products.
Political and Legal Environment
It is a macro factor of marketing. The political environment is the political influences of
governments to businesses. Sound marketing decisions should consider the political environment
of the host nation. The political parties in any particular country usually come up with policies
that affect legislation and all organization must obey them. The government sets policies that set
all organization to adapt to a uniform behavior. It is regarded as the regulatory environment. The
regulatory structures include; patent legislation which is a structure in which the government sets
rules on what may or may not be patent and the latency period. The second one is taxation.
Governments normally impose taxes on certain products to limit their demand and supply
(Grigore 2011).
The next one is safety regulation in which the company is required to conform to safety
regulations. For instance, in European Union member states a product that is legal in one
country is assumed legal in all other countries. It applies unless the product is revealed to be
harmful for consumption. Contract laws which govern the contract between the consumer and
the retailer is another factor. Next is the consumer protection which protects the customers from
exploitation. The regulations require the retailers to provide safe goods to customers with the

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required quality and favorable prices. Political and legal environment affects the company in the
way it should operate to adhere to the rules that govern a particular country (Miller and Jentz
2001). It also provides the firm with all the required legalities to be followed when marketing
Hermes Paris products.
Political and legal changes in the market environment can be very severe to any business. As
such, several strategies could be helpful to help the business retain its competitive advantages in
the market. Firstly, insurance is very crucial in every business environment. The company can
protect itself against political risk factors through insurance. This insurance has been available
for decades and has proved useful to many businesses around the world. Secondly, avoiding
political risk with control procedures is another critical factor in any business organization. Large
firms ensure that they have a professional chief risk officer in charge of evaluating political risk
in a given region. It is equally necessary to provide that all the legislation, assessment, analysis
and management of these risks is carefully done it (Wagner 2000)
Dealing with risks on an ongoing basis is another tactical strategy that a company should
consider. Exit strategies and alternative mechanisms should be available in the company.
Moreover, it's tough to avoid all the political risk said various alternatives are very vital for the
company. The company should be very precise on the option to take while considering macro
and micro political risk. General understanding of these type of hazards will guide the company
on appropriate investments. Micro-level risks management turns simple, and investments once
shifted to alternative industries. Firms need to have strategic units to acknowledge their code
base. The firms must take into account the expense and benefits of complexing their strategic
business units in various locations. Honestly, they should not be overly optimistic.

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References
Bhasin H., 2018. Concepts of Marketing. (Online) Available at:
www.marketing91.com/concepts-of-marketing [Accessed March 19, 2018]
Dr. Rajwani T., 2011. How should firms deal with political risk? (Online) Available at:
http://www.som.cranfield.ac.uk/som/p16495/Think-Cranfield/2011/May-2011/How-
Should-Firms-Deal-with-Political-Risk [Accessed March 19, 2018]
Grigore, G. F., 2011. Corporate Social Responsibility and Marketing in G. Aras and D. Crowther
(eds). Governance in the Business Environment–Developments in Corporate Governance
and Responsibility, Vol. 2.
Kotler, P. and Keller, K.L., 2009. Marketing management (13th end). New Jersey.
Miller, R. L., and Jentz, G. A., 2001. Marketing and E-Commerce: The Online Legal
Environment. South-Western Thomson Learning.
Wagner, D., 2000. The Impact of Political Change and How To Protect Your Business Against It.
(Online) Available at: https://www.irmi.com/articles/expert-commentary/the-impact-of-
political-change-and-how-to-protect-your-business-against-it [Accessed March 19, 2018]