Comprehensive Management Report: Feathers Company's Strategies

This report provides a detailed analysis of Feathers Company, an Emirati luxury brand, focusing on its management strategies and potential for global expansion, particularly within the UAE market. The report begins with an executive summary and table of contents, followed by an introduction that outlines the company's background and objectives. It includes an overview of Feathers Company, detailing its mission, vision, and a marketing audit to assess its current marketing plans. The core of the report involves macro and micro analysis using PESTEL and SWOT frameworks to identify political, economic, social, technological, legal, and environmental factors, along with the company's strengths, weaknesses, opportunities, and threats. Based on these analyses, the report outlines marketing objectives, a marketing mix, and strategies for implementation and evaluation control, culminating in an action plan. The report aims to provide a comprehensive understanding of the company's market position and strategic direction to achieve competitive advantage in the fashion industry.

Running head: MANAGEMENT
Management
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Executive Summary
The report has thrown light on analysing the different kinds of aspects which proves to be
helpful in managing the business operations in a successful manner. There has been inclusion
of the different marketing audit of both internal and external analysis of the environment that
has helped the company to globally expand the business operations in the different countries
in a positive manner. Moreover, with the implementation and evaluation control of the
different strategies, it has created a proper aspect which will be helpful for the business to be
successful and gain competitive advantage.

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Table of Contents
Introduction................................................................................................................................3
Overview of Feathers Company.............................................................................................3
Mission and Vision................................................................................................................4
Marketing Audit.........................................................................................................................4
Macro and Micro Analysis.....................................................................................................5
PESTEL Analysis...............................................................................................................5
SWOT Analysis...................................................................................................................11
Marketing Objectives...............................................................................................................14
Marketing Mix.........................................................................................................................15
Implementation and Evaluation Control..................................................................................16
Action Plan...............................................................................................................................17
References................................................................................................................................19

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Introduction
The report throws light on the overall analysis internal and external analysis of the
Feathers Company which is situated in United Arab Emirates. With the help of the internal
and external analysis of the company, the different opportunities, threats, strengths along with
weaknesses are being identified which can affect the growth of the company during the
global expansion. Moreover, the marketing objectives of the company are required to be
identified which will be beneficial for the overall growth of the company in the different
markets. The proper external and internal environment analysis is required to be done on
UAE market as the fashion industry is growing and they have been able to gain popularity.
Overview of Feathers Company
Feathers Company is one of the Emirati brands which has the Arabic culture deeply
rooted in the tale from the logo that was inspired from the traditional architectural patterns
which helped in showcasing the proud as well as rich heritage. The company was founded in
the year 2010 in the month of October 10th1. Feathers Company is the first Arabic luxury
brand which helps in offering the full range of the genuinely crafted products such as leather
goods, fine jewelry, captivating fragrances, sunglasses along with accessories and the top line
shoes for the different customers. In addition, the Feathers goods are appealing to the
different young Arabs and they have done the same by making bold statements by celebrating
the love of luxury in the most Arabic manner. It is the first boutique which has been opened
in Abu Dhabi and it has been able to creating a strong presence in the different upscale
shopping centers such as Yas Mall, Abu Dhabi and Dalma Mall, Abu Dhabi.
1Feathersfashion.com- Feathers Fashion | Feathers Fashion UAE http://feathers-fashion.com/?page_id=18859
(2019) [Retrieved from 9th April 2019]

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Mission and Vision
The main mission of the Feathers Boutique is to engage in offering the customers
with the different garments along with accessories which are targeted for females and males’
customers. The main aim is to maintain the highest standards in terms of the customer
service, quality of the products which are served to the customers which will be satisfying the
needs of the customers2. The company treats the different customers in the market with high
priority and in order to serve them with the best products and services, the company tries to
understand their experience, needs along with lifestyle.
On the other hand, the vision of the Feathers Boutique is to operate with the overall
perfection in each and every aspect, cherish beauty along with the style within the overall
fashion industry and the company aims to maintain the brand name as well as reputation3.
Moreover, the other vision of the company is to be the favorite of the customers through
providing them with the products of best quality along with the reasonable pricing and
providing them with the unique customer experience.
Marketing Audit
With the help of the marketing audit, it will be helpful in thorough review of the
marketing plan, objectives along with current activities which are being executed in the
business4. The main goal of the marketing audit is to make the working practices more
2Watrobski, Jaroslaw, Jaroslaw Jankowski, and Pawel Ziemba. "Multistage performance modelling in digital
marketing management." Economics & Sociology 9, no. 2 (2016): 101.
3Shaw, Stephen. Airline marketing and management. Routledge, 2016.
4Olson, Eric M., Stanley F. Slater, G. Tomas M. Hult, and Kai M. Olson. "The application of human resource
management policies within the marketing organization: The impact on business and marketing strategy

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effective which will be beneficial in the global expansion aspects. In case of Feathers
Boutique, the main marketing objective is to expand the business in UAE market.
Macro and Micro Analysis
With the help of the PESTEL analysis, the different kinds of internal as well as
external factors are required to be identified which will be beneficial in understanding the
threats as well as opportunities for Feathers Boutique to expand their business operations in
the UAE market.
PESTEL Analysis
Political Factors-The different politics play a major role in the business world as it
plays a crucial role in business structuring like economics. In the UAE economy, there is
political stability along with flexibility of the government is present in the market and across
the entire country. It will be beneficial for Feathers Boutique to expand their business
operations in the UAE market5. As Feathers Boutique is a big brand name in UAE market,
therefore in order to expand their business operations, the respective boutique needs to handle
the different political conflicts in an effective manner to allow flexibility around the
economy.
implementation." Industrial Marketing Management 69 (2018): 62-73.
5Moutinho, Luiz, and Alfonso Vargas-Sanchez, eds. Strategic Management in Tourism, CABI Tourism Texts.
Cabi, 2018.

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Figure 1: Political Aspects of UAE
(Source:Jaroslaw, Jankowski and Ziemba 2016)
Economic Factors- In the UAE market, there is exceptionally high rate of GDP per
capita and the rate of employment is low as well which proves to be beneficial for the growth
and stability of the company. It is one of the major success factors for Feathers Boutique to
expand globally. As Feathers Company is one of the luxurious brands which sells and offers
the different products to the high and middle-class customers and therefore, it is essential for
them to understand the overall scenario of people in UAE and whether the brand is affordable
in the respective market6. The growth of the GDP is 38,257.51 Crores USD which proves to
be beneficial for matching the different products as well as services for the customers in such
market.
6Järvinen, Joel, and Heini Taiminen. "Harnessing marketing automation for B2B content marketing." Industrial
Marketing Management 54 (2016): 164-175.

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Figure 2: GDP Aspects of United Arab Emirates
(Source: Jaroslaw, Jankowski and Ziemba 2016)
Social Factors- In case of social factors, there are few aspects such as income of the
individuals can be one of the most essential aspects as the income level is huge in comparison
to the other countries and the standard of living of the people is high as well. Moreover, it has
been seen that the inhabitants in the UAE market prefer to live comfortable and the main
reason behind the same is their well known jobs and there is specific clothing which is wore
and it is one of the main aspects which will be affecting the overall effectiveness. In such
scenario, Feathers Company will be gaining competitive advantage in the market of UAE and
the globalization has gradually resulted in the area and it is the mixture of different cultures
that will be beneficial for the overall growth of the company7.
7Johnsen, Thomas E. "Purchasing and supply management in an industrial marketing perspective." Industrial
Marketing Management 69 (2018): 91-97.

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Figure 3: Standard Living and Disposable Income in UAE
(Source: Jaroslaw, Jankowski and Ziemba 2016)
Technological Factors- The availability of internet along with the telecommunication
infrastructure are the different aspects which will be beneficial for the overall growth of the
company. In addition, the young population in UAE market is tech savvy that will allow the
respective boutique to leverage technological advancement and gain competitive advantage.
The availability of wealth in the country as to purchase new equipments can be the positive
aspect for continuing their business in the market8. The technological aspects play a major
role in the business of the fashion industry or the boutiques that will be a bug opportunity for
expanding the business operations in UAE.
8Homburg, Christian, DanijelJozić, and Christina Kuehnl. "Customer experience management: toward
implementing an evolving marketing concept." Journal of the Academy of Marketing Science 45, no. 3 (2017):
377-401.

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Figure 4: Technological Innovations at UAE
(Source: Jaroslaw, Jankowski and Ziemba 2016)
Legal Factors- In case of the legal factors, the different aspects such as there are
inclusion of the different labor laws such as health and safety aspects for the employees
working in the organizations. Moreover, there is inclusion of Employment Rights Act 1996
as well as the Employment Act 2002 are included in the market of UAE that has reduced the
discrimination among employees. Due to the same, it will be beneficial for the overall global
expansion of the company in UAE9.
9Gummesson, Evert. "From relationship marketing to total relationship marketing and beyond." Journal of
Services Marketing 31, no. 1 (2017): 16-19.

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Figure 5: Legal Aspects in UAE
(Source: Jaroslaw, Jankowski and Ziemba 2016)
Environmental Factors- The respective country UAE has hot and dry climate
wherein the production can slow down, however there are different kinds of equipments
which can be implemented by Feathers Company to continue their operations in UAE. The
different environmental aspects such as environment related regulations are followed in the
market of UAE. Moreover, the Feathers Boutique follows the sustainability practices which
will be beneficial in continuing and expanding their business operations in UAE market10.
10Atwal, Glyn, and Alistair Williams. "Luxury brand marketing–the experience is everything!." In Advances in
luxury brand management, pp. 43-57. Palgrave Macmillan, Cham, 2017.

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Figure 6: Sustainability Practices in UAE
(Source:Jaroslaw, Jankowski and Ziemba 2016)
SWOT Analysis
SWOT analysis is the comprehensive audit along with competitive analysis which
helps in identification of the strengths, weaknesses, opportunities along with threats which
are being faced by the business. In case of Feathers Boutique, the SWOT analysis will be
helpful in improving the business scenario to a proper extent.
Strengths
The different clothes, accessories along with collection of shoes of the company is
made up of high quality fabrics along with there is proper usage of the digital print
technology. Moreover, the clothes which are being sold by them are fashionable and