MKT4801 Global Marketing: New Product and Marketing Metrics Analysis

This report provides an analysis of global marketing strategies for Apparel Group's new organic perfume product line. It includes an external analysis using PESTLE, examining political, economic, social, technological, legal, and environmental factors in the UAE market. The report also covers internal environmental factors like human resources, goals, mission, vision, and organizational structure. Furthermore, it discusses target market segmentation using STP (Segmentation, Targeting, Positioning) and stakeholder relationships, including customers, partners, and suppliers. The value chain model is used to illustrate how the company transforms its idea into reality, focusing on inbound logistics and other key activities. The report also formulates measurable objectives for the new product in the new market, concluding with key recommendations.

MODULE TITLE: GLOBAL MARKETING
MANAGEMENT
MODULE CODE: MKT4801
NEW PRODUCT AND MARKETING
METRICS REPORT

EXECUTIVE SUMMARY
This report covers how global marketing may obtain access towards the
toughest consumers. In addition to this, both external and internal analysis are
performed by using crucial model such as PESTLE, value chain analysis and others.
As this model is very effective for management because it help in developing the
organization product and offer to customers in market. Also, Return On Investment,
Customer Life Time Value, Social Media Metrics are some metrics which are used to
measure the success by applying various metrics so that they get know that their
organization will gain profit or not effectively and efficiently.

Table of Contents
Contents
EXECUTIVE SUMMARY........................................................................................... 2
INTRODUCTION...................................................................................................... 5
MAIN BODY............................................................................................................ 5
ANALYSIS OF EXTERNAL ENVIRONMENT............................................................5
Analysis of Internal Environment.............................................................................7
Target Market Segment......................................................................................... 8
Relationship With Stakeholders.............................................................................. 9
Value Chain Model................................................................................................ 9
Formulate the measurable Objectives for the new product in new market....................11
CONCLUSION....................................................................................................... 13
REFERENCE......................................................................................................... 14

INTRODUCTION
Global marketing environment plays vital role as it is the marketing upon a
world-wide level reconciling or undertaking international operational differences,
similarities as well as opportunities for reaching the international goals. To define the
concept of global marketing environment the selected organisation is Apparel Group
which launched its brand by the name R&B in October 2012. R&B is the group's
most popular value concept fashion brand offering quality clothing at affordable
prices across GCC countries for Men, Women & Kids wear. R&B also provides a
fantastic collection of footwear and accessories for all three segments (Dawson,
2020). The brand also has a home section offering a great range of Soft Furnishings
and Home Accessories. Currently, R&B is operating with 63 Stores and an E-
commerce platform. This report covers the analyses of external and internal
environment. Further, it highlights target market segment, relationship with
stakeholder and value chain model.
MAIN BODY
ANALYSIS OF EXTERNAL ENVIRONMENT
PESTLE Analysis:
The management of an Apparel Group is going to launch new beauty product
line organic perfumes as it is formulate with various flower fragrances without using
any chemicals in their organization. As they want to enter into the beauty product
industry in order to enhance their profitability. Management decide to launch their
product in current market that is U.A.E, for that they need to properly examine their
current market trends and customer preferences. So new product must be accepted
by the new market of customers. In addition to this, respective organization new
product is different from other beauty brand because they do not use any kind of
harmful chemicals for enhancing its fragrances. Also, this will help management to
know about the Political, Economical, Social, Technological, Legal and Environment
factors so that they also able to know that their product must be suitable with their
organization product policy or not. Further, management of company will be choose
new market to launched their new product which are discussed below.

 Political Factor: The political condition of UAE is stable which allow
businesses to explore their operation and product lines. The organization of
Apparel Group (R&B Brand) have to check that all the policies of U.A.E
related to beauty product industry. Further, use available opportunities
according to the organization preference so that in future it will not effect the
organization operation profitability and management. It helps Apparel Group
to increase their customer base and market share by launching new product.
 Economical Factor: It includes inflation rate, customer income, bank rate of
U.A.E which is favorable for company to operate their business effectively.
The organization of Apparel Group (R&B Brand) have to analyse the
economic of U.A.E that they don't have to face problem while running the
business due to the inflation and deflation (De Mooij, 2019). The income level
of people are good which helps company to sell their new product and
increase profitability.
 Social factor: People of U.A.E prefers try to new thing which is also good for
their health. The culture and taste or preferences of customers is dynamic
which management of Apparel Group (R&B Brand)have to check time to time
that it will easy for management to attract customer in market. If management
will not examine the culture then they have to face problem while selling the
beauty products to customers in market. It is beneficial for company as they
launch organic perfume which is trendy and unique which attract large
number of youth and increase customer base of Apparel Group (R&B Brand).
 Technological Factor: In U.A.E, there are various new and digital technology
available which help businesses to increase productivity and revenue. The
management of an Apparel Group (R&B Brand) have to check that they are
using latest technology for their products and marketing. If Apparel Group
(R&B Brand) not adapting the latest technology then they have to face
problem in market that they will not able to compete their competitors in
market (Donthu, Kumar and Pandey, 2020). Moreover, company increase
their sales by using digital marketing technology to spread awareness about
their new organic product across the world.

 Legal Factor: There are various laws and regulation regarding safety,
organic items, health and employment. The management of Apparel Group
(R&B Brand) have to follow all the legal procedure while manufacturing and
running their business operation according to U.A.E government. So, that
they will not face any issues in future and they will sustain their organization
for long term in market and government did not interfere in the organization in
market. If management did not run their business operation in legal way then
organization may shut down by the government or management have to
change their policies according to U.A.E government.
 Environmental factor: In U.A.E, the government is very concern towards the
environment and make policy so that if anyone harm the environment then
organization can charge a plenty and take legal action accordingly. For
Apparel Group (R&B Brand) the environment is very primary concern for the
organization. The resources which they are using for manufacturing organic
products must be eco-friendly and it will not effect the environment any way
so that customer can also use freely. If products is not eco-friendly then
management have to change the products or their resources so that it will
sustain for long term in market (Gbadamosi, 2019).
Analysis of Internal Environment
The Apparel Group (R&B Brand) of management is going to launch new
beauty product line organic perfumes. so they have to do proper research about
internal environment of organization which will effect the business operation in the
market. All the internal factor which will affect the organization operations and
productivity are discussed below:
 Human Resources: In Apparel Group (R&B Brand) the management have to
check that they have sufficient workforce or not for performing the task so that
it will not effect the business operation in market. It is very important for
organization that there must be having proper work force which have full
knowledge about new technology and trends to make innovative products
and run business operation smoothly in market.

 Goal: The main goal of Apparel Group behind introducing their business into
beauty product line by launching organic perfumes is that they want to explore
their business into other product line also (Gillespie and Swan, 2021). Mission & Vision: As the Apparel Group is going to launch new beauty
product line such as organic perfumes so in respect off this they have to
develop vision and mission for their new product.◦ Mission: “Its mission is to enhance their sales into beauty product line and
gain huge customer base”.
◦ Vision: “Its vision is to see themselves as the world leading beauty
brands”.
 Organizational Structures: The organization have to set the proper
organization structure so that they will not face any problem while operating
their functions effectively which will directly effect the organization
performance. The Apparel Group (R&B Brand) have to set every thing in their
organization in well manner further management must follow divisional
structure for each product line. It helps employees and management to get
proper knowledge about each other job role which increase the speed of
working. Also it helps them to communicate directly which increases their
productivity.
Target Market Segment
In this segment the Apparel Group (R&B Brand) have to apply the STP in
their organization so that they able find out their target customer to attract them
customers for their new products. As they are going to launch new beauty product
line that is organic perfumes so it is very important for management that they must
know about their target customer in market. Let's discuss all the factors which
involved in target market segment in below:
 Segmentation: In this management of Apparel Group (R&B Brand) have to
divide the customers in different section on the basis of their gender and age
group so that they able to offer the right products to the customers in market.
professional also able to know about that which age group have more interest
in the beauty products in the market (Gornostaeva, 2020). For their new

organic perfume product they must target youth, females and people among
the age group of 15 to 50 which prefer healthy as well as natural fragrance
perfume for daily use.
 Targeting: The organization of Apparel Group (R&B Brand) have to target
their customers according to their segmentation analysis. In order to meet the
requirements of targeted they must make variety of flavoured perfumes for
females and males separately. Further they make effective plan related to
price, place and mode of distribution in order to spread awareness about their
product to increase customer base.
 Positioning: In this management of Apparel Group (R&B Brand) have to set
the position of their brand product in the customer mind . so that it will attract
the customer which having a mind perception that this products is good for
use and it have good image in market. By this they can use social media
marketing and online platform for selling products to people who has busy
work life schedule (Hans, 2019). Further they must provide various offers to
attract people and increase their experience. This is very important for
management that they set their brand image in customer in mind then only it
is possible for management to sell their new beauty products by online stores
in current market of U.A.E.
Relationship With Stakeholders
The Apparel Group (R&B Brand) have various stakeholders for which
management have to maintain the relationship with them which helps in
development of organisation and in market successful business operations can be
run. Below mention are stakeholders relationship which are as follows-
 Customers: In a market the organisation in context to Apparel Group (R&B
Brand) has to maintain relationship with their customer. Products of the brand
is used by customer and they have trust which help organisation to sustain
long-term growth in market (Iacobucci, D., 2021).
 Partners: The management of Apparel Group (R&B Brand) is required to
make policies in accordance to their partners. It will help organisation to have
good brand image and increases profit by making partners happy.

 Supplier: It is required by organisation to maintain good relationship with
suppliers so that they can have better quality of raw material in low cost
according to market price. This will help management of Apparel Group (R&B
Brand) to generate more profit and gain competitive advantage.
Value Chain Model
The management take use of this model as to transform their idea into the
reality. The change model help management in knowing how effectively theory have
change their idea into reality in relation to organic perfume. With this, there can be
development of effective product that can be offered to customers in market in
context to Apparel Group (R&B Brand). This value chain model consists of various
things which is mention below-
 Inbound logistics: The organisation in framework to Apparel Group (R&B
Brand) is required to have appropriate warehouse for managing inventories of
beauty products from raw material to finished products (Kmsap, 2018).
 Operations: The management of organisation, convert raw material into
finished products. In context to Apparel Group (R&B Brand) it prepare its
product from quality raw material and convert them into a finished product.
The management has to keep an eye that everything goes properly in
business operation while product is manufactured.

 Outbound logistics: It is about of distributing final products to customer in
market for which organisation make effective strategies. The strategies in
context to Apparel Group (R&B Brand) are- way of transportation or
appointing the delivery partner (Kaynak, 2021).
 Marketing and Sales: The strategies are made by organisation to target
customer in market and awareness is created of product through promotion,
advertising. The organization of Apparel Group (R&B Brand) for their new
product that is organic perfumes have to do effective promotion and
advertising and prepare pricing strategies for the organization so that they
can generate awareness of the product in market for customers.
 Services: The management have to take feedback form customer about their
product experience. To enhance customer satisfaction company try to resolve
problem of customers. The management of Apparel Group (R&B Brand) has
to always take feedback from the customers to know about there experience
about organic perfume (Zaveri and Amin, 2019).
Formulate the measurable Objectives for the new product in new market
The management of Apparel Group (R&B Brand) have to apply various
metrics for measuring the success of new product that is organic perfumes in current
market. Further, they make attractive offer for new products to achieve success so
that maximum amount of profit can be earned. When management launch any new
product then they have to prepare effective offer for the products to grab attention of
the customers in market (Makarova and Ermolina, 2021). The Apparel Group (R&B
Brand) provides offers such as buy 2 get one product free in order to grab customer
attention in market for new product. The management need to measure the success
by applying various metrics in order to gain profit. The following metrics are
discussed below-
 Return On Investment: The success of Apparel Group (R&B Brand) can be
measure by evaluating profits on each product after production cost and
selling price. If management get return more than their investment than its
earning profit is good for organisation.

 Customer Life Time Value: In organization the customer life time value is
depend upon the printability which management is earning on their new
product and their profit earning must be more than their product value then
only their product profit success will be measured (Mizik, and Hanssens,
2018). The profit which is earned by the new product of the organization of
Apparel Group (R&B Brand) is directly impact on the life time of the products.
 Social Media Metrics: The organization of Apparel Group (R&B Brand)
measured new product success on basis of social media metrics that how
organization use social media platform for advertisement and how much
people influence by the products through social media. The profit is earned is
success of the new products in the market (Morales, 2018).
CONCLUSION
From above discussion, it has been concluded that organisation is required to
have careful market research to launch new product in new market so that it can be
accepted by customers. Effective market research help organisation in its growth
and development in market. The report also concluded brief explanation of external
and internal environment analysis to know its impact on organization. Further, target
market segmentation, relationship with stakeholders is discussed and how
stakeholders impact the organization. The value chain model is also considered
which management use for converting idea into reality.

REFERENCE
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