Marketing Implications of Myer's Strategies: A Detailed Report

This report analyzes Myer's marketing strategies, focusing on the implications of their initiatives to attract customers, particularly through "after-dark" shopping experiences. The report summarizes the key issues, including Myer's challenges in a competitive market and its plans to revitalize its brand. It discusses the importance of these issues, emphasizing the need for Myer to adapt to changing consumer behaviors and preferences. The analysis delves into the implications of Myer's strategies from a marketing perspective, examining how they aim to improve customer experience, build brand loyalty, and ultimately increase profitability. The report references relevant marketing concepts, such as the 4Ps, and considers the impact on various stakeholders, including customers, brands, and the company itself. The report concludes by highlighting the significance of effective marketing management in achieving organizational objectives and maintaining stakeholder relationships.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Table of Contents
Introduction................................................................................................................................2
Concise Summary of Vital Issues Explained in the Article.......................................................2
Reasons to be Considered on Importance of Issues Illustrated in Article..................................2
Analysis of Implications of Issues from Perspective of Marketing...........................................3
Conclusion..................................................................................................................................4
References..................................................................................................................................5

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Article- Singer, M. (2019). Smaller stores and free booze: Myer's plan to lure shoppers after
dark. Retrieved from: https://www.smh.com.au/lifestyle/fashion/smaller-stores-and-
freebooze-myer-s-plan-to-lure-shoppers-after-dark-20190830-p52mik.html
Introduction
The article helps in understanding the concept of marketing that is considered to be
effective for growing in the competitive market scenario. In the respective scenario, the
article that is chosen is related to Myer which is planning to lure the different shoppers after
the dark hours as they felt that it is the most efficient technique which will be essential in
improving the growth and profitability effectively. Marketing Management is the most vital
technique which needs to be planned by the companies for the purpose of the achieving the
organizational related outcomes and improve the brand of the organization in comparison to
other competitors present in the scenario (Wierenga & Van der Lans, 2017).
Concise Summary of Vital Issues Explained
The vital type of issues which have been explained in the particular article is related
to the different issues faced by Myer Company in the past few years as they were not able to
increase the level of profitability in the market. In the press conference, the CEO of the
company commented the fact that there should be closure of stores in an aggressive manner
as there was more than 42% dive in the profitability of the company which impacted the
revenues of the company negatively (The Sydney Morning Herald, 2019). The article has
been helpful in making the audiences understand that there was issue related to the strategy of
marketing that created high reduction in the growth prospects of the company and trading
hours were not effective. In current environment, the physical stores aspect is reducing at a
large number, as these are not able to gain profitability as the online stores are the new trend
in the market which is managing the different needs of the customers in an easy manner.
Marketing is of vital importance to different businesses as it is the key of promoting,
researching along with selling different products to the target audiences of the respective
business (Stead & Hastings, 2018).
Reasons to be Considered on Importance of Issues Illustrated in Article
From the case study of Myer, the company CEO and the other business officials felt
that the marketing strategy needs to be changed that is supposed to be helpful for attracting

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large number of customers in the market and improve their shopping experience. The turning
of the stores in after dark destinations with drink along with special offers is one of the latest
gimmicks that is introduced by Myer for luring the customers for rebuilding the fortunes
successfully (Olson et al., 2018). From the analysis of the article, the main and essential point
is that when the different customers are happy regarding the products and services, they
become the brand ambassadors without any kind of knowledge. Due to the word of mouth,
the sales will start increasing and it will prove to be effective for the complimenting the
marketing efforts of the company successful. The marketing efforts are essential and it is
introduced to be the efficient aspects wherein the four essential 4Ps need to be considered as
these will be suitable for improving the productivity of the company and improve the morale
of customers for purchasing the products from the respective brand (Liu et al., 2017).
Analysis of Implications of aspects from Point of View pf Marketing
After the analysis of case study of Myer, the vital aspect which has been analyzed is
Myer wants to lure customers as they felt that reconnecting with the roots and with customers
are the most important approach which can be included in the process. As the part of the
strategy, Myer signed with more than seventy brands and the brand ambassador was the 19
years old Sarsha Chisholm as the youth ambassador (Kotler et al., 2018). The plan was
outlined in the manner wherein the “AFTER DARK” program in Melbourne, Brisbane along
with Sydney are the major places and the entire program of nine weeks will be capable of
offering customers with the glass of sparkling wine while they will be shopping in mood lit
kind of environment with the upbeat music on the existing late-night trading days. These are
the forth coming changes that can be incorporated by Myer as to attract a large group of
customers and improve the scenario of profitability in a successful manner.
The main objective of the company was to promote various products and services
which are delivered by them to the different potential customers as well as it is achieved
within the given or specified time frame (Keegan, 2017). The marketing objectives are
considered to be the marketing strategies as to achieve the organizational objectives and it
will be effective in increasing the welfare of the society. The marketing strategies which are
adopted by Myer for creating curate capsule authentic wardrobes that is liked by audiences
and it will be able to translate to the different customers. Myer has been able to rebuild the
marketing strategies of the company wherein the main focus has been given on the needs and
demands of the customers as they feel that they are the asset of the company and they need to

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be kept happy. Keddie was the brand ambassador wherein the wardrobe which was wore by
her during pregnancy helped her in showcasing the various types of attires that can be
marketed to the different customers (Fan, Lau & Zhao, 2015).
Conclusion
Therefore, it can be inferred that marketing management is the crucial element which
needs to be included in the different businesses of the companies as it will be helpful for
improving the business activities in a successful manner. In case study of Myer, the main
approach which can be incorporated in the process will be attaining the effectiveness in the
process of selling the different products and services to the different customers. Proper
planning, analysis and the implementation are the crucial elements which needs to be
maintained for building mutually effective relationships with the different stakeholders such
as the customers which will be capable of achieving the organizational objectives.

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References
Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), 28-32.
Keegan, W. J. (2017). Global marketing management. Pearson India.
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing
management: an Asian perspective. Pearson.
Liu, Y., Li, K. J., Chen, H., & Balachander, S. (2017). The effects of products’ aesthetic
design on demand and marketing-mix effectiveness: The role of segment
prototypicality and brand consistency. Journal of Marketing, 81(1), 83-102.
Olson, E. M., Slater, S. F., Hult, G. T. M., & Olson, K. M. (2018). The application of human
resource management policies within the marketing organization: The impact on
business and marketing strategy implementation. Industrial Marketing
Management, 69, 62-73.
Stead, M., & Hastings, G. (2018). Advertising in the social marketing mix: getting the
balance right. In Social Marketing (pp. 29-43). Psychology Press.
The Sydney Morning Herald (2019) Smaller stores and free booze: Myer's plan to lure
shoppers after dark https://www.smh.com.au/lifestyle/fashion/smaller-stores-and-free-
booze-myer-s-plan-to-lure-shoppers-after-dark-20190830-p52mik.html [Accessed on
20th December 2019]
Wierenga, B., & Van der Lans, R. (Eds.). (2017). Handbook of marketing decision
models (Vol. 254). Springer.