Comprehensive Marketing Mix Analysis for Paragon Polymer Products

This report provides a comprehensive analysis of Paragon Polymer Products Pvt. Ltd.'s marketing strategies. It begins with an introduction to the company, its mission, and market positioning. The main body of the report includes a detailed marketing audit, examining both internal strengths and weaknesses, as well as external opportunities and threats using a SWOT analysis. The report explores the company's unique selling proposition, including its use of social media, re-merchandising strategies, and focus on high-quality products and competitive pricing. Furthermore, it analyzes the external factors influencing the company, such as political, economic, social, technological, legal, and environmental aspects. The report also discusses the attractiveness of the market and its potential for growth, concluding with an overview of how the marketing mix can be optimized to bridge gaps between the company's current strategy and the external environment. The report utilizes various marketing concepts and frameworks to provide a well-rounded assessment of Paragon Polymer Products Pvt. Ltd.

Marketing
Mix

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................5
1. Background of Paragon polymer products pvt. Ltd................................................................5
2. Marketing audit including both internal and external factors.................................................7
3. Critically analysis of marketing mix actions to achieve gaps between company's present
marketing strategy and external environment...........................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................14
Online........................................................................................................................................16

INTRODUCTION
Marketing mix is the set of actions and tools that is used for promoting the brand or a
product in market (Agarwal and Bansal, 2018). The term marketing management refers to the
process of strategy development, promoting the brand and sales to make the product reach
desired agent (Andreasen, 2018).
In the following assignment, the Paragon polymer products pvt. Ltd. is taken into
consideration. It is a leading company and is a multi-channel retailer. The company has many
stores and has a website where millions of people visit every week. The cited company is
specialised in the high quality footwear that attracts millions customers towards the company. It
is a business that aims to do things in responsible manner. The firm has discovered various
advertisements and communications that inspires the customers to be loyal.
Thus, following report is based on the detailed information about Paragon polymer
products pvt. Ltd., with the help of marketing audit that includes both internal and external
factors analysis. Thus, the report will outline marketing mix that bridges the gaps between the
marketing strategy and external environment.
MAIN BODY
1. Background of Paragon polymer products pvt. Ltd.
Paragon polymer products pvt. Ltd. is a leading company and one of the foremost retailer
having different distribution channels. This company runs its operations all over the world. The
firm . has particular values of selling qualitative and innovative products which assist the entity
in building trust among the customers. The vision and mission of the cited company is to be
standard among all the competitors and provide quality products. It is a private company having
annual revenue of $120.59.
Market positioning refers to consumer’s attention towards a particular brand as compared
to other competitor brands (Ang and Rusli, 2018). Thus, to attract the customers towards the

product it becomes significant for the company to design the product as per the need and demand
of the customer. The term positioning means marketing of a particular product that creates an
image in the minds of the customer (Becker and et.al., 2018).
The market positioning strategy of Paragon polymer products pvt. Ltd. is that it
differentiates themselves from their competitors through the name of brand.
Market positioning
Illustration 1: Market Positioning
(Source: The Dynamics of Market Positioning 2, 2018)
 Cost Leadership & focus- this makes competitive advantage by having the lowest cost of
production in industry. The company focus on the customers needs and provides high
quality products at low cost under this theory.
 Differentiation & focus- This business strategy helps in providing high quality products
than the competitors for which the customers pay premium price. The cited company
focus on the customers needs and the research on the competitor's product and price has
been done.
Unique selling Proposition of Paragon polymer products pvt. Ltd.
Unique selling proposition refers to the selling ogf the product at low cost and uniqure
design than the competitors (Datta, Ailawadi and van Heerde 2017).

 Use of social media platform- The company has focuses on social media promotion as it
is the platform which helps the firm in connecting with large number of customers at one
time.. Thus, it is the platform where people feel free to share their problems relating to
company or products on the websites. The company reacts on the problems on a daily
basis. Hence, according to this selling preposition technique it can be said that the firm is
very reactive to the customer contacts. Re- merchandising stores- As the brand of the footwear is modernised on the social
media, the image of the product of the Paragon polymer products pvt. Ltd. Is changing in
stores too. The company has analysed the customers desire and has made them available
in the stores. High quality products- The company concentrate on the quality of products. Thus, the
selected company must produce high quality goods to meet the customers desire.
 Price- Price plays a crucial role in unique selling proposition and influencing buying
decision of a customer. Thus , low price or discounts on high quality products helps the
company to enjoy customers loyalty.
2. Marketing audit including both internal and external factors.
Marketing audit is the system which helps in analysing overall business environment and
the factors that affects the business and goals, objectives and strategies to ascertain the areas of
problems and recommend a plan to raise the marketing performance (Flora, Schooler and
Pierson, 2018). Thus, marketing audit is not conducted by the member of the organisation but it
is controlled by a third person. Hence, the audit needs to be systematic, comprehensive,
independent and periodical. Therefore, marketing audit is explained on the basis of the following
context.
Internal factors
1. Strength- It is something that an organisation has and differentiate it from competitors.
Strength refers to the positive implication which add values, offers competitive advantage
to the organisation (Goldberg, Fishbein and Middlestadt, 2018). Thus, strength includes
all tangible assets such as capital available in the company, equipment, having loyal
customers, the channels of distribution and other valuable resources. It includes all the
positivity of the firm that leads to high profits and good image. The company has a
successful track record to develop new and innovative products that attracts the customer

towards the company. The selected company has built a strong distribution network that
reach to the majority market. Hence, swot is an internal dimension that support a
prospering outcome. Thus, it comprises good acquisitions like Britannic money, which
was acquired in 2003 and has excellent customer service facilities. The company has 10
billion of total assets under management and more than 300000 customer accounts under
management.
Illustration
2: Swot analysis
Source: (SWOT Analysis: Bringing Internal and External Factors Together,
2017)
2. Weaknesses- This are the factors that restricts the company from achieving the objectives
and accomplishing the mission. The product of the quoted company is high in terms of
sales but its unique selling proposition and positioning is not defined well. Thus,
weakness includes all the factors that affect the growth like outdated technology,
depreciated machinery, research and development facilities, poor decision making, etc.
Hence, weakness can be controlled or eliminated by purchasing new machinery or update
the technology so that the customers of Paragon polymer products pvt. Ltd. can remain
connected to the upcoming and innovative footwear's. The cited company's is spending
more on research and development still it has not been able to compete with the
competitors in the marketplace. Thus, weakness is a critical feature that gives

disadvantage to the growth of the company. The PRS is heavily regulated and landlords
have to comply with a wide range of rules governing the sector.
3. Opportunities- The cited company can gain the competitive advantage by making use of
opportunities. Thus, internationally people are becoming fashion conscious about the
product, the Paragon polymer products pvt. Ltd. must expand business globally to earn
higher profit which helps in forming a good and reputed image globally. Thus, after years
of recession the increase in customer spending is an opportunity for the paragon company
to increase the market share by attracting new customers. The company has a stable free
cash flow which helps the selected company to invest in new updated technologies and
making of new products. Thus, the sector has undergone considerable change and
provides good quality and affordable accommodation to millions of renters at all price
points.
4. Threats- Threats arises when new competitor enters the market place which reduces the
industry's profits. Hence, the fast changing trends build difficulties for the leather
companies to adapt which results as threat in the business environment. Thus, India is a
developing country, the non-tariff barriers affect directly. The Paragon polymer products
pvt. Ltd. is operating in various countries so it is exposed to currency fluctuations.
Therefore, lack of skilled workforce also affects the growth of the company. In a global
financial crisis there were concerns that reduce the long term availability of medium
sized firms and large fixed investments.
External factors
External factors are the outside influences that affect the ability of a business to achieve
the targeted goals (Hanssens, 2018). Thus, external factors includes political, economical, social,
technological, legal and environmental factors which are explained as per the below context-
Political environment- This factors play crucial role in affecting the long term profitability of
Paragon polymer products pvt. Ltd. in certain country or market. Thus, this factors take into
account the political situation of the country. The tariffs or tax laws that government levies is the
political factor that affects business. The selected company operates in various countries in
financial services that exposes different political environment and risk. In this term, the
government regulations are assessed that affect the trade markets and business environment.

Economic factors- This factors include economic growth, rate of interest, exchange rate, inflation
etc (Hulland, Baumgartner and Smith, 2018). These are the determinants of economic
performance that has a long term effects and affects the long term profitability of the Paragon
polymer products pvt. Ltd. The company produces well respected lower range product so they
are less affected by economic factors than others. The collation of market mean bad news for the
selected company. The revenue of the company is dependent on the labour of low cost and far
eastern countries. The business performance of the quoted company depends on the state of
economies and it identifies the concern of economic that affect macro environment.
Social factors- social factors includes the taste and preferences of the society, their changing
trends etc. the company has to research about the trends of environment and accordingly
manufacture the product. Thus, it includes the beliefs of society, its customs, practices and the
way society behaves. Hence, these are the things that affects the lifestyle and can change as per
the time. Paragon polymer products pvt. Ltd. Must manufacture the footwears according to the
trend and uniqueness that attract the customers towards the product manufactured.
Technological factors- this factors affect business in various forms and levels. The growth in
networking capabilities has allowed the organisation's freedom of choice at greater extent.
Hence, today's generation is totally based on social media, the quoted company must update the
website with unique designs and advertisements that attracts the customers and make the selling
easy. Thus, many unskilled task have replaced the human production lines with the machine ones
that reduces the cost of manufacturing and distributing.
Legal factors- This factors refers to the law that affects the operations of business and behaviour
of customers (Larimo and et.al., 2018). Thus, different countries have different legal formalities
that affects the business to trade multinationally. Legal factors can affect the results of market
actions and decisions of the company's management functioning in particular country negatively
or positively. This factors play crucial role in Paragon polymer products pvt. Ltd. To decide the
operations of business , the profits received and the behaviour of customers.
 Environmental factor- environmental factors are the identifiable elements in physical,
cultural, demographic, technological environment that affects the survival and growth of
the organisation and it can be both internal and external (Middlestadt and et.al., 2018).
Thus, internal factors are objectives or relationship of employees and external includes
economical and technological factors. Hence, company can not control the external

environment to affect the business environment but the marketing strategies can be
developed to face the external factors that affect the firm. Therefore, ignoring these
aspects can affect the health of business brand of the enterprise.
Market attractiveness and potential for market growth
The attractive market is the solid long term profit that is potential for the business growth
(Olson and et.al., 2018). Thus, the attractiveness mainly includes in growth rate of market, size
of market after the expansion, competition, cost of entry, etc.
` The potential to achieve market growth is the ability to generate larger profit of
organisation in the future , expand its workforce and increase the production of the products.
Thus, the potential mainly depends on the expectations of leadership for success and the
measures used to produce the products.
Goals & objectives
The main aim of the Paragon polymer products pvt. Ltd. is to create, design and develop
the footwear as per the needs of the customer that helps the customer to attract towards the
company. The company mainly aims at strengthening the footwear of high end across India by
keeping in mind the specific features of the product and promote the entrepreneurship that has
new talents and creative minds to manufacture designer footwears.
The objectives of the Paragon polymer products pvt. Ltd. is to develop and innovate the
footwear and the manufacturers or designers by learning model to target wide range of groups
across the world. Thus, this training builds the gaps between the high quality footwear and the
customers. Hence, there are many side effects in the process of shoe production, as it pollutes the
environment and damage the area of their operation. In order to have safetyguards for the
environment it becomes essential for the Paragon polymer products pvt. Ltd. To maintain
sustainable and compliance attitude with government and this becomes the most important
objective for the company. Furthermore, keeping the defect rates of the shoes and scraps at
minimum level becomes the most significant objective for the quoted company (Sharma,
Nasreen and Kumar, 2018).
Strategies & principles of Paragon polymer products pvt. Ltd.
Branding is the key strategy to achieve long term success and reputation of the company.
The main need in this is to analyse the competitors in the market through research and find ways
to compete with the competitors ( Stead and Hastings, 2018). Thus, research has to be done by

the Paragon polymer products pvt. Ltd. To analyse the lack of brand in the market and
accordingly manufacture the products that attracts majority of customers towards the brand that
helps in profit maximisation of the selected company.
The principles of paragon strengthen the central objective that is to provide clients an
extraordinary service. Total Quality management is the key principle that is established for sales
and marketing. The quoted company has to maintain the quality of the product which helps the
customers to be loyal towards the product manufactured.
3. Critically analysis of marketing mix actions to achieve gaps between company's present
marketing strategy and external environment.
Marketing mix is the set of marketing tools that helps the company to achieve the
targeted objectives and maintain the company's reputation in the market (TELLER and FLOH,
2018).
 Price- To maintain the customer's attraction towards the product, the customer has
to research about the consumer's consciousness about the price. Thus, consumers
are ready to pay high price for the quality products, this helps the company to
enjoy the profit and maintain the stability of the company. Thus, to develop the
right value for the product is critical for the organisation and these decisions are
mainly affected by both internal and external factors. Thus, price can bridge the
gap between present marketing strategy and the external environment as it
maintains the customers attraction towards the products. Hence, the price may go
up or down of the product depending on the development of market.
 Promotion- To maintain the reputation of the company, they have to promote the
goods and services through social media or advertisements so that the customers
get relevant knowledge about the product along with complete and true
information of the product. Promotion refers to the promotional activities that has
been used by the company to create awareness in the mind of people about the
products and services which includes sales tactics, promotions and direct
marketing and these are generally referred to as marketing tactics. Hence,
promoting a product helps in maintaining gaps between the external environment
and marketing strategy as it helps the company to advertise the products in the
market that makes the customer to think about it.

 Place- The Place refers to as the products and services are seen, made, sold or
been distributed. It is an important element of marketing mix and once they are
manufactured they must be made available for the customers. Thus, the decision
regarding the distribution channels and physical distribution are also in this term.
Hence, it plays an important role in flow of products being smoothly and no delay
in supplies of the footwears.
 Product- product mainly refers to the ides or product or service that consumers
needs and are ready to pay for that and it is a key element for any marketing mix.
Products can be tangible or intangible. The decisions in concern to products
includes branding, packing, labelling, etc. that attracts the customers by their
design or creativity.
Illustration 3: PESTLE analysis
(Source: CHAPTER 3 : Evaluating A Company's External
Environment, 2013)
 Process- process is the action series that helps to provide products and services
with the best service to the customers. It involves the process to produce the
product that is needed by the customer on daily basis. This helps the company to
maintain the reputation in the competitive market.
 People- People are the one who are involved in producing products and providing
them to customers. Hence, these people producing products has ratings in the
customers eyes.
 Physical evidence- The design or the appearance of that product that makes the
customer attract towards the product and helps in increasing efficiency and

profitability. Thus, this helps to bridge the gap between the marketing strategy
and external environment by directly showing the quality of products directly to
the consumers. The delivery of services occurs after the interaction between the
customer and targeted employees.
Thus, it is critically analysed that the above elements of marketing mix helps to bridge the gaps
between the external environment that affects the business and the present marketing strategy of
the Paragon polymer products pvt. ltd. Thus, all these elements increases the growth of the
market by targeting the customers needs and satisfy those requirements that leads to
maximisation of profits and increasing stability and productivity.
CONCLUSION
By summing up above report it has been concluded that Paragon polymer pvt Ltd is one
of the leading and largest multi channel retailer and provide the best quality of footwear at such a
cheap rate. The report describes that company follows cost leadership and differentiation strategy
in order to makes its brand popular in a country or at global level. Listed company also has
unique selling proposition that makes it different from other ones such as it uses social media
marketing and low and affordable rates as compared to its rivals.
By conducting marketing audit, report has been concluded that both internal and external
factors will affect company's overall performance. By using SWOT analysis, paragon determine
its internal factors and it has been also concluded that quoted company has strong brand image as
well as financial position as compared to other companies and this also helps to identify
company's strength, weaknesses, opportunities and threats. Further study also presents by using
PESTLE analysis, it identifies its external environment that may affect company's overall
performance. Moreover, report also concluded critical analysis of marketing mix that is 7 P's
which help a company to achieve gaps between company's present marketing strategy and
external environment.
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