Marketing Report: SOSTAC Model and Strategies for River Island

This report provides a detailed analysis of River Island's marketing strategies, focusing on the application of the SOSTAC model. The report begins with an introduction to marketing principles and practices, specifically in the context of the fashion retail industry. It then delves into a situational analysis using the SOSTAC model, examining micro-environmental factors such as political, economic, social, technological, legal, and environmental influences, particularly in the context of the company potentially expanding into the Indian market. The report also explores promotional tactics, product strategies, and place strategies employed by River Island. Furthermore, it outlines the use of the SOSTAC model to undertake marketing strategies, including situation analysis, objectives, strategy, and tactics. The report concludes by examining the current marketing strategies used by River Island, providing a comprehensive overview of the company's marketing approach.

Principle and
practices of marketing

Table of Contents
INTORDUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Applying SOSTACH model for the marketing strategy used in organization............................3
TASK 2 ...........................................................................................................................................6
SOSTAC model used for undertaking the strategies...................................................................6
TASK 3............................................................................................................................................8
Current marketing strategy used by the organization..................................................................8
CONCLUSION................................................................................................................................9
REFRENCES.................................................................................................................................11

INTORDUCTION
Marketing is basically management of exchanging the relationship. It is a process of
business for creating the relations & also gives satisfaction to their customers. Marketing
principles & practices used for discussing the languages, whole selling, promotion, advertising &
so on. In this present research is on River Island company which is hight street brand of fashion
that operates in so many markets worldwide. It generally sale men's, children's & women's
clothing wear & footwear as well. The report will study the SOSTAC model to the marketing
strategy that currently being used and al;so evaluation of the needs for the effectiveness of the
current SOSTAC strategy used in UK. Further, it will examine the current marketing strategy
used for the clothing retailer in UK (Chaffey, 2016).
TASK 1
Applying SOSTACH model for the marketing strategy used in organization
SOSTACH model of marketing that is popular & widely used for the business planning
& marketing decisions. It improves the tools & techniques of the marketing for increasing the
brand awareness in the market. This SOSTAC model is basically offers a logical order for
handling and tackling all the plans & it can use for critically assessing all the process of
marketing. It also helps in moving the company in another country for making a powerful brand
awarenesses. it is one of the first thing that has been identified all the situations of all the
possible web presence for the present moment. It generally observes all the situation of the River
island company. It also makes strategy, objectives for the company (Dahl, 2018). It identified
tactics, actions and control the business as well for moving in another country.
Micro environment in situational analysis
There are so many situations has been arises at the time of moving the River island company in
another country. There are so many factors affected to the River island company in so many
situations for moving in another country. Micro environment in situational analysis observe the
situations of another country for expanding the business such as;
Political factor:- it analysis the political environment of India where the River Island
company moving their business for expanding their brand. Political environment is generally
influences by the interest of politicians, policies and so many ideologies of so many political
parties. The political factor of India may influence the River island company for set their
business in India. River island company has to accept the policies and rules of Indian

government because it is very much helpful for them to understand the different situations of
political environment of India where it is also important to make objectives to run the business
according to the Indian government and also makes so many effective strategies that run the
business very effectively (Dumont and et.al., 2016). From applying the SOSTAC model for
marketing strategy it is very useful for understanding the political environment of another
country and also effective for organization as well. It brings so many new fashion strategy in the
Indian market. There are so many changes come when political stability in the Indian market that
affect the productivity and profitability of the business.
Economic factor:- There are so many factors of Indian economic factor that gives
positive and negative things for the business as well. From string stability in the Economic factor
easily influencing the River island company to set their business in Indian market. There are so
many things which has been involved in the economic factor for analysing the current situation
such as the inflation rate, exchange rate, expenditure of government & also making business
cycle which may sometimes affects the business. The economic condition of India is stable
which helps the River island company to economically strong in all the condition (Duncan and
Goddard, 2016).
Social factor:- for moving the River island company in the Indian market it is one of the
best way to expanding the business and also giving a strong market for taking actions and
making plans according the target market. Social factor of India usually refers to the changes that
occurs according to the new trends that directly impact on the business environment of the River
island company. There are so much flexibility comes in the Indian market where the taste &
preferences of the customers going changed day by day.
From apply the SOSTAC model to make effective strategy of marketing help the River
island company to analyse the current situation and actions of market and then making the
strategies according to the culture and current fashion status of the Indian market. It also helps in
increasing the sales and revenues of the River island company.
Technological factor:- technological factor for the situational analysis of moving the River
island company in India helps in influencing the product development. There are so many ways
of technological factor that influence the Indian market that bring by the River island company.
There are so many technologies bring by the River island company for make their business more
effective and also so many options given for bring awareness about new fashion trends (hasan

Bisri, Sudarmaningtyas and Wulandari, 2018). Online shopping is going be more trendy
nowadays and 95% of population like online shopping rather going to the shop and than
purchase it. There are so many technological factors that is necessary for River island company
to run the business in Indian market such as providing the facility of online shopping and give
them so many options which gives position to business and also make the business to the next
level in the Indian market. From applying SOSTAC model for make effective to the current
strategies of market. There are so many current trends of technology factor that influence the
business to set in India such as advertising through television that increase the brand awareness
in public.
Legal factor:- in last year there are so many legal changes has been done in India like
minimum wages act, recycling, discrimination and also business laws and policies etc. There are
so many legal factors that influence the current situations of the River island company. The main
advantage of legal factor in India is it gives so many entry option to seek the business in Indian it
is a big opportunity to River island company for investing in India for expanding their business
and make a position in the market.
Environmental factor:- there are so many changes comes in India for making good
environment but still there are so many problems and challenges faced by India that affect the
environment and current situations of India which is a biggest challenge for River island
company to move their business in Indian market because they have to make those types of
products which is good for the people and do not harm the environment (Kemme, 2018 ).
Promotion, product and place in tactics.
Promotion:- There are so many tactics has been applied and used for promoting the
brand and product as well. It increases brand awayness in the market and also raise a next level
up in the market. There are different types of promotional tactics used by the River island for
promoting its products and services which is beneficial for the company and its customers as
well.
For moving the company in India there are several promotional tactics has been used for
advertising the products and services. Promotion tactics is used for marketing of the products and
increase awareness in public. From applying SOSTAC model it helps in promotion tactics where
the River island company used so many techniques to advertising, promoting, sales promotion,
direct marketing & also publicity of the products that influence the customer's behaviour for

increasing the sales and revenues in Indian market.
Product:- From making so much effective strategies for launching the products there are
various types of actions has been directed for the promotion of products & services. It easily
influences the particular market for selling their products of River island company in the new
market. It generally maintains a process for managing the quality of goods and also manufacture
the competitive goods & services. It also set a goal for promoting the product in new market for
raising the sales and revenues of the River island in Indian market (Mason, Kjellberg and
Hagberg, 2015).
Place:- There are so many fundamental roles played by the Place tactics for placing the
River island products & services in new market. It generally means gaining the share of market
to place the product in the new market. It also outlines all the features and benefits of the
products for the customers and market and from having and fashion brand and accepting new
changes by the customers is actually a gain. The procedure of placing the product is moving the
product from manufactures & producer to the users & customers for selling. From having an
effective product placement in India easily share market.
TASK 2
SOSTAC model used for undertaking the strategies.
Situation:- the first step of the SOSTAC model is to find all the situations that has been
faced by the River island company in UK. It also identifies the current situations which has been
faced by the business and it is generally an analysis that review of their own services in UK and
also analyse the strength, weakness & resources. The main advantage of this step is it identify all
the areas of the strength of the River island company & also the disadvantage of is it identify the
lack of problems of the company that needs to improve by the River island company. There are
so many marketing concepts has been applied by that it mainly focus on the customers for giving
best experience and make new customers (Nguyen, 2019).
Objectives:- it is really important to have aims and objectives for achieving the target
and goals of the River island company. From having an objective it helps in maintaining a
structure of completing the task of the company and each one is clear about their roles and
responsibility for doing the work. It means having a plan for taking the action for the company. It
is necessary for company to have and objective for the effectiveness of the river island company
in UK. The main advantage of objectives for river island company in UK is it runs the business

in systematic manner & also gives a direction for completing the task on the other hand the
disadvantages of objectives is sometimes it takes too much time and cost for achieving the goals
and objectives.
Strategy:- it is necessary to make effective strategy for target the customers & also
delivering the best results for achieving the goals & objectives. River island company makes
effective strategies to reach the customers and challenge the competitors and makes a
opportunity for standing against the competitors. The main advantage of strategy is it gives so
many opportunities and disadvantages of strategy is it only focus on particular area. From
targeting only one Men's and Women's is one of the strong strategy to increasing the sales of the
company (Nowak and et.al., 2015).
Tactics:- there are lots of techniques used by the River island company to undertake the
effectiveness of the SOSTAC strategies used in UK. Tactics generally means the planning make
by the company for promoting the products and services. Tactics is used by the River island
company to make effective strategies and apply it for the advertising and promotion of the brand
and productions as well. In this rive island use the fashion show promotional strategy to attract
the customers of UK. There are so many tactics used by River island company to make
improving the ways of promoting the products such as Email advertising, advertising campaign
and it also targets the customers according to the market. The advantages of the tactics for River
island company is gives various techniques for making a reputation and position in the market
and on the other hand the disadvantages of Tactics is it takes so much cost and time as well.
Action:- it is necessary to take an action towards whole planing process of the River
island company for undertaking the effectiveness for the present SOSTAC strategy used in UK.
Action is generally taken towards the plan process (Ruychev, 2019). It is important to have
someone for implementing on the plans towards the organization. The main advantages of the
action for the River island company that currently used by UK is shows the hidden skills and
talents of the team members and support given by the external sources to the person who is
implementing on the plans and on the other hand the disadvantages of the action is sometimes it
goes negative after implementing and also takes so much support from the external sources. It
takes action while customers giving feedback on purchasing of the products and also implement
on that problem of the customers which generally mean taking an action.

Control:-This is the last step of the SOSTAC strategies that has been made for the
controlling the business in UK. river island implementing this controlling step for controlling the
budget and applications of the business. It generally means analysing all the process that has
been obtained by the River island company that all the target had been achieved or not? All the
process had been done completely or not? Target and budget has been achieved or not? and ll the
strategy made for the effectiveness of the company is implemented or not or for next time
making more effective and good strategy for improving whole process. The advantages of the
control is it analyse all the strategies and also analyse all the outcomes from that and also
disadvantages from that is it control all the steps of the river island company (Scheffknecht,
2018).
TASK 3
Current marketing strategy used by the organization
There are so many marketing strategy used by the River island company in UK for
making stronger the company for selling their products in the market and increase brand
awareness and reach each and every customer in the market. It generally makes so many
marketing strategy to focus on the customers and gives best experience to the customers. The
main aim of SOSTAC strategy in UK is to attracting customers and provide them the best quality
products. River island used different types of techniques for reaching the customers from
targeting market according to the customers in UK whereas River island company moving in
India where it uses so many types of strategy for setting the business in Indian market such as
organization providing the quality product in lower prices because lots of people in India are
price conscious where they only purchase products at lower prices (Wijaya and Hermawan,
2018.).
In UK River island company uses so many advertising strategy for promoting their
company through Email add which is good for there and the strategy used by River island
company for setting the business in India is promoting the products and services through
advertisement on television and also in new paper because customers of India purchase the
products on the basis of advertising. On the other hand River island company using the strategy
for marketing is it target the market according to the customers that increase the sales and
revenues of the organization and on the other hand for moving in India and setting up the
business in India the strategy used is it target the customers and segment them into different parts

(Юровская, 2017).
The strategy used in UK that is gives a tough competition to their competitors for making
a reputation in the market and make it more effective whereas, in Indian market it only targets
the local market to reach the customers and aim of the company for set the business in India is to
reach all the types of customers to increase the sales and revenues of the company. There are so
many strategies used by the River island company in UK such as makes segment the market
according to the age groups where it only chooses the men's and women's and on the other hand
organization choose the segmentation according to all the age groups where it launches all the
type of children's cloth, men's wear. Women's wear & footwear as well because people of the
India always wants that each and everything they can purchase under one roof and also from
targeting all the age groups easily attracts the customers and also people like it more in the
comparison of targeting only one segmentation in the market (Chaffey, 2016).
River island in UK using so many tools and techniques for promoting the company in UK
where it organised a fashion show for targeting the customers which is easily attracted the UK
people for purchasing the products of the River island and on the other hand River island
company using the promotion strategy through sale and discount offer which easily attract the
Indian people because they purchase more discounting products rather than normal pricing. The
strategy used by the River island company in UK is it tries all their way to make customers
happy and also take best experience from purchasing the products from the company whereas, in
India River island makes this types of marketing strategy where one person in the store is always
avails to show them the best products and also give them best experience for purchasing again
and also communicate with them properly that feel the customers special to them (Dahl, 2018).
CONCLUSION
Marketing is basically management of exchanging the relationship. It is a process of
business for creating the relations & also gives satisfaction to their customers. Marketing
principles & practices used for discussing the languages, whole selling, promotion, advertising &
so on. This report will conclude that applying the SOSTAC model to the marketing strategy
currently used by the organization to moving and focusing in on another country market and also
micro environment in the situational analysis. It will conclude the promotion, place and product
in the marketing tactics used by the organization. Further, it will conclude the evaluation that
undertaken the effectiveness of organization for the current SOSTAC strategies used in UK. It

will conclude the current marketing strategies used in UK and also implemented in the
international market that has been chosen.

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