Marketing Analysis and Strategies for Sasha Women's Clothing

This report provides a detailed marketing analysis of Sasha, a fictional UK women's clothing company. It begins with an overview of the UK women's clothing market, examining micro and macro environmental factors, including competitors, employees, customers, suppliers, shareholders, and the me...Read More

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INTRODUCTION TO MARKETING
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INTRODUCTION TO MARKETING
Executive Summary
The organization selected here is Sasha which is a non-existent clothing organization of Women
in United Kingdom. Like other clothing companies, Sasha is also facing some serious issues and
challenges in the workplace. The issues are concerned with the problems of workers and
employees, team problems, decision-making problems and so on. The owners and managers of
Sasha face these problems which block their ways to success and growth of the business firm.
The report identifies the issues and provides solutions to these problems. Moreover, the report
also identifies the consumer segments along with the globalization of the clothing with the aid of
promotional activities.
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Contents
Introduction.................................................................................................................................................4
Task 1..........................................................................................................................................................4
An overview of the UK women’s clothing market..................................................................................4
Impact of Micro Environmental Factors on Sasha...................................................................................6
Impact of Macro Environmental Factors on Sasha..................................................................................9
Porter’s Five Force Theory..................................................................................................................9
PEST Analysis...................................................................................................................................11
Task 2........................................................................................................................................................12
Impact of consumer market and their behaviour on Sasha.....................................................................12
Implementation of Maslow’s Hierarchy of Needs.................................................................................13
Identifying the buying behaviour of customers......................................................................................15
Target market........................................................................................................................................16
Market segmentation and positioning of Sasha......................................................................................16
Task 3........................................................................................................................................................17
Product Description...............................................................................................................................17
Brand image..........................................................................................................................................19
Pricing objectives strategy.....................................................................................................................20
Retailing and distribution objectives and strategies...............................................................................21
Integrated marketing communications’ objectives strategies.................................................................21
Summary and Conclusion..........................................................................................................................22
References.................................................................................................................................................24
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Introduction
During an on-going business process, many companies like Sasha is more concerned with the
improvement of business environment. Most of the time, the business managers and owners have
to take responsibilities to create a healthy working environment for the workers of that particular
firm. Besides that, some factors like political, social, technological, environmental, economic
and legal factors impact the business on an extensive scale. The business owners need to identify
these issues and solve them accordingly if they identify any adverse effect on it. Today, the
competition market has increased a lot, and the effectiveness of business has grown. Sasha also
needs to improve the performance of the firm and its employees for achieving competitive
advantage. The firm can implement Porter’s Five Force Theory for identifying the strength,
weakness, threats and opportunities of the company. Consequently, this analysis helps them to
determine their potential rivals. On the other hand, customer satisfaction and customer loyalty
impact largely on business. Sasha needs to identify and position their market in such areas where
people gives priority to fashion. For example, London is the best place to do marketing. It is
imperative for the marketers to go for globalization as it helps the business to grow more
efficiently than before.
Task 1
An overview of the UK women’s clothing market
Regardless of the way that the economic recovery has reinforced demand of clothes in current
years, prices of clothes have fallen more lately as a result of decided price competition, reduced
unrefined material costs as well as large discount among retailers (Worthington and Britton, 2015).
It has constrained wage advancement reasonably. The evolution of the retail scene and the
obstinate increase of online shopping have induced most retailers to place altogether in their
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online offerings and movement limits. Besides, the retailers have also expected to endeavour to
maintain and draw away customers from general stores of rivals, retail establishments and
online-just retailers. The spread of industry establishments compares personally with the
movement of the people and economic responsibilities of particular areas (SRIVASTAVA and
TRIPATHI, 2016). The South East, the North West and London which speak to over forty percent
of establishments are the most central zones for the business. Also, London speaks to the greatest
share of industry establishments, at eighteen percent. As the shape and business capital of the
United Kingdom, London is the home to more luxury and boutique shops than whatever is left of
the United Kingdom. The city's high people thickness helps more little shops to make due than
would be possible in a range with a lower gathering of inhabitants. At present around five
hundred and fifty-five thousand people are used in frame, materials and outline retail in the
United Kingdom. Most jobs in shape related endeavours are in the retail offer of clothing. This
sub-industry uses seventy-five percent with four hundred and fourteen thousand people working
in the retail offer of pieces of clothing (Davis and Reilly, 2010). Also, the local offer of footwear
and cowhide stock gives a great parcel of occupations in form, around eleven percent, sixty-
thousand supervisors work inside this part. Another eight percent, forty-three thousand
supervisors, work in the markdown of clothes and footwear.
The retailers of UK are logically looking for new brands and new suppliers with which they can
shape strong partnerships to give them that triumphant regarding the range of products. It is one
of the major stages for productive retailing, and the organizations would engage each one of
those designers, suppliers, manufacturers and brands to look at the UK and to the retailers. The
organizations are reckoning ending up plainly together (Case presentations, 2009). Frame retailing
has changed extraordinarily over the span of late years. Nevertheless, the UK remains at the
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forefront of this innovative, intense and testing industry. UK retailers are taking care of an extent
of issues, most unmistakably, how to make a positive multichannel experience. Planning back-
end structures to allow clients to buy at whatever point the plan is perfect and have a comparable
thing passed on to a range of choice is the peak many are endeavouring to fulfil. Moreover,
online in like manner outfits retailers with a rich source of customer data for purchasing and
direct. Besides, it is an enormous opportunity to comprehend customers better and modify price
ranges consequently (Norum and Ha-Brookshire, 2011). Directly having the best approach to talk
with their clients and interface with them with related offers is beginning to secure benefits.
Impact of Micro Environmental Factors on Sasha
Source: http://www.learnmarketing.net/stakeholders.jpg
Competitors: Sasha needs to identify the competitors of United Kingdom. Companies like
Marks and Spencer, Primark, Arcadia, George, Tesco, New Look and so on can pose a serious
threat to the organization (Women’s Entrepreneurial intentions in micro and small enterprises (MSEs)
in Indonesia: The influence of environmental factors on perceived behavioral control, 2015). Besides,
the level of competition impacts the economic livelihood of Sasha. In theory, more competitors
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mean sharing of more dollars by Sasha. Consequently, the time which needs to spend on
customer diminishes. Thus, customer relationship gets weakened along with the loyalty and trust.
However, a significant number of competitors in a clothing industry signifies lots of demand for
the provided services and products. Moreover, if an industry lacks competition, then the
organization may not find enough demand to succeed in future (Pancoska and Carr, 2014).
Employees: The employees are the individuals working in the company. The employees of
Sasha are involved in producing, manufacturing and retailing of clothes to women that help the
organization to drive its business to a profit margin. Aside from, the availability of motivated and
qualified workers and employees for the business type is very crucial for the success in the
financial field. If the company operates a highly technical business, then the business firm have
to pay more salaries (YU, 2008). More wages mean attraction of more specialized and highly
skilled employees. It is a good strategy to attract highly qualified workers from different parts of
the world.
Customers: Customers are the individuals who are engaged in buying of services and products
from Sasha. The customers have the most direct microeconomic impact on the business.
Moreover, it is impossible to operate a for-profit company towards success without attracting
targeted customers (Trainer, 2001). The organization needs to know the types of client types and
their ideas and concepts about clothes and fashion. Accordingly, Sasha can launch a marketing
campaign to attract potential customers. After that, the building of customer base and generation
of revenue schemes is crucial for the company.
Suppliers: Suppliers are those who supplies raw materials to the enterprise. The providers are
engaged in retailing products to potential customers. The manufacturer relies on the raw material
providers and resale organizations rely on wholesalers or manufacturer to transport products. For
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an efficient running of business, Sasha must keep health relationships with the vendors (Suppliers,
2014). The suppliers are also engaged in enclosing products for storage and distribution. So it is
clear that a supplier can be a manufacturer, a package, a distributor, a wholesaler, or a merchant.
Shareholders: The shareholders are the individuals that legally owns the share of the company
such as Sasha. Shareholders may be denoted to as the member of a corporation. The shareholders
are engaged in some activities such as financing, operation, governance, control as well as
consideration. Shareholders are involved in electing the directors who in turn appoints and
supervise senior officers like CEO and Chief Financial Officer (Powers and Campbell, 2003). They
also determine who controls a company. The organizations that generate a significant flow of
cash frequently face compression from the shareholders to return some of the extra cash to
shareholders in the form of share buybacks.
Media: During an on-going business, the media and the local community affect the company in
a broad manner. Besides that, the communities often support organizations that provide jobs,
operate with environmental and social responsibility as well as pay taxes (McLuhan and Gordon,
2013). If Sasha does not do these activities, then the business firm of Sasha may run into negative
public backlash. Moreover, the local media often helps the companies to proliferate their story.
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Impact of Macro Environmental Factors on Sasha
Porter’s Five Force Theory
Source: http://nayeems.com/wp-content/uploads/2015/05/Porters-5-forces-Model.jpg
Bargaining power of buyers: Low costs, as well as the significant number of providers,
contribute to the strong bargaining power of buyers (Asad, 2016). Besides that, the customers can
impose their demands on Sasha Fashion Company due to the comfort of changing from old to
innovative clothes. Today, fashion is growing with support and Sasha have to make strategies to
make fashionable and comfortable clothes to fulfil the demands of the customers.
Threats of new entrants: High aggressiveness, as well as low switching cost, are the main
factors which drive the new arrivals towards success and achieve competitive advantage. In the
United Kingdom, the competition is high (Minerva, 2013). A new clothing company can take
entrance in UK's clothing industry and start selling low-priced clothes with great qualities. It can
become the worst situation for Sasha if the enterprise does not start to make strategies to beat
rivals and new entrants.
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Threats of a substitute: There are no substitutes to clothes which makes the threat of substitute
low. However, the clothes of Sasha can be replaced by products from other retailers (HOBERG,
PHILLIPS and PRABHALA, 2014). Sasha has high chance to face an alternative product in the market
because of its emerging nature. Therefore, the firm needs to make products which should be
unique from others.
Bargaining power of suppliers: Sasha may or may not become a huge listed company with a
massive turnover, but the vendors want their products on the shelves of the retailer to reach the
large customer base (Bargaining power of suppliers, 2014). Moreover, the company should hire
providers from developing countries which depend on Western companies for contracts. Sasha
has to negotiate with providers for achieving an appropriate rate of vendors in the international
market.
The degree of rivalry: In retailing sector, competition is incredibly fierce. Besides, the problem
is aggravated by the fact that organizations are trying to diversify into non-core fields and creates
increased competition. Sasha is not susceptible to competition as it retails only women’s clothes.
Therefore, Sasha may face a little heat in competition level (HOBERG, PHILLIPS and PRABHALA,
2014).
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PEST Analysis
Source: http://www.businessnewsdaily.com/images/i/000/004/832/original/pest-analysis.jpg?
1385136409
Political: The government sets policies and regulations for the organizations of the United
Kingdom such as planning for hazard identification, risk control as well as risk assessment.
These rules need to be followed by Sasha (Janků, 2013). If Sasha does not abide by these policies
and regulations of UK government they the organization will be fined or even be forced to close
down.
Economic: The economic situation of United Kingdom is very stable, and therefore Sasha needs
to make a proper decision regarding financial aspects of the company (Special issue of
Management Accounting Research: Risk management, corporate governance and management
accounting, 2006). The UK is comprised of ordinary peoples, and they do not have a huge amount
of money to spend on buying luxury products and clothes. Therefore, Sasha needs to set prices of
products so that the ordinary people can afford to buy these clothes.
Social: The current cheap clothing industry supermarkets have increased over the last few years.
As a result, the clothing companies of United Kingdom has caught the latest fashion trends of
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street clothing with low price (Menshikova, 2014). So, the high cost of clothes will not be
beneficial for Sasha. The company cannot attract a significant number of customers with high
prices. If the company engages themselves in some social activities, the business can achieve
promotion of their brand names to each and every UK citizens.
Technological: Today, the rise in technology became a major issue for old organizations. Since
Sasha is a new company, it will be easy for them to market abroad by implementing current
technologies such as using social networking sites as their promotional strategy (Linton and
Solomon, 2017). The company can make their official website or open a Facebook fan page to
demonstrate their products to the general public of United Kingdom and all over the world.
Task 2
Impact of consumer market and their behaviour on Sasha
The fashion industry can be described as a trapped complex and incessantly be changing industry
to the solicitations of the consumers that are influenced by general clothes and trends from
anywhere all over the world (Leek and Chansawatkit, 2006). According to the globalization of
business parts, the extent of available products for the United Kingdom citizens is more
prominent along with the arrangement of purchasing decisions. Besides that, the components that
affect consumers on this technique are a numerous and moreover the following purchasing
decisions that could be isolated into unwise or orchestrated. Nowadays, fashion clothes could be
portrayed as basic for both reasons, immediately as a result of its money related regard and
furthermore due to the social limit inferring that clothing provides for consumers nearness.
Nevertheless, with the creating level on both desires and collection of clothing product from
contemporary fashion consumers, the UK clothing companies are going up against the issue to
foresee what consumers are asking for, when and for what cost. Coincidentally, the main thing is
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those fashion clothes is for customers changes, and one individual's organization may be
exceptionally not the same as their relatives and friends in sentiment nature or drive. Along these
lines is a global challenge how retailers and publicists make sense of how to find innovative
ways to deal with getting augments in both arrangements and advantage (Pulina, 2010). In this
way, the ensuing purchase lead as a response to the unmistakable jars shifts. Given the web
entrance, online shopping has been seen as a choice strategy for obtainment. Consistently many
online purchasing consumers’ manufactures, either to buy a product or just to get information,
and also the online shopping platforms. These platforms typically go about as a wellspring of
information for consumers about the retailers. Besides, online retailers with high detectable
quality tend to be considered as tried and true and vigorous by the consumers (Pulina, 2010).
Implementation of Maslow’s Hierarchy of Needs
It is very crucial to understand the psychology of employees. Sasha can understand the
psychology of employees by analyzing Maslow’s Hierarchy of Needs. Maslow’s Hierarchy of
Needs is described below:
Source: https://www.simplypsychology.org/maslow-pyramid.jpg
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The theory about psychology is proposed by Abraham Maslow. The physical needs of a human
being are the psychological needs for their survival (Taormina and Gao, 2013). The psychological
needs are thought to be crucial they should meet first. The next level is the safety needs such as
order, stability and security. Besides, these two levels are necessary for the physical survival of
the person. The third level of need is love and belongings. The fourth level is esteem needs
which are accomplished when a person feel comfortable with what they have achieved. The last
level is self-actualization. In this level, the person reaches a state of understanding and harmony
because they have reached their full potential. When people reaches the self-actualization stage,
they can focus on themselves and try to build their image.
The particular theory relates to organizational theory and behaviour because it explores the
motivation of worker. For instance, a few people are set up to work only for cash, however
others like going to work due to the companions they have made there or the way that they are
regarded by others and perceived for their great work (Taormina and Gao, 2013). One conclusion
that can be produced using Maslow's Hierarchy of Needs in the workforce is, "If a lower need is
not met, then the higher ones are overlooked." For instance, if representatives are stressed that
they will be let go, and have no employer stability, they will be much more worried about capital
aggregation and guarantee their lower rungs can keep on being met (paying rent, paying bills,
and so forth.) than about kinship and regard at work. Be that as it may, if representatives are well
sufficiently off to satisfy their fundamental needs, applaud for a good job and important
gathering connections might be a more critical inspiration. When the employees get motivated,
then the organization can satisfy the customer by proving appropriate and quality products and
services.
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Identifying the buying behaviour of customers
The buying behaviour of the consumer can be well determined through the identification of the
issues of the client during purchasing time. Sasha must get into the nerves of customers. A
customer takes decisions in perspective of various criteria. In any case, the triggers of consumer
purchases happen much before the honest to goodness get itself. This is the place displaying has
its impact (Reichhart, 2014). Advertising and marketing would like to change or influence the
consumer purchasing conduct so that the customer lean towards purchasing the aftereffect of an
organization he is particularly mindful of. Regardless, if Sasha needs to look at the consumer
purchasing behaviour of the 21st century, the firm need to perceive that consumerism is
accepting a significant part in their essential initiative. Sasha needs to recognize the issues
regarding the buying behaviour of the customer. Initially, the consumer searches for the available
brand in the market; then they go for which brand they know correctly. After that, the customer
considers the brand and list out some which he or she prefers the most. At last, after comparing
two brands side by side, the customer comes to a final decision to select one brand. It is a very
tough job for Sasha to make their brand an international and preferable one by most of the
consumer. A good strategy can help them to achieve this goal (Reichhart, 2014). The consumers
are getting used to their common brands, and they scarcely shift from these brands. In consistent
way, there are three levels of consideration of a user towards the purchase of a brand. Dependent
upon these levels of concern, consumer purchasing behaviour may shift. The problem is based on
the range of demands in the consumer. The initial step of customer buying behaviour starts when
the user realizes that he wants something. These requirements may be high involvement ones or
low involvement ones. Apart from these, Sasha must understand the consumer decision-making
technique (Saini, 2016).
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Target market
It is very important for Sasha to create a target market as an organizational objectives. If Sasha
wants to build a solid foundation for the business then the company must initially identify their
typical customers and tailor their marketing pitch consequently (OC and Bayer target automotive
market, 2001). A well-defined target market is important for the company according to the current
state of the country’s economy. In fact, no one can afford to target each and every person. If
Sasha can make a strategy to target a specific market then the organization will get benefit from
it. A target market allows an organization to focus on the marketing euros as well as brand
message on a particular market. The company can generate a smooth business which will help to
improve the business in future. Initially, Sasha needs to identify their potential customer. They
have to find the reason behind a customer’s purchase. Before defining a target market, Sasha
needs to take a look at the competitor market. Target market should be made according to the
uniqueness of a particular product. For example, Sasha has started to sell a unique product. The
particular product is available only at Sasha (OC and Bayer target automotive market, 2001). The
demand for the product should be more than others. It is a uniqueness plan. Therefore, a unique
plan is crucial for the organization. Moreover, a target market is defined according to few factors
like age, location, gender, income level, education level, family status, ethnic background and
occupation of the particular customer. Psychographic factors such as personality, values,
attitudes, lifestyle, hobbies and behavior should be also taken into consideration under specifying
a target market.
Market segmentation and positioning of Sasha
Market Segmentation: It is the procedure of dividing an entire market up into different
customer segments. Sasha must implement a market segmentation process by following four
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segmentation types like geographic segmentation, demographic segmentation, behavioral
segmentation as well as psychographic segmentation. In a market segmentation process,
selecting a target market is a crucial step (McDonald and Dunbar, 2013). The process is important
for Sasha to find customers that are the best match for the business. People who wants fashion
regardless of comfort is beneficial for the company since they won’t have to invest more on
creating a comfort clothes. These types of customers wants to be a style leader.
Positioning: Sasha must make a positioning strategy for finding their potential customers. A
position strategy must be made according to benefits of customers, pricing strategy, process of
products, use of products, product quality, competitors as well as cultural symbols. London is the
best place to position their market although the city has lots of competitors with fashionable
customers (Jackson, 2007). The price should be kept moderate for attracting all types of customers
from richest to poorest. A good positioning strategy leads to a smooth running of business.
Task 3
Task 3 is based on a trail launch of a product from Sasha. The product launch will be held in
London, June 2017. Here, description of the product, brand image, pricing objectives strategy,
distribution strategy and integrated market communication’s objective strategy has been listed
under.
Product Description
Product: Evening Party Wear for Women’s
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Source
https://s-media-cache-ak0.pinimg.com/736x/0a/ac/ea/0aaceaf3d9300fd612ba73135a89514c.jpg
The picture which is described above is a sample of an evening gown from a list of ten gowns.
The gown is especially for women’s ages between 25-35 years. The gown will look good on
young women with sophisticated looks. The unique evening gown is a long flowing women’s
wear usually worn to a formal affair (Chmielewski, 2000). The gown ranges from ballerina and tea
to full-length. The gown is made up of silk, and it is a popular fibre for an evening gown. These
evening gowns have various styles such as a sheath, mermaid, A-line, Trumpet, Empire,
Dropped Waist and Princess. The above gown is of princes' style. Evening gowns can be
distinguished from traditional dresses by two primary features. The first feature is the cut which
tends to be fashion design and in line with the current fashion. The second remarkable feature is
the fabric. These gowns tend to use luxury materials such as velvet, silk as well as taffeta. These
materials are richly embroidered and decorated with jewels, pearls, beads, ornaments and sequins
(Arnold and Egan, 2012). London is the place to sell these products at a comparable price. London
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is full of wealthy women, and they will prefer to purchase tailored evening gowns which are
crafted to flatter their figures. Moreover, the unique gown is designed to be worn with high-
quality jewellery. Mostly, actresses and famous women prefer to wear these type of products.
Brand image
Now it is imperative for Sasha to create a brand image and maintain its future. Every brand tries
to create a picture that will take its product and the organization forward, and because of this,
Sasha has to spend lots of money as an investment to implement many creative ideas. A brand
image is simply an impression of the brand developed over a period in the consumer’s market.
Moreover, the brand image ultimately decides the sales of the organizational products. Sasha can
get many advantages by creating a strong brand image (Gross, 2015). The company can create a
perception of a consumer towards a particular brand, and it will become a direct relation to the
image of the brand. Besides that, a strong brand image directly impacts the buying behaviour of
the consumer. Therefore, top and premium brands have a target of building a positive and
healthy brand image. Sasha can make a decision procedure easier than ever if the organization
can create a positive brand image. As a result, the company will be able to promote a lot of
repeat purchases along with the initial purchases. Also, a positive brand image expresses the
success of a particular product and produces outcomes with increased revenues and sales.
Customers are satisfied by the impact of the positive brand image which is beneficial for the
company (Gross, 2015). In retailing sector, the retailer has a set of brand-based social, cognitive
and emotional benefits. A brand image consists of new associates surrounded in fundamental
attributes of services and products. Thus, the concept and practice of brand image focus not only
on objective factors such as product or service quality and price but also on personal benefits
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such as empowering psychological utility, indicating social status and distinction of customers
from others and continues affective and mental perceptions of the brand.
Pricing objectives strategy
One of the four elements of a marketing mix is pricing along with promotion, place and product.
Sasha can follow different types of pricing strategies such as premium pricing, penetration
pricing, economy pricing, price skimming and psychology pricing. The strategy is crucial for
Sasha for accomplishing success by finding the price point where they can increase profits and
sales. The procedures are described below:
Economy Pricing Strategy: Economy pricing is an excellent pricing strategy for business firms
that consolidate Wal-Mart, whose brand relies on upon this strategy. Aldi, a sustenance store, is
another instance of economy pricing strategy (Plaiting pricing into product categories and corporate
objectives, 2010). Companies take an astoundingly theoretical, ease approach to manage to
promote - nothing lavish, essentially without a doubt the base to minimize expenses and draw in
a particular part of the market that is amazingly esteemed fragile.
Premium Pricing Strategy: The strategy establishes a price which is higher than the
competitors. Moreover, it is a strategy that can be effectively implemented when there is
something unique about the product. The particular approach can be useful for companies like
Sasha who are entering in the new clothing market.
Penetration Pricing Strategy: A penetration pricing strategy is expected to catch a bit of the
general business by entering the market with a little an incentive concerning the restriction to
pull in buyers. The thinking is that the firm will have the ability to convey issues to light and
inspire people to endeavour the thing (Plaiting pricing into product categories and corporate
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objectives, 2010). Regardless of the way that penetration pricing may at first make a setback for
the association, the desire is that it will deliver verbal trade and make care amidst a swarmed
publicize class.
Price Skimming: Price skimming strategy can be implemented when Sasha will have a
significant competitive advantage. The plan is designed to increase maximum benefits in
revenues before other rivals begin distributing similar products or alternative products.
Retailing and distribution objectives and strategies
Sasha must decide which distribution strategy will be beneficial for the company. There are two
types of distribution strategy such as indirect distribution and direct distribution. Initially,
indirect distribution is concerned with the allocation of the product by the implementation of an
intermediary. On the other hand, direct distribution is interested in the direct allocation of goods
from the manufacturer to the consumers (Rafiq and Rafiq, 2011). Besides that, direct distribution
has an advantage that the strategy provides a manufacturer with complete control over their
product. Therefore, it is recommended for Sasha to go for direct distribution to the employees of
the organization will be busy in scheduling and other promotional activities. The company needs
to setup a vision, and the vision of Sasha will be to become the world’s most renowned pattern
designer and one of the most exciting design brands. Apart from direct and indirect distribution,
Sasha can go for two more distribution types such as intensive distribution and selective
distribution. When Sasha has a mass marketing product, then the company may use intensive
distribution.
Integrated marketing communications’ objectives strategies
The primary purposes of Sasha will be creating a brand awareness. Despite the way that the
target market of Sasha involves reasonably matured women, for the most part, focus on high
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society. The reason behind it is that this social occasion of customer all the more prepared or at
risk to purchase Sasha appear differently about the next. Sasha need to develop their target
showcase by telling more people and aware of this brand and buy the thing (Shimp and Andrews,
2012). Sasha should centre serving their present customers and also turn out with some elevating
plan to attract their new clients. It also helps Sasha develop their market in this industry. In like
manner, augmentation the offers of the Sasha association is one of the integrated marketing
communications objectives. Sasha must use a segment of the IMC program to push the offers of
the stores throughout the world. Exactly when a more significant measure of the IMC program
being release, the more possible of higher arrangements pay to be achieved. Another IMC
objectives are made and addition the brand relentlessness toward Sasha. There is an intense
competition in this clothing market and industry (Shimp and Andrews, 2012). Customers can
without change to another brand when one thing turns them down. Sasha should be better than
any of the contender. Sasha card is an excellent start for Sasha customer continues with purchase
their things by the preferences that a customer could get from it stand out from various Sasha
contenders.
Summary and Conclusion
Today, clothing has never been more affordable and accessible. The city slickers, as well as
suburban people, do not have to go far to collect garments and clothes for their families. In this
globalized world, the latest in high fashion trends are made available to the average consumers in
a matter of a week. The fashion industry is one of the most pollution industries in the world and
money is flying in the air. If Sasha can grab the fashion industry as a business project in future
years, then the organization can achieve significant success. Moreover, the customers must be
educated on the procedure required to create their clothing and how those methods and resulting
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waste impacts the environments and individuals across the world. Ultimately it is up to both the
consumer and supplier to help give the industry the makeover it needs.
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HOBERG, G., PHILLIPS, G. and PRABHALA, N. (2014). Product Market Threats, Payouts,
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