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 media. The report then applies Porter's Five Forces and PEST analysis to assess the competitive landscape and external influences. Task 2 delves into consumer behavior, including Maslow's Hierarchy of Needs, buying behavior, target market identification, and market segmentation. Finally, Task 3 outlines product descriptions, brand image considerations, pricing objectives, retailing and distribution strategies, and integrated marketing communication plans, concluding with a summary of key findings and recommendations for Sasha's success in the competitive fashion market.

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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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