Marketing Strategies for Sasha: Business Opportunities and Challenges

This report provides an executive summary of Sasha, a UK-based women's outlet, focusing on its marketing strategies and business challenges. It delves into the UK women's apparel market, analyzing secondary data, consumer segments, and the marketing mix. The report examines market growth opportunities, competitor analysis, and the impact of socio-demographic factors on consumer behavior. It also explores psychographic segmentation and behavioral variables to understand customer preferences. A detailed marketing mix analysis is conducted, including product descriptions, brand image, pricing strategies, and promotional activities. The report concludes with recommendations for improving promotional efforts and increasing business activities. The company also aims to cater to the fashion needs of women from 15-55 years old. The report also includes the use of competitive pricing methods to increase the sales of the company.

Sasha Marketing Strategies
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Executive Summary
This report examines the business opportunities and challenges faced by Sash a UK based
women outlet. The company examined the specific areas for the product market growth
essential for the development of the retail outlet. Business changes, and consumer segments
were considered for understating the socio-demographic changes, competitor’s analysis, and
other factors are examined. Through such analysis an in-depth analysis is done to find how
the market growth related challenges can be acquired by the company. The strategic changes
are introduced for acquiring new business market. At the end a detailed marketing analysis is
being conducted to find how the promotional activities can be improved for increasing the
business activities.
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Contents
Executive Summary...................................................................................................................2
Introduction................................................................................................................................3
1. Research on the secondary data..........................................................................................3
2. Consumer segments driving the company..........................................................................5
3. Detailed marketing mix......................................................................................................6
Conclusion..................................................................................................................................9
References................................................................................................................................10
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Introduction
This report examines the marketing strategies adopted for collecting and analysing the
information. Sasha is one of the leader women’s clothing outlets and has been selling the
world’s best products to the clients. The developed strategy for conducting the research to
collect the research information has been included in the research process. Business strategies
and the growth plan are examined as it helps in accomplishing the business plan. The
challenges involved with the product and the market growth is examined, as it enables the
management to examine the challenges involved with the business execution. A detailed
marketing mix is conducted to find how the business process and execution methods can be
improved to acquire a posited market share. Thought the marketing mix, the relevant changes
to be introduced for increasing the business performances, and the challenges involved with
the business development are examined (Ailawadi, 2001).
1. Research on the secondary data
Overview of the UK women’s clothing marketing
The retail industry for women’s apparel is strongly growing in the UK. Demand for high
quality women apparel has increased, due to the existence of different companies in the
industry. This industry has been positively improved, due to an increase in the purchasing
power of the buyers. The companies have adopted IT process for improving the sales for the
women clothes through the online method. This trend has rapidly increased in last 5 years.
Global recession had affected the purchasing power of the clients, and this encouraged the
companies to adopt new methods for attracting the clients. The customers in the UK market
have a preference for lower priced products, with better quality. The UK market is known as
the fashion hub, with higher number of fashionable product buyers. Demand for the high
quality fashionable products has increased, due to the price effectiveness statutes adopted by
the retails stores.
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Market growth for the retail stores
Sasha is one the leading women retail stores located in the UK. The objective of the company
is analysing the challenge with the retailer’s targeted marker. This would help in competing
with the tough market condition that prevailed in the industry. The UK market is known to be
the premium lifestyle market that sells the best clothes and accessories to the clients.
The market for the clothes and the accessories has shown an upward trend. This percentage is
expected to increase further, due to an increase in the demand for the products and services.
The level of competition and the demand for the different products are also expected to
increase in the future. There are different types of retail stores that operates or functions to
cater the needs of the clients. Sasha has to compete against these retail stores and offer the
clients and the potential customers with the best service options. This requires the
management to adopt a retail format that includes a mixture of services offered and
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mechanise process. These processes are integrated with the pricing policies, which helps in
attracting and retaining the clients (De Wulf et al.,2005).
The company has proposed to launch wide range of fashionable clothes to the clients at an
affordable price. This step is also required to deal with the present level of competition
existing in the market. The specific areas of the market growth identified by the company are
–
a. Competition – The level of competition in the fashion industry in the UK is quite
high. This number has further increased due to the presence of the online retails stores
like Amazon. The competitors have a wide range of products to be offered to the
clients, and this has affected the sales for the management. To improve the sales, and
to retain the market share, the management has to analyse the needs of the clients and
offer the better services to the customers.
b. Wide range of products – Wide range of product options would be offered to the
female customers. The products are designed for the clients of different age groups
and with exclusive preferences. Sasha has proposed to launch its own fashion line
which will handle the requirements of the clients with exclusive requirements.
c. Pricing policies - The company has adopted competitive pricing method, which
would help in retaining the clients. Through this pricing method, the company has
proposed to deal with the competition and offer the better services to the clients.
d. Customer satisfaction – The services to be provided to the clients would be online
and offline. Both the methods are quite essential as the management can share the
relevant product elated details (Collins-Dodd C., Lindley, 2005).
Marketing opportunity
To improve the market opportunity and to gain the maximum market level, the company has
introduced competitive pricing method. The promotional methods adopted by the
management are meant to share the relevant business related information with the clients.
Products would go through the quality check as it would help the management to retain the
best part of the market.
2. Consumer segments driving the company
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The UK clothing and accessories retail sectors are one of the competitive markets of the
world. Customers are educated and aware of the brands sold in the market. Majority of the
buyers are digital savvy, and this requires the members to collect maximum product related
information from the company. The presence of the online retail stores has changed the
outlook of the industry altogether. Different retail stores in the UK market promotes for a
creative, dynamic, and influential independent fashion retail stores. This has changed the
experience of the members and has increased the expectations of the potential buyers from
different parts of the country.
The business opportunities available for the retailers like Sasha are quite high. However, it is
relevant for the company to adopt innovate strategy that would help in developing and
introducing new measures for promoting the brand value. This retail stores has to offer wide
range of unique process that would value the money of the customers. Such a policy would
promote the company and the product sold to the clients. For approaching the customers from
the potential markets in the UK it is reliant for analysing the market segments. This would
help in examining the needs of the customers and enable the management to sell the better
quality products to the buyers (Du, Lee, Staelin, 2005).
Socio-demographic – Through such analysis the management of Sasha design new methods
for approaching the customers to sell the products. In the social-demographic factors, the
company examines the product value and compare it with the product expectations of the
clients of different age group.
Sasha has conducted the below mentioned analysis –
a. Age group – Wide range of unique fashionable products would be sold to the female
customers between the age group of 15-55 years. Female buyers in the UK are quite
fashion conscious, and this requires the management to sell unique product line to the
customers. Fashion apparels would be redesigned and new patterns would be selected
for increasing the business operations.
b. Race – The fashion products are designed for the customers from different cultural
backgrounds. While designing the products, the expectations of the female customers
are examined, as it helps in approaching the clients and enable the management to
increase the sales.
c. Income - The products sold by the company would be affordable to the clients of
different age groups. This is the major reason that would be concentrated by the
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company. While promoting the services, the management would be used for
examining the challenges and product preferences of the clients (Levy, Weitz, 2001).
Psychographic segmentation
Through the psychographic analysis, the management of Sasha conducts a detailed analysis
on the preferences of the customers from different segments. The groups are segmented to
find the direct impact related to the product sales and the promotional activities. In these
prices, the management conducts an analysis on the people, lifestyle, and product
preferences. These are the important factors that enable the management to conduct a detailed
analysis about the product preferences that would be used for increasing the sales.
a. Lifestyles – The lifestyle of the majority of the female customers in the UK are
moderate. This has encouraged the company to adopt new range of products for
increasing the sales of the fashionable products to the clients. The products and its
quality are improved to cope with the lifestyle of the buyers.
b. Values – New product lines are introduced in the market, to handle the changing
needs of the clients. These changes are introduced to approach the clients and to sell
higher number of products to the buyers.
Sasha has analysed the psychographic analysis, which helped in analysing the changing
preferences of the clients. This helped the management to design new process that would be
used for marketing the products sold to the clients (Rosa, 2006).
Behavioural variables
The buying pattern and preferences of the clients usually changes, and this is due to the
presence of larger number of retail stores in the industry. Customer behaviour aspects depend
upon various aspects as this would impact the sales targeted by the company. To cope with
such challenges, it is relent for the management to closely analyse the changing market
condition and implement new changes that would be used for increasing the sales.
Behavioural variables include examining the expectations of the clients, pricing techniques,
and the product quality.
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3. Detailed marketing mix
With the help of the detailed marketing strategies and policies, the management develops and
introduces new policies for approaching the potential female customers and increase sales.
The segmentation for the marketing mix are based on the below mentioned points-
I. Product description – Sasha has proposed to launch wide range of new product line
for the female customers of the stores. This would also include upgrading the existing
produces as the preferences of the clients constantly changes. For analysing the
changing preferences of the customers, the management conducts a detailed analysis
about the buying pattern of the clients. The table below states the importance of the
market analysis conducted to understand the buying pattern of the customers. As per
the table, an upward trend in the product purchases has been seen in the UK market.
The UK market for fashionable clothes is quite high. To deal with such requirements
the management has to develop new policies and measures that would be used for
increasing the sales. Products would include fashionable clothes, skirts, tops, party
wears, and others. These products have a high demand from the customers of different
age groups (Pauwels., Srinivasan, 2004).
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II. Brand image – Brand image represents the business objectives and goals of the
company. Business objective of Sasha is to offer wide range of products to the clients,
at a competitive price. This process also needs the company to examine the quality of
the product. For building the brand value, the company has launched online
promotional and sales activities. Through this method, the management has planned
to approach the female customers from different markets in the UK. This method as
compared to the other promotional activities is quite effective and feasible. It gets the
company connected with different buyers, by sharing the relevant product related
information. As compared to the other countries, the online buyers in the UK market
are quite high. The company has set up high standards for bulling the brand value, and
this is expected to help in improving the sales for the products.
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III. Pricing objectives strategy – The Company has adopted a competitive pricing
method. Through this method, the management plans to offer the better services to the
clients at an affordable price. This is the most effective and reliable method for
making sales and to retain the clients in the market. The pricing strategies would be
standardised and followed for the customers from different markets in the UK market.
This method is expected to improve the performances of the company and enable the
management to increase the sales. The pricing strategy for the company is the most
important factor, as it enables the management to get connected with the potential
buyers. Sasha has to compete with the tough competitors in the market, and this
requires an effective ling term planning process. In the pricing strategies, the
management aims to recover the costs of investments and plan to provide the best
possible services to the clients (Morchett et al., 2006).
IV. Retailing and distribution objectives and strategies – The products would be
procured from the suppliers at a standardised price. Sasha also has in-house designers
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who work on designing new products for the clients. The products are designed once
in every 15 days. This is done to offer the clients with the better services and product
options. Through such a strategy, the management plans to upgrade the service quality
and retain maximum number of clients. The company has adopted a direct retailing
method, where the products would be sold to the clients from the stores and through
the online method. Business strategies are to increase the sales, by approaching the
customers of different age groups. By planning the product sales, the management
examines the changing buying pattern of the clients. This helps in sustaining the
market and allows the company to offer the better services to the buyers.
V. Integrated marketing communications – Marketing communication is being
designed to communicate with maxim number of buyers from different markets.
Through a positive and effective communication method, the management expects to
minimise the redundancy that impacts the sales process. The sales for the products
would be improved by sharing the relevant information about the products with the
buyers. The company has created an official website that would be used as the best
medium for communicating with the buyers. Through this method, the managers
share the ideas about the new product line and enable the company to develop new
products that would improve the economic performances. The strategies to be
followed by the management in integrated marketing communication are to share the
information and encourage the clients to indulge into the product purchasing practice
(Fiocca R., Sebastiani, 2010).
Conclusion
Business developmental plans and strategies are quite important as it helps in developing and
introducing new measures for appraising the clients. IT helps in increasing the sales and the
product value required for the company. By developing a positive attitude the management
design new methods that are being used for increasing the sales. The strategies developed by
the management include analysing the issues faced while examining the marketing strategies
and process to be followed for increasing the business activities. Through the developed
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