Using Data from the Appendices 1-4, and Any Other Information from the Case Study, Evaluate Whether the Business Is Likely to Achieve the New Marketing Objectives That Were Agreed Between Carters and Ipeg in 2008.

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Marketing objectives are what the business wants to achieve in terms of marketing and are to do with products, sales and marketing. The first target set (to reach a 22% share of clothing in eight UK cities in which it has been established by 2013) seems relatively feasible. In 1998, Carter opened stores in 7 new cities. This proved to be ‘very successful’ and the younger male market had been very drawn towards the store. That statement was an opinion however and therefore may be irrelevant as it is facts that prove the success of a business. Also, according to the first appendix which assesses the market share of men’s clothing in cities with a carter store suggest that at the current rate of growth of the business Carter in the cities, Carter would reach their target. However, although this may be the case, this is an average. This could suggest that although some cities may go over the target and some go under the target and since they are not looking for an average of 22% share in the cities, this may jeopardise their chance of reaching the target. Despite this, the Bradford store results suggest that there will be a steady increase in revenue and sales which may be due to people are generally spending more and therefore sales increasing because of that, or that the amount of people that is shopping at Carters compared with other stores. This would then mean that the target is more likely to be met. Despite this however, this is quantitative data and therefore the real reason behind this may be not found as qualitative data would have found by asking people. Also because of the well-established business that IPEG is, some people may recognise this and therefore trust the Carter brand where they hadn’t before. This may lead to more sales and therefore reaching the target. Overall, I think that the company will reach their target. This is because of the current

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