Island Shades Case Study The case story Island Shades describes a great example of how to present an effective goal with the proper steps. Terry’s goal was very detailed on her present and future goals. She set up her objective creating the idea of selling good quality eyewear to consumers. She also has identified her options of affordable inventory to purchase. Terry’s key performance areas are focused on the location of her store and the brand of upscale products to provide consumers in that location.
The company operates in the moderate price niche, targeting middle and upper-income customers. Tanglewood’s strategic distinction is an “outdoors” theme, with a large camping and outdoors living section in every store. The store also distinguishes itself by its simple, elegant, and uncluttered design concepts for the store and their in-house products”. IDENTIFICATION OF BUSINESS STRATEGY/ GOALS Tanglewood’s business strategies and goals are focused on providing maximum value to the customers, shareholders, and employees. They will achieve their goals by having good communication with its employees, having good customer service and keeping their shareholders happy with the performance of the business.
The sexy words “eye candy” and “wink wink” grab people’s attention, and the products are not bad because they are in fashion and feel comfortable. Perspective for Producers Sale orientation is an important philosophy in marketing management (Lamb, Hair, McDaniel, 2009). Producers will absolutely want to sell as many products as possible. The ones from A&F can earn a niche in the market and become popular by its special design. As an A&F spokesperson said he could enumerate “at least 100 reasons why a young girl would want thong underwear” (Plagiarism, n.d.).So clothing producers should not miss the demand of young children’s market.
It is obvious that IKEA have positioned itself as the bellwether of furniture retailer market and leads the tide of simple style furniture. • What is their value proposition and what types of value do they base their marketing on? Because one of IKEA’s main goals is to provide products at low prices to customers. I think that IKEA works to maintain a well-known brand identity, so IKEA has very clear and stable targeted customers who seek stylish furniture at a reasonable cost. Moreover IKEA is known for its modern architectural designs on various types of appliance and furniture, often associated with a simplified eco-friendly interior design.
The customisation of this shoe was possible by selecting size, width, outsole, materials, colours and embroidery so that consumers can change different aspects of their shoe: fit, performance and design enjoying a well-known model of the brand. Thus, this pilot phase allowed the company to provide its normal everyday customer with a product already offered to its sponsored athletes. To satisfy the customers, Adidas established a team to help them in the process of creation of a customised boot with a 3-D foot scanner to know the fit and a design terminal to finalise the customisation. The uniqueness of this service allowed the customer to use a product specifically designed for them by them. The response to the pilot was good as all participants were completely satisfied because “100% want a customisation service available in the future”.
The overarching mission statement for IKEA is short and to the point but it dreams big,“Our vision is to create a better everyday life for the many people”. It’s vision and values, or it’s business idea as they describe it, makes that mission seem attainable by “Offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them”. A mission statement is defined as a formal summary of the aims and values of a company, organization, or individual. It plays a role in defining goals, ethics, culture, norms for decision making, and is an important component of the strategic plan. IKEA’s mission is lofty and ambitious and gives a deep insight into the kind of person Ingvar Kamprad is and who he wants the employees of his company to be.
Customers are attracted to IKEA’s one stop experience which provides home furnishing advices, office planning, restaurants and kids playroom for families. IKEA’s strong emphasis on providing stylish high quality products at low prices is one of the main reasons of its
The re-branding was intended to enhance the brand's simplicity whilst still maintaining the highly recognisable, orange packaging. BIC has further enhanced this re-branding by launching BIC 2, which satisfies consumers looking for a functional twin blade at an affordable price. Through the launch of BIC 1 & BIC 2, BIC has created a branding synergy. In the twin blade sector, BIC has launched premium products such as Comfort Twin and Twin Lady. These products target consumers demanding enhanced features and benefits while still offering excellent value for money.
Identify the likely characteristics of the market segment being targeted by the company. In book Basic Marketing in Chapter 4 I have learned about Market Segment book describes marketing segment as “A Marget Segment is a relatively homogeneous group of customers who will respond to a marketing mix in a similar way.” In Case 1 Ben Ohau Lodge provided services for similar category of people like: Presidents, playboys, etc Also customers of Ben Ohau Lodge desired to escape from everyday life pressure and escape in a peace which designed and created specifically for their needs and minds as mentioned in case 1. From description above this is a homogeneous group of people who responded to a marketing mix similar way. Also as I read in the book there are three basic ways to develop market oriented strategies in a broad product market. Ben Ohau Lodge used single target market approach segmenting the market and picking one of the homogeneous segments as the firm’s target market.
BURBERRY Define the Problem: * What is the best way for Burberry to continue to grow their brand for long-term growth without risking customer burnout? Decision Factors: 1. Maintain and continue the current brand positioning in the middle. Currently Burberry has successfully positioned themselves right in the middle as a lifestyle brand, represented by Ralph Lauren and a fashion brand, represented by Gucci. 2.