American Intercontinental University Unit 1 Individual Project MKTG 205 – Principles of Marketing March 7, 2012 Abstract In this paper I will identify marketing environment forces that could influence a locally owned restaurant. I will further discuss strategies to overcome obstacles and to capitalize on opportunities that will arise from these market forces. Market Forces Introduction Many things can influence whether a restaurant is successful. Poor decisions can lead to catastrophic failure very quickly in this type of business. Management must be aware of these things in order to offer their product to a customer at a reasonable price if they want to stay in business.
Luca Mazzi S46465 Marketing case report: The Fashion Channel Dana Wheeler has to face an important decision, TFC (The Fashion Channel) has to change his marketing strategy due to new competitors in the business like Lifetime and CNN that are gradually draining the costumers and subsequently profitable advertising from TFC. The main classes of viewers for TFC are Fashionistas 15% of the total (but also the class with the highest rating for advertising) , Planners and Shoppers 35% (slightly a lower rating than Fashionistas), Situationalists 30% (lower rating than Planners and Shoppers), Basics 20%(lowest rating for advertising rankings) After analyzing various market researches Dana comes down to 3 different strategy scenarios: The first one will be to have a wide segment strategy which will just focus on the three most rated classes decreasing the level of basics viewers, this strategy has no additional expenses in order to be implemented since the strategy will not change much, at the same time the risk of having an advertising downgrading is still present . The second one will be to focus only on Fashionistas who will lead to the higher cost per thousand (CPM), but it’s also important to remind that this is the smaller group targeted by TFC, such a radical change might cost losing a lot of household followers for TFC and there is an additional cost of 15 million to implement new shows for this particular segment. The last scenarios will focus on Fashionistas and Planners and Shoppers, this choice still increases the CPM by a lot but doesn’t decrease as much as the second scenario the percentage of followers, keeping as active following household the largest group (Planners and Shoppers 35%). The downside is that to implement this strategy 20 million will be needed.
Ann Taylor 15 Case Analysis Week 6 Professor Michael Reitzel Eugenia Harris COMPANY NAME Ann Taylor WEBSITE www.anntaylor.com INDUSTRY Premier American Specialty Apparel Retailer for the Professional Woman BACKGROUND AND HISTORY Ann Taylor was discovered and started in 1954 as a wardrobe source for a woman of business, socially higher class. This business started out in the city of New Haven, Connecticut. Robert Liebeskind established a stand- alone clothing store for Ann Taylor. The name Ann Taylor for the company came from when Rich Liebeskind Sr. the father of Liebeskind who is a designer himself provided as a good luck gesture gave his son rights exclusively to one of his best selling dresses. Ann Taylor was never name of a real person living but her persona lived on in the profile of the consumers.
Coupled with bottlenecks at key locations the result was a dent in both responsiveness (new product categories stymied) and efficiency (poor inventory management). 2) Perkins approached the problem in a scientific and structured manner. They took the bold step of having one large distribution centre and built their headquarters at the same location. Rather than being short-sighted and skimping on costs the company decided to hire specialists to design the facility. To adopt a practical approach the company personnel benchmarked by visiting best-in-class plants.
SWOTt Analysis Jason Lee University of Phoenix MGT/521 June 6, 2012 Mr. Jerry Peck SWOTt Analysis The strengths, weaknesses, opportunities, and threats (SWOT) was developed to determine why corporate planning failed. Today, a second ‘t’ has been added to introduce industry or company trends into the analysis. SWOTt defined Strengths are defined as what separates your business from others in the industry. A firm's strengths are its resources and capabilities that can be used as a foundation for creating a competitive advantage. Some examples are as follow: • Industry patents • Recognizable brand • Good customer service • Cost advantages over competition • Use of natural resources or organic food options • Robust distribution network Weaknesses are defined as what limitations your business has compared to others in the industry.
Brown Thomas (located in Grafton Street) is a retailer only composed by luxury brands, such as Chanel, Gucci, Calvin Klein, Prada, Dior… Clothes are high qualities, create by famous stylist, and consumer from high social professional category. In this context and for charm costumer the farthest, nothing is leave to chance. First of all, atmosphere of the shop recreate perfectly these way of life, doorman, very well dressed, decoration, big mirror everywhere, chandelier, carpet, modern and class architecture… Thus costumers feel in their environment, they are familiar with this, and want to stay in the shop. The space for circulate is really important, it give the sensation that the shop is huge, therefore it is impossible to jostle or be in someone way. Moreover it permits women dwell upon one product, “never
The Fashion Channel Purpose of Analysis: Increase revenue from advertisement for The Fashion Channel (TFC) Market Segmentation: Segments | Cluster size (in %) | Demographics | Attitude Drivers | Fashionistas | 15 | Female, 61% Income>$100K, 30%,18-34, 50% | Think lot about fashion | Planners and Shoppers | 35 | Female, 53% 18-34, 25% | Enjoy shoppingStay up to date | Situationalists | 30 | Female, 50%,18-34 30% | Enjoy shopping for specific needs | Basics | 20 | Female 45%Male 55% | Do not enjoy shopping at allDo not spend much time | | Favourable | Unfavourable | Internal | Strength 1. Dedicated network for fashion 2. 24X7 coverage of fashion 3. Accessible to all cable customer | Weakness 1. Low customer awareness and interest 2.
Positioning is extremely important for a retail firm, because of course a retail store cannot be everything, and firms that were previously positioned to target this generation were now left wondering what to do next. Market share was also getting more competitive with pressures for lower pricing, fast-fashion, and ethical behavior. Le Chateau was faced with the problem of positioning itself in the post-boomer market to achieve market share and profitability goals as it had done for the past 50 years. Target Market and it’s Evolution Le Chateau initially focused on marketing its apparel to fashion leaders. London’s Carnaby Street was a new fashion wave described as modern in the 1960’s.
WESTERN LUXURY BRAND ADVANTAGE As the western luxury enterprises possess the trait of long history and remarkable founders, it attracts more and more Asian consumers, especially Chinese customers. The luxury brand not only can provide practical function but also satisfying spirit based on its high culture value. Like perfume brand Chanel, Lady Chanel was the founder of the Chanel brand is known to all, a real brand is inevitably affected by the founder. Often brand founder has what kind of personality and attitude, it will give impact on their own brands. Chanel never get married through her life, while she created a great empire of the fashion, at the same time, she pursued the life that she want to have.
The Fashion Channel M E M O R A N D U M To: Jared Thomas From: Dana Wheeler Subject: Market Segmentation Mr. Thomas, as you know, The Fashion Channel is facing several competitive threats in the fashion entertainment TV business. The purpose of this memo is to recommend a new segmentation and positioning strategy for TFC in order to strengthen its competitive strategy Recommendations It is my recommendation that TFC move forward with a dual-segment marketing strategy, focusing the programming efforts on the Fashionistas and Shopper/Planners. These two segments are predominately made up of females, ages 18-34 who could offer a significant boost in our margin and net income. I am also recommending that the majority of the advertising, promotion, and public relations budget for the fiscal year be dedicated to building brand loyalty for the two segments listed above. Data Analysis The data provided in appendix 2 lists all the financials associated with the recommendation above.