...In the story, “The Emperor’s New Clothes” by Hans Christian Anderson, the Emperor is swindled into believing he is buying the finest of clothing that ‘magically’ is only visible the wise or best suited for their positions. The swindlers are able to sell these imaginary items to the Emperor because of his vanity and pride. He does not want his followers to believe he is unworthy to be their leader because he cannot see the material used for his new clothing. The Emperor sends 2 people that he believes to be trustworthy, and best at their position to first check on the progress of his new suit. The first man he sends does not “see” the suit, but for fear of being the only one to not see the new suit and seen as not fit for his position, goes...
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...Contents 1. Executive Summary...........................................................................................................................4 2. Introduction ........................................................................................................................................4 3. UK Market Analysis............................................................................................................................4 3.1 PESTEL Analysis...........................................................................................................................4 3.2 Target Market ................................................................................................................................7 3.3 Porter’s Five Forces Analysis ........................................................................................................8 4. USP of UK Print design company ...................................................................................................9 5. First Year Cash Flow Forecast for Cloth Printing and Embroidery Company..................................10 Analysis of Cash Flow Forecast ........................................................................................................11 6. Marketing Plan.................................................................................................................................11 6.1 Product.............................................................
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...retailer, it has diversified his activity into clothing, home, financial services, car insurance, health, telecoms and internet services and software. However in this report we are focusing on its clothing unit which operates online. So to better know this Tesco clothes retailing, this report will bring an overview of the company and will analyse its current strategic position, the same as its fitness with the other business units. This report will also analyse the Tesco clothes retailing’s macro environment, the competitive environment, the strategic capability and also the future strategic options. Tesco clothes retailing’s brief overview: The Tesco clothes retailing company is among the biggest clothing retailer by volume in the United Kingdom as it was ranked at the third place in 2008 and had to juggle this place with Asda Direct online retailer behind Mark & Spencer and Primark (Hall, J.). Tesco clothes retailing is committed to bringing a wide range of clothes to men, women and kids. Its website has grown very fast and sales have risen by nearly 47% in 2009 compared to sales at the same period in 2008 and Asos.com retailer which offers clothing online has suffered from Tesco clothes retailer’s entrance in the clothes retailing (Moulds, J.). The corporate parenting seems to work well as Tesco plc, the corporate...
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...1 Faculty of Economic Sciences, Communication and IT Department of Business Administration Garment Industry Analysis in China Case Study on YiChang Richart Factory Limited Degree Thesis of 30 credit points Service Science LIU XIANG & XING ZHENZHEN Karlstads universitet 651 88 Karlstad Tfn 054-700 10 00 Fax 054-700 14 60 Information@kau.se www.kau.se Supervisor: Lars Haglund 1. ABSTRACT Purpose - In manufacturing industry, China is the most powerful all over the world. The garment industry is one of the most important parts in the market for manufacturing goods. And for the garment industry, China is the largest export country in the world. When we go shopping, we can see a lot of tags about ―made in China‖. Referring to China’s exporting capability in the garment industry, we want to find out why most of international clothing companies choose China as their manufacture market for their production basement. And whether the ―made in China‖ tagged in clothes is influencing consumer behavior or not. Moreover, the authors would like to provide some feasible suggestions on the management for the Chinese garment manufacturers, especially in the labor force problem. Methodology - This paper mainly takes the methodologies of literature review, both qualitative and quantitative analysis in case study, and questionnaire survey. The literatures reviewed here include company articles, academic papers, books, and website information. And in consumer...
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...of the dissertation 1 1 2 2 3 4 5 5 6 7 7 8 Chapter 2: Literature review 2.1 Introduction 2.2 The important roles of brand 2.2.1 The characteristics of successful brands 2.3 Brand equity 2.3.1 Brand awareness 2.3.2 Perceived quality 2.3.3 Brand loyalty 2.3.4 Brand association 2.4 Consumer buying behaviour 10 10 10 11 12 13 15 16 17 19 2.4.1 Models of consumer behaviour 2.5 Summary 20 23 Chapter 3: Methodology 3.1 Introduction 3.2 Theoretical backgrounds 3.2.1 Review of different research traditions 3.2.2 Quantitative versus qualitative analysis 3.2.3 Reliability and validity of data 3.3 Justification of research method 3.4 Sampling 3.5 Interview schedule 3.5.1 Stage one 3.5.2 Stage two 3.5.3 Stage three 3.6 Administration 3.7 Analysis strategy 3.7.1 Grounded theory and its relationship to qualitative data analysis 3.7.2 Within-case and cross-case analysis 3.7.2.1 Within-case analysis 3.7.2.2 Cross-case analysis 3.8 Summary 24 24 24 24 25 26 27 29 31 31 32 34 34 34 34 35 36 37 37 Chapter 4: Research findings and discussion 4.1 Introduction 4.2 Backgrounds of respondents 4.3 Effect of clothing brand...
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...service, and by collected data, the report will get a conclusion which market mix is better. The questionnaire will is used to collect data from people age between 35 at 55. Then the collected data will be analyzed if parents willing to buy expensive clothes for their young child and if free-clean service can attract more customers. The result of analyzing collected data shows that parents don’t want to buy expensive clothes for their children and it will be attractive if each Versace Store provides free-clean service. The report find even though Versace young can create a new field for Versace, but it not deserve the cost of money. So providing free-clean service is more suitable for Versace. Introduction: 1.1 Objectives of the research: In this research, the main point is to find if parents would like to buy expensive baby cloths to their little baby and if customers think it will be attractive that Versace provides free clean service. By the collected data from questionnaires, this report will contribute on determining which market mix is more useful for Versace’s development. 1.2.1 Uses and applications: Versace is not a company only sale exclusive clothes, its sale range also include Spa, hotel etc, but clothe is the...
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...INDIAN DETERGENT INDUSTRY: NEED FOR NEW VARIANT TO TAP POTENTIAL GAPS DR. RITESH K. PATEL Assistant Professor, PG Research Center for Governance Systems, Gujarat Technological University, Ahmedabad, Email: visit_ritesh@yahoo.com, Mo.: +91-9687100199. ABSTRACT The market of synthetic detergents was valued at about Rs 112 billion as of 2012-13 with a compounded annual growth rate (CAGR) of 3%. Out of this, the machine wash or automatic sales has been dominated by powder detergents, with a 98% share in the market, which has a size of Rs. 18700 Million. However, a much bigger segment of the market is the non-automatic or the hand-wash category, which has a size of Rs. 85466.8 Million and is also dominated by the powder detergents but by a smaller percentage compared to the machine-wash category, about 68%. The remaining contribution comes from the bar detergents. Within the machine-wash category, the highest growth has been contributed by the powder detergents, a CAGR of 9.5% since 2005, with the other sub-category within the machine-wash category being liquid detergents. Also, the hand-wash detergents have shown an impressive growth rate of 8.8% CAGR since 2005, which has contributed to the growth in the overall detergent market. Based on the literature review and scope of the research problem, two decision problems and four research problems were identified. The former pertained to factors affecting consumers’ preference for detergents, while the latter focused...
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...Communication and Organization October 2012 Strategic analysis of H&M keystrokes: 33.556 1 Executive summary This document is written to provide the reader with a knowledge of the structure of H&M. The purpose is to give a clear strategic analysis. It contains information about how H&M is structured. H&M is a company which is famous for many years. It is known for its fashionable dynamic amount of products for a cheap price. The brand is constantly developing and since competition is increasing, satisfying the customer is not enough. It has to stay ahead of the increasing competition. H&M is expanding by products for home edition and on-line selling. The brand is divers and it provides the customer with quality clothing and a great variety of choice. H&M is developed in Sweden and it has recently become well known worldwide. There are stores in the United Stated of America and even in the Middle East. However such a large operation requires good management. There is a head office in Stockholm which is in charge of the sub levels. In Stockholm the most important decisions are made. Furthermore the brand is expanding and using celebrities to promote the band. Recently H&M has suffered with bad communication and promotion from the media. The company had to adjust itself to gain trust from the customers. Future proposals for the company are to get new trustful suppliers and improve the working conditions of some manufactures. The company is responsible to have a...
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...Williams College Marketing principles Submitted by : TASK1 This essay will have a brief definition and explanation of the marketing process and the evaluationn of costs and benefits of the marketing orientation. Marketing is a procedure of planning and conducting ideas and strategies in order to satisfy consumers and organizations. The marketing process contains: * Situation analysis * 5c analysis. Company, customers, competitors, collaborators, climate. * PEST analysis. For macro-environmental political, economic, societal, and technological factors * SWOT analysis. Strengths, weaknesses, opportunities, and threats-for the internal and external situation. * Marketing strategy * Once the best opportunity to satisfy unfulfilled customer needs is identified, strategic plan for opportunity can be developed. * Marketing mix decisions * Product development- specifying, and production the first nuits of the Product * Priming décisions * Distribution contacts * Promotional campaign development * Implementation and control At this point in the process, the marketing plan has been developed and the product has been launched. Given that few environments are static, the result of the marketing effort should be monitored closely. * The advanatges and disavantages of marketing orientation are A company with a marketing orientation has a strategic focus centered on awareness...
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...supplier information, designing trend, pricing strategy, distribution channels. I think we need to look into above-mentioned field, do some attempts to figure out what possible help would the market possible tell us, and come up a definitive conclusion. There are some following issues I think the marketing research needs to explore. The first issue is the customer motivations. That means we need to attempt to imagine customer’s consuming mood, to uncover the reason why they buy children’s clothes. Customer motivations are critically important to our research. Are the consumers self-motivated or under driving force? Does the market have good enough products that satisfied clients? Should we adapt existing products? If not, what kind of product will perfectly appeal to our potential consumers. Please keep in mind, we never design, retail any children’s dressing before, so we can’t simply adopt our previous successful experience in adult clothes business – something like we introduce a new clothes to a different region – just sell core products or services pretty much as they always been sold in New York. We need deep understanding of what’s is the really thing that influence people make decisions, what is really matter...
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...Contents 01. Introduction 2 1.1 The Chosen Company 2 02. The New Product 3 2.1 The Need Addressed 3 2.2 The New Product Objectives 4 03. Market Potential 4 3.1 Target Market 4 3.2 Competition 5 04. NPD Process of the Product 6 4.1 Idea Generation and Screening 6 4.2 Concept Development and Testing 7 4.2.1 Concept Testing 7 4.3 Business Analysis 8 4.3.1 Cost Structure 8 4.3.2 Financial Analysis 8 4.3.3 Risk of Failure 10 4.4 Market Research 10 4.4.1 Modifications 10 4.5 Product Launch 11 4.5.1 Promotional Campaign 12 5.0 Conclusion 14 5.1 Future Directions 14 References 15 Appendices 16 Appendix 01: Concept Testing Interview Response Evaluation 16 Appendix 02: Risk Analysis of Product Failing 17 Appendix 03: Questioner used for Test Marketing 18 Appendix 04: Evaluation of Results of Test Marketing 19 Appendix 05: The 5W’s of Launching 21 Appendix 06: A Summary Budget 22 Appendix 07: A Billboard Design 23 01. Introduction “New Product Development is the process of developing a new product or service for the market. This type of development is considered the preliminary step in product or service development and involves a number of steps that must be completed before the product can be introduced to the market. New product development may be done to develop an item to compete with a particular product/service or may be done to improve an already established product. New product development...
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...DIESEL case study “Branded hedonism” Enric Gili Fort | ID520 Communication Planning | Fall 2005 | Institute of Design, IIT Enric Gili Fort Design Planning track ID520 Communication Planning Fall 2005 Institute of Design, IIT Chicago, IL 2 Table of contents 1. Era Analysis 4 • Era analysis • Competitive Analysis 2. Brand portfolio architecture 10 3. Brand identity beyond names and marks 12 4. Communication approaches and assets 16 •Identifying communication assets •Marketing Approach 5. Communication considerations and modes 22 •Framing of terms of comparison and key messages •Analysis of a communication • Webography and appendix 24 1. Era and competitive analysis Era analysis Diesel jeans started in 1978 when Renzo Rosso, after being designing his own clothes for several years and after graduating of an industrial manufacturing textile school, joined forces with a group of textile manufacturers in his region creating the Genesis group. Under the umbrella of this company many brands were launched and nowadays many still remain well known: such as katherine Hamnett, Goldie, martin guy, ten big boys and of course, diesel. In 1985 Rosso took control of the company by buying out the other partners and while being the sole force of the brand the company began its expansion. Without being trained neither in marketing or advertisement, Rosso defined and created the brand from scratch and after few years...
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...forces of analysis about the strengths of competition presents what you should be prepared for. If you are in the clothing industry then you have you have to look out for new people who are coming into the industry. You have to see how much your competition is selling their clothes for. Also how much your customers are able to buy the clothes for. 2. The main factor is having the latest fashion trends and then to be able to quickly bring that into the market. They also need to make sure their clothing store isn’t like all the ones within the customers shopping range. Another factor is being able to create brand loyalty so that the customer will stick with the product. Many rivals dedicate a considerable amount of resources for brand building and advertising. 3. The strongest overall competitive position would be TJX, they had the leading off-price retailer of clothing in the United States in 2010. They would be the strongest competitors because they sell their products at 20-60 percent below department store’s prices. The lowest competitor would be AEO, they don’t have as many stores as the other three competitors do. They aren’t bringing in as many customers as GAP is bringing in, so they don’t pose as much as a threat as the others would. 4. Their strategy in 2007 was to improve the appeal of the company’s product lines and expand its business internationally. The strategy that they are using is the best-cost provider strategy, they are using clothes that are trendy...
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...Bango” laundry shop.The idea of the business name came from the popular advertisement of one of the leading fabric conditioner in the country. Love – bada – Bango originated from the tagalog phrase “labada bango” which means that the clothes will be clean with good and pleasant smell. Love’ba – dub – bango laundry shop also means that will serve you and wash your clothes with love and passion providing the pleasant and long lasting good smell. B. Location Love – bada – Bango laundry shop will be located at 1043 Ashley Compound, Barangay Del Remedio, San Pablo City, Laguna 4000. The lot measures 100sq.m. and we will expecting the laundry will occupy only 85 sq.m. The business site is accesible to those who are residents of the area and also those students and employees who are bed spacer. C. Brief Description of the Project Clothes are one of the essential needs of human and it also boost the confidence of the person because we all know that sometimes your physical looks can define every individuals personality. In addition to that having a good physical looks includes having a clean and good - pleasant look and smell of us. One of the great asset of everything around the community is having a clean and long lasting pleasant smell of the clothes that people wears as well as the cleanliness of the things that surround them. That is why the proponents decided to conduct a study of the possibility of establishing laundry shop to help the residents of Brgy. Del Remedio, San Pablo...
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...is CAROLL 03 Main Body of the Report 04 The 3V’s Analysis 04 The Value Chain Analysis 04 The SWOT Analysis 05 The Positioning Matrix 05 Boston Box Matrix 06 Chinese Market Audit 07 Ansoff Matrix 08 Porter’s 5 forces 08 Chinese Customers 09 Chinese Competitors 10 My Strategy 11 More explanation 12 Conclusion 12 Recommendations 13 Bibliography 14 Executive Summary: The aim of this paper is to talk about a French fashion house which is named Caroll, that’s why we will study the company by internal and external audit. What is she doing now how she is doing it? Then, we have to try entering the Chinese market with a study of China’s risks, Chinese habits, competitors… all the market. Then we will try to build a strategy to help Caroll being on the textile market in China. My first part will talk about the current strategy of Caroll; what is the target of Caroll, competitors which market are focus… with some figures, analyses and personal point of view. Then we will take care of the Chinese market with a PESTEL analyze, 5’s forces of Porter, some matrices and tools to get a clearly view of China and specially the textile market. The last part of this study will concern the new marketing strategy to enter this market with a SWOT analysis and concrete action to be as efficient as possible. To conclude we will...
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