Marketing Management: Azurri Clothing

Table of Contents 1. Introduction 3 1.1 Azurri Clothing – Organisational Background 3 2. Analysis of Business Environmental factors 3 2.1 Internal Business Environmental Factors 4 2.2 External Business Environmental Factors 5 3. Analysis of Competitive Environment – Market Analysis 7 4. Development of marketing strategies 8 4.1 STP Analysis 8 4.2 Development and Implementation of the Marketing Mix 9 5. Summary of the marketing proposition 11 6. Conclusion 11 References 12

1. Introduction
Marketing management is one of the most important yet challenging requirements of an organisation as far as development and distribution of the commodities to the consumers is concerned (Viard, 2010). The role of marketing in a business organisation is to be able to identify the needs and requirements of the customers in the market, analyse the competencies of the organisation in the development and production according to needs of customers and distribution of the products to the market through selection of effective channels of distribution (Szymanski and Heard, 2011).
This presentation is focused on identifying and highlighting these factors for the organisation Azurri Clothing in Edinburgh, UK.
1.1 Azurri Clothing – Organisational Background
Azurri Clothing is based in Edinburgh, UK and has been in existence in the industry since the last 8 years. The business organisation had been established as a partnership venture and over the years has been able to set up 17 shops in UK. It needs to be highlighted that there is no single main product line, as the organisation produces and distributes garments of all kinds for kids, men, and women as well as for colleges and universities in UK.
A majority of the business share of the organisation is contributed through revenues earned from sale of garments to