...Ralph Lauren Case Study I) Introduction: Polo Ralph Lauren created in 1967 by Mr Ralph Lauren is considered nowadays as one of the well-known brands throughout the world. As a famous global player in the design and lifestyle marketing industry, Polo Ralph Lauren range its product lines from relatively inexpensive to expensive brand in offering men’s, women’s and children garment and accessories and also perfumes and home furnishings. Widely perceived as the number one brand that represents the American Style, Polo Ralph Lauren has adopted a whole marketing strategy leading to a strong brand equity since its setting up. Moreover, the brand sells its goods internationally (9,000 Locations worldwide) while keeping its 44 years reputation and distinctive image developed across the different products and brands markets. Due to its marketing tools and its high quality brand image, this luxury brand keeps a constant relationship with its customers. This report will first of all highlights how Ralph Lauren brand has achieved this complete resonance with its consumers through the all four steps of Keller’s CBBE model since its creation. Then, we will describe the Points of Parity (POP) and Points of Difference (POD) of the Brand to finally recommend ways through which the brand can continue to be successful in future. II) To what extent do you think the Ralph Lauren brand has achieved resonance with its customers? Since 1967, Ralph Lauren brand is a perfect example...
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...Ralph Lauren Case Study I) Introduction: Polo Ralph Lauren created in 1967 by Mr Ralph Lauren is considered nowadays as one of the well-known brands throughout the world. As a famous global player in the design and lifestyle marketing industry, Polo Ralph Lauren range its product lines from relatively inexpensive to expensive brand in offering men’s, women’s and children garment and accessories and also perfumes and home furnishings. Widely perceived as the number one brand that represents the American Style, Polo Ralph Lauren has adopted a whole marketing strategy leading to a strong brand equity since its setting up. Moreover, the brand sells its goods internationally (9,000 Locations worldwide) while keeping its 44 years reputation and distinctive image developed across the different products and brands markets. Due to its marketing tools and its high quality brand image, this luxury brand keeps a constant relationship with its customers. This report will first of all highlights how Ralph Lauren brand has achieved this complete resonance with its consumers through the all four steps of Keller’s CBBE model since its creation. Then, we will describe the Points of Parity (POP) and Points of Difference (POD) of the Brand to finally recommend ways through which the brand can continue to be successful in future. II) To what extent do you think the Ralph Lauren brand has achieved resonance with its customers? Since 1967, Ralph Lauren brand is a perfect example...
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...Ralph Lauren Corporation Industry: When assessing the financial position of Ralph Lauren Corporation (RL), an investor must also look at the financial condition of the industry in which the company resides. In the case of Ralph Lauren, the company falls under the industry of apparel, accessories, and luxury goods. The company has brought the world a luxury brand of lifestyle goods since its humble beginnings in 1967. According to Standards and Poor’s Net Advantage (S&P), the industry is neutral with the expectation that accessories and luxury goods will out-do apparel within the next term (S&P Net Advantage, 2014). Ralph Lauren Corporation has a recognizably strong brand and has many accessories and luxury goods that will put them in a good position even if the apparel side of the company lacks in any way. Financial Position and Outlook Ralph Lauren currently “holds leading market shares in department stores” (S&P Net Advantage, 2014). The financial position of the company is in good standing and has resulted in a steady growth of net income over the past five years. Measuring liquidity is a way to know RL’s ability to turn an investment back into cash when needed (Brealey, Myers, Marcus, 2012, p.44). With a current ratio of 2.6, this indicates that the company has short-term financial strength with the ability to meet creditor’s demands (Yahoo Finance, 2014). When looking at the price-earnings (P/E) ratio, it is important to also look at the competitors P/E...
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... Marketing (Wilcox) Case Study-POLO by Ralph Lauren 11/04/15 Founded in 1967, POLO Ralph Lauren, began 40 years ago with a collection of ties, and has grown into an entire world, redefining American style. Ralph Lauren has always stood for providing quality products, creating worlds and inviting people to take part in their dream. Polo has always had strong marketing environment, being the global market that Ralph Lauren is, its collection pertains to people of all age ranges from kids to teenagers to senior citizens. Polo Ralph Lauren's advantage could be something such as its expansive radius when it comes down to its consumers. Ralph Lauren's target market cues in on professionals, people of leisure and wealth, those who enjoy the "preppy" look, sailors, horse riders and participants who take part in sports demonstrated in rugby and polo. Polo is a leader in the design, marketing and distribution of premium lifestyle products in four categories, apparel, home, accessories and fragrances.For more than 44 years, their reputation and distinctive image has been consistently developed across an expanding number of products, brands and international markets.As the company grows and evolves, Ralph Lauren remains dedicated to maintaining a dynamic and inclusive marketing environment.Polo’s marketing campaign has steadily become more aggressive, recently this year, Ralph Lauren launched the Pink Pony Campaign...
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...It starts with an idea s t a g e s o f innovation Best Practices in Brand Extension: Effective Application of Brand Recognition BRAND EQUITY CAN BE DIVIDED INTO THREE COMPONENTS: EXPERTISE, EMOTIONAL ATTACHMENTS AND PRODUCT ATTRIBUTES Brand extensions are an effective and popular method of gaining a competitive advantage when entering a new product area. Consumers are faced with an increasingly complex and confusing marketplace. The ability of a brand to act as a mental shortcut for consumers, thereby simplifying the decision-making process, makes it one of, it not the, most important asset for a company. The ability of a brand to influence consumer behavior, and its subsequent value to companies, will increase as consumers face a growing amount of information in the marketplace. By placing a well-known brand on a new product, a company can imbue that product with all the positive associations of that brand, thereby giving it a competitive advantage. With some estimates of the failure rate for new products at 90%, the added value of being associated with a trusted brand can be critical to a new product’s survival. Given the increasing value of established brands and the difficulty in launching new products, the popularity of brand extensions is understandable. However, the brand extension process must be carefully planned in order to insure the value of the brand is successfully transferred to the extension without jeopardizing the brand’s equity. To do so, a company...
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...of the aims, learning outcomes, structure, curriculum and assessment of this module. The teaching team will of course help you with any queries you may have, but we hope this document will provide the means to enable you to participate fully in the learning process and give you the basic information you need to make the most of your studies. Details of the Teaching Team Module Leader: Rehunma Ali-Choudhury Office Location: Room MG2-12, Moorgate, City Campus Email: r.alichoudhury@londonmet.ac.uk Telephone: 0207 320 1604 Office hours As published on office door and on Weblearn or by appointment Module Tutor: Sharmila Brown Office Location: Room SH206, Stapleton House, North Campus Email sharmila.brown@londonmet.ac.uk Telephone 020 7133 3387 Office Hours As published on office door and on Weblearn or by appointment . Subject Librarians (City Campus): L Simmons, Moorgate Library, ( 1602 Subject Librarian (North Campus): Charlotte Hobson, Holloway Road Learning Centre, ( 2718 Further Sources of Support: Academic & Study Skills If you feel you need further assistance with study and academic skills you should contact the University’s Learning Development Unit (LDU) - see your Course Handbook and the LDU's website: http://www.londonmet.ac.uk/ldu. Module Aims ▪ To explore the role of branding from a corporate and consumer perspective. ▪ To introduce students to the theory of branding. ▪ To develop...
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...Assignment 3: Ethics and Corporate Responsibility in the Workplace and the World Alicia Pearson Dr. Mary Nelson LEG/500 November 28, 2015 Ethics and Corporate Responsibility in the Workplace and the World PharmaCARE is a hypothetical, successful, pharmaceutical company. The company is one of the world’s most successful pharmaceutical companies which enjoys the status of being a caring, ethical, well-run company that produces high-quality products which saves millions of lives and improves the quality of life for its consumers. PharmaCARE offers free and discounted drugs to low-income families who are unable to purchase expensive drugs. The company also has a foundation which sponsors healthcare educational programs and scholarships with its CEO serving on the PhRMA board. PhRMA, the Pharmaceutical Research and Manufacturers of America, represents the country’s leading biopharmaceutical researchers and biotechnology companies. “Its mission is to conduct effective advocacy for public policies that encourage discovery of important new medicines for patients by pharmaceutical and biotechnology research companies” (PhRMA, 2015). PharmaCARE has developed a new initiative, We CARE about YOUR world, which pledges its commitment to the environment through recycling, packaging changes, and other green initiatives. The company successfully proved its lobbying by defeating environmental laws and regulation, including the reinstatement of the Superfund tax, now known as the Comprehensive...
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...Writing an Argument Latasha Randle MGT/521 February 6, 2012 Dr. Marie J. Abram Writing an Argument A Masters of Business Administration (MBA) is a post graduate degree which focuses on Business Communication. The program focuses on providing its attendees with business knowledge, leadership abilities, networking opportunities, and career advancement. Although the intent of the program is understood, one must weigh the advantages and disadvantages when determining if pursuing an MBA is the right choice. Oftentimes, obtaining a degree is only seen in a positive light. However, there can be some hidden negative impacts to seeking a MBA. There are several factors I personally had to consider when deciding to enroll in an MBA program. The MBA program is recognized as the most sought-after postgraduate degree program (VanderMey, 2011). According to the Graduate Management Admission Council, the average starting salary ranges from $61,000 to $78,000 annually for recent MBA graduates (VanderMey, 2011). The thought of obtaining a highly sought-after degree and the earning potential were my first true reasons for desiring to be in the MBA program. On the contrary, the job market is currently in a downward spiral. This means that with an MBA degree, there is a likelihood of remaining underemployed or unemployed. According to recent statistics, college graduates are facing the highest unemployment rates in more than two decades (VanderMey, 2011). Another objection to earning...
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...(1) Choose a favorite company and think carefully about how to define its strategy: TOMS a. Defining the industry in which your firm competes. Establish the average economic performance for the industry, and comparative performance for your firm. The US footwear industry is consisted of four basic product categories in the market: casual (52%), athletic (31%), dress and rugged shoes. There is an increased competition, due to larger mergers and acquisitions. The demand for the shoe industry is driven by fashion and demographics. The profits are mostly depending on the design, especially small companies in the industry use more differentiated and superior designs, along with superior marketing. 95 percent of all footwear sold in the U.S is imported. The logistics and the delivery of the products are the most important things for the footwear industry. China has been he main source for imported footwear. The domestic players in the industry are facing a great competition with imported footwear from China and other outsourced countries. However, Toms is one of the companies that completely manufacture the shoes in other countries, so that they are not experiencing any negativity in terms of tariffs. b. Identify key competitors in your firms industry (minimum 2 competitors), and assess the competitive position of your firm and their competition. Key competitors for Toms are Converse and Keds. Both companies are privately owned just like Toms Shoes...
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...MGW3401 – STRATEGIC MANAGEMENT Tenfold™ Organic Textile Case Analysis Report Lecturer: Dr Chong Yit Sean, Esther Tutor: Dr Tan Seow Kian, Sharon Cheok Huei Chun (24826200) Teoh Tong Aik (26094193) Florian Navintach Zeorelli Samerawickreme (24729833) Clement Marsha (25342754) Habiba Almahrooqi (25384589) Table of Contents Executive Summary 1.0 Introduction 1.1 Purpose of the report 1.2 Company information 1.3 Assumption 1.4 Methodology 1.5 Purpose of Report 2.0 Strategic Analysis 2.1 SWOT ANALYSIS 2.1.1 Strengths 2.1.2 Weaknesses 2.1.3 Opportunities 2.1.4 Threats 2.2 Main issues 2.2.1 Issue 1 2.2.2 Issue 2 3.0 Evaluation of Alternative Strategies 3.1 Alternative 1 3.2 Alternative 2 4.0 Implementation 5.0 Conclusion 6.0 Reference list 7.0 Appendix Executive Summary Tenfold™ Organic textile is a company that provides naturally dyed organic cotton products to consumers, manufacturers and retailers. Tenfold attracts its customers by being an environmentally responsible organization that produce apparel using eco-friendly and chemical-free dye. The purpose of this report it to analyze the strengths, weakness, opportunities and threats of Tenfold in order to address the main issues that the company can improve. Furthermore, using academic journals, two alternative strategies will be discussed to improve and enhance the organization’s strategic position. The first issue that Tenfold faces...
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...Case Study Analysis 1: Aeropostale, Period 2010 – 2012 November 4, 2013 Executive Summary This financial analysis report examines our company Aeropostale and a few of our close competitors within the teen retail industry in order to evaluate company performance and financial health. The 3 year financial analysis covers GAP (GPS), Abercrombie and Fitch (ANF), Ralph Lauren Polo (RL) and Aeropostale from income statements / balance sheets with resultant calculations on the subjects of revenue, gross profit, return on equity, liquidity, financial leverage and market valuation from year 2010 to year 2012. There are many areas that require improvement as financial calculations have revealed negative company health. Improvements must come from the product itself with improved design and marketing. Background With approximately 980 stores throughout the United States and Canada, Aeropostale is a proud with its designing, marketing and retailing of teen casual apparel and accessories. We have been a shopping mall based specialty retailer of casual apparel for young men and women with control over our proprietary brands for sourcing, marketing and selling our own merchandise. As of 2012, media analysts have indicated that Aeropostale stores are smaller in size compared to Gap’s stores, and generate significantly higher revenue per square feet. Moreover, before cotton prices climbed in 2011, Aeropostale locations generated about $150 in EBITDA per square feet compared to...
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...Chapter 2 Global E-Business: How Businesses Use Information Systems Case 2: IT and Geo-Mapping Help a Small Business Succeed Tags: Entrepreneurship; Sales Strategy Management; Sales Tea Collection; Small business IT; geo-mapping technology; Summary: Emily Meyer and Leigh Rawdon started The Tea Collection, a children’s clothing wholesaler business in 2002. Their first product line consisted of three baby sweaters and a single shop. Today The Tea Collection has expanded to over 300 department and boutique stores and now includes women’s clothing. Information technologies played a critical role in their success from design, to production, customer targeting and marketing. L=4:57 URL: http://www.youtube.com/watch?v=3_GmukX5sfM Case IT is not just for huge, multi-national companies. Small business entrepreneurs use a variety of information technologies to do all the things much larger firms do, but on a much smaller budget. IT allows small firms to act and look like much larger firms, amplifying the power of entrepreneurs, and creating the conditions for sustained and rapid growth. The Tea Collection (teacollection.com) exemplifies how entrepreneurs can use inexpensive but powerful information technologies to create a successful business. The Tea Collection was founded by Emily Meyer and Leigh Rawdon in 2002 in San Francisco with just three pima cotton baby sweaters and a vision of bringing the fusion of worldwide cultures and modern design to fashion. Emily Meyer grew up in Texas...
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...Chapter 2 Global E-Business: How Businesses Use Information Systems Case 2: IT and Geo-Mapping Help a Small Business Succeed Tags: Entrepreneurship; Sales Strategy Management; Sales Tea Collection; Small business IT; geo-mapping technology; Summary: Emily Meyer and Leigh Rawdon started The Tea Collection, a children’s clothing wholesaler business in 2002. Their first product line consisted of three baby sweaters and a single shop. Today The Tea Collection has expanded to over 300 department and boutique stores and now includes women’s clothing. Information technologies played a critical role in their success from design, to production, customer targeting and marketing. L=4:57 URL: http://www.youtube.com/watch?v=3_GmukX5sfM Case IT is not just for huge, multi-national companies. Small business entrepreneurs use a variety of information technologies to do all the things much larger firms do, but on a much smaller budget. IT allows small firms to act and look like much larger firms, amplifying the power of entrepreneurs, and creating the conditions for sustained and rapid growth. The Tea Collection (teacollection.com) exemplifies how entrepreneurs can use inexpensive but powerful information technologies to create a successful business. The Tea Collection was founded by Emily Meyer and Leigh Rawdon in 2002 in San Francisco with just three pima cotton baby sweaters and a vision of bringing the fusion of worldwide cultures and modern design to fashion. Emily Meyer grew up in Texas...
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...Case Study: Burberry Eunice Hurh University of North Texas Case Study: Burberry 1. Compare Burberry’s market position relative to that of its competitors including Polo, Coach, Armani, and Gucci. Is Burberry’s competitive position sustainable over long term? Why or why not? a. When repositioning the brand, Bravo and her team noticed available niches between Polo Ralph Lauren/Giorgio Armani in apparel and Coach/Gucci in accessories (Moon, 2004). Relative to its competitors, Burberry is presented as ‘accessible luxury’ (Moon, 2004). Burberry’s new competitive positioning is seen as sustainable over long term. What separates Burberry from other luxury brands is the functional aspect—a trench coat that has a purpose (Moon, 2004). Burberry’s point of difference was to be aspirational, but also functional (Moon, 2004). Bravo described the brand’s current position as wedged between Ralph Lauren’s lifestyle and Gucci’s fashion (Moon, 2004). Not only are lifestyle and fashion brands competitors of Burberry, but companies like Target are competitors as well (Moon, 2004). This is due to people shopping everywhere; high-income people shopping at discount warehouses and middle-income people shopping at luxury retailers (Moon, 2004). Since Burberry is continuing to bring out innovative designs and products partnered with proper advertisements, its competitive positioning is sustainable over the long term. 2. The case notes that Bravo’s team has managed to elevate the overall...
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...Case Study: Should T.J. Maxx Sell Online? Noor-E-Hira Naveed Devry University’s Keller School of Management July 15, 2016 The company doesn’t give out the names of the brands as those name brands don’t want to be seen being sold at such low process as they are at T.J. Maxx because they are last season and they have been bought from the outlets after not being sold. You can find high-end brands like Coach, Michael Kors, Ralph Lauren, and Nanette Lepore at T.J. Maxx. Meyrowitz the CEO of TJ Maxx said "We're absolutely fine with every vendor saying they don't do business with us, it's a very important part of our relationship.” TJ Maxx is working on a new mobile ad campaign that lets customers save big on the latest gadgets and tech accessories. Since there are so many mobile phone and devices used now for shopping this is a good tech move on TJ Maxx’s part. This campaign is all about promoting company’s technology accessories and consumer can find out what’s available in the local store through their mobile site. The ad enlarges when you click on it; take you onto a new window promoting these technology-based products discounted up to 70% if you go to the store. After that the customer or mobile site user can use the mobile’s location service or enter their ZIP code to locate the closest TJ Maxx store. Then you are taken map and directions of the store nearby. For TJ Maxx it’s not very feasible to merchandize online as the products in their stores vary greatly at different...
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