Premium Essay

Little Red Dress Shop

In: Business and Management

Submitted By katiamartin
Words 6662
Pages 27
Contents
The Company 2
Problem Identification 2
Question and Goals
Evaluation of the Environment 3 The Social-Cultural Environment 3 The Competitive Environment 4 Physical Environment 5
Survey Results 7
Strategies 7 Stage 1: Awareness through buzz marketing Phone Application Social Networking Website and Blog Online Fashion Contest Street Teams (Affect) 7 Product Placement (Affect) 17 Stage 2: Influencing the Customer’s Behavior(Conation) Error! Bookmark not defined. Structuring of the Physical Environment 13 Service 14 Incentives (Flyer/Coupon) (Conation) 12 Recyclable Bags (Cognition) 15 Stage 3:
Conclusion 17
Appendix A 18
Appendix B 23
Appendix C 27
Bibliography 28

The Company

A small specialized local retail store has been selling clothes to women aged 18-25 for many years. It sells local designer fashions at reasonable prices. It is located in the heart of downtown near many universities where rent is high although business is slowing down. The company has been around for many years and yet their brand name is practically unknown to the public. Their clientele is mainly due to the high traffic in the area but is not regular and loyal. The store owners evaluate their regular clientele to be approximately 30% of their total sales. The company has the advantage of having unique styles and a medium sized boutique on the busy street of St-Catherine’s in the downtown of Montreal.

Problem Identification

The store is losing business due to a large retailer that has opened up across the street. They offer a wider variety of style at a lower price due to their economies of scale and it is impossible for the company to compete at these prices. The youth around the universities do not see the value in the clothing that the company sells

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