Premium Essay

Retail Marketing Case Study

In: Business and Management

Submitted By samdush
Words 1230
Pages 5
James Borda
Retail Marketing
10/5/12

Case 10 Case Study

1. Over the last decade, American Eagle and Abercrombie and Fitch have been two of the main clothing retailers competing for the affection of young adult shoppers, specifically within the teen-college age range of 18-22 years. While both companies carry a similar assortment of clothing apparel and try to cater to the same demographic, each company’s retail strategy does differ in various ways. A retail strategy is defined as the way in which a firm plans to focus its resources to accomplish its objectives. Being that both companies have the same target market and nature of merchandise, they both attempt to look for ways to gain a competitive advantage through their retail strategies. One main difference in their strategies is that American Eagle attempts to gain an advantage by selling their products at lower prices. By offering apparel that is equivalent to that of Abercrombie and selling it at a cheaper price they are able to attract the consumer who is looking to save money. On the other hand, Abercrombie keeps their prices a little bit higher to give off the appearance of higher quality in hopes to attract the consumer who looks to buy name brand, higher end clothing. Moreover, though it is incredibly important to gain a competitive advantage over other retailers in your market, it is even more crucial to sustain that advantage. Abercrombie has positioned itself strictly within the market of 18-22 year olds; to help bolster that position they have engaged in market expansion by opening up a lower priced retail chain named Hollister Co., which targets students in the 14-18 year old range. The unique chain of Hollister not only allows Abercrombie to compete with American Eagle’s lower prices in a new target market, but it also serves to maintain the Abercrombie and Fitch image and position by pulling…...

Similar Documents

Premium Essay

Multichannel

...Paper Title: The Era of Multi-Channel Marketing The Era of Multi-Channel Marketing In this essay I will be critically evaluating the article ‘Multichannel Retailing: A Case Study of Early Experiences’ written by Ruby Roy Dholakia, Miao Zhao and Nikhilesh Dholakia, featured in the Journal of Interactive Marketing, Vol. 19, 2; pp. 63 -75. All three authors are professor and assistant professors of marketing in various universities. Multichannel marketing is offering customers more than one way to purchase goods -for example, from a website, a catalogue, as well as in retail stores. In order to evaluate the relevance of their findings I will introduce another case study and compare the findings. The main focus of the article is the description of the move into multichannel retailing of a brick-and-mortar and catalogue retail company through the addition of Internet retail. By analysing the purchase data from 530,000 customers the authors came to the conclusion that those who became customers through the Internet bought less often than those who became customers through the catalogue and physical stores. This is an indication that the Internet is an evolving channel. The main findings revealed expanding channel choices offers many benefits despite the learning costs; customer characteristics play a strong role in their use of specific channels. Customer behaviour is strongly influenced by marketing efforts. When reading an article one would expect the......

Words: 1830 - Pages: 8

Premium Essay

Term Paper Crm

...European Journal of Social Sciences – Volume 11, Number 1 (2009) Customer Relationship Management (CRM) Best Practices and Customer Loyalty A Study of Indian Retail Banking Sector Kallol Das School of Management, International Institute of Information Technology, P-14 Rajiv Gandhi Infotech Park, Hinjawadi, Pune, Maharashtra, India E-mail: getkdas@gmail.com Jitesh Parmar Shrimad Rajchandra Institute of Management & Computer Application Gopal Vidyanagar, Bardoli Mahuva Road, Dist. Surat, Gujarat, India E-mail: jiteshsp@gmail.com Vijay Kumar Sadanand Bhoj Reddy Engineering College for Women Hyderabad Vinay Nagar Saidabad, Hyderabad - 500059 Andhra Pradesh, India E-mail: nenuvijay@gmail.com Abstract The current study explores the association between deployment of customer relationship management (CRM) best practices and loyalty of profitable customers in Indian retail banking sector. The study comprises two parts. The first part called the CRM best practices survey involves the use of descriptive research design. The second part viz. case study research involves the use of embedded customer loyalty survey. The hypothesis testing based on literal and theoretical replication is done using the concept of pattern matching. The findings reveal that there is no perfect bank, as yet, across the three bank types, which has deployed all the 29 CRM best practices to the fullest extent. The results of literal and theoretical replication done by using pattern......

Words: 12806 - Pages: 52

Premium Essay

Retail Marketing

...Retail and Services Marketing CW2: End of Module Assessment - Retail Marketing Plan (Proposal) (Unit 10) This assessment is the culmination of all your work in this module. You are required to draw up a marketing plan (which you are to present to them in the form of a proposal) for a clothing store chain to enter a country of your choice from the following countries: Bangladesh, Canada, Germany or Kenya. In order to present a well-constructed plan you must carry out a thorough evaluation of the client's current retail marketing strategy and that of their competitors, as well as investigating the latest trends and developments within their particular retail sector. The evaluation and proposed plan should be presented as a 'Proposal' for the client's senior marketing team, using the standard 'Proposal' format and presented to your tutor for assessment through the usual channels. A report consisting of 2500 words will be required to support your answer. Notes to Candidates: o The retail marketing plan must focus on one of the following countries: Bangladesh, Canada, Germany or Kenya. o The plan should be based on a country where the branded retailer is not currently present. o Clear focus should be made on the market entry, marketing objectives, marketing programmes, implementation, budget and control. A country analysis comparison is required (to be included in the appendix) to support the choice of country. Clear references and appendices should be used. A......

Words: 475 - Pages: 2

Premium Essay

Case Study on Ikea

...Case Study on IKEA   Executive Summary The case study of IKEA has been read, analyzed; and the findings are presented in the report as required. The goal of the report was to analyze the case study of IKEA and then to present the findings as well as performing some tasks that are required in this report. Firstly, some terms that are closely associated with marketing has been described and analyzed. In addition to that, those terms are also discussed in relation with the case study. Brand, Business strategy, retail sector, price sensitive and franchisee are the terms that have been discussed in this report in the first section. In the second section, the required calculation for average number of customers of each sector and average spending of customers has been worked out. A new mission statement for IKEA has also been proposed there along with the justification for the mission statement. In the third section, the importance and nature of SWOT analysis has been discussed and elaborated. It is seen in the case study that IKEA performs a SWOT analysis that supports their process of building strategy. Moreover, the SWOT analysis of IKEA has also been performed and justified. In the fourth section, SMART objectives and some new marketing mix ideas for IKEA has been demonstrated. In the fifth Section, the concept of marketing model and minimizing the threats for IKEA has been included and demonstrated. Ultimately, the report contains what were......

Words: 2740 - Pages: 11

Premium Essay

Principle Management

...Case Application 1 : Maersk and Human Resource management Challenges in China 1. Why does human resource management represent one of the major challenges faced by foreign companies entering the Chinese market ? Answer : Human resource management represent one of the major challenges faced by foreign companies entering the Chinese market because the problem which are most important is a qualified manager to lead the operation. In Chinese market, it is the question that whether must use the expat manager from foreign country or use a local talent manager. This comes on the top of other common problems related to human resource management in China, which all western companies have the experienced in one way or another. This issues had been known for a long time, since the beginning of the Deng’s Open Door policy which in 1979 opened China to foreign companies direct investment. 2. What are the main issues expat managers generally face ? Answer: Main issues that expat managers generally face are culture conflict and language skill in complicated Chinese business environment. Chinese is one of the hardest language to learn. Even organizing a banquent can be daunting experience for someone not aquainted with the local culture. Besides that, expat manager who have a solid experience of the country and speak Mandarin is the such high demand that they are normally very expensive. Why don’t foreign companies......

Words: 1763 - Pages: 8

Premium Essay

L Oreal Case Study

...PLAY CAMPUS FINALS CHALLENGE 1 PRE-CASE STUDY PREPARATION REGISTER YOUR TEAM CHALLENGE 2 CASE STUDY PREPARATION BRIEFING DAY WITH L’OREAL EXECUTIVES BRANDSTORM.LOREAL. COM THE INTERNATIONAL FINALS IN PARIS NATIONAL FINALS THE CHALLENGE Put yourself in the shoes of an international marketing director for Travel Retail and imagine a new retail experience for the brand Lancôme to attract new customers! THE PRE CASE FIRST MISSION Considering the global shopper perspective, analyze the market, the channel and the brand, and define what are the opportunities for the Lancôme brand in the Travel Retail channel . Put yourself in the shoes of an international marketing director for Travel Retail and imagine a new retail experience for the brand Lancôme to attract new customers! THE PRE CASE SECOND MISSION Imagine a new and unforgettable retail experience for Lancôme’s Travel Retail shops to attract and loyalize new customers. WHAT’S IN IT FOR YOU A REAL LIFE EXPERIENCE GET SPOTTED BY L’ORÉAL EXECUTIVES GAIN HANDS ON PROFESSIONAL EXPERIENCE WORK IN A TEAM WITH A CREATIVE AGENCY COMPETE AGAINST INTERNATIONAL TEAMS IN PARIS PRIZES FOR THE BEST 3 TEAMS, A VOUCHER FOR A TEAM TRIP TO THE DESTINATION OF THEIR CHOICE. 2 500 € FOR THE THIRD PLACE 5 000 € FOR THE SECOND PLACE 10 000 € FOR THE WINNING TEAM Last 2 years of study in a partner campus HOW......

Words: 265 - Pages: 2

Premium Essay

Internnational Retailing

...Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK The International Review of Retail, Distribution and Consumer Research Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/rirr20 Failure in international retailing: research propositions Steve Burt , John Dawson & Leigh Sparks a a b c Institute for Retail Studies, University of Stirling, Stirling FK9 4LA, UK E-mail: s.l.burt@stir.ac.uk b The University of Edinburgh Management School, 50 George Square, Edinburgh EH8 9YI, UK E-mail: john.dawson@ed.ac.uk c Institute for Retail Studies, University of Stirling, Stirling FK9 4LA, UK E-mail: leigh.sparks@stir.ac.uk Available online: 15 Apr 2011 To cite this article: Steve Burt, John Dawson & Leigh Sparks (2003): Failure in international retailing: research propositions, The International Review of Retail, Distribution and Consumer Research, 13:4, 355-373 To link to this article: http://dx.doi.org/10.1080/0959396032000129471 PLEASE SCROLL DOWN FOR ARTICLE Full terms and conditions of use: http://www.tandfonline.com/page/terms-andconditions This article may be used for research, teaching, and private study purposes. Any substantial or systematic reproduction, redistribution, reselling, loan, sub-licensing, systematic supply, or distribution in any form to anyone is expressly forbidden. The......

Words: 10620 - Pages: 43

Premium Essay

Driving Inclusive Growth

...              Driving Inclusive Growth through Experiential   Marketing: A Retail Perspective   Mainak Kanjilal, Final Year Student, PGDIM, NITIE   Utsav Ghosh, Final Year Student, PGDIM, NITIE   Dr. Ranjan Chaudhuri, Assistant Professor (Marketing Area), NITIE         Study   based   approach   coupled   with   primary   research   has   been   done   to   arrive   at   the   conclusions.   An   analysis   of   the   different   prevalent  formats  has  been  done      and  based  on   the  findings  a  framework  has  been  proposed  for   the  business  of  retail  in  rural  India.   Literature  review:-­‐   Considerable  amount  of  research  has  gone  into   defining   the   key   influencers   of   experiential   retail   and   mechanisms   for   consumer   engagement  for  business  development.  Verhoef   et   al.   (2009)   recognize   the   importance   of   past   customer   experiences,   store   environments,   service   interfaces,   and   store   brands   on   future   experiences.     Research   on   converting   a   disinterested   consumer   into   sales   shows   that   involved   customers  ...

Words: 4200 - Pages: 17

Premium Essay

Cosmetics & Promotion

...International Institute of Professional Studies Management Research Project Project Proposal Proposed Project (Synopsis) A comparative study of Push & Pull Promotional Strategy with special reference to selling practices among various cosmetics brands in Indore market. Submitted To: Dr. Yamini Karmarkar Reader IIPS-DAVV Indore. Submitted By: Bhumika Singh MBA (APR) 4th Sem IIPS-DAVV Indore INDEX 1. Introduction 2. Project proposed 3. Objective Of The Project 4. Conceptual Framework 5. Literature Review 6. Proposed Methodology 7. Limitations of study 8. References Introduction Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audience is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol a drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Cosmetics industry is one of the largest industry in the world. Cosmetics includes a wide range of products ranging from skin-care creams, lotions, perfumes, facial makeup to coloured contact lensed......

Words: 1385 - Pages: 6

Premium Essay

Student

...A Case Study of China’s Commercial Pork Value Chain Jacinto F. Fabiosa, Dinghuan Hu, and Cheng Fang MATRIC Research Paper 05-MRP 11 August 2005 Midwest Agribusiness Trade Research and Information Center Iowa State University Ames, Iowa 50011-1070 www.matric.iastate.edu Jacinto Fabiosa is with the Center for Agricultural and Rural Development at Iowa State University. Dinghuan Hu is with the Institute for Agricultural Economics at the Chinese Academy of Agricultural Sciences, Beijing, China. Cheng Fang is with the Food and Agriculture Organization, Rome Italy. This paper is from the project “Cost of Production, Productivity, and Comparative Advantage of Feed and Livestock Industry: Comparison of Midwest of the United States and Six Regions of China,” Midwest Agribusiness Trade Research and Information Center (MATRIC). Available online on the MATRIC Web site: www.matric.iastate.edu. Permission is granted to reproduce this information for non-commerical purposes with appropriate attribution to the authors. Questions or comments about the contents of this paper should be addressed to: Jacinto Fabiosa, 579 Heady Hall, Iowa State University, Ames, IA, 50011-1070. Ph: (515) 294-6183; Fax: (515) 294-6336; E-mail: jfabiosa@iastate.edu. MATRIC is supported by the Cooperative State Research, Education, and Extension Service, U.S. Department of Agriculture, under Agreement No. 92-34285-7175. Any opinions, findings, conclusions, or recommendations expressed in this publication...

Words: 7742 - Pages: 31

Premium Essay

Customer Relationship Management

...CRM Best Practices: A Case Study of an Indian Private Bank Kallol Das* and Renuka Garg** The current study attempts to conduct a study of deployment of CRM Best Practices in the context of Indian retail banking, specific to an Indian private sector bank, one of the largest banks in the country with presence in 17 other countries.The research objective involves describing how the selected bank is deploying the CRM Best Practices toward building relationships with their retail customers. The case study method is the recommended research method in such situations when we deliberately want to cover the contextual conditions because they may be highly pertinent to the phenomenon of study. The study identifies 29 CRM Best Practices after extensive literature review. There are six sources of evidence that can be used for triangulation of data. The current study uses only two to three sources of evidence and as a result the construct validity of the case study research is affected. Though several research papers have been published in the area of CRM practices, no publication was found, across the countries, in connection to CRM Best Practices. Introduction RM has been a part of marketing literature since more than a decade. Interestingly, there is still much debate over what exactly constitutes CRM (Sin et al., 2005). According to Parvatiyar and Sheth (2001), some of the themes represent a narrow functional marketing perspective while others offer a perspective that is broad and......

Words: 7085 - Pages: 29

Premium Essay

Marketline Case Study Tesco

...MarketLine Case Study Tesco plc Case Study How Tesco Became the UK's Largest Retailer Reference Code: ML00001-041 Publication Date: December 2011 WWW.MARKETLINE.COM MARKETLINE. THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED TESCO PLC CASE STUDY © MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED ML00001-041/Published 12/2011 Page | 1 OVERVIEW Catalyst Tesco is the largest retailer in the UK and dominates the UK food and grocery market, accounting for almost a third of all grocery sales. This case study examines the factors that have led to the growth of the company as the UK’s number one retailer. Summary In 1995, Tesco overtook Sainsbury’s to become the UK’s largest retailer. Since that time the company has grown from strength to strength, widening its lead year on year.  The unrivaled success of the Tesco Clubcard in building customer knowledge and generating loyalty has been fundamental to the rise of Tesco.  The company has created a powerful brand and a number of valuable sub-brands including store, product and service brands.  Tesco’s grocery product brands tend to center around a three-tier branding system, allowing the company to appeal to a mass market.  Tesco has been a forerunner in the price competitive environment of the UK food and grocery market, utilizing its economies of scale to lead price wars with other supermarkets.  The company has grown inorganically, buying out various independent......

Words: 4232 - Pages: 17

Premium Essay

Marketing Strategy

...STARBUCKS Case Study Alex Cochran May 2003 Starbucks – A Case Study. Table of Contents Alex Cochran 2003 Executive Summary..................................................................................................................................3 Market Segmentation ...............................................................................................................................4 Methods of Segmentation................................................................................................................4 Lifestyle Segmentation in the Specialty Coffee Market ..............................................................5 Segments ................................................................................................................... 5 Identifiable ................................................................................................................ 6 Sizeable...................................................................................................................... 6 Actionability .............................................................................................................. 6 Accessibility ............................................................................................................... 7 Sustainable Competitive Advantage......................................................................................................8 The Path to Protection. ...............................

Words: 8985 - Pages: 36

Premium Essay

Computer

...How Marketing Strategies Impact on Buying Behavior of Customers, A Case Study of TESCO Table of Contents Chapter 1; Introduction to Topic Introduction Introduction to Tesco Aim of the Study Importance of the Study Research Questions Research Objectives Research Strategy Chapter 2; Background Literature Review Chapter 3; Methodology Research Design Research Approach Research Methodology Reason for Methodology Selection Data Collection Tools for Data Collection Sampling Methods Data Presentation Sample Size Data Analysis Validity Reliability Ethics of Research Limitations of the Research Chapter 4; Data Analysis Introduction Tesco Marketing Strategies of a retail Business Consumer Behavior Determinants Marketing Strategies to Affect Consumer Psychology Potential Fail Points of Retail Marketing Effect of Marketing Strategies on Consumer Behavior Chapter 5: Conclusion Introduction Retail Marketing Strategies Determinants of Consumer Behavior Consumer Psychology based Marketing Strategies Retail Marketing Fail Points Marketing Effects on Consumer Behavior Conclusion References CHAPTER 1: INTRODUCTION TO TOPIC 1.1. INTRODUCTION The world today is subjected to globalization that has affected every part of the business. Business strategies have changed; customer is more aware of what he actually needs, multiple options are available much conveniently then were ever before. This over competitive environment has increased the......

Words: 16750 - Pages: 67

Premium Essay

Marketing

...International Journal of Bank Marketing Emerald Article: Does relationship marketing improve customer relationship satisfaction and loyalty? Andreas Leverin, Veronica Liljander Article information: To cite this document: Andreas Leverin, Veronica Liljander, (2006),"Does relationship marketing improve customer relationship satisfaction and loyalty?", International Journal of Bank Marketing, Vol. 24 Iss: 4 pp. 232 - 251 Permanent link to this document: http://dx.doi.org/10.1108/02652320610671333 Downloaded on: 16-01-2013 References: This document contains references to 91 other documents Citations: This document has been cited by 30 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 13476 times since 2006. * Users who downloaded this Article also downloaded: * Andreas Leverin, Veronica Liljander, (2006),"Does relationship marketing improve customer relationship satisfaction and loyalty?", International Journal of Bank Marketing, Vol. 24 Iss: 4 pp. 232 - 251 http://dx.doi.org/10.1108/02652320610671333 Andreas Leverin, Veronica Liljander, (2006),"Does relationship marketing improve customer relationship satisfaction and loyalty?", International Journal of Bank Marketing, Vol. 24 Iss: 4 pp. 232 - 251 http://dx.doi.org/10.1108/02652320610671333 Andreas Leverin, Veronica Liljander, (2006),"Does relationship marketing improve customer relationship satisfaction and loyalty?", International Journal of Bank Marketing, Vol. 24......

Words: 10564 - Pages: 43