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Forever21 Marketing Analysis
Forever21 Marketing Analysis
Forever21 Marketing Analysis
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Today¶s market is characterised by highly competitive organisations which are all vying
for consumer¶s loyalty. Firms are faced with the challenge to maintain their own competitive edge
to be able to survive and be successful. Strategies are carefully planned and executed to gain the
ultimate goal of all: firm growth. However, external factors are not the only elements which
influence growth. There are also internal factors, components working within the organisation
The firm¶s marketing environment influences the business organisation directly. This
includes the suppliers that deal directly or indirectly to the people within the business
organisation, the consumers and customers who demand for the products or services offered by
the firm, and other local stakeholders who influence the decision-making process or affected by
the business decisions made by the business firm. In addition, this also includes the competitors
of the firm. As such, the marketing environment of a particular firm describes the relationship
between firms and the driving forces that control and affect their market performance. In this
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A considerable number of companies have developed into an essential part of the period
reorganization. The continuing transformation from the traditional industrial framework with its
(Mcmenamin, 1999). Along with the intense marketing nowadays, firms are faced with the
challenge to maintain their own competitive edge to be able to survive and be successful.
Strategies are carefully planned and executed to gain the ultimate goal of all: company growth
have successful competitive strategies to be able attract, retain and grow customers. However,
before the firm can plan and execute these strategies, it should be able to pinpoint its sources of
competitive advantage which can be differentiated through products, services, channels, people
and image (Kotler & Armstrong, 2001). Today¶s market is characterised by highly competitive
organisations which are all vying for consumer¶s loyalty. Firms are faced with the challenge to
maintain their own competitive edge to be able to survive and be successful. Strategies are
carefully planned and executed to gain the ultimate goal of all: firm growth. However, external
At present, most firms find that it not plausible to create any kind of sustainable
competitive advantage based on product alone. The traditional way of viewing firm operations as
an interplay between the product, the market and the organisation is completely insufficient in a
created. For the key to superior performance, the competition strategy must encompass an
analyse of the target market (the group of people whom the organisation wants to reach) and a
marketing mix (the conjunction of product, price, place and promotion) that will satisfy those
customers in the target market (Smith, Grimm & Gannon 1992). Once the competition strategy of
a firm is determined the whole business should be designed around the target customers` needs.
It is common knowledge that every one of the successful firms sought and found a precise
Among the largest apparel manufacturers in the world, includes Giordano, which Esprit,
Bossini, G2000/U2 and Zara and others such as Marks&Spencers and other local and
international retailers and franchisers which are characterized with relatively stronger local market
share compared with the foreign brands in the same price range like Benetton and Mango
(Gheong, 2004).p
According to Gheong (2004) female executives in the late 20s to mid 40s generally buy local
brands such as G2000, Bossini, Giordano Ladies, Jessica, Esprit, Moiselle, Gour Garre, Gay
Giano, Episode, Golor 18, Michel Rene, Daniel Hechter or foreign labels like Mango, Susuza,
Benetton, Indivi, A/T, French Gonnection, Polo Jeans, Ralph Lauren Polo, Tommy Hilfiger, Agnes
B, Kookai, DKNY, MaxMara, Prada, Nicole Farhi, Gucci, Armani Exchange, Emporio Armani and
Giorgio Armani. Unlike their male counterparts, very few female executives buy tailored work
wear. Moreover, specific apparel products like (a) women¶s or girl¶s overcoats, car coats, capes,
cloaks, anoraks (including ski-jackets), wind-cheaters, wind-jackets and similar articles; (b)
women¶s or girl¶s suits, ensembles, jackets, blazers, dresses, skirts, divided skirts, trousers, bib
and brace overalls, breeches and shorts (other than swimwear); and (c) women¶s or girl¶s
blouses, shirts and shirt-blouses are among the best business highlights and prospects for the
In this age of globalization and information technology, deciding which brand to choose
can be a problem. Gompetition is evident and intense, and the marketing and management
divisions of corporations are surely giving everything they can to establish their brands.
Gompetition forces certain brand names to become stronger than others because of product
loyalty and name recognition. As such, all types of communication became more involved in
promotions and other contact relevant to marketing communication (Goldberg & McGalley, 1992). p
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