Marimekko Marketing Audit Report: Land Use Policies In Tanzania (Case Study Sample)

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Marimekko Marketing Audit Report
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Executive Summary
This report is a marketing plan and audit for Marimekko Company in China. It will comprise of background information on the company at the initial part of the report. Because of the PESTEL analysis, the report will include an analysis of the macro environmental factors. Besides, it will involve the analysis of the competitors through porters’ five forces. Furthermore, the report will comprise an analysis of the internal environment based on the SWOT analysis applicable in all the business operations for Marimekko in China. Marketing is one of the crucial components of the effective business operation. For example, it involves different activities that facilitate the transfer of goods from the producer to the final consumer.
Table of Contents ……………………………………………………........………… Page
Company’s Background …………………………………………………………………4
Introduction to the Audit ……………………………………………………………..….4
Macro Analysis-PESTLE Analysis ..........................................................................…….5
Political Forces …………………………………………………………………………..5
Economic Forces …………………………………………………………………..…….5
Social Cultural Factors …………………………………………………………………..6
Technological Factors …………………………………………………………………...6
Legal Forces ……………………………………………………………………………..7
Environmental Factors …………………………………………………………………..7
Micro Analysis ………………………………………………………………………......8
SWOT Analysis ………………………………………………………………………….8
Strengths …………………………………………………………………………………8
Weaknesses ………………………………………………………………………………9
Opportunities …………………………………………………………………………….9
Threats …………………………………………………………………………………..10
Marketing Process for Marimekko …………………………....………………………...10
Competition Analysis …………………………………………………………………...11
Company’s Background
Marimekko is one of the largest companies, which deal with the marketing of clothing, shoes, and other interior decorations. Following a few years after its establishment in 1956, it started expansion to external markets to enhance overall sales and profitability. Marimekko is one of the outstanding companies in China that practices effective marketing strategies in their business operation to achieve the overall objective of achieving success in the fashion industry.
Introduction to the Audit
Marketing audit involves a systematic and periodic assessment of a company’s objectives, marketing environment, and set objectives (Al Fahad et al. 2015, p. 219). The main purpose of such an examination is to identify the available opportunities and problems areas and recommend a plan to enhance an organization’s marketing performance. In the contemporary world, the fashion industry has been developing fast resulting in the opening of different fashion brands in China. In Shanghai, Marimekko markets a wide range of local and international fashion brands.
The main purpose of the marketing audit analysis is to reveal how the company achieves its objectives in the Chinese market despite the great competition from other companies. It is plausible that Marimekko has been facing a great challenge to find the most cost-effective promotion strategies to satisfy the wide range of customers and earn more shares in the Chinese market. According to Turker and Altuntas (2014, p. 843), the management is committed to the exportation of goods as one of the most effective strategies to have a larger market share. In the Chinese market, Marimekko uses advertisement and sales promotion as the most effective marketing strategies in Shanghai.
Macro Analysis- PESTLE Analysis
For the Marimekko Company, macro environment consists of Political, economic, technological, legal, and social-cultural factors that affect effective operation of the organization. The different forces are out of control of the enterprise and allow marketers to pinpoint the pertaining trends and unmet needs. The trends for Marimekko are the different sequence of events, which have a momentum in which the marketers can increase the total sales and profits for the company.
Political forces
The political environment in China has great effects on the marketing decisions of Marimekko. The environment will be composed of government policies and other pressure groups that limit the behavior of the organization. The Chinese government imposes premiums to prevent any forms of inequalities and excessive pricing of clothing and other fashion products. It is worth to mention that China is one of the competitive markets for the clothing products.
Economic Forces
Following the recent economic downturns in China, Marimekko had to restructure its marketing and sales campaigns greatly. The diminishing profits have to undergo downsizing internally and find effective strategies to penetrate the market. It is clear that economic conditions have a great influence on a business.
Social Cultural Factors
The social-cultural practices in China affect the effective operation of businesses. Marimekko’s management is concerned with the different cultural practices of the Chinese people. Various social organizations, such as temples, schools, and family determine the behaviors of the consumers of the fashion products. Marketers consider changes in age structure and population growth as important factors in the marketing process (Mullakhmetov et al. 2016, p. 34). The tendency of women having a chance to work to earn a living has increased the overall demand for Marimekko’s products. One of the core aspects of the Chinese culture is that business people focus on the use of face-to-face competition as one of the strategies to enhance trust. Therefore, Marimekko ought to embark on the same to have a competitive advantage in the market. It conducts a continuous assessment of the tastes and behavior of the targeted clients in China.
Technological Forces
Technology is one of the dramatic forces that shape people’s lives. It affects the entire business process of Marimekko and creates effective opportunities to sell the products to a wide range of clients and provide them with convenience in the process of buying. For instance, most companies have a website that their clients can use to order and purchase goods. Marimekko conducts a review of technological development on an ongoing process in order to have a competitive advantage over the rivals in China. The company focuses on ongoing improvement of technological change towards the achievement of the set objectives (Niinimaki et al. 2015, p. 453). In the contemporary world, most businesses have embarked on the use of social media platforms to market their products. Marimekko ...