Adidas Assignment (1)

8/10/2019 Adidas Assignment (1)

1/23

LONDON SCHOOL OF COMMERCE

14

MBA 1: Marketing ManagementBen Sherman case study

Md. Robiul Hassan (C0198KSKS0214)
http://www.lsclondon.co.uk/http://www.lsclondon.co.uk/


2/23

Page 2

Acknowledgement

I am conveying my great thanks to my University and my lecturer Mr Terry Johnson for

his great support and effort to make me understand the marketing broadly and chance to

gain my knowledge in Marketing Management.


3/23

Page 3

Executive summary: .................................................................................................................... 4

Introduction: ................................................................................................................................. 5

1. Young people are a central market segment of Ben Shermans target market. Do you

feel that this restricts the market for their products or do you feel that they are doing the

correct thing?

.6-10

2: Critically evaluate and discuss the issues within the company in relation to product

orientation and market orientation. Are the two linked or do you feel that they are

incompatible in the Ben Sherman context

10 -14

3.Product life cycle extension strategies are suggested. Suggest and justify an

appropriate extension strategy for Ben Sherman.

15 -19

4.Suggest and justify marketing research approaches that do you feel would be mostappropriate for Ben Sherman to pursue in relation to a new communications campaign.

..19 -22

Conclusion. ..22

Key theoretical issues have been covere.22

Personal observation.22

Learning from this assignment.23

Success/ failure...23

References..24

Bibliography27

Appendix27 & 28


4/23

Page 4

Executive summary:


5/23

Page 5

To

The marketing officer

Subject: Analyse the Adidas marketing practice

This report is to investigate the marketing strategy adopted by Adidas. At first the current

advertising strategy like promotion and sponsorship will be discussed. Followed by

effectiveness its sponsorship, evaluation of take the stage campaignand target market

will be discussed.

Ben Sherman is a lifestyle brand recognis ed globally for their fashion product. BenSherman starts its business by producing quality shirt in Brighton in 1963, and now it has

its business in 35 countries around the glove. Now a days Ben Sherman provides a

range of youth male fashion product, includes male casual clothes, formal wear for the

young male, denim, footwear and lifestyle accessories, like as watches, bags,

underwear, belts and fragrances. Ben Sherman provides retail services to its customers

on high street sale. (Oxford Industries, 10K Annual Report)

As it is impossible for a business to serve all the people, there for they need to identify

their segment and target market, which they want to a serve and which they might be

good at. There for on the basis of Ben Sherman, in this report I will try to discuss what is

segmentation and targeting or target marketing. What kind of business orientation they

are following and what should they do? What are they doing for product life extension?

Why and how all of those affect on the Ben Sherman business.

Market segmentation is the process by which market are divided into identifiable part, to

set up an overall marketing strategy, methods of analyzing market , finding a niche,

central to market and customer orientation in which products and services are match to

customer needs and wants, and to develop superior position within that niche, ( Elmore-

yalch,R 1998)

Identifying the appropriate target market and developing an appropriate marketing mix is

the keys to strategic success. Their for


6/23

Page 6

Target market strategy depends on market homogeneousness, the size, growth of the

market, national and regional trends, size of each market large enough for unique

marketing mix, distribution and communication are measurable and accessible, the

growing needs and satisfactions being required by target market, benefit does company

offer and compare with the competitors what do they offer, is the product is unique?

Business is repeat versus new, current target markets position compare to competitors

with reputation, quality and price, image with the specific market segments, is the product

is only for specific group of people? Buyers of the product, communication process with

the customers, objections from the potential customers, distribution process, company

ability to expand the business,

As of Ben Sherman annual report 2012, they only serving one specific age grouppeople 25 to 40. That means they are following concentrated marketing or Nish

marketing.

Advantages of targeting Nish for Ben Sherman.

Prospective savings on cost, as an example production or marketing.

Company can do more healthy competition in the market.

incorporation of resources Can better meet the needs of a narrowly define segment

Strong positing and branding.

Greater financial success

( need rep)

There for the question is?


7/23

Page 7

Young people are a central market segment of Ben Sherman target market. Is this

restricts the market for their products or they are doing the correct thing?

As Ben Sherman is serving mens branded products to a specific age group from 25 to

40 in multiple markets throughout the world, (Oxford Industries, 10K Annual Report)

there for we can say they are following concentrated marketing strategy with in this

strategy company focuses its efforts on a profitably satisfying a single market. Company

offering highly spliced goods and services.

Concentrated marketing has its drawback, because the strategy may ties a firms growth

to specific segment, sales can suffer if new competitors apple successfully to the same

target. Customer buying habits can also lead to serve problems.(

http://books.google.co.uk/books?id=geGTLRG3SswC&pg=PA299&dq=concentrated+ma

rketing&hl=en&sa=X&ei=bjPhU8zQD9Cv7Abx1IGgBQ&ved=0CCYQ6AEwAQ#v=onepag

e&q=concentrated%20marketing&f=false)

According to the Ben Sherman annual report 2012, Ben Sherman targeted young age

male (25 to 40) for their product. To do the Segmentation according to specific age group

is crucial factors for Ben Sherman, as they need to produce and sell the right product to

the people of right age. Ben Sherman mostly produce young age means relatedproducts, there for they have target fashion and music lover young generation. So Ben

Sherman has shown success to segment its target audience through demographic

variables as age and location, they have shown continuous growth and able to increase

their market share.

Ben Sherman has targeted audiences from simply music lover to highest level of

musician. Ben Sherman has a strong target audience of young age man, to bring more

young age people under their umbrella. they introduce different other sub-brands such as

watch, shoes and many more items, which has shown the further potential for the

company in the lifestyle and fashion market.

Targeting the Young age people is very important segment to a various industry, and

Young people who are inspired by passion and stories of lifestyle. Ben Sherman has

chosen them as their target audience. Different product line of Ben Sherman has been

given them a wide range of product choice. Young age people are always more

fashionable, they do work and does not have big spending bound like others. So they


8/23

Page 8

spend more money on fashion product. They are well informed about the current trend,

fashion and like to spend money on branded product, and where the company or product

is valuable and well recognised. According to advertising Age report, from 2017 young

people (17-34) are going to spent out $200bn annually and $10trn in their lifetimes.

Moreover this age group choose the branded product and can be loyal in their lifetimes

on which they can rely on. They always like to try new products and style. (New

economy, 2014).

Moreover, young age people are innovative and well communicated or connected with

new technology and communication, they like to be connected with other young

trendsetters. There for According to Ben Sherman, they want to provide the young age

male always a new feeling with their product, which is part of new trend.

Furthermore, young people always follow their idol; there for idols lifestyle make a great

impact on their behaviour and style. Ben Sherman has used famous celebrities as

representative their products to young generations specially those who are related with

music and fashion industry. . For example, Ben Sherman high profile customers include

musicians, actors, bands and models, such as Blur, Oasis and the Kaiser Chiefs. They

used to show their success to young age group and make a link with Ben Sherman.

On the other hand:

Though, Ben Sherman has shown adequate income from the business or investment

they did. But when Compare to competitors those who serve the same segment the

performance is not that good enough for Ben Sherman. Moreover, according to the Ben

Sherman product life cycle, Ben Sherman products are in mature level. Therefore it could

fall in to decline. Ben Sherman only relay on young male products to save them from

dropping. This might be risky for them. There for they can think of expand the product

range for young age female. Because

As Ben Sherman producing and selling only means wear there for they are missing a

huge potential market which is young female.According to the market trend, now a days

women are more potential customer for any business especially for fashion product.

Professional women age 24-54 are growing faster, business take them seriously as


9/23

Page 9

absolute target market as their spending power is increasing. Specially In Europe and

America, women are more advanced and well ahead of fashion sense and brand; they

are more census about their fashion and product. So when they like the product they

consume the products. There is a well product research involved of their buying decision.

Ben Sherman can take women into serious consideration and extend their product line.

Though it makes them extra cost but in long run that might help them to stay in the

market.

Finally I can say that as it is known young people is one of the biggest segment, on that

segment to target a young male is also a big market to do the business for any company,

if they can do a good marketing mix. Their for Ben Sherman target audience fore there

product is not a bad idea. But they must need to increase their business globally or atleast need to find new customer within the segment.

Critically evaluate and discuss the issues within the company in relation to

product orientation and market orientation. Are the two linked or do you feel that

they are incompatible in the Ben Sherman context?

Business or company may think of to become product-oriented because a product-

oriented business focuses its efforts on products as its strength and put more effort to

produce differentiate best quality product because their thinking is quality product sell

itself. Or company may think of to become market-oriented because a market-oriented

business uses market statistics to determine what customers want to buy and then

focuses on that data when they produce the product, their thinking is when company

produce product with customer expectations it has less chance to fail in the market . If a

company want they can mix both. Both methods have advantages and disadvantages.


10/23

Page 10

Conventional marketing perception hold that before producing the product, firm need to

know that, what the customer wants, for a better understanding of its market and

customers. Which does eventually leads to increase the customer satisfaction and help

the firm to perform better. On the other hand there are concern that, being too much

customer focus or market oriented can led to sluggishness and cost oriented, especially

in fashion industry to become fully market oriented is almost impossible, because the

product life in this industry is too short. (Glenn B. Voss & Zannie Giraud Voss). on the

other hand substantiation suggests that it may be better for the business when

developing new product ignore your customer. (Martin1995; Moore 1995).

(Umberto Eco 1994, p. 527) said If a novel gives the reader what he was expecting, it

becomes popular," is different from saying, "If a novel is popular, this is because it gives

the reader what he was expecting of it." There for if we analyzed this statement; it meant

to say if the product is good it will applies in to the customer.

Product Orientation

When a business founded it's marketing mix on what the business perceive as its

internal strengths, the business's marketing is said to be 'product orientated'.( David

Jobber,2012)

Galbraith (2002, 2005) has given the explanation of a product oriented company from

many different angles. from strategy point of view the most important one is considered

to be the goal of the company, what do the company mainly offering, how do they do

value creation, who is the customer , organizational ability, what are the priorities, whatare the priority setting basis and the pricing strategy.

There for if we analyzed those points the objective of product oriented company is to

produce the best product for consumer. That means something unique which is

straightening out the product from the competitors. And this uniqueness itself sold-in for

the customer using these rationales.
http://www.google.co.uk/search?tbo=p&tbm=bks&q=inauthor:%22David+Jobber%22&source=gbs_metadata_r&cad=3http://www.google.co.uk/search?tbo=p&tbm=bks&q=inauthor:%22David+Jobber%22&source=gbs_metadata_r&cad=3http://www.google.co.uk/search?tbo=p&tbm=bks&q=inauthor:%22David+Jobber%22&source=gbs_metadata_r&cad=3http://www.google.co.uk/search?tbo=p&tbm=bks&q=inauthor:%22David+Jobber%22&source=gbs_metadata_r&cad=3


11/23

Page 11

The value creations direct is to the product development, different types and new mixture

in the products. The logic behind different creation is for more variety, more aptitude of

the products, creates more value to product which is seen as driving forces for sales.

Setting the priority of strategy from product oriented point of view. Within the ultimate

product capabilities Maximum level of consumer priority need to be given to most

advanced consumers. This is important because the fact that product oriented strategy

primarily focuses on creation of competitive advantage by adaption of new features.

Consumers want maximum number of variety and feature richness thus prevents them

insecurity of uniqueness of the product. Less variety or lack of differentiation put more

competitive presser in to the business.

The characteristics of product oriented company focused on the core competences, with

certain inward-focus can be identified as part of the companys strategy Product oriented

company measures its success by the market share position, number of new products

created, and the capability to lead by latest product features and top end applications.

Market orientation

According to Brem and Voigt (2009) describe Market orientation characterized byunsatisfied customer that creates new demand, which requires problem solving. From

this statement we can say when individuals or group of people express their desire for

new demand. Therefore these desires then comprise with companys targets, their ability,

and activities and resources so that company can full fill those demand and satisfy their

customers. Day (1994) market-driven company puts the consumers interest first

therefore collecting information about consumers demand and competitors. There for

Ability to use information and coordinate resources for customer satisfaction. Day also

added that for market orientation, analytical ability to understand customer demand and

satisfying the customers is very important. Moreover he want to say market oriented

companies knows their customer and markets very well so that they are able to find

potential customers. So to implement the strategy is more easy for them, by

implementing strategy they can give more priority to the valuable customers. According

to Day, characteristics of market oriented business strategy can be written down as

follows: better understanding of customer needs and find solutions, giving maximum

value to the customer, have the ability to satisfies customer and can converted those


12/23


13/23

Page 13

fashion trends are changing in the blink of an eye, Ben Sherman new products develop

with the combination of expertise and customer fit back and constantly improving online

to meet customers needs and wants. Therefore Ben Shermankeeps products price is

moderately reasonable which makes customers satisfaction and loyalty to the brand

itself.

Product life cycle extension strategies are suggested. Suggest and justify an

appropriate extension strategy for Ben Sherman.

One of the difficult challenges in todays open market economy is uphold a sales growth

or even keep up the position is very hard. To reduce the effects or minimise the risk of

competition, companies may improve products life. According to Guiltinan (2009),product life extension will allow business to increase more sales and income , less

competition and increase prices of the new, upgraded products.

A product life cycle can be extended through improving intrinsic durability influencing

user behaviour or promoting wider socio-cultural change. that means produt longevity

can be enhanced (Heiskanen 1996).

According to Cambridge dictionary extension strategy means the attempt by a company

to increase sales of a product.

When the business realize that its product is not performing well enough as it should or

has gone into decline, company need to decide what to do. The decision needs to be

made within the framework of the overall aims of the business. Though Ben Sherman is

still in mature position, its aims included the expansion of great brands globally, and the

promotion of life style. Ben Sherman is a well recognise name in the life style market for

the young age mail product. Fashion product is well fitted with its main aims and

objectives therefore product and brand has significance value of continuing. Their for

an extension strategy for the product and brand is important. ( REP)

Business can develop new technological add-ons to reach to its customer for their

products and brandit is said to gain a new customers are usually more expensive than

the ones that are already familiar with the firms products. (Guiltinan 2009).


14/23

Page 14

With help of Ansoffs matrix tool I will try to analyse which strategy is appropriate for

product life extension for Ben Sherman? Ansoffs matrix explains both market-orientated

and product-orientated possibilities.

The four resulting areas in Ansoffs matrix representing the unlike growth policy for the

company

Market penetration: in market penetration strategy company need to growth

through its existing products and services, with in the current market segment.

There for in this strategy company is taking minimum risk. Since it is based on

existing resources and capabilities. When market is growing if a company

maintain its market share the result will be business growth. On the other hand ifa company follow this strategy for their business growth it will happen when

company is gaining the market share from competitors. For that company need to

promote product by advertising, promotions. Acquisitions and development of the

sales force.

Market development: entering new market segments is the core strategy in this

strategy to seek growth for the business. This strategy is carries more risk than


15/23

Page 15

penetration strategy. In this area company need to search new geographical

location,

New distribution channels, or new target group of people but this might require

different marketing strategies.

Product development: in this strategy company bringing new product in to

the existing market, new developed product mostly refers to new flankers

and the amalgamation of new type already existing product range.

Development a new Product is more risky than simply aiming at increasing

market share with existing product.

Diversification: in this growth strategy company is trying to extend it

business by entering a new market segment with a new product. In this

strategy company is taking the maximum risk. In case of success this gives

the maximum benefit to a company.

Ben Sherman annual report 2012 and research shows that, they are operating

in to a highly competitive Nish mark. And their product life cycle is too short.

There for Ben Sherman take some steps to extend its product life.

To increase the product life, Ben Sherman open showrooms in several locations,

wholesale operations and independent commissioned sales representatives. Ben

Sherman full-price retail stores in different locations and malls helps to build brand

awareness thus enhances business with our wholesale customers. Ben Sherman outlet

stores provide a significant role in the overall stock management by selling discontinued

and out-of-season products at better prices, while helping them protect the Ben

Sherman brand although at times also utilize off-price retailers to sell these products. Toextend the product life Ben Shermans direct to consumer strategy include e-commerce

business represented 38% of Ben Shermans net sales in fiscal 2012, Continue to

evaluate potential locations and may open retail stores in the future if identify locations

which meet investment criteria. In recent time new store openings for extending the

business , they have spent approximately $0.6 million Ben Sherman full-price retail store

and outlet store. Another component is direct to consumer strategy is operating certain


16/23

Page 16

concession arrangements, where by operate Ben Sherman shops within department or

other stores.

2011, Ben Sherman re-launched the Bensherman.com website in the United Kingdom

and Europe, and during fiscal 2012 re-launched the Bensherman.com website in the

United States. These websites provide consumers the opportunity to purchase Ben

Sherman products directly on-line.

Ben Sherman licence trademark to variety categories, beyond core product categories,

they have including footwear and kids apparel is another strategy for product life cycle

extension. Ben Sherman believes that advertising and marketing are an integral part of

the long-term strategy of brands, and therefore devote significant resources to

advertising and marketing the brands. During fiscal 2012,spent $27.6 million on

advertising, marketing and promoting our products.

The marketing of our lifestyle brands continues to include traditional media such as print,

catalogs and other correspondence with customers, as well as moving media and trade

show initiatives. However, marketing focus involves email, Internet and social media

advertising strengthen brands connections with consumers. Ben shaman also think tha t

highly visible retail store with innovative design intend that retail stores enhance the retailexperience of our customers, which will increase consumer brand loyalty. Retail stores

may include special event promotions and a variety of public relations activities designed

to create awareness of the products. Retail store operations, traditional media and

electronic media communications increase the sales. Sophisticated information systems

are an important component of maintaining competitive position and supporting

continued growth of businesses. Management information systems were designed to

provide effective retail store, e-commerce and wholesale operations while emphasizing

efficient point-of-sale, distribution centre, design, sourcing, order processing, marketing,

accounting and other functions.

From the above analysis we can come to a conclusion that if Ben Sherman follow the

market penetration strategy. It will be more appropriate for them to stay in the market for

a longer time.


17/23

Page 17

Suggest and justify marketing research approaches that do you feel would be

most appropriate for Ben Sherman to pursue in relation to a new communications

campaign.

According to Philip kotler Marketing research is systematic problem analysis, model

building and fact finding for the purpose of improved decision-king and control in the

marketing of goods and services

American Marketing Association describe Marketing Research is "the process or set of

processes that links the consumers, customers, and end users to the marketer through

information information used to identify and define marketing opportunities and

problems; generate, refine, and evaluate marketing actions; monitor marketing

performance; and improve understanding of marketing as a process. There for

Marketing research designs the approach for collecting information, identify the required

information to deal with the issues, analyzes the results, and communicates the findings

and their implications. (Bonita ,K 2008)

Marketing research is an essential part of any business, Ben Sherman believes to

minimise the risk in the business, good market research is very important and its helps

to improve sales. By making marketing research part and parcel of the business process

can bring the following benefits. (Ben Sherman annual report2012)

Marketing research helps to better communicate with customer.

Marketing research helps identify opportunities.

Marketing research minimise risk of the business.

Marketing research creates benchmarks and helps measure progress.


18/23

Page 18

One of main job marketing research do, is to help the company or business to find out

how to communicate with target customer, consumer. Which help the business to do the

communication mix? a successful marketing communication mixture of promotional

tools, marketing research can help the business to identify which marketing

communication tools is more important and effective for the growth of the Ben Sherman

business.

Ben Sherman uses a range of marketing communication tools to promote their product

and brand. Such as

Mail shots

Websites

Advertisement

Sales promotions

exhibitions

personal selling

press publicity campaigns

So to find out the proper communication mix, Ben Sherman need to do a research.

Before conducting the research Ben Sherman need to decide which research approach

will be the most appropriate for them, choosing an approach might be depends on, the

type of Information Company is seeking.

There for three general research approaches that company can use.

Descriptive

Exploratory

Casual

(Bonita,K 2008)

Company do descriptive research when businesses need to get specific details on its

consumers, target audiences and to know their purchasing behaviour. This research is

used when needed statistical data on a fact. Descriptive researches mostly use survey.

And the advantages of survey are, if the survey is large enough on a number of people. It


19/23

Page 19

can be give an statement that fact has been proven and is true of entire segment.

Deceptive research is very common in business. There for Most of the marketing

research can be considered as descriptive research. wide variety of research objectives

can achieve by using descriptive approach.

mayankbhatiaahm.blogspot.com

Exploratory research do not come up with final answer or decisions, this is conducted

only to provide a better understanding of a situation. As an example, if the sales for a

particular product dropped during the latest quarter, there for expletory research to

provide insights about what caused the decrease in revenue? It can provide very rich,

meaningful informationor even definitive explanations But not definitive answer.
https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=VxuOiowmxdqRbM&tbnid=TDi--0SDqbEe8M:&ved=0CAQQjB0&url=http%3A%2F%2Fmayankbhatiaahm.blogspot.com%2F&ei=zfjsU_ycNdTX7AbGp4D4Bw&bvm=bv.72938740,d.ZGU&psig=AFQjCNHzvkzzW5ttEGwBZSgt-ECmSf_SSA&ust=1408125513392424https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=VxuOiowmxdqRbM&tbnid=TDi--0SDqbEe8M:&ved=0CAQQjB0&url=http%3A%2F%2Fmayankbhatiaahm.blogspot.com%2F&ei=zfjsU_ycNdTX7AbGp4D4Bw&bvm=bv.72938740,d.ZGU&psig=AFQjCNHzvkzzW5ttEGwBZSgt-ECmSf_SSA&ust=1408125513392424https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=VxuOiowmxdqRbM&tbnid=TDi--0SDqbEe8M:&ved=0CAQQjB0&url=http%3A%2F%2Fmayankbhatiaahm.blogspot.com%2F&ei=zfjsU_ycNdTX7AbGp4D4Bw&bvm=bv.72938740,d.ZGU&psig=AFQjCNHzvkzzW5ttEGwBZSgt-ECmSf_SSA&ust=1408125513392424


20/23

Page 20

www.mbaskool.com

casual research: sometime businesses need strong evidence that a particular action is

likely to produce a particular out come. Thus the main aim of casual research is

identification the reason between variables and the effect of those reason .In casual

studies it is typical to have an expectation of the relationship to explained, such as

predicting the influence of price, packing and advertising on sales, thus research must be

knowledgeable about the research subject.(zikmund, 2003). Casual research approach

are based on the assumption that the variable to be forecast is casually related to one or

more independent variable.

Ben Sherman design teams focus on the target consumer, and the design process

combines feedback from buyers, consumers and our sales force, along with market trend

research. ( Ben Sherman annual report 2012) If we analyze this statement and above

desciuse three research approaches, we can say that the most appropriate research

approach for Ben Sherman would be descriptive research approach. Under the

descriptive research they can analyzed data And can use this data for the new

communication campaign. Data they can collect as primary data or secondary data.
https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=RHJnhImY_f9WkM&tbnid=MQCK9dBqkMD6XM:&ved=0CAQQjB0&url=http%3A%2F%2Fwww.mbaskool.com%2Fbusiness-concepts%2Fmarketing-and-strategy-terms%2F1868-exploratory-research.html&ei=I_bsU8LJN-XF0QXp5IGQDQ&bvm=bv.72938740,d.ZGU&psig=AFQjCNEwkSlN6VXpjQX-7s3aOT8v9eh1Aw&ust=1408124626827162https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=RHJnhImY_f9WkM&tbnid=MQCK9dBqkMD6XM:&ved=0CAQQjB0&url=http%3A%2F%2Fwww.mbaskool.com%2Fbusiness-concepts%2Fmarketing-and-strategy-terms%2F1868-exploratory-research.html&ei=I_bsU8LJN-XF0QXp5IGQDQ&bvm=bv.72938740,d.ZGU&psig=AFQjCNEwkSlN6VXpjQX-7s3aOT8v9eh1Aw&ust=1408124626827162https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=RHJnhImY_f9WkM&tbnid=MQCK9dBqkMD6XM:&ved=0CAQQjB0&url=http%3A%2F%2Fwww.mbaskool.com%2Fbusiness-concepts%2Fmarketing-and-strategy-terms%2F1868-exploratory-research.html&ei=I_bsU8LJN-XF0QXp5IGQDQ&bvm=bv.72938740,d.ZGU&psig=AFQjCNEwkSlN6VXpjQX-7s3aOT8v9eh1Aw&ust=1408124626827162


21/23

Page 21

Primary data: -Primary data are raw data that collected by a business or company by

using different medium which previously unknown and which is directly collected from

the audience for a particular research project. Ben Sharman can do this survey in three

different ways

Survey method, in this system they can ask their existing customers and potential

customer and their whole seller about their product, customer expectation, opinions

about new product development, through e-mail. Questioners and can use those data for

future product development.

Interview method, company can conduct interview with their customer whenever they

visit Ben Sherman retail shop. And can take this interview data into consideration for the

next production and design.

Observational method, in this method of data collection company can observe their own

customer, what are customer buying what kind of design is more popular, more over

company can observe their competitors, and broadly overall fashion trends.

Secondary data:- Secondary data is a data that has been done before either by any

expert organisation or a person for some other reason or for someone else . Business

does use this kind of data to get an idea about the fact. There for Ben Sharman can

collect this kind of data about the current market and fashion trends from various sources

which also can provide the idea about customer expectation. And this kind of research is

less expensive.


22/23

Page 22

Conclusion:

Technological advancement and communication system bring the world community more

near. The changes in one part of the world, with in few seconds it is known by other part

of the world There for business and industry become more global, in one side of

globalization is, this open door for the business on the other side, it brings more

competition in the industry. so stay competitive the most important decisions a company

has to take in the planning process is, selecting the appropriate target market , because

depending on the target market,company make their strategy, how they going to operate

what kind of marketing mix they going to use to meet this markets needs and

preferences. Identifying the appropriate target market and developing an appropriate

marketing mix is the keys to strategic success. Now a daysculture and fashion are verydiverse. To stay in competition bens Sherman needs to extend their target market. Keep

customers preference in mind need to design the product. They need continuous

marketing strategy according to market culture and trend. And need to keep up to date

research data.

Key theoretical issues have been covered:

Segmentation and marketing literature and theory, evaluation of product and marketorientation, analyse of product life cycle and extension strategy, and marketing research

approach is also discussed.

Personal observation:

While doing this assignment i had to go through many books, journals and article and

websites which was help me to enhance my knowledge not only about this subject abu

also some other area, though it was a bit challenging for me as I was not familiar with

this kind of questions . But my interests make me fill comparable to finish this

assignment.

Learning from this assignment:

By doing this academic research, I gain more knowledge which will help for my future

carrier development I became more confident about my ability to progress.


23/23

P 23

Success and failure

My success is I gain some use full knowledge while I was doing it. I did learn how to do

time keeping. In my best of knowledge i dont have any failure.

Adidas Assignment (1)

Documents

Transcript of Adidas Assignment (1)