DEVELOP A MARKETING PLAN Essay Example | Topics and Well Written Essays - 2500 words

DEVELOP A MARKETING PLAN - Essay Example However, the entrance of smaller companies that offer the same diversity in design and high class quality is forcing to reinvent itself. This paper will explore the marketing opportunities it can tap in order to reinvent its image to a flexible label that is essential to every fashion genre. Situation Analysis Internal Environment One word. That’s all it takes for a person to know someone inside and out, its history, its sensibilities, its personality, and its relationships. That word is the brand name. Coca-Cola. iPod. Nike. Google. Their identities are so strong and so embedded to the minds of the consumers that no single study, perhaps not even a compound of a thousand, can comprehensively explain how each company built it. Cotton On, despite being a young label, has experienced a certain amount of success in positioning themselves in the market and securing a loyal consumer base who identifies them with the same laidback, simple, and organic image of the country where it o riginated from, Australia. It is, despite possible apprehension of the fashion elite a brand that exudes style. It started in 1991 in Geelong, Victoria, Australia. Twenty years is considered young in the fashion retail business. Yet, it has expanded to more than 600, employing more than 4,500 people in the same countries where it distributes - Australia, New Zealand, Singapore, Hong Kong, Malaysia and the US. Its success may be credited to the same formula that casual brands like Roxy and Target has (Grail, 2009). It has managed to become an accessible brand but its lines were never tacky or common. By not emphasizing its affordability and flaunting its quality in both engineering and aesthetics have allowed it to develop a stylish image that cuts across all segments age, gender, and social class. External Environment The cards the Australian fashion industry has are not good ones. It seems easier to fold than to call it. The geography itself is a disadvantage of epic proportion. It is more than 20 hours away by plane from all of the major fashion capitals such as Paris, London, and New York. The time difference also means contradicting weather. When it’s summer in Australia, it is winter in Paris. To any fashion expert, that’s a recipe for disaster. The international economic crisis also damaged the value of the Australian, from 53 to 106 Australian cents to the US dollar. Any fashions sales expert will tell you, that’s setting yourself up for suicide and mutilation because it makes any exported product from Australia expensive (Gay, 2010). Juxtapose this with the continuous birth and growth of many other labels from or manufactured in Asian countries where labour and raw materials are affordable and you have a losing formula. The disadvantages don’t end there. The local market is small. There are only 23 million people in a country that highly penetrated by international brand whose volume of production allow them to sell products at a much lower price. The only way for any brand to grow is to go out of the Australia. The complexities continue. Unlike other secondary fashion markets like Brazil, India and China which is difficult because

CIS Management Information System Assignment Example | Topics and Well Written Essays - 750 words

CIS Management Information System - Assignment Example With nearly one percent of the kanban cards lost per day, the net result is that the inventory runs dry and the overall production efforts suffer or get delayed. Considering the fact that Danaher has acquired a number of small companies, the application of the information technology can really go a long way in helping the firm under consideration in enhancing its efficacy, so far as the objective of reducing its inventory levels is concerned. The application of information technology can help Danaher to purchase supplies from the overseas vendors by making the purchasing process more streamlined. The usage of electronic kanban system can do away with the fragilities and flaws of the manual approach. This will also allow the key employees in the procurement system to focus on the core tasks like discovering new sources and developing supplier relationships. E-kanban system will also improve and fasten the communication between Danaher and its suppliers. The introduction of bar codes and electronic scanners will do away with the old and cumbersome processes that were prone to grave errors and thus delays. This will also delegate the responsibility of verifying the order notifications to the suppliers. Thus the key staff will be left with ample time to concentrate on the supplier procurement goals. The application of the information systems has already reduced the non-productive time at Gurnee by 57 percent. This has also e nabled Danaher in sourcing smaller suppliers to take an advantage of better services at lower costs. However, the introduction of information systems makes it imperative for Danaher to effectively deal with the unprecedented challenges like technical glitches and employee resistance. Overall, the information systems are sure to help Danaher run leaner. Q2. Can Blockbuster stand up to Netfix Ans 2. When Blockbuster ventured into the video rental business in 1985, it primarily relied on its traditional mom-and-pop style stores that were simple enough to blend with the underdeveloped digital technology and humble consumer expectations of those days. The biggest blunder that Blockbuster made was to fail to keep a keen eye on the latest developments in the digital technology and information systems, despite having an obvious competitive advantage in the market, to the extent of being a virtual monopoly. With the advent of DVDs, the consumer were left with the option of buying their own movie DVDs at competitive prices without having any need to rent movies from any outside provider. In the meantime, Netfix, which happened to be a new player in the market took ample advantage of the recent developments in the digital technology and e-commerce and engineered its strategy accordingly. Thus Netfix succeeded in establishing a cost conscious virtual vending system, thereby relievi ng customers of the botheration of venturing out of their home s to seek entertainment. Obviously, Netfix enjoyed a booming growth and success. For Blockbuster, the onerous task of responding to the new competition was a complicated matter, in which it miserably failed. It failed to discern that Netfix's strategy was obviously being backed by astute e-commerce specialists, which was very streamlined and lean. In response, Blockbuster came out with its own internet