Superdry - Fundamentals of Marketing

Content overview:

1. Introduction

1. Marketing environment analysis

1. Microenvironment

1. Suppliers
2. Marketing intermediaries
3. Competitors
4. Customers

1. Macroenvironment

1. Political
2. Economical
3. Society + technological
4. Environment

1. Marketing strategy

1. Segmentation & Targeting
2. Market Differentiation and Positioning

1. Marketing mix

1. Product
2. Price
3. Place  
4. Promotion
5. People process physical evidence:

1. Conclusion

1. References

Connor King

Fundamentals of Marketing

Superdry Essay

Introduction:

This essay will detail the key dimensions of the Marketing environment, describe the marketing strategy and examine the role the marketing mix has for the company Superdry. Superdry is a global fashion brand that sells a variety of products including jackets, shirts, hoodies, footwear and accessories. The brand was created in 2003 by Julian Dunkerton and James Holder who are both still the life of the brand to this day (Superdry careers 2016).

This essay will highlight the key factors within the marketing environment that affects the company in their day to day running and how they adapt to it. It will then go on to investigate the marketing strategy specifically used by the company to create customer value and build strong relationships with their customers including how effective their methods are. This essay will conclude with a full analysis of the marketing mix for Superdry which highlights how the marketing tools are used by the company.

Marketing environment:  

In a popular study Kotler (2014 p.66) stated that the marketing environment consists of ‘’the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers’’. The marketing environment is split in to two sectors. The first being the microenvironment which includes the actors close to the company that affect their service to the customer. These actors include the company suppliers, marketing intermediaries, customer markets, competitors and publics (Kotler 2014 p.66). The second is known as the macroenvironment. This sector includes the larger forces that affect the company. The Professional academy (2016a) suggests a framework used for analysing the macroenvironment known as Pestel. Pestel stands for political, economical, social, technological environmental and legal which are the key factors that make up the macroenvironment.

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