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Marketing Essay

5213 words - 21 pages

Assessment Task 3 Report

A summary of your Analysis of Green River’s performance in the last year: The Green River Clothing Company boasted an increase in yearly sales of 59% on all their product lines last year. The company had its most success in New South Wales with 36% of its total sales from the region, with Victoria coming in second at 22%. The Green River retail chain was its most prominent mode of sales with 80% of the total; the wholesale division owning 20% of the sales share. There was an average increase of 7.5% in wages over previous year coinciding with a 6.71% increase in store sales. The GRCC had a $175,000 budget for their Marketing Research and a $1357 Advertising and ...view middle of the document...

In-store investment includes revamping its own retail as well as wholesale selling space into havens where customers can escape from the hustle and bustle of the High Street. This creates a unique shopping experience with warm, cosy spaces where customers can explore the brand’s stylish new collections. This chic celebration of style, culture and fashion aims to revive customer awareness and take them on a journey of discovery into the inspirational world of Esprit. Listed on the Hong Kong Stock Exchange since 1993, Esprit has headquarters in Germany and Hong Kong and markets its products under two brands, namely the GRCC brand and deck.
Central to our corporate philosophy is a commitment to maintaining and continuously improving our strict quality standards, while offering fashionable products combined with excellent value for money.

To ensure that we keep our promise, Jefferson deploys a quality management system built on years of experience and exceptional expertise. Alongside continuous self-testing, our products undergo regular inspection by independent specialist laboratories.
Our Asian subsidiary makes an important contribution to fulfilling our corporate philosophy. Long experience of the Asian markets enables us to combine attractive prices with reliable, highly capable suppliers.
To guarantee the quality of our products, we use superior materials that have undergone Eco-Tax Standard 100 testing. To ensure lasting quality, Jefferson is GOT certified an work with renowned quality institutions like HanseControl, Bureau VERITAS or TUG.
Jefferson is a member of the Business Social Compliance Initiative; this initiative of the Foreign Trade Association monitors the social standards of our manufacturers, and ensures the international core labour standards (no Child labour, high safety, etc.) are met.
Many organisations place a great deal of effort into creating a marketing strategy and documenting this into a marketing plan, but fail to implement the required actions and then wonder why the marketing plan failed to deliver the results the organisation was aiming for. While deciding what to do is important, the actual implementation of the strategies and tactics is equally as important. This means that a systematic approach is required to identify the marketing strategy or strategies of the organisation and then implement the tactics and activities required for each strategy. This initial information can typically be obtained by looking at the organisation’s marketing plan.
Marketing plan
The success of any marketing activities is equally shared between both external and internal customer groups. Internal marketing is the function of advising the internal customers, i.e. the staff about the marketing activities. Internal customers are those that will need to respond to customers about the external marketing activities....

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