Assignment on Ben Sherman Case Study Essay

3251 Words Nov 18th, 2013 14 Pages
TABLE OF CONTENTS

INTRODUCTION............................................................................................................2
MARKET SEGMENTATION………………………………………………………..2-3
YOUNG GENERATION AS A MAIN TARGET MARKET………………………….4
PRODUCT AND MARKET ORIENTATION…………………………………………5
RELATION BETWEEN PRODUCT AND MARKET ORIENTATION……………..6
MARKET AND PRODUCT ORIENTATION IN BEN SHERMAN………………….7
LIFE CYCLE EXTENSION………………………………………………………..7-10
MARKETING RESEARCH…………………………………………………………..10
APPROACHES OF MARKETING RESEARCH…………………………………10-14
MARKETING COMMUNICATION COMPAIGN……………………………….14-15
CONCLUSION………………………………………………………………………...16
REFERENCES………………………………………………………………………...17

INTRODUCTION

There are many
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Keeping all this situations in mind Ben Sherman has adapted such marketing strategies and techniques that it can well target the young generation.

In conclusion, (Lancaster, 2002) states that demographic factors are the most identified and significant one and purchasing of many products are related strongly to age. By analyzing the marketing strategies of Ben Sherman it could be argued that Ben Sherman is actually in the right direction of its business and it can well expect future success in fashion industry. Bearing the drawbacks in mind it could also be argued that Ben Sherman has no restrictions in reaching the consumers needs and fulfilling the demands of its target segment. It also suggests that the brand has earned such a position in market where it finds itself as an actually meeting the demand to gain the competitive means in the market. Greg Allenby, 2007 Ohio State University

PRODUCT AND MARKET ORIENTATION

Product can be developed using either market oriented approach or product oriented approach.
A market oriented approach focuses on what the customers want. The activities are then organized around the costumers requirements.
Whereas a product oriented approach is focused over the company’s skills and knowledge and more on the product itself and without seeking the customer’s input.
There can be a choice as to use a market oriented approach or the product oriented

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