Clippermac Ltd Marketing Strategy Case Study Example | Topics and Well Written Essays - 3000 words

Clippermac Ltd Marketing Strategy - Case Study Example This study was initiated to carry out a marketing analysis of Clippermac Ltd. Using certain analytical models such as Porters, generic strategy and competitive advantage, the company was diagnosed. There after the report examined the methods of market segmentation open to the management. Two methods were presented through which the divisions could be segmented. I suggested segmenting the market into geographical, demographical and time segment. This is because through these methods, the company is better placed to meet up with its objectives. The paper calls for, a value adding and marketing strategy for increasing yields to the company for the benefits of the entire European Community. It will take approximately five years for projected sales to reach about 1billion pounds per annum. The company expects to target not only high yielding niche market but low income household as well with the introduction of the new products. Key success factors within the market will be Today's business environment is increasingly becoming more turbulent, chaotic and challenging than ever before and to survive, it is vital that a firm can do something better than its competitors ( Wonglimpiyarat 2004:1). ... Clippermac Ltd brand of innovative quality furniture and promotional gifts. Individualised customer services - tailor made custom design providing customers with what they want, when and how they want it. One of the market leading full service fashion distribution company in the UK. 1.0 Introduction Today's business environment is increasingly becoming more turbulent, chaotic and challenging than ever before and to survive, it is vital that a firm can do something better than its competitors ( Wonglimpiyarat 2004:1). Globalisation has not only altered the nature and the intensity of competition but has had to dictate and shape organisations in terms of what consumers wants, how and when they want it and what they are prepared to pay for it (Hagan 1996:1). Kanter (1995:71) on his work on "Mastering Change" argues that success in the present day business is not for those companies that re-engineer the way they do things, or for those fixing the past. According to Kanter (1995) such an action will not constitute an adequate response. This is so because success is based on an organisation's ability to create, rather than predict the future by developing those products that will literally transform the way the world thinks and view it self and the needs (Kanter 1995:71). Within the context of today's global competition, businesses and firms no-longer compete as individual companies but try to corporate with other businesses in their activities (Wu & Chien 2007:2). These researchers went further to argue that, this strategy has become quite common in many businesses including the retail clothing chain stores. The conventional vertical integrated company based business model is gradually being replaced by collaborative relationship between many