Gummesson (2008) defines relationship marketing as marketing that is based on interactions within networks of relationships. The corporation should offer special, high-class packaging for those customers, who want to give the shirts away and also provide after-sales service in order to satisfy customer needs. Nike uses a mix of relationship and relationship marketing. Nike as a global brand is in the maturity phase of the product life cycle. Customer Relationships (R1).1 Ladder of Loyalty.2 Knowledge Relationship (R21).3 Electronic Relationships (R12).4.1 Viral Marketing.
Demand unpredictability, which makes stock and supply management in fashion industry, complex and challenging. According to Gummesson (2008) the 30Rs of relationship marketing are 30 identifiable relationships that encompass a mixture of relationships between organizations and other parties. They invariably end up thinking that it does not make sense because their business does not look like a Formula 1 racing car but looks like a cheap old car instead. An overall overview, Mnchen, Page:Imprint: grinverlagOHG, /document/277723. In terms of communication policy, Olymp should enlarge its co- operations as it does with Lufthansa to increase the popularity and intensify the customer relationsip; in addition, sponsoring has to remain as an important means of communication, promotion and presence. Its brands include Zara, Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Oysho and Zara Home. In line with the mission statement, Nikes key target group are athletes. Imagine the sportswear company nike would start offering fine suits to men.
Instead the designers try to create a collection of products which can be sold at different climatic time interval.13. 2.3 eprg Scheme, the eprg scheme is a leadership concept of the Perlmutter international venture. Who are presently our competitors and who will compete with us in the future? This used to be different but the firm learned from its own experience that it is better to recruit employees locally to gain better understanding of local market preferences. For B2C, segmentation is in most cases based on the information collected based on a certain key customer-, product-, or situation-related variables. Although his scenario maybe came not true, the point is interesting: How do companies find the right way to respond to new developments (e-business, globalization etc.). In the end there still needs to be the same message send to consumers in order to maintain a consisting brand image.
Table of contents,. Until 1998 Zara was represented in ten foreign markets and 107 stores total.9 The aggressive expansion period started in 1998 and its strategy is persuaded until today. Due to the characteristics of a product, it is a lot more difficult to offer genuine personal touch compared with services (Godson, 2011 which signifies a challenge for Nike. C) Find new customers, who do not (other than option a) use the product at all. The parent company and foreign subsidiaries are not considered as independent entities, but as integrative parts of a global corporate network. Other than sportsmen, Nike targets the youth that have embraced the Hip Hop culture (Hopkins,?).
The current essay intends to highlight what market segmentation is and to analyze the importance of 4Ps-product, price, place and promotion- in gaining competitive advantage over competitors through the offer of products or services of greater value to consumers. 1.3 Company Background illustration not visible in this excerpt. Abbildung in dieser Leseprobe nicht enthalten source: m, the grid offers 4 strategic options:. Kommentare, hausarbeiten hochladen, ihre Hausarbeit / Abschlussarbeit: - Publikation als eBook und Buch - Hohes Honorar auf die Verkufe - Fr Sie komplett kostenlos - mit isbn - Es dauert nur 5 Minuten - Jede Arbeit findet Leser. External Relationships (Mega Relationships).1 Corporate Social Responsibility.2 Celebrity Endorsement.3 Mass Media Relationships (R23). According to the companys homepage, the focus of Nike retailers around the world is on execution, product presentation and service. The company Zara is one of the biggest fashion retailers worldwide. There a three ways of diversification: a) Horizontal diversification This is a rather soft option, because there will be still some connection to the known and existing markets.
In the same vein, companies will ensure that the elements of the marketing mix (product, price, place and promotion) are designed and manipulated to meet the needs and wants of the specific groups of customers. Arbeit zitieren, julia Anders (Autor), 2010, Olymp's Marketing Strategy. Own subsidiaries, joint venture and franchise. Against the backdrop of an increasingly competitive business environment, companies are forced to keep their customers loyal, ensure their satisfaction and find out as much as possible about them (Kotler, 2011). Lifestyle, personality, perception, attitudes, motives, expected benefits, etc.).