Swot Analysis Of Markham

Content

Introduction

1. Defining the mission statement of the retailer

2. Analysis and description of the present situation in the market

3. Analysis of strengths, weaknesses, opportunities and threats (SWOT analysis)

4. Identification of strategies that can benefit from the opportunities and avoid the threats.

5. Formulation of objectives and goals

6. Consideration of options for positioning in the market

7. Evaluation of marketing strategies

8. Action programmes

9. Budgets and other control Measures.

10. Monitoring of performance and revision of the strategic retail plan

11. Closing Statement

12. Bibliography

Introduction

The Business

• Markham is the largest men’s fashion retail chain in Southern Africa.

• The stores are

Identification of strategies that can benefit from the opportunities and avoid the threats.

Market Development

• Linking this strategy with the opportunity for expansion in the North African region.

• This will be done through marketing efforts that are aimed at educating the new market and creating a desire that consumer will relate close to and choose the brand.

Market Penetration

• Multi-channel approach, looking at e commerce to help boost sales, consumers will be able to buy clothing items from the comfort of their own homes.

• Search Engine Optimization, Billboards, television advertisement, radio adverts, using Social Media Influencers of that area to spread word of mouth are just some of the marketing strategies to be used when penetrating into new markets.

Cost Leadership

• As a new brand in a new region, cost incentives such as discounts and in store specials. This will benefit the Markham brand in terms of higher returns, crushing existing competition.

Backward Integration

• With the acquisition of Prestige Clothing by the TFG, this gives the Markham brand a competitive advantage, because now it can manufacture its own

Style focused person

b. Music listeners

c. Party goers

d. Media consumers

7. Evaluation of marketing strategies

Location, Store Layout and atmosphere

• Located in over 320 stores in the Southern Africa region, high accessibility is not a rumour. So if you need to pay accounts and you are in one of the Southern African region, you can still do so.

• Store Layout, no clutter and an atmosphere of great synergy is given off to consumers. Easy to locate items and checking out points located strategically close to exit.

• Clean floors, background music and clean air with comfortable temperatures.

Product Decision

• In store products should include everyday items, like essentials t-shirts, jeans, jerseys and accessories a man will need every day.

• Have exclusive products once in a while, with limited availability.

Distribution Decision

• Stressing the importance of the availability of trading stock being available and not forgetting that stock turnover should remain low.

• With direct control of Suppliers it is easier to make sure stock is available when needed.

• E commerce distribution methods, using reliable delivery companies to deliver consumer goods.

Marketing