Marketing
A study of the boutique and its marketing technique 1、 Main body of the assignment:
This paper discuss as a marketing consultant how can I task to do the following question.
The case study show Ms Jacqueline Perci Koh is the owner of a medium size boutique in downtown Orchard Road.The boutique was setup by her mother ,Mrs Mary Koh,who lived in UK for many years.Jacqueline was born in UK and at the age of 15,the family moved to Singapore.She worked very hard and rose quickly to become the Senior Manager.The boutique was painfully build up by her mother over the past 20 years.Her mother needs new plan to turn the business around,cause have lot of competitor around her boutique .But she is getting old and not as energetic as before,so she needed helps from someone with good management knowledge and skills to run the business and inject some fresh ideas.After some serious thinking numerous discussion with her mother,Jacqueline decided to take up the challenge.She do a lot of research ,and discussions with groups of consumers confirm that wearing up-market fashion clothing is emerging as an important lifestyle symbolizing everying that is modern,young ,trendy and desirable.Presently,the main business of her boutique comes from the regular customers who her mother acquainted over the years.As a good friend and a marketing consultant for help Jacqueline.
Q1、Research on the marketing approach adopted by some successful boutique.
In this paper we will discuss about the marketing approach adopted of Zara. It is now one of the most valuable, in fact 2nd, brands in the world. In 2006, its brand value was more than 5,100 million dollars. In fact, Zara is the only brand from Spain which belongs to the list of top 100 valuable brands in the world. Currently Zara is the second most valuable brand in the world with respect to growth. Business Week, the leading business magazine, and Interbrand, a brand consultancy of US, has rated Zara just after Google in their list of
This paper discuss as a marketing consultant how can I task to do the following question.
The case study show Ms Jacqueline Perci Koh is the owner of a medium size boutique in downtown Orchard Road.The boutique was setup by her mother ,Mrs Mary Koh,who lived in UK for many years.Jacqueline was born in UK and at the age of 15,the family moved to Singapore.She worked very hard and rose quickly to become the Senior Manager.The boutique was painfully build up by her mother over the past 20 years.Her mother needs new plan to turn the business around,cause have lot of competitor around her boutique .But she is getting old and not as energetic as before,so she needed helps from someone with good management knowledge and skills to run the business and inject some fresh ideas.After some serious thinking numerous discussion with her mother,Jacqueline decided to take up the challenge.She do a lot of research ,and discussions with groups of consumers confirm that wearing up-market fashion clothing is emerging as an important lifestyle symbolizing everying that is modern,young ,trendy and desirable.Presently,the main business of her boutique comes from the regular customers who her mother acquainted over the years.As a good friend and a marketing consultant for help Jacqueline.
Q1、Research on the marketing approach adopted by some successful boutique.
In this paper we will discuss about the marketing approach adopted of Zara. It is now one of the most valuable, in fact 2nd, brands in the world. In 2006, its brand value was more than 5,100 million dollars. In fact, Zara is the only brand from Spain which belongs to the list of top 100 valuable brands in the world. Currently Zara is the second most valuable brand in the world with respect to growth. Business Week, the leading business magazine, and Interbrand, a brand consultancy of US, has rated Zara just after Google in their list of
References: 1、 http://www.slideshare.net/preciousssa/zara-marketing 2、 http://www.3isite.com/articles/ImagesFashion_Zara_Part_I.pdf 3、 http://finance.mapsofworld.com/brand/value/zara.html 4、 http://sh.raffles.edu.cn/en/majors/fashion-marketing/?gclid=CJyhtfODuqgCFYQc6wod1CVEBg 5、 http://www.researchandmarkets.com/reports/3557/clothing_retailers_market_assessment