Marketing Audit For Mulberry
Marketing audit for mulberry
Macroenvironment:
Political/legal
-Mulberry always need to be aware of the latestlegislation, so they take out the right policies and do notbreak the law.
- International trade policy especially for asian market.
Economical -key unit costs.The rise in the price of popular fabric used by Mulberry, such as cotton and leather, means prices of bags will increase.
-Rising Asian market. In china, the sale volume for the luxury brand bag increased up to the 60%. Japan is the main growth driver in 2014, with luxury sales rising 9-11 percent to 19-20 billion euros.
- Currency devaluations in Russia, Japan, Brazil and Indonesia are reducing or altering shopping and spending patterns globally
-Increasing income: people have ability and are willing to spend more money on the luxury things. In 2013, In china the GDP per capital increases to 6807 USD, and the GDP growth rate is 7.7% which increases very fast …show more content…
The main idea is to preserve nature and going more ''green''.With a rising concern for the environment, Mulberrycontinue to make the company more environmentally friendly to keep up with consumer demands. They are taking action to reduce their waste and climate change. By using UK factories, they reducetheir carbon footprint.
Social/cultural
-Attitudes to leisure: nowadays people would like to spend their money to enjoy or shopping after receive salary instead of saving it in the bank.
-Lifestyle change. Nowadays, people buy luxury goods with famous brand logo or labels as a way of signaling social status and for self indulgence
Technological
-Wide use of internet: Online shopping is getting more and more popular Website design is important for supporting more customers to search for their desired products. it can attract more potential customers and meet their needs.
Macroenvironment:
Market
Macroenvironment:
Political/legal
-Mulberry always need to be aware of the latestlegislation, so they take out the right policies and do notbreak the law.
- International trade policy especially for asian market.
Economical -key unit costs.The rise in the price of popular fabric used by Mulberry, such as cotton and leather, means prices of bags will increase.
-Rising Asian market. In china, the sale volume for the luxury brand bag increased up to the 60%. Japan is the main growth driver in 2014, with luxury sales rising 9-11 percent to 19-20 billion euros.
- Currency devaluations in Russia, Japan, Brazil and Indonesia are reducing or altering shopping and spending patterns globally
-Increasing income: people have ability and are willing to spend more money on the luxury things. In 2013, In china the GDP per capital increases to 6807 USD, and the GDP growth rate is 7.7% which increases very fast …show more content…
The main idea is to preserve nature and going more ''green''.With a rising concern for the environment, Mulberrycontinue to make the company more environmentally friendly to keep up with consumer demands. They are taking action to reduce their waste and climate change. By using UK factories, they reducetheir carbon footprint.
Social/cultural
-Attitudes to leisure: nowadays people would like to spend their money to enjoy or shopping after receive salary instead of saving it in the bank.
-Lifestyle change. Nowadays, people buy luxury goods with famous brand logo or labels as a way of signaling social status and for self indulgence
Technological
-Wide use of internet: Online shopping is getting more and more popular Website design is important for supporting more customers to search for their desired products. it can attract more potential customers and meet their needs.
Macroenvironment:
Market