Marketing on Armani Pestle
Market Analysis UK Aftershave Market
Armani Code Aftershave Products
It is clear that in 2014 men are more fashion and image conscious evidenced by the UK aftershave market being worth a staggering £350 million. This market is oligopolistic in the fact that it is not solely dominated by merely one company many of the top companies producing aftershave also are well established in the clothing market such as Armani. Below is a marketing analysis for Armani with relation to the aftershave market.
1.1 The Economic Environment
Political:
As it stands there does not at present seem to be any pressing political issues that stand to jeopardise the success of Armani within the UK aftershave market. One big political issue within the UK aftershave market is issues with testing on animals over the past ten years political groups such as Greenpeace have become more noticed and listened to and if new legislation arises that threatens to ban animal testing Armani would not be able to use this as an option to product test however at present Armani do not test on animals. Since 2013 the laws around bringing aftershave and perfume products on airplanes has been relaxed however there are still restrictions which make it hard for tourists who come to the UK to return home with aftershave/perfume products. This is particularly important as figures from 2013 show British tourism has reached an all time high with almost 33 million tourists choosing to holiday here and on average spending £640 per visit how much of this goes into the UK aftershave market is incalculable but if legislation tightens further it could stand to damage Armani code’s profit margins within the UK.
Economic:
As it currently stands Armani fragrance products being a non-necessity means that in times of economic hardship these types of products are usually the first products a consumer tends not to buy. Armani say their target is the 25-50 year old male, one who is employed and fairly affluent we can
Armani Code Aftershave Products
It is clear that in 2014 men are more fashion and image conscious evidenced by the UK aftershave market being worth a staggering £350 million. This market is oligopolistic in the fact that it is not solely dominated by merely one company many of the top companies producing aftershave also are well established in the clothing market such as Armani. Below is a marketing analysis for Armani with relation to the aftershave market.
1.1 The Economic Environment
Political:
As it stands there does not at present seem to be any pressing political issues that stand to jeopardise the success of Armani within the UK aftershave market. One big political issue within the UK aftershave market is issues with testing on animals over the past ten years political groups such as Greenpeace have become more noticed and listened to and if new legislation arises that threatens to ban animal testing Armani would not be able to use this as an option to product test however at present Armani do not test on animals. Since 2013 the laws around bringing aftershave and perfume products on airplanes has been relaxed however there are still restrictions which make it hard for tourists who come to the UK to return home with aftershave/perfume products. This is particularly important as figures from 2013 show British tourism has reached an all time high with almost 33 million tourists choosing to holiday here and on average spending £640 per visit how much of this goes into the UK aftershave market is incalculable but if legislation tightens further it could stand to damage Armani code’s profit margins within the UK.
Economic:
As it currently stands Armani fragrance products being a non-necessity means that in times of economic hardship these types of products are usually the first products a consumer tends not to buy. Armani say their target is the 25-50 year old male, one who is employed and fairly affluent we can