Trend Analysis: Boden's Marketing Position
MATS22031
Project 1 – Group Trend Analysis
Group B
23/10/2014
Introduction
This trend research and analysis is going to display the Boden and its current marketing position and consider the relationship with trend.
Boden
Boden, founded in 1991 by Johnnie Boden, is a British lifestyle retailer, which sells female, male, and kid wears internationally and aims at the middle-class. Besides, it has a great reputation for designing bright, patterned, and casual based clothing (Newspaper Ltd, 2013).
SWOT Analysis
-Strong Brand Name/Reputation
-Consumer Loyalty
-Online sales/Website Strengths
-No Mobile App
-Lack of Scale
Weaknesses
-International Expansion Opportunities
-Innovation
-New Market
Threats
-Similar product offering as Jigsaw
-Economy downtown
-Increased intense competition
SWOT analysis can identify which parts of Boden need to improve, and what the best strategy to keep. It can also offer helpful perspectives at any stage of an effort. For example, if Boden at a turning point, an inventory of its strengths and weaknesses can reveal priorities as well as possibilities. Besides, it can help Boden explore possibilities for new efforts or solutions to problems (Sowler, 2013).
PEST analysis
Political
The Office of Fair Trading and Competition Commission may require a reasonable price positioning for SS15 (cannot be too low to cause unfair competition) (Frances and Stephen, 2006).
Economic
1. Current economic environment in the UK is apparent instable.
2. But it is predicted to present the economic recovery in 2015, so the company can choose the positioning strategy rather than short-term measures (promotion) for SS15 (Claudio, Gianpaolo and Daniella, 2010).
Social
The demographic environment: the percentage of employed women keeps increasing, so the stripe, which we analyze for SS15, is suitable for employed women (a big margin) (Frances and Stephen, 2006).
Technological
1. The
Project 1 – Group Trend Analysis
Group B
23/10/2014
Introduction
This trend research and analysis is going to display the Boden and its current marketing position and consider the relationship with trend.
Boden
Boden, founded in 1991 by Johnnie Boden, is a British lifestyle retailer, which sells female, male, and kid wears internationally and aims at the middle-class. Besides, it has a great reputation for designing bright, patterned, and casual based clothing (Newspaper Ltd, 2013).
SWOT Analysis
-Strong Brand Name/Reputation
-Consumer Loyalty
-Online sales/Website Strengths
-No Mobile App
-Lack of Scale
Weaknesses
-International Expansion Opportunities
-Innovation
-New Market
Threats
-Similar product offering as Jigsaw
-Economy downtown
-Increased intense competition
SWOT analysis can identify which parts of Boden need to improve, and what the best strategy to keep. It can also offer helpful perspectives at any stage of an effort. For example, if Boden at a turning point, an inventory of its strengths and weaknesses can reveal priorities as well as possibilities. Besides, it can help Boden explore possibilities for new efforts or solutions to problems (Sowler, 2013).
PEST analysis
Political
The Office of Fair Trading and Competition Commission may require a reasonable price positioning for SS15 (cannot be too low to cause unfair competition) (Frances and Stephen, 2006).
Economic
1. Current economic environment in the UK is apparent instable.
2. But it is predicted to present the economic recovery in 2015, so the company can choose the positioning strategy rather than short-term measures (promotion) for SS15 (Claudio, Gianpaolo and Daniella, 2010).
Social
The demographic environment: the percentage of employed women keeps increasing, so the stripe, which we analyze for SS15, is suitable for employed women (a big margin) (Frances and Stephen, 2006).
Technological
1. The