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This report focuses on the re-examination of ActiveWear's marketing practices and on providing specific recommendations for the company to deal with the problems.
Member rating: No Rating | Words: | Submitted: Thu Oct 21 2004
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1.0 Introduction "Change is the only constant." (Toffler in Jobber, 2001: p119) Successful companies nowadays need to change constantly, or else they will find themselves in a situation of loosing market share and ultimately being out of business. This is the case of ActiveWear, a small women sports apparel manufacturer operating in the UK since 1973, which recently failed to maintain its market share. Internal investigations showed that this is due to poor market segmentation, inaccurate targeting and unclear positioning. This report focuses on the re-examination of ActiveWear's marketing practices and on providing specific recommendations for the company to deal with the problems. Competitors and environmental analyses are also provided, in order initially to understand the external environment the firm operates in as it "can determine the future of the whole organisation" (Adcock et al, 1995) and to "take advantage of emerging opportunities and minimise potential threats." (Jobber, 2001: p120) The...
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