Professional Documents
Culture Documents
Group 6
Agenda
STRENGTHS WEAKNESSES
Company Background & Situation
Attributes of Research
Position Research
Positioning Statement
OT
•CSR activities economic slowdown External
•Brand building through •High and increasing factors
Flagships rental expense
OPPORTUNITIES THREATS
Positive Negative
Competitors
•Spanish •Swedish
•Extremely trendy •Huge customer& vendor base
•No advertisement
•American
•Practical design •American
•The largest specialty apparel retailer •Strong brand portfolio &promotion
in the U.S
Target Market Research
• Branding • Place
– Friends recommend – Online shopping
– Reputable – Outlet locations
• Product – Store design
– Durable
– Material • Promotion
– New products launch – Advertising
– Practical/comfortable design – Promotional activities
– Stylish/fashionable design – Sales promotion
– Variety of sizes
– Variety of styles/products • Service
• Price – Helpful and friendly service staffs
– Good value – Responsible service staffs
Research Findings
Component
1 2 3
sales promotion .814
new products launch .720
promotional activities .701
Factor 1
good value price .672 Promotion&
variety of styles/products .657 New Launch
variety of sizes .646
outlet locations .609
advertising .543
durable .855
material .828
responsible service staffs .713
Factor 2
practical/comfortable design .700 Quality
helpful and friendly service staffs .699
online shopping
stylish/fashionable design .774
store design .651
Factor 3
reputable brand .641 Design
friends recommend .612
Research Findings
REGR factor
Promotion REGR factor
Clothing REGR factor
Design
Brand score 1 for
Launch Level
score 2 for
Quality
score 3 for
Consider
analysis 1 analysis 1 analysis 1
Mean -.5217033 .0537563 .1460195
A&F N 66 66 66
Std. Deviation .68649959 .91783895 1.01965575
Mean -.1518559 .1637730 -.2451455
GAP N 66 66 66
Std. Deviation .79649766 .88788000 .73682791
Mean .4503950 -.4489947 .1088190
N 66 66 66
Std. Deviation 1.29242466 1.12416771 .95898595
Mean .1454976 .3169033 -.3637582
N 66 66 66
Std. Deviation .98703071 1.03162318 .76341856
Mean .0776667 -.0854380 .3540653
ZARA N 66 66 66
Std. Deviation .88197725 .87093569 1.27284028
Mean .0000000 .0000000 .0000000
Total N 330 330 330
Std. Deviation 1.00000000 1.00000000 1.00000000
Research Findings
Unstandardized Standardized
Model Coefficients Coefficients t Sig.
B Std. Error Beta
(Constant) 4.152 .064 65.092 .000
1 REGR factor score 1 for analysis 1 .537 .064 .342 8.413 .000
REGR factor score 2 for analysis 1 .683 .064 .434 10.687 .000
REGR factor score 3 for analysis 1 .625 .064 .397 9.783 .000
Research Findings
Model Summary
Std. Error of the
R Estimate
Model R Square Adjusted R Square
1 .848 a .719 .718 .884
a. Predictors: (Constant), overall preference
ANOVAb
Model Sum of Squares df Mean Square F Sig.
Regression 657.318 1 657.318 840.499 .000a
1 Residual 256.515 328 .782
Total 913.833 329
a. Predictors: (Constant), overall preference
b. Dependent Variable: willing to buy
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model t Sig.
B Std. Error Beta
(Constant) .437 .138 3.177 .002
1
overall preference .898 .031 .848 28.991 .000
a. Dependent Variable: willing to buy
Research Findings—Perceptual Map I
0.8
0.4
50.34°
-
-0.8 -0.4 - 0.4 0.8
Quality
-0.4
-0.8
0.8
0.4
47.00°
-
-0.8 -0.4 - 0.4 0.8
Quality
-0.4
-0.8
Design
Research Findings—Perceptual Map III
0.8
0.4
48.35°
-
-0.8 -0.4 - 0.4 0.8
Design
-0.4
-0.8
1 2 3 4
Marketing Mix Strategy-Product
Marketing
R&D
Research
Marketing Mix Strategy-Price
Status-quo Pricing
Cost Strategy
PRICE
Pricing
Good Value&
Cost Management
Marketing Strategy
Service
Action Plan
Marketing Mix Strategy
Sales Force:
Advertising
Marketing Research
Action Plan