Essay on Case Study: Aquascutum

3090 Words Mar 20th, 2013 13 Pages
Case Study: Aquascutum

Introduction
Marketing has evolved through a change in production and consumption due to the advent of new technology (Ranchhod, 2004). The development of technology has also driven the globalisation of communication. During this period, consumers are facing a variety of choices (Jackson and Shaw, 2009). Thus, companies need to actively embrace these changing factors to grow their business and succeed in the marketplace.

The marketplace has been dynamic and competition between companies in the same industry has been increasingly intense (Ranchhod, 2004). Having dynamic capabilities contributes to a company’s “long-term survival or competitive advantage” (Johnson et al., 2008: 84). This is especially essential
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The company stated due to the challenging UK conditions, it had been unable to reserve the situation.

Section II. External Environment
The environment is like a double-edged sword, providing companies opportunities but threats as well. Therefore, in an increasingly hostile marketplace, a systematic and careful environmental analysis is supposed to be considered by companies (Johnson et al, 2011). The macro-environment of a company can be analysed by the framework of PESTEL, which includes six categories: political, economic, social, technological, environmental, and legal (Johnson et al, 2011, Appendix A ).

Economic Factors
According to Elliott (2012), ‘Britain has had two successive quarters of negative growth and so is in a double-dip recession’, and this has influenced most UK’s companies. Aquascutum was one of them (Felsted, 2009). Due to the shortage of demands, Aquascutum has been suffering a tough period.

As it shown by BBC news (2010), the UK Consumer Prices Index (CPI) annual inflation rate raised to 3.3% in November, 2010, increased by 0.1% from October, 2012. ‘Clothing prices also rose by a record amount - of 2% - between the two months, with the biggest price rises found in men's outerwear’ (UK inflation rate rises to 3.3% in November, 2010). Retail Prices Index (RPI) inflation rose by 0.2% to 4.7%, which includes mortgage

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