Marketing Research : Eddie Bauer, Inc.

Understanding the purchasing behavior of a specific demographic is one of the most important sets of research data available to marketers. To develop a strategic plan to present your products in a way that produces the most optimal buying behavior, one needs to understand what the target audience avoids as much as what triggers them to spend their money. (Marketing Land, 2014)

As a consultant, I would apply major marketing strategies that would fit the new consumer segments and also serve the old consumers just the same. Both short and long term marketing strategies are equally needed for urgent and future decisions.

The JW Anderson product range consists of menswear, womenswear and unisex garments and accessories. They currently produce six collections annually - two menswear and four womenswear.

Combined with both advertising and more items available in retail, the sales is forecast to increase at 5% for the 1st year at $27M (Table 9) since brand building is a long term strategy and we cannot expect miracles only after several campaigns. On I-media, Eddie Bauer should implement more promotion campaigns and new-items launch date. It should gradually shift more information from catalog to I-Media since its cost of developing selling information is lower than printing content for catalog. Both professional and higher quality elements should be added to the I-Media since 50% of I-media customers are affluent male who are looking for quality to fit their life style. To increase the brand synergy, more women’s items or feminine visuals could be added on the front page

Identifying the target market: the business’s target market is 50-65 year old females, however this is not appropriate anymore for the current demographic characteristic of the area the business is in. The business’s market segment must be encompassing of younger females as well. The business will include clothing that is suitable for females from the age of 20 all the way to 65. The business is known for selling clothing that is targeted at older women; hence it is essential that the business’s original clothing range is not completely abandoned. An expanded range which caters for women of all ages is more appropriate for the

* Internal: The data or information is gathered by the company which uses the data or information.

Kudler Fine Foods has continued to grow and is now poised to make significant internal changes to increase revenue and customer satisfaction. Kudler Fine Foods is a gourmet grocery store and recent market surveys have shown they have continued to exceed customer 's satisfaction in every area except one: the cost of merchandise. By exploring ways to reduce costs Kudler Fine Foods will experience an increase in customer satisfaction.

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In the current retail food industry there are numerous competitors fighting for the same dollar. It is important for each company to identify their target market, identify their competitors, and then build their marketing plan. The information below will detail Kudler Fine Foods marketing strategy which includes expanding its services, improving its efficiency of operations, and increasing the customer purchase cycle. The paper will also discuss areas where Kudler Fine Foods needs to further their market research.

Best Buy is electronic retailer that has brand names under 11 brand names in the United States. The company also has services in Canada, China, Europe and Mexico. It specializes in selling technology and entertainment products and services. The company became successful by using a low cost strategy and high cost customer service practices. The company has a lead market position because of its differentiation strategy, its brand names that are reputable and the many series of acquisitions.

Her products made for both men and women She also has a separate kid’s collection. Her psychographic segmentation is that she is interested in the customer’s personal appearance, for example she wants her customers to look elegant and sophisticated, with an edge. She makes her products high class with the best materials. She makes mostly all her sales in Asia. Customers that buy her products are the ones that “receive high income, they like to buy fashionable, durable, and easy to wear items” (Lumley, 2014). The geographic segmentation is Worldwide, which also includes the Austin location which “open market with prime city and economic growth” (Lumley, 2014). Miuccia’s line gives a trusted label and a good quality product. The spending rate in Austin is 23% between the Generation Y and the Millennium. Matt Carmichael explain in his article called “Where the Millennials are” that, “They spend about fifty dollars per capita more on alcoholic beverages, four-hundred dollars more on personal services, and nearly one-hundred more on furniture” (Carmichael,

Under Armour’s business strategy towards market segmentation is broken down into three different basis; Age, Gender, Uses. The first major market segmentation is by age, different age groups demand different products and Under Armour has produced certain merchandise to appeal to each generation. The second is Gender, both male and female respectively make up roughly 50% of the market equally.To appeal to females UA produces apparel in brighter colo, as a fashion forward athletic wear. While for males they they cater toward masculine vibe of tight fitting and resistant to wear and tear. Lastly, UA segments by the range of uses for their products.

By far American Eagle is one of the biggest clothing store in the world with more than 1,000 stores up and operating and over 80 countries ordering their products online. American Eagle owns two different types of stores, they are AEO and Aerie. To break down the number of stores owned by American Eagle, there are close to 950 stores in the world named American Eagle Outfitters and there are over 140 stores named Aerie Standalone in the world. As you can see American Eagle is very popular around the world. In fact they used to be known for selling just outdoor gear but now it has grown to one of the most popular stores that sells jeans and polos. Actually this is what American Eagle has kinda feathered more to. Jeans and polos is not everything that American Eagle sells, they actually sell basically anything to do with apparel including t-shirts, bras, shoes, socks, underwear, panties, sweatshirts and more. American Eagles marketing is phenomenal with them bringing more of the attention towards young men and women ages 15-25 years of age. In fact over 90 percent of Americans Eagles sales originated from the United States and Canada region. To break down the percent of sales for you, they estimated that over 50 percent of their sales came from the woman apparel and accessories, and the other 40 percent came from the Men’s. Now I know you're asking where the other 10% came from and actually the other 10

Introduced Oscar Mayer Deli Shaved Meats and reported $300 Million sales in the next 3,4 years.2,3

This case study included information on a sample of fifty credit card accounts. This information, table one, included household size, annual income, and the amount charged to the account. Scatter plots of the data were produced. Figure one shows household size vs. amount charged. This graph shows that the positive linear relationship of the data is somewhat strong. The r squared is 0.56, analyzing the graph there is a correlation of household size to amount charged, but there is a range per household size.