Strategic Marketing Analysis Of Kathmandu Holdings Ltd Essay

In this report I will analyse Country Road Clothing Company (CR) and the CR customer. Specifically, I will be analysing the marketing environment and Country Road’s approach to this environment and how CR market to their customers. I will look it why the marketing in Australia is so successful but how this same success was not translated in overseas markets. I will also discuss the different macro and micro environmental influences to this failure in the U.S. markets and make recommendations on how CR might have learnt from previous marketing mistakes and show how they are striving for success in the future.

In conclusion, this essay has outlined the six key elements of the marketing process: (i) situational analysis; (ii) market research; (iii) establishing marketing objectives; (iv) identifying target markets; (v) developing marketing strategies; and (vi) implementation,

Strategic marketing management is all about marketing activities that influence the corporate, business and marketing plans. Strategic marketing can be characterized into three fundamental roles. In the first place, marketers situate everybody in the business toward markets and clients. Along these lines, they are in charge of helping business execute a showcasing rationality all through the strategic planning process. Second, gathering and analysis of information are being done by marketers to assess the actual situation, recognize patterns in the advertising environment, and evaluate the potential effect of these patterns. This analysis contributes to corporate, business, and marketing strategic plans. The third role is

Kathmandu Holdings Limited (KMD) is a renowned specialist in quality clothing and equipment for travel and outdoor adventure in New Zealand and Australia, operating 97 stores across New Zealand, Australia and the United Kingdom. KMD commenced trading on the Australian and New Zealand Stock Exchanges in November 2009.

What is marketing strategy? The process of matching the organisation’s strengths to the customer needs, with the aim of achieving a competitive advantage in the market. The combination of product, price, distribution and promotion most suited to a particular group of consumers. • Goal: the create a sustainable competitive advantage in the market • All the elements of the marketing strategy that lead to the development of the competitive advantage require good understanding of consumer behaviour Marketing strategy process: • 1. Segment: understand consumers a. Determine the dimensions (age, geography, subculture) b. Determine the heterogeneity c. Define the needs & goals 2. Target: choose consumers a. Evaluate each segment in

A marketing strategy is the combination of the target market, or the customers the marketing is intended to reach, and the marketing mix. Product, price, place, and promotion are components of the marketing mix, or the four p’s, which create a value for the customer (Perreault, Cannon, & McCarthy, 2009). For this reason, the customer, who is not part of the marketing mix, is the center of the target, surrounded by the elements of the marketing mix. The ultimate goal of a marketing strategy is to create value for the customer, which allows the organization to increase customer satisfaction and results in repeat customers and additional equity for the organization (Armstrong &

Developing strategies in relation to any application of marketing suggest a marketer’s ability to comprehend and align business practices with the need of the consumer and business simultaneously. Strategies present challenges whether domestic or international markets are the emphasis. The ability to set customary prices, have market presence, encouraging advertisements and publicity, understand the competition, develop accurate communication, a complete SWOT analysis including domestic and international markets, and customizing the target market, present boundless opportunity that consumers appreciate and market recognition. At each stage of

Binh Tien Imex Corp., Pte., Ltd with the brand name Biti’s, is the biggest footwear manufacturer in Vietnam. Established in District 6, Ho Chi Minh City in 1982, Biti’s started with just 2 small production teams with about 20 workers. Until now, the company becomes a group of 2 members: Biti’s and Dona Biti’s. The firm has a capacity of more than 9000 people, 3 trade centers, 1 business center, 2 brands and around 400 shops and agents nationwide with exported product in almost 40 countries all over the world (Biti’s website).

This is a single-year market plan for Kingsway Inc., a company that engages in a number of businesses including apparels, software manufacture and confectionery business. It was created by its founders with an aim of finding more funding for growth and informs its employees of the status and direction. Even though the company was launched just a few years ago, it has experienced an increased demand for its apparels as research has shown that consumers are increasingly attracted to casual clothes and sportswear. The company is also interested in extending their line of products as well as adding others, while at the same time exploring the opportunity to carry out sales online. It is also true that the firm marketing conditions include the application of different techniques and procedures. The company has made huge profits and increased its income by adopting marketing techniques and procedures. Kingsway also plans to increase clients found in the emerging markets or society.

Nowadays, for a company to be successful in the business world one must have a good marketing plan to be successful. One way to accomplish a successful business plan is to use something known as the marketing mix or the four P’s of marketing. These four P’s of marketing are known as the product, place, price, and promotion. If one uses these four P’s one will notice that each of these cover their own part in marketing, which will help make a successful marketing plan. In this paper one will see what each of these four P’s are in marketing. Also one will see how each of these four P’s is used in the marketing plan for Dutch Bros Coffee.

Marketing plays the most important role for the success of a business. In this chapter, the business’ marketing objectives are laid out together with the plans or actions that will be needed to achieve these objectives. Furthermore, this chapter includes the profile of the respondents which aided the researchers to create this part of the feasibility study.

In 1987 Kathmandu’s first store opened in Hardware Lane in central Melbourne. This year they drew inspiration for their customers, who wanted to be a traveller. Their goal is to encourage people to go out of the house to explore how the world is beautiful. Their products designed to make sure that they become more comfortable and safe for customers. Since 1990, they have become a leader in product design because of their creativity. They did this by asking a question to have ideas and to meet customer needs. In 1994, they launched the summit club loyalty program. In the period 2000 to 2012 Kathmandu branded products were 95% of sales and they have an own overseas experience they are already starting to have a small number of stores. This year was the time to change their introduction of a new management team and they only grow in the growth they 've provided them with new opportunities including the development of their teams, minimizing their environmental footprint and to continue to engage with initiatives for community development Kathmandu adventure series and cooperation with the red cross, outward bound NZ and Australia Himalayas foundation along with them and they also opened their online and mail order and following this year will be listed on the ASX and NSX. And now they and a still greater number of stores from 46 stores. (Kathmandu holdings)

This report incorporated the detailed marketing audit of The Kathmandu Holdings Limited using different marketing tools like PESTL and SWOT. Here, I have documented the company’s internal environment with supply chain network, store network, core beliefs, values, strengths and weaknesses, the external environment by identifying opportunity and threats, using PESTAL tools. Moreover, this document includes the analysis of targeted customer segments, key drivers of market completion and stakeholders. To abridge the audit, Kathmandu having the core purpose to inspire everyone for adventure and has core competitive advantage of their focused differentiated wide product ranges for outdoor travel and adventure activities.

Marketing is an essentially about marshalling the resources of the organization so that they can meet the changing needs of the customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is “The management process which identifies, anticipates and supplies the customer requirements efficiently and profitability”.

In this section of task I am going to discuss about strategic marketing and the role of strategic marketing.