Strategic Planning for Digital Marketing and Communication

5056 Words21 Pages
Alice Barat 11073006

SPDMC Ms Marketing Communication

Msc Internet Retailing Assessment
Unit 5G41 SPDMC
Strategic Planning for Digital
Marketing Communications
Alice Barat : 11073006
Monsoon.co.uk/Accessorize.co.uk

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Alice Barat 11073006

SPDMC Ms Marketing Communication

Section 1: Challenges and Objectives
Section 1a: Challenges within the Business and Marketing communication
1a (I) Business Challenges - The Economy
The UK economy has been affected hugely by the recession since 2009. The current economic down turn made consumer behaviour change their shopping habits, and they priorities their spending on necessities. The changes in consumer behaviour that we have seen have a wide-ranging set of
implications
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Alice Barat 11073006

SPDMC Ms Marketing Communication

1a (iv) Industry Challenges - Competition
In the UK today, the fashion industry is highly competitive, with many retail stores, trying to put out the latest trends at the most convenient prices for the consumers. The recession has affected the retail market hugely, especially in 2012, as many of the general public have less disposable income, due to increases in bills, taxes and standard cost of living. Having the latest clothes, shoes…etc is seen as a luxury and not a necessity.
The UK fashion industry is at an odd peak at the moment, especially for high-end high street retailers.
During the recession Monsoon/Accessorize survived the recession, however the challenges they are facing are the high prices of their product and change of the quality of the garments. In 2012 the business was expected to have full price sale through by 70%, but due to high street competition and many promotions they had to launch their mid season sale earlier then they expected as their full price Autumn winter ranges were not producing enough sales to meet their sales target. Monsoon may need to consider to review their price positioning and brand USPs message to be able to compete with rest of the retailer in the high street for store and online. For any company to survive the recession and to remain successful through hard times, they need to focus on working with the right
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