The Marketing Mix Of American Eagle

1469 Words May 17th, 2015 6 Pages
Section 4A

American Eagle exists today as a company with a strong mission statement, a well established supply chain, and a large presence in the clothing industry. However, we feel as though they are hindering themselves by marketing many of their products, such as their new line of Denim X jeans too narrowly. In addition, their current pricing strategies and geographic store map has caused them to lose out on a significant portion of their potential market. While this may seem like a relatively small problem when compared to the company 's performance as a whole, it is an issue that, to a large extent, continues to hold the company back from achieving its full potential. In discussing the plan to solve this problem, we need to discuss the marketing mix. “The "Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market.” (mindtools.com) Included in this marketing mix are product, price, place, and promotion. Product refers to the specific details about the product or service you are trying to sell. This includes things like the products color, shape, size, name, and what need or wants the product satisfies for the customer. For the sake of this marketing plan, we are not going to be discussing product as American Eagle has already proven the value and effectiveness of their product design. Through the success of the Denim X jeans, we already know…

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