Essay on Reiss Three Year Marketing Plan - 4683 Words

1. INTRODUCTION Created in 1979 by David Reiss, Reiss is has developed into a powerful brand offering stylish clothes at affordable prices. 2006 proved to be a successful year for the organization, where it achieved  £6.8 million in operating profit and sales of  £44.5 million. Currently, it has 39 stores worldwide and is expanding rapidly. The following 3 year strategic marketing plan will demonstrate the steps Reiss need to take in order to become a dominant force in the UK and a strong international brand. Keys to success: †¢ E-business development †¢ International expansion †¢ Domestic market growth †¢ Product development †¢ Brand awareness †¢ Organization flexibility 2. SITUATION ANALYSIS 2. 1 MACRO ENVIRONMENT †¢Ã¢â‚¬ ¦show more content†¦Ã¢â‚¬ ¢ Department stores, which have a distribution of 11.7%, have seen a rise in popularity. This can be demonstrated in figure 4. o Threats †¢ Are projected to spend less because of a recent increase in interest rates, which the Bank of England increased to 5.25% on the 11th of January 2007 (BBC News). †¢ Due to inflation, they do not spend as much because of increasing utility bills and mortgages. Women mainly fuelled the booming clothing industry years ago, which was driven by the surge in personal debt, but no longer do a hasty shop, but rather think twice before they purchase clothes. †¢ Although they are more fashion conscious, they have become less brand loyal, especially with competition surging. †¢ Have become more value conscious, meaning they are keen to cheaper alternative, for example. Primark. 2.4 COMPETITOR ANALYSIS †¢ Overview o MS, the Next group, Arcadia, Matalan are market leaders in the UK, which can be observed in figure 5. o By observing figure 6, Reiss is in the range of above average value, at affordable pricing. Its close competitor is Zara, with relation to positioning. †¢ Opportunities o Next is becoming vulnerable, which could open some market share to Reiss. o Reiss has opened 39 stores in total and that is more than close competitors such as Paul Smith, Whistles, and Joseph. †¢ Threats o Marks Spencer is moving gradually moving itself towards theShow MoreRelatedR R Case Study Solution1354 Words   |  6 PagesRamp;R Introduction of Case Study Bob Reiss in 1983 observed with interest the success in the Canadian market of new game board called â€Å"Trivial Pursuit†, The sale of the game in the US tended to be approximately ten times those of sales in Canada since â€Å"Trivial Pursuit† had sold 100,000 copies .Now Reiss thought game make a boom in US market and this make a profitable opportunity for him. 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