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Company “A” Abercrombie & Fitch |
Company “B” American Eagle Outfitters |
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Insert Company Logo Graphic |
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Product/Service Selected for this Course Comparison Requirement |
For over hundred years the company has continue designing and producing the top quality All-American clothing. |
American Eagle Outfitters is a principal retailer and is involved in the design, marketing, and sale of outfits all over all 50 states, but as well as in the District of Puerto Rico, Columbia and Canada. |
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MARKETING MIX = Target Market – Definition in Textbook Resource: Marketing mix also known as the 4 P’s of marketing comprising
All these four are geared toward the target market, which is the potential customer of the products. Both companies must use the best strategies to achieve market mix. |
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Target Market Description Use market segmenting variables. |
A&F target Market description
Primarily in United States, but also in Canada where retail stores are located |
AEO target Market description
American Eagle strategy is essentially its brand name. The company tries hard to support itself in many diverse ways to draw its main market or young adults. |
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MARKETING MIX = Product – Definition in Textbook Resource: Market segmentation is the method of dividing the entire market into market groups comprising of people who have comparatively similar product requirements, there are collections of needs. |
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Product/Service Description Share Features and Benefits of Product/Service Detailed Based on Target Market |
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MARKETING MIX = Price – Definition in Textbook Resource: Price refers to the cost value for the products and services offered by these companies. |
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Price Setting the product/service Price based on the target market? Based on Target Market |
Prices are relatively affordable and are related to the products and services. For instance, the Blythe sweater is approximately $59.50 (£30.36) in the US; however, the same can cost £60 in London. Likewise, a long-sleeved Mallory fleece, decorated with the Abercrombie logo, costs $69.50 or £35.46 in the America compared with £70 in the United Kingdom. Cathy’ woven shorts are $39.50 or £20.16 and £40 in Seville Row. |
Prices are relatively affordable and are related to the products and services. Men and women prices vary but are affordable. Services provided are also affordable The approximate stock price is at $12.60, which is subject to change |
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MARKETING MIX = Place – Definition in Textbook Resource: Place refers to market niche for the product |
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Place Description Where to sell the product/service? Based on Target Market |
United states of America is the major place for sale and services provision. However, other places like Europe, Asia Australia and Africa have benefited from these products and services owing to the fact that communication and distribution channels are universal. |
American Eagle Outfitters is a principal retailer and is involved in the design, marketing, and sale of outfits all over all 50 states, but as well as in the District of Puerto Rico, Columbia and Canada. Online services have widened market broads. |
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MARKETING MIX = Promotion – Definition in Textbook Resource: Promotion refers to marketing strategies to advertise and promote the products. |
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Promotion Description How to communicate the product/service? Based on Target Market |
Abercrombie & Fitch promotion of product/services have been enhancing due to the distribution and communication channels which are favorable and conducive for sale of the product. Geographical and seasonal features have been used as promotion targets. |
Advertisement has been ease due to online services and other advertisement techniques. Globalization is a feature of promotion that American Eagle Outfitters have employed to increase promotion. |
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Definitions per your textbook: a. Competition: Competition is a challenge between persons, groups, and companies for a niche, territory, or a location of resources. b. Differentiation: Any marketing approach that seeks to emphasize differences among products. That is, in addition to promoting the lowest price for merchandise, a company differentiates its products and services by advertising the best quality, the best packaging, or even the most convenience. c. Positioning: In marketing, positioning means the process marketers attempt to produce a picture or identity in the perception of their target market for its organization, product, or brand. Discussion: What other companies offer products/services similar to these products/services? How do they compete? How are all the products “positioned” against one another in the total market for the product/service? ANF top competitors are American Eagle Outfitters (AEO), Gap (GPS), Pacific Sun wear of California (PSUN) and Aeropostale (ARO). Prices and brand names are the completion mode. ANF and AEO products and services compete hand in hand while the others follow. |
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Learning Reflections: Share three-five sentences that explained what you learned about the marketing mix while doing this exercise. The success of the marketing mix depends on the proper implementation of the 4 P’s of marketing. Competition, positioning and differentials are key considerations for a company in order to outdo others in the marketing strategies. Analyzing the product/services in accordance to the target market is also essential for market mix success. |
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