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Reiss Three Year Marketing Plan. 1. INTRODUCTION Created in 1979 by David
Reiss, Reiss is has developed into a powerful brand offering ...
... This survey must be conducted within three months and will ... work or in a casual work
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... decrease in sales tax receipts for three consecutive months ... in New York State, within
the first year of the ... they want to do,” says Michael Reiss, of Brooklyn ...
Submitted by cbaxter on April 20, 2008
Category: Business
Words: 4425 | Pages: 18
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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
• ECONOMIC
o In order to tackle interest rates, The Bank of England has increased interest rates to 5.25%, which will subsequently decrease consumer expenditure.
o The recent rise of inflation to 3% has made it more expensive and left less disposable income for consumers.
o The key Consumer Price Index to a decade high of 2.7%.
o Although, unemployment decreased by 7,000 from August to October, leaving it to 5.5% in the UK
o General consumer expenditure (GMID 2006) has increased to £742,977,000,000, which can be demonstrated in figure 1.
• SOCIAL
o The UK populations is ageing
o The birth rate is declining.
2.2 MARKET ANALYSIS
o Overview
• There is still a strong interest in fashion.
• UK spending on clothing has increased, which can be demonstrated in figure 2.
• Demand is doing well, but the industry is expected to...
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