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Marketing Essay

1341 words - 6 pages

David Olney Marketing (Wilcox)

Case Study-POLO by Ralph Lauren 11/04/15

Founded in 1967, POLO Ralph Lauren, began 40 years ago with a collection of ties, and has grown into an entire world, redefining American style. Ralph Lauren has always stood for providing quality products, creating worlds and inviting people to take part in their dream.

Polo has always had strong marketing environment, being the global market that Ralph Lauren is, its collection pertains to people of all age ranges from kids to teenagers to ...view middle of the document...

Internationally, a network of local charities benefits from the sales of Pink Pony products. This is one of the many campaigns Ralph Lauren has been known for. Habitat for Humanity, American Heroes Fund, Ralph Lauren Center for Cancer Care and Prevention and Polo Fashion School are just some of the initiatives they have done.

SWOT analysis, a tool that identifies the strengths, weaknesses, opportunities and threats of an organization. Specifically, SWOT is a basic, straightforward model that assesses what an organization can and cannot do as well as its potential opportunities and threats.

First off, Ralph Lauren consists of many strengths. Being the leading global player in the design, distribution and marketing of lifestyle products such as men’s, women’s and children’s apparel, accessories, fragrances and home furnishings is one of the many strengths they acquire . Lauren's retail arm operates through a chain of over 325 retail and factory outlet stores, in addition to the company's online store. Having so many stores,also online , Polo’s innovation is also an important strength that they have, they are able to reach consumers conveniently which satisfies the customers. Its marketing campaign in Europe, which involved 4D mapping was the most innovative marketing campaign it ever had. It can be said that another that another strength that Polo has its logo. The man riding the horse is a very familiar logo in the fashion world. The logo itself creates a sense of wealth or power and draws consumers into purchasing more and more products from them.

Although Ralph Lauren has a long list of strengths, the weaknesses of the company are still existent. Fake imitations can easily be out on top for being the company's biggest weakness. There are imitations world-wide, unfortunately Polo is unable to put an end to this set back. Polo’s other weaknesses are in its dependence on department store sales and manufacturing. Sales from department stores make up for almost one third of Polo Ralph Lauren’s revenues. Sales in department stores can be uncertain due to shared housing with competitors and the financial stability of these stores. Competition for quotas and capacity from other clothing manufacturers has resulted in limitations with manufacturing for situations of high demand. Ultimately these weaknesses could become worse but as of right now Ralph Lauren is doing fine.

Opportunity is looking very bright for Polo. Their potential opportunity for growth includes brand extension, specialty retail, and international expansion. International expansion presents a wealth of opportunity for Polo Ralph Lauren. Their approach to each world region is specific to its business climate and structure, while the common goal is to broaden their reach through increasing direct brand ownership and control with new specialty retail store openings. The strong, flexible infrastructure allows Polo to capitalize on opportunities and grow...

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