Marketing Essay Example | Topics and Well Written Essays - 3000 words - 2

Marketing - Essay Example outside of the marketing function impact upon marketing efforts. The report, takes the help of Sam’s Tailor, a fashion retailer in the Hong Kong market, to apply relevant methods of market analyses to the company’s marketing mix in order to determine the relationship between external market factors and other business units like finance, human resources and production, and their role in enforcing marketing efforts. ... The report will attempt to investigate all the above factors in relation to a fashion retailer in the Hong Kong retail market. It has to be noted that since the report is based on analysis of a fabricated situation in said market, whilst relevant background information is provided on the chosen company, an assumptive format will be employed when applying theory to the situation(s) explored. I.1 The organisation, Sam’s Tailors: Known as a tourist’s must visit enterprise, whether the tourist is a celebrity or a common person visiting Hong Kong, Sam’s tailors has earned a great reputation since its establishment in 1957 for providing high quality tailored suits for men and women. The company operates on the core traditions of quality and value for money. Their concept of the 24 hour suit has traditionally drawn many famous names like Bill Clinton, and Michael Palin, who in fact had a suit made within 24 hours whilst he was shooting his BBC travel documentary, Ã¢â‚¬Ë œAround the World in 80 Days’ (www.samstailor.biz; http://www.time.com/time/asia/2004/boa/boa_body_tailor.html). The current owner, Manu Melwani, son of the founder Sam Melwani, is very particular about maintaining strong relationships with past and present customers, as he thoroughly believes that a good tailor needs to know a lot about his customers. He travels extensively to Europe and America, where the majority of his clientele are, in order to understand more of their daily habits, personalities and public opinions about them to create suits tailor made for their image. The core competencies are the amount of research that goes into studying the behaviours of a considerably small but elite customer base, and a small corporate structure