Nowadays, the competition among businesses in food and beverage industry of New Zealand has become highly intense. Furthermore, it is no longer easy for small companies to attract new customers and retain the old ones (Lei & Moon, 2015). Organizations operating at small and large level seek for developing effective marketing plans and strategies through which they can sustain in the marketplace.
The present research report is based on a small scale company which is The Baby’s room. The business offers different types of products to wear, sleep, play and it is located in Wellington region. Further, The Baby’s room is presently operating with a staff of ten personnel’s. This research report outlines the key information needed for carrying out marketing decision. In addition to this, factors affecting the buyer behaviour are also highlighted in the present study.
The Baby’s room is offering different types of products and services for children within the age group of eight years. The product range of company includes toys, clothes, gifts, sleeping blankets, sleeping gowns, etc (The Baby’s room , 2017). At present, The Baby’s room is looking forward to ensure that whether it has adopted effective marketing strategy for a particular product (Baby clothing) or not. The two sources of internal data and market intelligence which can be used by the selected company for its current and future marketing decision are mentioned below as:
At present, the kids wear industry of New Zealand is growing with a very good pace and there are many small and big players operating in this industry. Furthermore, it is expected that the kids clothing industry will witness high growth in the coming years because of increasing demand of branded clothes for kids under age group of eight years (Veríssimo & McKinley, 2016). The trend in the market has also changed to a great extent. This can be justified by the example that earlier people use to prefer local stores for shopping products related to kids. Nowadays, branded stores and online websites are preferred to purchase kids clothes.
1. Name __________ 2. Age · 20-25 · 26-30 · 31-35 · Above 35 3. Sex · Male · Female 4. How often do you purchase products for baby? · Every week · Once in month · Twice in a month · Every six months · Annually · Not fixed 5. Do you think that there are limited brands available in children clothing segment? · Yes · Can’t say · No 6. The demand of baby products specially branded cloths will increase in future? · Strongly agree · Agree · Neutral · Disagree · Strongly disagree 7. What factors influence you decision making while buying children cloths · Price · Marketing · Brand name · Quality · Other than this 8. Are you loyal to a particular brand in children clothing? · Yes · Can’t say · No |
At present, the competition among business in children clothing retail industry of New Zealand has become highly intense. Further, it is not easy for companies such as The Baby’s room to sustain in such highly competitive marketplace (Moriarty, Mitchell, Wells, Crawford, Brennan, & Spence-Stone, 2014). The business is required to understand the key factors which influence the decision-making of customers or people in the market. By information collected, The Baby’s room can carry out changes in products, marketing strategies, and services. The reaction of customers with regards to three different factors is mentioned below as:
The SWOT analysis of The Baby’s room children clothing is mentioned below as :
To carry out international expansion, it is suggested that India is the most suitable and potential market for The Baby’s room. At present, the selected business organization is operating within New Zealand market and achieving higher sales and profitability, the company should seek for carrying out international expansion (Canhoto, Clark, & Fennemore, 2013). The rationale behind suggesting Indian market can be termed as the growing children wear market of Asia Pacific region. This can be justified by the fact children wear market of Asia Pacific is considered one of the fastest growing markets in the entire world. At present, the market is worth €44.1 billion, and it is expected that the market will be worth €65.1 billion by the end of the year 2020 (Abnett, 2016).
On the other hand, the kid wear industry of India is also growing with a very good pace and the net worth of industry is amounted to 38,000 crore, INR (Chaturvedi, 2011). Furthermore, it is also expected that the market will be growing by 20% in the coming five years. The kids wear market of India has been segmented into five different categories which are super premium, premium, medium, economy and low. Brands such as Gucci, Chicco, Tommy Hilfiger, Lilliput, Mom & Me, Kidology and Mothercare are already operating in this market, and The Baby’s room will be directly competing with the mentioned above brands (Walker, 2014). It can be expressed that the Indian children and kids clothing market is so huge that the company will not face issues or difficulties in attracting the desired number of customers.
The impact of different factors on decision making of The Baby’s room is mentioned below as:
Market segmentation can be termed as the process in which companies use different variables to divide their entire marketplace into various subsets of potential customers. Segmentation is important because it helps organizations to develop more effective and result oriented strategies to attract customers (Gordon, 2013). The segmentation of market can be carried out by The Baby’s room by different variables such as geographic, demographic, psychological and lifestyle (Lodish, Morgan, Archambeau, & Babin, 2015). However, it is suggested that The Baby’s room should carry out segmentation which is based on the variable, i.e., demographic. Here, the company can target people who fall into the category of the middle and upper-middle income level of society. Furthermore, newly married couples and households can be targeted to buy clothes for their kids and children.
The practical characteristics of customers are going to be age 23- 40 years and people who are married. On the contrary of this, it can be critically argued that all the marketing and promotional strategies will be developed and implemented with an objective to attract people from the mentioned above market segment (Lei & Moon, 2015). Regular changes in the marketing and promotional strategies will be carried out to maintain the interest of people in the target market in best possible manner.
The target market strategy of business can be classified into different categories which are undifferentiated targeting, differentiated targeting and focus targeting (Frederiksen, Solomon, & Brehony, 2013). Further, it is suggested that for a company like The Baby’s room differentiated targeting strategy will be more suitable as compared to other strategies of targeting. Here, the business enterprise will need to carry out promotion of its children clothing range by using different ways of marketing and promotion (Kuuru & Tuominen, 2016). Here, The Baby’s room will be targeting parents and married couples in the country through effective marketing and promotional campaign.
In targeting strategies such as undifferentiating, the same promotional message is used to target different market segments whereas, in the suggested targeting strategy, the promotion will be carried out differently. It can be stated that the use of differentiated strategy will help The Baby’s room to meet the need and demand of customers in this particular market segment (Hastings & Domegan, 2013). In addition to this, the company is required to carry out market research at regular intervals. The rationale behind this is that market research will support in identifying the changing need and demand of people in marketing (Chernev, 2014). Further, The Baby’s room will be able to determine potential gaps in the market through research. Based on the information collected, the business can offer products and services to attract more and more people from the target market.
Positioning can be defined as the way in which a company places itself in the marketplace. Furthermore, The Baby’s room is facing tough competition from brands such as Grey and wild, kid republic, Rockies, etc. The company is facing obstacles concerning achieving higher profits and sales. The mentioned above positioning map reflects tha (Canhoto, Clark, & Fennemore, 2013)t The Baby’s room has positioned itself as a brand which offers high-quality products at high prices. This strategy has resulted in developing a strong sense of satisfaction among customers as they perceive the product of The Baby’s room as value for money. Grey and wild is termed as the direct competitor of the selected business enterprise as it is also offering unique and quality products at high prices (Kuuru & Tuominen, 2016). Apart from this, kid republic and Rockies are the other competition of The Baby’s room in the kids clothing market of New Zealand. The selected small business emphasize on ensuring the fact that the best quality of products and services are delivered to people in the marketplace. At the same time, effective quality measurement tools are employed by The Baby’s room to maintain the quality of all its products and services (Kleinaltenkamp, Plinke, & Geiger, 2016).
Conclusion
From the above-conducted research report, it can be inferred that marketing strategies and plans are essential for long-term success of companies such as The Baby’s room. At present, the company is operating within New Zealand only, and in future, it may carry out operations in international markets such as India. The rationale behind this is that the kid wears industry of India is growing at an excellent pace, and at the same time a limited number of companies is operating in this market. It can be concluded that The Baby’s room can segment its market by variables such as demographic and it can target parents and newly married couples to sale its children clothing products.
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