The paper "The importance of Return on Investment" is a great example of a Marketing Case Study. The New North Face focuses on wholesalers and retailers. These are in most cases bigger organizations and seldom medium-sized firms. TNF's most important clients are steady clients in outdoor equipment and clothing. Situational Analysis The North Face provides outdoor equipment and clothing locally and internationally as well. It focuses on providing “ the pyramid of influence” market and after establishing a dominant position within the market, growth is sought through two paths: Finding new geographical or new use markets Introduced new quality products The North Face intends to market their new products, namely, skiwear items and work within related markets and better markets in its established and new markets.
The company will also look for additional leverage by taking brokerage positions and representative positions to establish the percentage of holdings within product outcomes (Westwood, 2009). Marketing Objectives TNF needs to establish itself as an expert. This implies being quoted within key trade press, speaking at industry events, as well as gaining acknowledgment. TNF measurable and specific objective should be to be introduced within major events as established experts within the field of outdoor equipment and clothing market. TNF requires brand-name reference clients.
By the end of this year, TNF should have major brand names for all its products including skiwear, brand names that can be cited to its clients. TNF needs to be in a position to reference by name and contact phone number. TNF needs representative clients in all major regions. USA, California, San Francisco and others as well. The company cannot claim to be without being truly multi-continental (Gruttadaro, 2010). Financial Objectives Sale of $300,000 in 2012 and $1,000,000 by 2014 Gross margin higher than 80 percent Net income more than 10 percent sales by the third year Target Markets The North Face should focus on a few thousand well-selected potential clients within the US, San Francisco, California, Seattle, and other foreign countries.
The few outdoor types of equipment and clothing retailers are the major clients for the company’ s products (Jay, 2006). Marketing Mix TNF is a delivery intensive, wholesaling, retailing, repeat-business business. TNF is not marketing as much as making direct sales. Evidently, the company should know that it needs to understand its marketing process.
In this area, the company should focus on the components of its marketing mix. Products Offered The product is a chief element of the company’ s marketing mix. The quality of TNF products should be its best advertisement. In this case even more so than with several other comparable businesses, due to TNF’ s specialization on channels for product marketing means the company should establish contacts with individuals who can be its recommenders. The North Face ought to fulfill the promise it makes: TNF takes its product across national boundaries into new markets, explore channels, guide its customers through the maze, and develop the relationship the client requires.
This is an extremely focused deliverable. In this regard, the company will be able to get its products into channels. The products are the key to the company’ s markets. Price The North Face should ensure that its products are sufficiently priced. It's positioning in addition to its finances, demands high pricing. When the products are of high quality, the company should project to price high. Ultimately, TNF’ s customers will end up spending less on the company when compared to other key clothing companies (Jay, 2006).
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