• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Ben Sherman

Extracts from this document...


How promotion is integrated within the whole marketing mix to achieve the business aims and objectives. Ben Sherman has a variety of objectives to make sure that the business keeps growing instead of declining. Some of the objectives are as follows:- * Compelling, High Value-Added Products * Customer-Driven Service- the company strives to increase each customer's sales and profits. Ben Sherman's competitive advantage by anticipating, understanding, and satisfying their specific needs better than their competitors do. * Superior People and Organization- Success in the company progressively faster moving, more complex business environment requires recruiting and retaining talented, motivated people and empowering them to decide and act. * Globally Competitive Costs and Expenses- Ben Sherman's strategy for achieving ongoing globally competitive costs in this environment is a flexible, changing blend of owned factories, joint ventures, strategic alliances, and arm's-length purchases. * Superior Knowledge and Information- Ben Sherman believe that superior knowledge and information about the markets to which they sell and the markets from which they source can be a basis for competitive advantage. ...read more.


The company also needs to make more promotional offers to their loyal customers. Ben Sherman must also locate their goods in a well known area to attract rich customers that are willing to pay a large amount of money for luxury items. Places, products and the type of promotion used reflect the price of the product. Furthermore, the company (Ben Sherman) must in addition provide more information regarding the products and services they provide. Some promotion is designed to help customers in the search stage of the purchasing process which is another part of the 8Ps marketing mix (process). It is very important to explain what the product is and who designed it for example designer and materials used. This will essentially assist to achieve the company's objectives. In other circumstances, where the goods compete in an existing market, informational promotion may be used to assist with a product positioning strategy. Marketers may use promotional means, as well as direct comparisons with competitor's goods, in an effort to get consumers to distinguish the marketer's product from those of competitors. ...read more.


In order for Ben Sherman to gain this objective, the company needs to train their staff as soon as they start working or perhaps while the induction. Employing the correct staff and training them correctly in the delivery of their service is necessary if the Ben Sherman wants to attain a form of competitive advantage. Consumers make judgements and deliver an opinion of the service based on the employees they cooperate with. Employees should have the suitable interpersonal skills, approach, and service knowledge to supply the service that consumers are paying for particularly in an expense store that sells Ben Sherman's product. By recruiting the right staff, Ben Sherman will certainly achieve their objectives. Ben Sherman must reinforce the Brand in order to gain their objectives. When a purchase is completed, the marketing department for Ben Sherman can use promotion to assist and help build a strong connection that can lead to the purchaser becoming a loyal customer for Ben Sherman's company. For example, several retail stores in the UK now ask for a customer's email address so that follow-up emails containing additional product information or even to buy other goods from the retailer can be sent in order to strengthen the customer-marketer relationship. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Accounting & Financial Management section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Accounting & Financial Management essays

  1. P1- The role of internet marketing

    The longer the process, the less effective it is for the customers. Physical evidence: this includes how the business is promoting the products and how it's displayed on the internet. How the website looks? Colourful? Boring? Also why is it attracting customers?

  2. A2 Business CourseWork

    In this case it is no different. The business will be reinvesting some of its profits in to reducing the carbon footprint but the improved profits will counterbalance the effect in a fairly short time. In a way most things that a business does that look good in your eye,

  1. Definition of customer service

    There are different ways that they can check for problems in general this can be done in weekly. They can set new target that they want to achieve. They could find out different to achieve that suggestion and can then monitor to see if they are still up to standards.

  2. The maintenance of accurate records supplies the company with the financial data that assists ...

    If there is lack in the keeping of financial records, it is difficult to produce a correct profit and loss statement which determines the dividends that is supposed to be distributed to the shareholders. Shareholders are alert of the difficulties of failing to keep records which have been discussed earlier this can cause to lose the confidence of shareholders.

  1. In this section I am going to be looking at various life stages and ...

    terms up to 60 months so this is really good and flexible for the individual. Fixed interest rates so monthly repayments never change. Loan Amount Representative APR Repayment Term* Monthly Repayment Total Payable �3,000 8.4% 60 months �62.38 �3,742.80 �5,000 8.4% 60 months �103.97 �6,238.20 �10,000 8.4% 60 months �207.93

  2. Autralia's Retail Loan Rate Changes

    Changes in monetary policy mean a change in the operating target for the cash rate, and hence a shift in the interest rate structure prevailing in the financial system (RBA, 2008). Figure 1 Figure 2 The cash rate is determined in the money market as a result of the interaction of demand for and supply of overnight funds.

  1. The company I'm reporting on is Kraft Foods Incorporated - accounting principles.

    Kraft Foods Inc. ("Kraft"), together with its subsidiaries (collectively referred to as the "Company") is the largest branded food and beverage company headquartered in the United States. My whole project will be analyzed collectively ("Company"), and not broken down into individual subsidiaries.

  2. Justify a proposed comprehensive and integrated nancial service package that is appropriate for the ...

    As Ifter doesn’t have a lot of money currently it would be a good idea to look at savings products. One of the most secure savings products is premium bonds. Ifter could win prizes from £25 to £1 million of tax free cash; this money doesn’t earn any interest.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work