For the last hundred years or so, the jeans market occupies one of the most important places in the apparel and textile industry. It has never stopped evolving.
Lee Cooper is the oldest company (1908) in this market as it has been in existence since jeans were invented, and now seeks to give a new image to its brand. The author has been entrusted with the responsibility of proposing recommendations for the company in its marketing mix, to promote its development in the market of jeans.
For this a diagnosis of external market, and an internal diagnosis of the company Lee Cooper were conducted and then defining the strategies pursued by the company since its inception, and determining the position of the company with respect to its competitors.
The diagnosis aims to review the environment of the company, and scan all the external parameters that may influence its activity or development.
The aim is to highlight the opportunities and threats in the market for jeans. The internal diagnostic reports on the strengths and weaknesses Lee Cooper in its marketing mix, as well as the other factors that must be taken into account, such as organizational structure.
The strategy for the company to increase its sales is by improving the existing products or launch new products for the market in which it operates.
For the Lee Cooper company this has meant
improved product, where the jeans become more comfortable, extending the range of jeans (styles, cuts, colors )
and declination of the product in other forms (jackets, skirts, shorts )
Using an enzyme wash keeping in mind the environment during the treatment of jeans . The other way is to improve the product quality supply of textiles in Italy. This strategy aims to boost sales by introducing existing products into new markets.
Tags: Lee Cooper, brand revival, strategies
[...] Indicative Bibliography by Oboulo: - British business: Volume 4 by Great Britain. Dept. of Industry - Strategic operations management: the new competitive advantage - Page 290 by Robert H. [...]
[...] Conclusion For a hundred years, the company Lee Cooper was able establish itself and lasted on the market of jeans even though it was not one of the market leaders. Today has changed its policy and has completely revised its objectives and its strategy to grow, as it now wants to occupy a leading position in the market. It does not hesitate to use all means to get there, including investment, innovation, active communication and so on. It wants to be present in the minds of consumers. There is clearly a revival of the Lee Cooper brand-oriented fashion, keeping in mind the youth and modernization. [...]
[...] - Shares of original and creative communication, present on unforeseen events (NRJ Music Awards, Bread & Butter . ) - Partnerships, sponsorships and patronage in areas such as cinema, sports, music etc . that hit close to its new target Competitive position of Lee Cooper The competitive position of an enterprise is defined by the place occupied by the company on the market. It can be measured qualitatively with the Porter method and quantitatively, with the calculation of PDM, among other methods. [...]
[...] The aim is to highlight the opportunities and threats in the market for jeans. See diagram on page Internal analysis of the company Lee Cooper The internal diagnostic report the strengths and weaknesses of the company Lee Cooper, its marketing mix, and other factors which are necessary to be considered, such as organizational structure. See Table on page 4/5 Environmental factors affecting the market for jeans ← Demographic Aging population faithful to traditional jeans ← Social & Cultural Commodity or product which has become a fashion Suitable product for the pious Muslims Product indicative of a social identity Customers have become price sensitive ← Institutional & Legal Mass communication actions ← Natural & Ecological Influence of hot weather on sales of jeans Environmental Protection (enzyme wash) Appearance of fair jeans (natural material) ← Economic & Financial Facilitating transition to the Euro with rising prices of jeans Consideration of fair trade Lower production costs (relocation, layoffs) ← Technology Product innovation (fabrics, cuts, styles, colors . [...]
[...] The main weapon of Lee Cooper is its communication, and its range of jeans which are collectors' versions Recommendations for Lee Cooper With all its initiatives, the company Lee Cooper has totally changed the positioning of both its products and its image, or its competitors. Its development seems to be on track, but a few other opportunities for reflection in its marketing mix could be considered to ensure its survival and even expansion. ← Product - Consider developing a more active production processes and products that are more environmentally friendly - Move towards a range of textile products from organic materials to reach a new customer segment - Create lines of low-end products under another brand - Accentuate the creation of limited collections for upscale customers - Keep its range of traditional jeans to ensure the needs of baby boomers, which represent a market share. [...]
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