Swot Analysis
Swot Analysis
I. Situation Analysis
“The internet provides a powerful platform for conveying information, conducting transactions, delivering innovative services, building customer and supplier relationships, gathering marketing research data, reducing costs and prices, and integrating the entire supply chain from suppliers to end uses.” (Chapter 6, P161) With this in mind, leading-edge business marketers are using the Internet to transform the way they do business. Fashion companies have invested highly in their brands and today Designer Giorgio Armani and other high fashion designers are investing in effective fashion e-commerce in order to market their brand, connect with consumers who lie outside their network of stores, and expand their territory without the investment of establishing new stores.
Online retailing, allows consumers to log into their personal computers at home and access products. (Chapter 11,
“When a company implements strategies that attempt to shape the external environment within which it operates, it is engaging in environmental management.” (Chapter 2,
II. Marketing Objectives
Emporio Armani wanted to bring its online boutique to the United States in order to allow customers to purchase products without visiting one of the 10 stores. Armani wanted to create a site as sophisticated and elegant as his stores, and SpA’s design team was able to cater to his requests. It is expected that the online store will become one of the biggest stores, producing the most revenue for the company, without real-estate and design expenses. “E-commerce not only speeds up and automates a company’s internal processes, but just as importantly, it spreads the efficiency gains to the business systems of its suppliers and customers.” (Chapter 5, Page 162) Online shopping continues to grow at a rapid pace and products are in high demand as more and more companies and retailers jump onto the bandwagon. Armani plans to keep up with its’ newly designed website.
III. Marketing Strategy
Emporio Armani wanted to bring its online boutique to the United States in order to allow customers to purchase products without visiting one of the 10 stores. Armani wanted to create a site as sophisticated and elegant as his stores, and SpA’s design team was able to cater to his requests. It is expected that the online store will become