rs because it helps to understand the consumer, his needs and what drives him/her. Technological factors:Technology is always improving. Internet access Ϋ Easier sales Ϋ Profit for the company. (Brassington & Pettit, Principles of Marketing) Marketing objectives. To be useful a marketing objective needs to have five basic components, which are:Specific.Measurable What is to be achieved? Achievable.Realistic.Time Based. What it is to be achieved.Emphasis is given in achieving and maintaining a profitable performance that will gradually improve as years pass by. Such a performance will enable “Fashion Mania”, in three years time, to stabilize its position in the competitive market of home shopping services. In other words to gain a competitive advantage. From that point and on the possibilities are practically unlimited. Ideally, the best development would be to generate such profits to expand not only in the UK market but also in other markets worldwide. The main objective is to revive a product/service that tends to extinct within modern societies where lifestyles favor quantity against quality. In other words to create a service that will allow “Fashion Mania” to combine past values with today’s reality and prove that small size companies reflect one of the best practices in doing business. Marketing Strategies.To meet their objectives management need a plan or a strategy. A strategy can be defined “as a set of decisions taken by management on how the business will allocate its resources and achieve sustainable competitive advantage in its chosen markets” (Peter Doyle, Marketing Management & Strategy) The generic strategy of this company is focused on different market sectors. The marketing strategies to be followed are:-Creation of Web page.-Catalogues selling. Use of new distribution channels (i.e. Internet) be...
