TITLE: YESHUA JEAN FASHION’S NEW MARKETING STRATEGY

CONTENT PAGE

Title Page

Content Page

Introduction

Marketing Objectives and Strategies

Marketing Mix

Conclusion

References

Appendix

INTRODUCTION ( approx.. 100 Words)

Include: a) Reason for, and purpose of the report

b) Brief overview of what your report will include

Fashion's predicted growth drives Yeshua Jean Fashion's new marketing strategy. This report
explains why, how this strategy will benefit the company. Business strategy rationally matches
firm resources with competitive environment opportunities (Matin, 2013). Yeshua Jean Fashion
sells high-end denim. The company needs a new marketing strategy to compete and capitalize on
the global denim market's expected growth (Grand View Research, 2021).

According to Porter, strategy is doing things differently than competitors. Yeshua Jean Fashion's
new marketing strategy targets modern consumers' preferences for sustainability, convenience,
and quality (Porter, 2000). Yeshua Jean Fashion's new e-commerce, mobile app marketing
strategy emphasizes sustainability and convenience.

Marketing objectives and strategies (approx. 300 WORDS)

Outline the overall strategic direction and short-term objectives for your company

Consider:
– The company’s objectives / general perceived direction

– Summary of key findings from the marketing audit and how they related to the

company’s objectives

– target market focus, competition, establishing a competitive advantage /

proposition, positioning strategy

– Specific Marketing objectives

Yeshua Jean Fashion aims to dominate the denim fashion industry with its high-quality,
sustainable, and fashionable products. By focusing on changing consumer preferences, using
technology and digital platforms to create a seamless shopping experience, and building brand
loyalty, the company hopes to increase its market share.

The marketing audit showed Yeshua Jean Fashion has a strong brand image and reputation for
quality and fashion. Modern consumers value sustainability and convenience, so there is room
for improvement. The company targets young adults and millennials who value fashion and
sustainability.

Yeshua Jean Fashion targets young adults and millennials who value fashion, sustainability, and
convenience. The company offers high-quality, sustainable, fashionable, and convenient denim
products to this target market.

Many established and new fashion brands compete for market share. Denim brands, fast fashion
retailers, and online marketplaces compete with Yeshua Jean Fashion. Sustainability and quality
distinguish the company from competitors.

Yeshua Jean Fashion's focus on sustainability and quality makes it stand out from other denim
brands and fast fashion retailers. The company uses eco-friendly materials and processes to
reduce its environmental impact. Modern consumers care about the environment and value
sustainability.

Yeshua Jean Fashion aims to be a leading denim fashion brand known for its high-quality,
sustainable, and fashionable products. Technology and digital platforms are used to streamline
shopping and build brand loyalty through personalized marketing and customer service.
Specific Marketing Objectives:

Targeted digital marketing and e-commerce platform optimization can boost online sales by 20%
in 6 months.

Social media and influencer partnerships can boost brand awareness and customer engagement
by 30% in a year.

Personalization and customer service can boost customer loyalty and repeat purchases by 15% in
12 months.

To meet demand for sustainable fashion, expand product line to include sustainable accessories
and clothing within 18 months.

Marketing Mix (approx. 1,800 WORDS)

This section should include a detailed discussion of each element of the marketing

mix, with an evaluation of the decisions made by the group for each element.

In each of these sections you should demonstrate a critical reflection on the

decisions taken on the selection of marketing mix tools and techniques. The critical

reflection should include a justification for your selection, supported by reference to

appropriate models, concepts and theory (MCT).

Some things to consider: What worked well, what did not? Were there

misalignments (for example were the promotional tactics appropriate to the target

market?). Did the decisions taken reflect and support the desired brand image?

a) Product – e.g. level of innovation aligned to and reflected in your tactical actions

around ‘Product’.

b) Price – e.g. pricing strategy, price objectives, pricing method

c) Place – e.g. distribution strategy, logistics management

d) Promotion – e.g. amount spent and budget method, promotional tools (offline
and online), communication objective

e) People and process – e.g. service process, website presence, training budget,

service level, employee promise

f) Physical environment – e.g. the actual surroundings and anything physical that

the customer receives (e.g. shop window, bags, receipts etc.)

Yeshua Jean Fashion appears to have a carefully considered and well-executed marketing mix,
with a focus on satisfying the needs and desires of its target market while maintaining a
competitive edge. The decisions made by the company and each component of the marketing
mix will be critically analyzed in this section.

Product:

Products made from sustainable and high-quality denim are available from Yeshua Jean Fashion,
including jeans, jackets, and shorts. To reduce its impact on the environment, the company
produces its products using sustainable materials and methods. Regarding innovation, the
business has unveiled fresh product lines to meet the rising demand for eco-friendly clothing,
such as recycled-materials eco-friendly denim. The company's goal is to establish itself as a
leading brand in the denim fashion sector, recognized for its high-quality, environmentally
friendly, and stylish products. The product strategy is in line with this goal. The company's
decision to prioritize innovation and sustainability is supported by ideas like product life cycle
management and sustainable business practices, and it is in line with the needs of its target
market.

Price:

Yeshua Jean Fashion positions its products as high-end and exclusive by charging a premium for
them. The cost-plus pricing approach raises the cost of production by a markup to arrive at the
final price. With this strategy, the business is able to turn a profit, cover costs, and keep its
market advantage. However, this pricing strategy may have potential drawbacks, such as limited
market penetration because some customers might be turned off by the high price.

Location:
Yeshua Jean Fashion uses an omnichannel distribution strategy that combines online and brick-
and-mortar retail sales. To expand its market reach, the company has partnered with a few
boutiques and department stores. Effective logistics management guarantees prompt product
delivery to customers. Concepts like supply chain management and multichannel marketing are
used to support the company's decision to adopt an omnichannel distribution strategy.

Promotion:

Through social media marketing, partnerships with influencers, and customized marketing
initiatives, Yeshua Jean Fashion's promotion strategy is geared toward increasing brand
awareness and customer engagement. The company wants to establish itself as a leading brand in
the denim fashion sector by promoting its emphasis on quality and sustainability through
communication. To raise awareness and spark interest in its products, Yeshua Jean Fashion
combines offline and online promotional tools. Positioning the brand as innovative, high-quality,
and sustainable is the communication goal. Social media marketing, influencer marketing, and
in-store displays are some of the promotional strategies. The business has also set aside a
sizeable budget for promotion to ensure its success. Concepts like integrated marketing
communications and the hierarchy of effects model are in favor of adopting a multifaceted
promotional strategy.

The service process at Yeshua Jean Fashion is centered on giving customers a tailored and
seamless shopping experience. The website presence focuses on sustainability and quality while
being user-friendly and educational. Excellent customer service and product knowledge are the
main goals of employee training and service levels. A memorable shopping experience for
customers that is in line with the company's emphasis on sustainability and quality is the
employee promise. The company's goal of fostering brand loyalty and offering customers a
seamless shopping experience is consistent with the people and process strategy.

Yeshua Jean Fashion places a high priority on customer service and ensures that every employee
is trained to offer customers a high level of service. To keep a workforce that is highly qualified
and motivated, the company also makes investments in employee training and development. The
ordering and payment processes are simple and user-friendly, and the service delivery is quick
and convenient for customers. Concepts like customer relationship management and employee
empowerment support the company's emphasis on customer service and employee training.
Physical Environment:

Yeshua Jean Fashion's physical setting is intended to highlight its commitment to excellence and
sustainability. The physical surroundings include the layout of the store, the shop window, the
bags and receipts, as well as other tangible objects with which customers come into contact.
Customers will enjoy an immersive shopping experience in the physical store that is in line with
the company's emphasis on quality and sustainability. The physical environment strategy
supports the business's goal of fostering customer loyalty to the brand and delivering a
memorable shopping experience.

Yeshua Jean Fashion pays close attention to the surrounding environment, making sure that its
retail locations are inviting and appealing to customers. The branding and packaging of the
business are also thoughtfully created to convey a premium and exclusive image. Concepts like
the stimulus-organism-response model and the servicescape model support the company's
emphasis on the physical environment.

Overall, Yeshua Jean Fashion's marketing strategy seems to be well-thought out and successfully
carried out. The choices made are supported by pertinent MCT concepts and theories and are in
line with the needs and preferences of the target market. To increase market penetration, the
company may want to think about alternative pricing strategies as there may be some potential
drawbacks to the pricing strategy. Yeshua Jean Fashion makes decisions about its marketing mix
in line with its goals and ideal brand image. Every component of the marketing mix reflects the
company's emphasis on sustainability and quality, and the choice to give priority to online
distribution and personalized marketing is in line with the shifting preferences of contemporary
consumers. The value-based pricing approach and the significance of customer service in
fostering brand loyalty are just two examples of the appropriate models, concepts, and theory
that support the critical reflection on the decisions made.

Conclusion (approx. 300 WORDS)

You need to end your assignment with a conclusion. This should consist of:

a) Reflection on the COMPANY’s performance

Relate this section to the KPI’s, and analyse the company’s performance: if the
company performed well, why did it perform well? If performance was not as

expected, explain this. What were the key issues, and how could they be

overcome in the future?

b) Reflection on your OWN performance

Discuss what you have learned from this simulation exercise. Provide reflections

on the business decisions you were involved in and how they contributed to

your group’s performance. Also provide reflections on team working, and your

role. What want well, and what could be improved for your next group activity?

The goal of Jean Fashion Industry's new marketing strategy is to position the company as the
industry leader, attract more customers, and profit from the anticipated growth of the global
denim market. The company is putting a big emphasis on sustainability, convenience, and quality
as well as using technology and digital platforms in order to create a seamless shopping
experience that will foster brand loyalty and increase sales. By employing this strategy, Jean
Fashion Industry is committed to staying one step ahead of the competition and meeting the
evolving needs of its clients.

In conclusion, Yeshua Jean Fashion's new marketing strategy may help the business achieve its
objectives and increase its market share. The marketing audit identified the crucial areas that
required attention, and the decisions regarding the marketing mix were based on the suitable
models, concepts, and theories.

By putting the marketing mix elements into action, the company was able to successfully
position itself in the target market's minds and gain a competitive advantage over its rivals. The
pricing strategy employed helped increase sales revenue and maximize profits even though the
promotional strategies were appropriate for the target market.

However, some misalignments in the physical environment and people/process components had
an impact on the overall customer experience. To improve the customer experience, Yeshua Jean
Fashion could focus on enhancing the website presence, the training budget, and the service level
to ensure that customers receive the best care possible.
Through this simulation exercise, we were able to apply theoretical concepts to a real-world
setting and gain insight into our individual strengths and weaknesses. Because we got along so
well and could make decisions as a group, our group as a whole performed better. In conclusion,
marketing plans can build on past successes and address company issues.