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Company Analysis: Cloon Keen Atelier - Essay Example

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Company analysis From marketing perspective, Cloon Keen Atelier is just one of the rests of companies trying to become a cut above the other, as much as possible would want to obtain competitive advantage. One reason would be to ensure a high market share and this would mean productivity, efficiency and continuance of the operation…
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Company Analysis: Cloon Keen Atelier
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Company Analysis: Cloon Keen Atelier

Download file to see previous pages... Thus, it is not only enough to specifically focus on products, price, place and promotion, but the actual environment itself especially if there is a need to critically consider understanding an organization from the point of view of marketing. This is the whole point of considering other related analyses which also include understanding customers’ behaviors, their actual buying process and even on creating a need for certain service and product offerings. In fact, all of these have become essential considerations of Cloon Keen Atelier as primarily stated in the case. In the case, Cloon Keen essentially considers products, place, customers, competition, promotion, branding matters, and other relevant concerns. PEST analysis PEST analysis is a useful tool when there is a need to scan the general environment of an organisation or company (Henry, 2008, p.51). The reason why there is a need to scan the general environment prior to understanding elemental information that could benefit an organisation is evident in the case of Cloon Keen Atelier. For instance, in this line of business, it is important to consider barriers to entries that at some point could be highly political in nature. In fact, this should be one of the considerations of Cloon Keen Atelier in order to hinder its possible new competitors and imitators. When there is competition, Cloon Keen Atelier could no longer independently manipulate the entire market especially in having control over the price. Economic consideration is another important point. Cloon Keen Atelier operates in the market of candles, home fragrances and personal care. In fact, all of these products involved in these markets are considered luxuries, but according to the case, customers considered them as affordable luxuries which mean the economy is quiet stable for these product offerings. Furthermore, since there are significant sales involved particularly obtaining at least 80 percent loyal customers, it can be pointed out that Cloon Keen Atelier and its offerings are a hit among those looking for affordable luxuries. Thus, this could lead to the impression that Cloon Keen Atelier has created an identity in offering luxury at affordable price, which substantially influences the market to look forward to affordable luxury, an issue not just pertaining on the economic point of view but social perspective. Finally, as stated in the case, Cloon Keen Atelier conducted significant researches, but all of these could be remarkably implemented and put into consideration in the presence of advanced technology. After all, it is dealing with luxury brands and products which should include cutting edge technology. STP analysis Segment, target and position are important considerations in marketing activity. Segment, target and position are important considerations in achieving marketing objectives and eventually competitive advantage (Porter, 1998; Boone and Kurtz, 2006). Eventually, Cloon Keen Atelier has operated in overlapping markets but the 80- percent-loyal-customers indicates a reasonable view to look forward for other segments that could be potentially covered with its products. According to the case, the personal grooming in Ireland is advancing. People are influenced by affordable luxurie ...Download file to see next pagesRead More
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