Marketing project MANGO - Assignment Example

The Brand Research about MANGO Mango clothes Mango is a renowned international company that is in charge of designing, manufacturing and marketing of accessories and clothes for women and mostly has it bigger share of market in UAE. The concept of MANGO came up as a result of the relationship between a unified and coherent brand image and a unique design at a fair price and marketed through a wide network of the franchise and corporate stores. Mercato is the company in charge of marketing is established in UAE along Jumeriah Street in Dubai.

Mango has different product lines which include: clothes (dresses, coats, tops, skirts, shorts etc), bags (totes, shoppers, clutches etc), shoes (sandals, booties, flats etc) and accessories (belts, wallets, sunglasses, umbrellas etc). The marketing environment for MANGO products Dubai provides several advantages for the incoming businesses because it has a well developed economy. The infrastructure developed in Dubai provides services that international standards hence aid in the provision of efficient and quality services.

Some of the services that are provided in the business environment in UAE include: well developed infrastructure, constant supply of power, first class hospitals, schools, hospitals and shops. Furthermore, the business environment provides classy service and financial sector and also provides a cosmopolitan lifestyle. The costs of setting up new companies in UAE are fairly lower than other countries (Burrow, 2011). This is because several governments do not charge corporate taxes, trade barriers, income tax and competitive labor costs.

New companies investing in the UAE markets are given 4% exemptions on import duties and are provided with competitive real estate costs. When it comes to state of doing business, UAE present several options for doing business, including: Direct trade-direct selling to distributors and dealers who are well established in marketing the products Limited liability company-foreign investors are limited to 49% where there is a license from economic and requirement for the development is needed. Micro-economic factors affecting the business Supply of labor Supply of labor in UAE has enhanced the performance of several businesses in the region.

Most of the workforce in the UAE market is foreign workforce. The e of the unemployment rate is below 3% thus any company that has the intention of investing in the region has to rely on the foreigners. Inflation rate UAE has been undergoing crawling rate of inflation of about 6.2% since 2005. Sectors like housing has been more affected therefore the relevant authorities have to take corrective measures otherwise the serious economic consequences may follow. GDP There has been a steady economic growth of UAE for the last few years.

Even as there has been a reduction of oil share, non-oil GDP has been the main driver of the economy amounting to over 70%. Non oil sectors include; real estate, transport, finance and communication and storage. Growth of non-oil sectors is responsible for the growth of business opportunities in UAE (Mercer, 2009). Microeconomic factors Some of the microeconomic factors affecting the business in UAE include: The supply and demand-The principle of microeconomics state that if all factors are held constant, price increase of a product leads to reduction in demand.

On the other hand, decrease in price increases the demand of a given product. Opportunity cost-this indicates what the consumer has to give up in order satisfying another need. Change in price either upwards or downwards has an effect on the opportunity cost of consumers. Marketing segmentation Segmenting a market help the business to discover distinctive populace of subsets which can be a target for the delivery of the company’s product and also assist in developing marketing strategies. Marketing segmentation for MANGOS is mostly defined by the characteristics of the population and their geographic location.

The purpose of segmenting the market will be to target the women who are the main consumers of the company’s products. The identified segment is defined as this will help in formulating marketing mix which in this case comprises the 4Ps.i.e. Price, Promotion, Product and Placement Segmenting the UAE markets (Hisrich, 2000) The UAE comprises of 7 states with a population of 4.6 million growing at the rate of 3.8% p.a. the market will be geographically segmented in various ways. The inhabitants of a region will be segmented by their originality, either of local or external origin.

Foreign workers are leading with approximately over 75% of the entire population in UAE. Majority of the expatriates are males. The greater majority of the population is of muslin origin although some expatriates are from different ethnic, national and religious backgrounds. The geographic segmentation centers on Abu Dhabi and Dubai since the two regions are attractive for MANGO product lines and other consumer products (Sandhusen, 2009). There is an enormous expansion in the clothing industry therefore the market will be segmented on the basis of income, sex and geographically for easy formulation of marketing plans Cohort marketing will be used to market MANGOS.

This involve marketing to group of people who have the same experience and have undergone a series of roles from early days to the time of death, and depicts same characteristics because of accumulated shared experiences and knowledge. References Burrow, J. L. (2011). marketing strategies. Cengage Learning . Hisrich, R. D. (2000). Marketing. Barron's Educational Serie. Mercer, D. (2009). Marketing. Wiley. Sandhusen, R. (2009). Marketing. Barron's Educational Series.