Relevance of Organizational Capabilities †MyAssignmenthelp.com

Question: Discuss about the Relevance of Organizational Capabilities. Answer: Introduction: This marketing plan is based on an Indian fashion boutique located named Abhishek Creation in the state Gujarat. This boutique is operating in the clothing retail that sells out the fashionable clothes especially for women. The boutique is located in the Asopalav, Gujarat India which is the popular and famous place for the tourists to spend the vacations. The boutique follows modern business trends and focus on the preferences of the customers along with the Indian culture. The Abhishek Creation is located in Gujarat, the most popular state of India. The main objective of boutique is to build strong brand name of the business by providing unique quality of clothing experience to the customers. The boutique basically focuses on the colors, fits, and styles for the female customers to meet their requirements. For providing best quality clothes, it is essential for boutique to have proper understanding of the preferences of the consumers. This report provides a detailed marketing plan f or Abhishek Creation to achieve strong position in the market. Market analysis of Abhishek Creation It is well-known that the fashion industry in current time is very attractive for the young people especially for female, so boutique is focusing on the female customers. The boutique basically focuses on the on the modern fashion trends and follows the choices and preferences of the customers in the operating industry. Based on the needs and requirements of the consumers, boutique is able to meet the expectations of the customers by using proper marketing strategy (Seshadri, 2009). Boutique Abhishek Creation basically offers the combination of various clothing products for female customers. The boutique provides various fashion clothes based on the modern fashion trends by focusing on the purchasing power of the customers in the market. it is well-known that female customers are very conscious for their fashion and dressing sense so main products of the boutique are business clothing, casual wear, formal wear and traditional clothing that represent Indian culture. Profit of the boutique is earned by the sales of these clothing products. The pricing structure set by the company is very flexible due to implementing the reasonable prices on the clothes to attract the customers and tourists. in this manner, the company is using value based pricing structure so that it can provide quality, effective customer services, easy access of the products and style to attract the target market. Along with this, boutique uses end of season sale, promotional coupons, and multi- buy savings for the marketing strategies. The key message of the boutique is versatile, classy and expansive clothing for women. Overview of Abhishek Creation The mission of the company is to build up the new ways of fashion to its customers based on the style and quality. The boutique is trying to develop the product range for men and children along with the women customers. The new range of the products will be helpful in meeting the expectations and demands of the target customers. The objective of Abhishek Creation is to differentiate the products from the other boutiques by offering quality and stylish clothing products to the female customers. The key aim of the boutique is to improve the shopping experience of the customers in the positive manner. So, boutique has aim to offer the products in all the sizes and shapes for female customers. Along with this, the objective of the boutique is to make the purchasing easy, effective and cheap for the customers in the clothing market. Abhishek Creation is seeking to use its core competencies to get sustainable competitive advantage in the clothing and retail industry. In terms of effective services, competitors are not able to provide the same value to the consumers that Abhishek Creation is providing. The boutique has developed its core competencies in- Providing a high-quality fabric and clothing products whose image is familiar among the customers in the market, Developing the sense of community among the customers who are purchasing the clothing products on daily basis, and Developing strong reputation among the retailers as the trustworthy manufacturer of clothing products by delivering the requested number of products in the given timeline The boutique is focusing on building these competencies by making the efforts to increase the number of the products offered to the customers. Along with this, by establishing strong relationship with the retailers, customers, and the suppliers of the fabric and other products, boutique is able to create sustainable competitive advantage over the competitors in the market. Indian traditional market is the centre of attraction for the internal customers and tourists. In all the segments, the womens segment is covering overall Indian wear market with 87% and this growth will continue to drive overall sector. The womens wear is alone is expected to grow with the fixed rate of 8% over the coming years. The boutiques and local retailers are able to grasp the opportunities due to the presences of various traditional events. There is the religious and cultural diversity in India and wide ranges of the occasions are celebrated. On such festivals, people tend to purchase ethnic wear for both, personal use and for gifting. These occasions typically drive the growth of ethnic wear for women. Female customers prefer traditional Indian dresses as those are related with the attributes of comfort, convenience as well as contemporary fashion. Along with this, there is one of the emerging trends to grow in the womens segment that the number women in corporate workforce are increasing continuously. So, local as well as established brands are taking opportunities and making effective changes in their product portfolios (Gugnani Brahma, 2013). The key area for the products of the company will target on women as it is very easy to attract the women as compared to men by providing large varieties of clothing. Women generally want the type of clothes which are both fashionable and comfortable and hence the company will try to design clothes according to their preferences and demands. Also, India is rich in its cultural heritage and thats why company will also keep an eye on demands and preferences of tourists as people like shopping on their vacations (Mouncey Baker, 2009). The fashion boutique is a kind of company which adopts the strategy of consumers preferences. The main target of the boutique will be fulfilling the demand of women. Abhishek Creation also follows the strategy of attracting young females by providing special products like ethic wears and accessories. In current time, female customers are concerned for quality, customer value uniqueness, effective services and convenience. The age group targeted by the company for women is 20 to 40 and there will be no distinction regarding the background and color of the customers in this age limit. Along with this, price factor is the most significant factor which every consumer keeps in mind while selecting a product. The fashion boutique will provide the customers quality products at reasonable prices which are worth for the product. Target group of the Abhishek Creation will be those women consumers who want to purchase ethnic clothes and are willing to spend their money for quality clothing. In current time, female customers are interested in purchasing the clothes having unique patterns and designs. So, Abhishek Creation will attract female customers by providing best quality and designs. Abhishek Creation will provide traditional and ethical clothing with the exclusive personal services. Key competitive advantages of the boutique will be the unique design clothes that will represent the culture of the country. This would b helpful for women in developing their personal style. In present scenario of dynamic environment, it is necessary for the company to develop a unique marketing strategy from the starting of business. The company will not only have to adopt attractive marketing strategies but should also design the clothes with trending and attractive designs. The company will also join hands with other retailers of markets to expand its awareness related to brand (Hoskisson, 2009). The company can also hire a firm to design its market strategy in a cost effective manner. The tagline, logo of the company will able to identify the idea behind the generation of the boutique. The companys target is to budget its marketing techniques not more than 5% of the gross annual sale of companys products. Joining of hands or partnership with other retailers will help the company to organize local events and it will also help in targeting its customers. The company can use media coverage techniques, direct mail marketing, campaigns and local print advertisement to mar ket its products (Gruca Rego, 2009). It is essential for the customers to understand about the products and services provided by the boutique. To attract large customer base, it is crucial for the company to make the customer aware about the offered products. For this manner, company will focus on developing a website for the consumers and will have unique domain name of the website like abhishekcreation.com (Huang, Sarigll, 2012). Along with this, company will plan to hire more web designers for the site development. The aim of the company will be showing the clothing products on the online platform to the customers. By this manner, boutique is trying to establish a community where women can gather and talk about the clothing secrets (Payne Holt, 2008). In retail fashion industry, fashion boutique is stronger and powerful business with dynamic styles and demand of the customers. Now days customers want to enjoy the shopping where customers friendly services are provided. Although various megastores for shopping are available but in present scenario customers want a change in it. Demand for clothing will always remain high in the market and mostly among women. In current scenario women prefer the type of clothing which is not only comfortable but should also be fashionable. They try to find out different wears for all purposes like casual wear and business wear. The customer also prefers to buy the clothes for all seasons. To sustain in the dynamic market and to fulfill the demands of the customers, company can assign a team to get feedbacks from their regular and important customers (Joshi, 2009). It is expected that the clothing retail industry in India will grow of 6% by 2023. The demand of the fashion accessories is growing continuously and that is making the Indian fashion market interesting and profitable. The Indian fashion retail industry has to face many changes and challenges in recent years that indicate the involvement of the country in the fashion market. The challenges are related to the changing needs of the customers which are needed to be addressed in the most proper and effective manner. Further, there is one more critical factor affecting the success of fashion retailers i.e. buying behavior of consumers. Indian fashion customers are attracted by various international fashion statements. Exposure to international events, increasing disposable incomes, rising confidence levels, and fashion icons are the factors responsible for driving the change in the consumer buying behavior. Micro and Macro Environment The companys strength is that it will provide customers friendly services and personal attention to each and every customer with unique and amazing shopping experience. The location of the company is also favorable in terms of accessibility by the customers. The company also have strong base of customers segmented by women. As the company is a new entrant in the retail fashion industry, it will get lots of opportunities to expand its business both in India as well as in international market. As the retail fashion industry is one of the large and strong industries in India, it is very difficult for the company to satisfy the needs of its customers and create an image in their eyes. Although the company has lots of opportunities regarding learning and getting experience of doing business but there is also strong competitors in the market which can easily dominate the companys products. For Abhishek Creation, there is the opportunity to raise the brand awareness by advertising and the promotional activities. Along with this, boutique has opportunity to increase its product range and expand the print designs. By using innovative printing methods and sustainable elements into designs, Abhishek Creation will be able improve its customer base in the operating market (Schnaars, 2010). There is the strong competition for Abhishek Creation from other boutique brand in Gujarat. Sometimes market saturation and economic recession can be major threat for boutique business. Further, there is one more threat that boutique is not able to compete with the lower and cheaper simulations on the high street. Political and legal sector include the policies and regulations imposed by the government to consider the organization as the legal and authorized business company. in this manner, Abhishek Creation should consider the political and legal aspects to show that the organization value the regulations and policies for the business operations. There are some regulations in India i.e. Employment Laws, Political stability, Tax policy, trade tariff restrictions and environmental regulations. The economic factors include those contexts in which an industry belong i.e. general economic conditions of the country or region, active demands of the products, level of competition in the market etc. Abhishek Creation is affected by some factors in the country i.e. economic condition world as increasing inflation rate are making the cots production high so the profit margin of the company is reducing (Marcer, 2012). In the social factors, the lifestyles of the customers affect the business of the boutique. The growing demands of the clothing products can be affected by the changing lifestyle of people in the operating area. Changes in the lifestyle and requirements in the various demographics affect the Abhishek Creations business and the demands of the customers for the specific product. Technological advancement in every sector has changed the way of business for the companies. In India, technology has changed overall socio-economic environment of the country. In the textile industry, there are many technological developments that have changed the way of clothing production in the positive manner. For the boutique Abhishek Creation, there is need to draw effective and unique marketing strategy to achieve positive growth in the operating manner. Boutique will not only focus on manufacturing of unique quality of clothes but also will promote those products by adopting unique marketing strategies. Along with this, company will also collaborate with other retailers so that brand awareness can be created among the customers. In the marketing strategy of the boutique, company will implement the marketing in the cost-effective manner (Lymbersky, 2009). An effective marketing message will also be created along with slogan and logo to reveal the idea of the generation of the boutique. In current time, Abhishek Creation is trying to capture local community of Gujarat by its business operations. For this manner, boutique will advertise its products by huge local print advertisements, direct mail marketing, media coverage, and various campaigns (Glowik Smyczek, 2011). Marketing mix Abhishek Creation is currently offering high-quality clothing products for the female customers. The boutique has done research on the most popular colors that suit on female customers such as sunrise pink, sunset red, desert rise, cactus green, and river rock gray etc. the company has produces wide range of products to attract its target market segments. The boutique basically manufactures the products for those customers who like to wear ethical dresses and feel the real culture of India. The concept of the boutique is Beyond Beauty so the boutique is seeking for those people who can fill the parts of creation, planning and sourcing (Lee, 2009). Abhishek Creation has set the prices of the products by keeping the competition in mind. Boutique is not concerned for setting up high prices for the clothing products. Along with this, company is also not focused on setting low prices for the high quality products. The value pricing is set setting up by the boutique so that the customers feel easy and comfortable purchasing of clothing products. Along with this, with the products, boutique also provides some gifts and vouchers for birthdays and anniversaries etc (Borden, 2015). In current time, boutique is marketing its products by the local and regional specialty shops in all over the area of Gujarat. Climates and season related products at the specialty shops such as woolen clothes are sold during the cold weather and cotton clothes are sold in the warm weather. Boutique gathers much information about overall industry trends in the various geographical locations. Along with this, boutique is also seeking to expand the distribution of the products to the retail shops outside of the Gujarat. Further, boutique is also planning for online sales by providing customized products by the internet only. By the online sales, customers will be able tom place the order of desired product. By these expansion plans, boutique Abhishek Creation is able maintain and monitor the strong relationship with the members of distribution channels (Palmer, 2008). Abhishek Creation has adopted a very effective way to communicate with the customers and retailers about its products. The information about the company and its products for customers can be achieved by the direct mailing, internet and in person. In the promotional efforts of boutique, it is focused on differentiating its products from the competitors in the market. The boutique believes in establishing personal contacts with retailers and customers to improve the sales of the products. Establishing strong relationships is helpful to demonstrate the unique qualities of the products to the customers. The representatives of the boutique visit to each stores and provide in-store training about the features of the products for the new retailers (Richard, 2008). Based on the analysis of both the assessments, it is observed that proper marketing plan is important for the growth and success of the company. According to American Marketing association, marketing plan can be considered as the process of setting objectives for the various marketing activities. Planning is the first management function which is to be performed in the process of the management. Marketing plan is crucial for the growth, survival, and prosperity of an organization in the competitive environment. In both of the assessments, industries are different and they are operating in the different environment. Comparison of both the marketing plans is as follows: The marketing mix of both the organizations is different as one is the service organization and second is product oriented organization. In the service organization Guide Dogs SA, marketing mix is focused on improving the life by providing the services to the children with disabilities. On the other hand, Abhishek Creation is the product oriented company and the marketing mix is focused on improving the customer base by offering unique quality of ethnic products. So, either for service marketing or product marketing, marketing mix is the effective tool for the organization to sustain its position in the market (Sherman, 2010). Marketing is crucial for the organizations for the sustainability, branding and social justice. The analysis reveals that the organizations implement marketing principles and strategies in incorporating into the brands along with the stakeholder interaction, visualization, corporate identity, corporate identity and corporate communications. By the marketing principles, both the organizations Guide Dogs SA and Abhishek Creation are able to create comprehensive sustainability and effective marketing approach and branding. References Borden, N.H., (2015). The concept of the marketing mix. Harvard Business school. Glowik, M. Smyczek, S., (2011). International Marketing Management: Strategies, Concepts and Cases in Europe. Page 301. (4th). New York: Physica-Verlag Gruca, T. S. Rego, L. L., (2009). Customer Satisfaction, Cash Flow and Shareholder Value: Journal of Marketing, 69, 11530 Gugnani, A. Brahma, K. P. (2013). Fashion Retail Scenario in India: Trends and Market Dynamics. Retrieved on 26th August 2017 from https://www.technopak.com/Files/fashion-retail-scenario-in-india.pdf Hoskisson, R., (2009). Business strategy: theory and cases. (6th). UK: John Murray Huang, R. and Sarigll, E., (2012). 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