Comparative analysis of Marketing Communications strategies and mix Essay - 2

Comparative analysis of Marketing Communications strategies and mix for the fashion market in the UK - Essay Example In the 21st century organization in the apparel business face a new reality due to the start of the convergence age which creates new challenges for companies regarding their marketing and communication mix of products or services. This report studies the apparel & fashion industry in Europe by analyzing three firms: Zara, French Connection and H&M. The report is divided into four major segments: research methods, market overview, analysis & discussion, and recommendations & conclusion. The study of the effects of marketing channels in the apparel industry in the United Kingdom utilizes secondary obtain from a variety of sources. The information used in this report was collected from sources such as academic databases, corporate websites, annual reports, journal articles, textbooks and other online sources. Secondary research is the utilization of information that already exists such as a journal article which was crated by another author (Asiamarketresearch, 2007). In the analysis and discussion session of the report it recommends various solutions for the companies targeted in the report on how primary research can be utilized by the company decision makers in order obtain certain data to improve their operations. One particular research technique that the writer of this paper planned to implement, but was not able to perform the primary research due to time constraints was a customer questionnaire. The idea was to spend three hours with a team of four people wit hin a hundred feet distance of a location of each of the three stores studied (Fcuk, H&M and Zara) to collect data from the customer’s of these stores using a short anonymous questionnaire. The questionnaire would include 10 questions and the minimum collection necessary to achieve a representative sample was 25 questionnaires. Appendix A illustrates an example of a questionnaire that could be utilized to collect data from customers regarding marketing