business assignment
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16694_Ravandeep_Kaur_._Case_study_Brand_W_1075092_689694871.docxCase study 1 6
Ravandeep Kaur
(2018111399)
BUSI 4023
Contemporary issues in business: A Case Approach
New Westminster Campus
Yorkville University
Prof. Brian Amouzgar
October 27,2020
Brand W. : Case Study 1
Introduction
As nowadays, there is too much competition into the market so companies are designing their clothes according to customer choice or preferences in order to satisfy them which will lead the company toward success. Brand W. is a clothing company in India whose main aim is to provide some innovative and designing outfit for women which they like not only in India but around the world. The need to satisfy the needs of its clients has seen the company being in the forefront to develop strategies that will offer long lasting solutions for the company.
Statement of problem
Brand W. has for many years maintain dominance in domestic Indian market for its initial ability to recognize the needs of Indian women that included the lack of affordable wear, innovative styles, functional, ready-to wear and clothing the represented modernity (Mathew & Puri, 2018). From last few years, company develop 7 different clothing size and always come up with new nee contemporary wear for women. As a result, for women it is like a store from where they can get their outfits. However, with the passage of time customer’s preference has been change which in result increase the online shopping and company try to adopt online shopping but company is facing shipping problem. As company adopt online shopping which increase the global demand of their product, but it does not satisfy their clients because of lack of feel and touch. Customer does not get idea from few pictures about the clothing material, so emphasizing more on online supply chain also create problem of getting not their target customers that much company want. Moreover, the aspect of wanting to adopt Omni-channel strategy is presenting a mixed view if the company will benefit from the tool as a means to achieve communication integration. Additionally, the loyalty strategy that had not yield fruits is an issue facing the company (Mathew & Puri, 2018).
Benefits of Omni-channel Strategy
Brand W. is set to benefit from Omni-channel strategy because this strategy enable company to be in touch with their customers by giving them a good customer service. As a result, with the help of Omni channel strategy company can attain a great customer experience and the company being able to utilize online and offline platforms to have its clients aware about the brand of company and their product to wide range of consumers (Mathew & Puri, 2018). Furthermore, by providing a good customer service company will get the loyal customers and earn name and fame, so it allows company to make their brand’s image across the globe. Use of company website give opportunity to company to show their products to customers around the world with online shopping platform which make it easy for customers to shop at home and get product at home. It will save the time of customers. The Omni-channel procedure is likewise useful for organization by introducing an open door for some clients to be headed to organization brand. The use of online and offline marketing strategy give an opportunity for clients that prefers either of the available platform to get product information (Mathew & Puri, 2018). Consequently, company engage customers with the help of online platform and company also give choice to customers to buy their product offline from stores.
Omni channel strategy is appropriate for Brand W. because this strategy improve business performance. This is because channels integration will help in bringing in more people to company marketing platforms allowing the marketing department to have an opportunity in tracking the customers shopping history (Mathew & Puri, 2018). By using their creativity and innovation company will make new products which will based on the data which company gather from their customers. This way, the company have opportunity to provide innovative product according to the customer’s choice wich will increase the performance of firm.
The Omni-channel strategy will also help the company to expand their business. As not all the customers rely on online shopping and they want to touch and try the outfit which will lead the customers to go to shop to get the product. Therefore, company will establish more stores based on data that company collect about their customers and company will build new stores where company have their most of customers. Hence, Brand W. benefits in opening new locations that will translate to more customers which means more sales. The strategy is also essential for the company by offering an opportunity for the firm to deal with competition. The e-commerce has made it necessary for firm to maintain an online presence to create brand awareness and attract more customers. (Mathew & Puri, 2018). The aspect of moving from offline marketing will enable the company to increase sales while being able to compete with private labels as presented in the case. The advancement in technology will
allow the brand to grow in international market. With the help of Omni-channel, the company will able to promote their product around the globe. Hence, omnichannel allow organization to develop their promotion strategy. The strategy is risky because especially in its use to develop loyalty strategies for customers. The aspect of offering discounts while undertaking customer segmentation to determine those that qualify may be viewed as a discriminatory strategy them (Brad,2017). Hence, the aspect of developing discounts to fit the many consumer’s segmentations may appear unfair especially when certain segments fail to qualify for discounts offered making the company to loose clients that feel disadvantaged. (Brad, 2017).
Q2. Critical Digital and Technical Capabilities
As most of people like to shop online so Omnichannel strategy should be used because it will help the company to grow by increasing their customers. Company use this strategy then it will not only increase their sales but also aware people about their brands (Brad,2017). The use of social media platform such as instagram, facebook plays a vital role in the growth of company by presenting outfits of company and give opportunity to get attraction of Individuals. In addition to this, company should also consider the new venture and technologies. Firm can consider this by using technology with customer relationship management as a means to integrate its different channels to attain an Omni-channel for customers to actively engage in the platform ("Ecommerce Industry in India," 2017).
Recommendation
The company should adopt Omni-strategy because it is set to benefit from improved customer experience, increased number of customers that will result in sales increase and improved business performance (Mathew, & Puri,2018). Social media or online marketing strategy is another way for a Brand W. to increase their customers because most of the clients spend their moat of time on social media. Hence, this will increase the brand awareness and give opportunity to engage more people. In addition to this, it is a good platform to compete with their competitors.
The company should invest in customer relationship management tool. This will help the business to integrate the various channels to appropriately interpret available information available through the different channels ("Ecommerce Industry in India," 2017). Company should provide more visuals and information about the material of clothes so that it will give an idea to customer about the product quality and they can more rely on online supply of product.
Conclusion
Omni channel strategy provide various opportunities to the brand W., so it is very beneficial to adopt omnichannel strategy. Company being able to attract the customers with the use of Omni channel strategy., company grow in terms of revenue, sales, get more customers and expand their business because of this strategy The strategy is also beneficial in increasing customer experience customer engagement, business performance, improving brand loyalty and brand awareness. But it is also risky to use this strategy and company have many problems related to online supply chain. Therefore, company should use omnichannel strategy and provide more information to customer about product by adding some more visuals.
Reference
Brad A., (2017). “The benefits of Omni-channel retail.” The Fifth Quadrant. https://doi.org/10.4324/9780429291999-11
“Ecommerce Industry in India, (2017)” India brand equity foundation. Retrieved from Https://www.ibef.org/industry/ecomerce.aspx
Mathew, J., Dey, B., &Puri, S. (2018). Brand W: Strategizing for Omni-channel retail. Ivey Publishing
