Rough draft

Marion Simmons

Rasmussen College

10/28/2015 Introduction

The research will focus on conducting thorough analysis on Italian knitwear producers that carry out their operations both in global consumer and business markets, and examines the distinct kinds of competition that is present between them. The aim of the analysis is to analyze the particular placement of these firms within the production chain and the flexible marketing strategies put in place to reaching the consumers (Baker, 2005). The paper will offer a deeper understanding of the strategic decisions regarding marketing and productive activities through multiple case studies. The paper will contribute to research on innovation and creativity through explaining the issue in the interaction context. There are several implications for the management operations and channels for future analysis.

Background information

The research reports the current plans of fashion market that companies of medium size implement to improve their functionality successfully within national markets plurality, and it examines the steps to implementing the strategies and their impact regarding incomes patterns, turnover, and market portion. The selling environment has become more challenging with the increasing product complexity, demanding clients and intense competition. To deal with these difficulties and to attain their goals, the management needs to define the marketing strategic objective along with sales departments’ objectives. The study will focus on the importance of putting in place marketing strategies and the various avenues the marketing officials need to focus on. More precisely, the research is based on empirical analysis done on Italian companies that manufacture knitwear garments.

Research methodology

The research will be carried through a well-structured questionnaire, as well as through constant visits to the company’s research locations that the research hypothesis was developed in the course. An interpretative, qualitative method that utilizes chosen many study cases interviews, for instance, primary information collection strategy is picked because it offers assistance to examine and understand the difficult issues linked with data quality concept, and its connections to the cases involving governmental operations to develop facilities in design and marketing services (Burresi, 2006).

About interview protocol, having known the research nature, interviewees were not needed to be within the borders of the standard queries: an interviewee who looked to be giving a fruitful channel was allowed to go on in that direction. As more elements of the planning process were uncovered the semi-structured protocol changed over time as each subsequent interview was used to triangulate the previous responses and expanded the questions list.

Hypothesis

A company’s orientation towards the market is essential in creating the new products success. Management needs to evaluate carefully if forming of new marketing strategies is congruent with the target markets segmentation strategies and if they can align with the existing strategies.

From the qualitative research, it was evident that implementation of efficient marketing strategies will have a positive impact on the company’s sales and revenues. The study affirmed that the connection between marketing and production during the integrated products planning is positively related to the product competitive advantage and more precisely to the revenue that comes from activity planning.

The research supports the thesis statements through working on giving an analysis of the marketing strategies impacts on the turnover, sales, and income of a company and how effective marketing elevates the firm’s success (Hooley & Piercy, 2004). Therefore, the study brings out the actual purpose of efficient, flexible marketing strategies and how firms implement the activities.

It was observed that the companies get positive economic results at the end of activities development during empirical survey.

References

Baker W. E. and Sinkula J. M., 2005, “Market Orientation and the New Product Paradox”, Journal of Product Innovation Management, 22 (November), 483-502.

Burresi A., 2006, I fondamenti del marketing ed il loro contributo al governo d’impresa, in Burresi et al. (eds), Marketing per il governo d’impresa, G. Giappichelli Editore, Torino.

Hooley, G. J., Saunders, J. A., & Piercy, N. (2004). Marketing strategy and competitive positioning. Harlow, England: Prentice Hall Financial Times.