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Unformatted text preview: ---------------------------------------This essay was downloaded fromCheatHouse.com (c) Gradua Networks 1995-2007.More essays, papers, reports, study notes and more can always be found at:- http://www.CheatHouse.com ----------------------------------------TABLE OF CONTENTSUsing the SWOT framework, analyze the marketing position of Diesel. Is the Company in a favourable marketing position to meet its future challenges?....2Strengths...........2Weaknesses...........3Opportunities...........3Threats...........3Analysis of the Marketing Position......4Evaluate the 3 marketing strategies outlined in Exhibit 15. Which of these strategies would you advice Diesel to adopt and why?..........6Strategy 1...........6Strategy 2...........7Strategy 3...........7One can argue that D-Diesel brand can be damaged by the confusion arising from its association with StyleLab. Provide arguments for and against this statement.9Appendix............11Figure 1 (Competitor's Prices)............11Figure 2 (StyleLab's Positioning in the Market)...........12Figure 3 (Target Customers of D-Diesel & StyleLab)...........13Bibliography..........14Using the SWOT framework, analyze the marketing position of Diesel. Is the Company in a favourable marketing position to meet its future challenges?In order to analyze the marketing position of Diesel, it is essential to consider the various factors in the Company's internal and external environment that can impact its current position as well as future strategies. This can be understood better with the help of the following SWOT analysis.Strengths:Diesel's biggest competitive advantage is the radical nature of its products, which are an extension of Renzo Rosso's dynamic personality. Diesel loyalists identify with the uniqueness of the brand. Diesel's success has been acknowledged by several prestigious awards over the years, creating a high brand image in the minds of the customers. Diesel's extensive coverage of the market, especially its flagship stores across global fashion centers reflects the exclusive & upmarket brand status. Diesel's brand strength lies in enriching value, thereby distinguishing its customers from the crowd. Diesel's products are of high quality and durability, justifying the high price tags to its customers.A majority of Diesel's highly synchronized workforce is personally selected by Rosso himself, ensuring that only highly skilled & passionate workers produce Diesel apparel. Diesel uses the media cleverly to market and distribute D-Diesel & StyleLab differently, preventing any juxtaposition of these diverse products while its ironical & shocking advertisements differentiate the brand from the competition and create a link with the consumer. A diverse brand portfolio ensures that Diesel can target its customers better and prevents brand commoditization....
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- Spring '10