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Running head: MARKETING MIX 1 Case Study: Hawker Sunglasses Marketing Mix Student Name Institution
MARKETING MIX 2 Introduction Hawkers Sunglasses is one of the eyewear companies with origins in Spain that serves a worldwide market and uses the internet as the main distribution avenue. The firm, which was established in 2013, has established itself in the Australian market ( López-Navarrete, López- Cepeda, & Álvarez-Ruiz, 2019) . The business focuses mainly on direct customer sales, which are conducted through the internet. The industry has the mission to become one of the notable eyewear vendors with stylish appeal, making the product into a lifestyle brand. Going by this, the firm produces an array of sunglasses with fashionable designs for frames and lenses. The models used by the business resemble the stylistic nature of brands such as Ray-Ban. The industry ranks among one of the fast risers in the eyewear market in Australia. The firm currently stands as one of the new brands that attract many buyers who would previously prefer well-known brands such as Oakley ( López-Navarrete, López-Cepeda, & Álvarez-Ruiz, 2019) . Hawkers Sunglasses applies a segmentation strategy aimed at urban areas of Australia, such as Sidney and Melbourne. Demographically, the business seeks buyers in the age brackets of 15-34 and 34-55 years (Sudari, Tarofder, Khatibi, & Tham, 2019). The segmentation strategy also pays closer attention to buyers who identify as stylish and fashion-forward dressers. Such buyers prefer popular brands mostly spotted on celebrities. Thus, the focus of the firm is both male and female buyers between the ages of 16 and 35. The customers targeted by the firm typically have some form of employment, either in a permanent or temporary capacity (Sudari, Tarofder, Khatibi, & Tham, 2019). This gives them a reasonable amount of disposable income that can be spent on non-essential purchases such as sunglasses. Consumers targeted by the business recognize themselves as being conscious of fashion trends, their purchasing decisions are highly influenced by the activities of influencers mostly found on online platforms.
MARKETING MIX 3 Product Hawkers sunglasses are an eyewear product primarily designed for aesthetic appeal. Eyewear from the company acquires its appeal from having features such as sophisticated frame and lens designs that reflect a modernistic appeal (Lopez, 2019). Products manufactured by the industry are made with a variety of functions. For example, they are made in popular shapes such as the aviator, cat eye, wraparound, and cat-eye styles. Forms are made to be aesthetically pleasing for customers with varied tastes and styles. UV protection is also another feature that comes standard for sunglasses from the business. Besides, they include a variety of choices in the way of material with frames made from durable plastics such as polycarbonate and CR-39 plastic, with the former used for frames and lenses and the latter precisely for lenses (Sudari, Tarofder, Khatibi, & Tham, 2019). Hawker shades are made with a variety of tints for different styles of tinted lenses. Colors such as brown, amber, grey, and silver are used for glasses.

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