Recommendations for the Implementation of Ray Ban’s Marketing PlanAn understanding of consumers’ cultural perspectives can capture their needs and wants and Ray Ban can use this to their advantage. According to Wang, Chen & Chang (2011), “a moreaccurate conception of cultural identity, business, education and training would improve” a brand’s position (para.6). Ray Ban should do their best to adhere to different cultures and backgrounds and interpret them into their products to attract more people. By including approaches such as intercultural communication, Ray Ban will be able to exploit diverse backgrounds’ in its market segmentation. Segmenting a market allows a company’s marketing team to focus on which prospect of their brand that needs improvement. For Ray Ban, it is a luxury brand but when the economy falls into a depression, it will be hard to sell their products. The improvement that Ray Ban needs the most is lowering their cost to fit their target market. There are other factors affecting marketing decisions within Ray Ban and those are technology, demographics, culture and economics. According to McDonald & Dunbar (2012), “these factors have different levels ofinfluence on organizations and depend primarily on the type, size, scope and marketing activitiescarried out by an organization” (para.25). For example, technology is one of the most important factors affecting Ray Ban. With modern technology, anyone can access online stores and compare prices of different stores selling the same product. They can buy a pair of glasses with UV protection and all other features offered by Ray Ban for a lower price.This marketing plan can help Ray Ban stay on top of their rivalries by offering consumers’ what they need and want within their budgets. Marketers should have regards for intercultural communication as it focuses on the needs of consumers and what they value in the products they are trying to market. “Ray Ban takes greater considerations of suggestions and
RAY BAN SUNGLASSES11expectations of shareholders which allows their products to be marketed as a long term perspective” (McDonald & Dunbar, 2012, para.15).In conclusion, Ray Ban’s strengths, weaknesses, opportunities and threats can help the organization grow and expand into other countries. If given the chance, Ray Ban van globalize their products and be the world’s leading brand in providing glasses that can change the way people view the world. Offering low prices to the lower class and targeting a younger generation can also be a start in their new marketing strategy. With the help of their parent company, Luxottica Group, Ray Ban can excel in their forecasted objectives by using integrated marketing mix to achieve their mission. Implementing these new changes in their brand will help bring in more customers’, increase in revenues and expanding the Ray Ban brand.