The Marketing strategy of the shirt manufacturer Olymp - Bezner KG has been performed successfully for many years; nevertheless there is always room for improvement and further development. As a recommended strategy I would implement Market penetration.
Olymp should concentrate on three main goals and objectives: First of all, they have to try to increase Market share and growth; the company is
very successful in doing this, but there is still a lot of potential in this area. Furthermore, Olymp has to build and enhance a strong customer
relationship to increase customer benefits in order to achieve customer
satisfaction and loyalty, because this components lead to business
success. And finally Olymp has to improve its awareness level. [...]
Inhaltsverzeichnis (Table of Contents)
- Marketing Strategy of Olymp - Bezner KG
- Product Policy
- Distribution Channel
- Communication Policy
- Sales Promotion
- Price Policy
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This case study aims to analyze the current marketing strategy of Olymp - Bezner KG, a renowned shirt manufacturer, and propose strategies for further development and improvement. It examines the company's existing strategies in product policy, distribution, communication, sales promotion, and pricing.
- Market Penetration
- Customer Relationship Management
- Brand Awareness
- Product Differentiation
- Global Market Expansion
Zusammenfassung der Kapitel (Chapter Summaries)
The case study examines the current marketing strategy of Olymp - Bezner KG, a renowned shirt manufacturer. It begins by outlining the company's success and identifying areas for improvement. The study suggests that Olymp should focus on market penetration, building strong customer relationships, and increasing brand awareness.
The study then delves into the company's product policy, recommending that Olymp maintain its core product offerings of wrinkle-free shirts and polo shirts while discontinuing casual cotton shirts due to high competition. The study also suggests strategies for enhancing packaging and after-sales service.
The chapter on the distribution channel focuses on Olymp's existing strategy of expanding exports and deepening relationships with retail partners. It recommends further expansion into European, African, Middle Eastern, and Chinese markets. The study also emphasizes the importance of maintaining the company's current in-store presentation and opening more brand-exclusive stores.
The study explores communication policy, suggesting that Olymp should strengthen its co-operations, maintain sponsoring activities, and use public relations effectively. It also proposes engaging a famous model or designer to represent the company and increase brand awareness.
The study examines sales promotion, suggesting that Olymp should implement a customer loyalty program, offer discounts and promotions, and explore product placement opportunities. It also recommends organizing annual charity events with celebrities.
Schlüsselwörter (Keywords)
This case study explores key marketing concepts such as market penetration, customer relationship management, brand awareness, product differentiation, global market expansion, distribution channels, communication strategies, sales promotion, and pricing policy.
- Quote paper
- Julia Anders (Author), 2010, Olymp's Marketing Strategy. An overall overview, Munich, GRIN Verlag, https://www.grin.com/document/277723
