The Impact of the Marketing Environment

Essay by EssaySwap ContributorUniversity, Master's February 2008

download word file, 38 pages 2.8

A Detailed Audit of the External Factors Currently Affecting the Business CONTENTS PAGE Chapter(s) Subject(s) 1 ???????????????? Task 1 : Introduction to SLEPT 2 ???????????????? Social 3 ???????????????? Legal/Political 4 ???????????????? Economical 5 ???????????????? Technological 6 ???????????????? Conclusion 7 ???????????????? Task 2 : Table of Sources 8 ???????????????? Task 3 : The Euro 9 ???????????????? Task 3 : Technology 10 ???????????????? Task 3 : Conclusion 11 ???????????????? Task 4 : Competitive Analysis 12 ???????????????? Task 4 : Conclusion THE MARKETING ENVIRONMENT ASSIGNMENT TASK ONE - CHAPTERS 1-6 CHAPTER 1 Task 1 - Introduction Fashion Trak is part of the TNS global market research company and is based in London. TNS is a public limited company, which means that capital can be raised from a number of sources such as employees via shares. The division began in 1995 and has performed well over the last eight years (see Fashion Trak revenue chart below).

Fashion Trak has a competitive advantage in that it is the only service of its type available in Great Britain.

Fashion Trak provides clothing, footwear and accessories information to high street retailers such as River Island and Marks & Spencer, mail order companies, city banks and trade magazines. Fashion Trak gathers information based on a panel of 10,000 individuals aged 12-74 (those under 12 are usually bought for and monitored). These individuals are demographically and regionally balanced to represent the whole of Great Britain (excluding Ireland and tourist sales). The information is collected via telephone interview, every fortnight at a pre-arranged time. The information requested is not only based on what type of product purchased but also other variables including price, method of payment, brand, retailer and key characteristics on the product e.g. colour, sleeve length and shoe size. This section of the report will identify the key...