The company specializes in clothing and accessories at low prices. The majority of garments sold are manufactured exclusively for the group, but also sold out of season garments from other brands (McDougall, 2009).
The preliminary approaches to the definition of the marketing mix (the marketing strategy) are the internal/external diagnostics of the company, market segmentation, positioning of the brand and each of its products or services. Diagnosis leads to the definition of objectives in terms of segmentation of the market, which will allow the company to consider some sources of sales volume. The definition of a position within the segment will feed the image of the company. The marketing mix was introduced essentially by Jerome McCarthy (1960), and was widely popularized by Philip Kotler who established the 4 so-called Ps. These four policies define the product and its wider implications in business plan:
a) Product: The product policy (choice of product range: range of depth, width range, etc.). The word product is used in the generic sense and also includes services in the post-industrial society. It represents more marketing offers.
b) Price: The pricing policy (e.g. skimming, penetration, price acceptability, profitability, etc.)
c) Place: The politics of distribution (choice of network and channels of distribution, power of sale, etc.). The distribution also includes the Electronic Commerce.