Marketing Mix and Differentiation. Case Company X

Abstract

The purpose of the study was to examine a new market area and possible ob-stacles and opportunities. The objectives were to analyse the internal and ex-ternal environment by means of SWOT and PESTEL analyses, as well as com-petitor value curve analysis. In addition, the marketing mix concept was investi-gated and differentiating features were extracted. The study was carried out in cooperation with Company X, which is a women’s apparel store, established more than one hundred years ago in Germany. Information was gathered from literature, Internet resources, personal meetings with the company’s representatives and business negotiations. The literature review was based on secondary data, including books, magazines and electronic libraries. Data for the empirical analysis was collected from the Company’s documentation and primary data, as well as secondary data from the resources above. As a result of this study, a location for Company X’s branch was found and renting agreement was signed. Probable threats and difficulties were analyzed, and the potential competitors were mapped. Also, differentiating characteristics for the shop were identified, in order to distinguish from the rivals and not to suffer from their pressure.