Research Paper on:
Developing a New Marketing Strategy for Guess? Inc.

Unformatted Sample Text from the Research Paper:
clothing aimed at the fashion conscious individual looking at forwards fashions, but also including retro fashions that are current in vogue. To develop a new marketing strategy  for Guess? Inc., there is the need to determine a detailed idea of who the target market are and use this to design a strategy which can then be examined  using a SWOT analysis. The target market are the young and affluent, who have a higher level of disposable income to afford  the premium prices. In this group there is value associated with up to date fashions that are ahead of others within the peer group. Quality is also an issue, and  as such, the group may also want quality and fashionable items when they have children, hence the presence of the baby and childrens section of the range. As children become  older there is also in increasing interest in fashion as well as increased power over the purchase decision, which is reflected in the increased attention paid by many to the  tweens market (Frean, 2003). The issue is not one of class but of income. The appeal may have many followers in categories  C1 as well as more affluent classes of B and A, as younger individuals may be in lower paid jobs, but also have a higher promotion of disposable income due  to lower commitments. The target market is also likely to be under 35s in term of age. We can argue that it is psychographic that are important with the values  placed on fashions and trends (Kotler, 2003). With its type of market a there needs to be a plan to influence those who are the centres of influence within