Research Paper on:
Reiss Marketing Case Study

Unformatted Sample Text from the Research Paper:
end fashions and the mass market. Staring with the male market, where there is less time spent by the target market shopping, the company has expanded into womens wear  that is increasing the level of the sales mix that it accounts for. The company has also expanded into Ireland, where it has found the market to be different, with  a more conservative taste in clothes than seen in the UK. The company has also fund that in expansion there are additional difficulties in finding suitable high street sites.  To develop a three year marketing plan we need to consider the desire of the company to sell more and also to expand. To look at the way this  my be undertaken we can start by considering the strategies fo growth that were proposed by Ansoff in his matrix. Ansoff has suggested that there are four main ways in  which a company can expand, these depend on two variables, whether it is the desire to develop new products or new customers. Therefore, it is whether new sales are going  to be made by penetration, product expansion, market expansion, or diversification. Penetration is the strategy of using the same products and the  same market and just increasing sales to that market. This may be a hard strategy. Product expansion looks to keep the same market of customers but to increase sales to  them by offering more products. Market development looks to increase market share with the same products but to get more new customer to buy them, and diversification, which is often  referred to as the suicide strategy in this matrix, looks to the development of a new product in a new market. The