Quigley Case Study

Question 1

Quigley

Answer 1

clothing brand, ‘affordable quality’, well known British brand

Question 2

political

Answer 2

political opposition to out of town shopping and car borne shopping

Question 3

economic

Answer 3

recession in Far East, UK economy strong, Uk is high wage economy

Question 4

technological

Answer 4

TV, Internet (online shopping)

Question 5

social

Answer 5

social/market fragmentation giving emerging market segments, shopping channel fragmentation, increased credit card use, online shopping, customers like out of town shopping, dress down Fridays

Question 6

shopping channel fragmentation (social)

Answer 6

focused/niche retailers, brands, internet retailers, supermarkets clothing lines

Question 7

Strengths

Answer 7

high quality British brand, brand loyalty, town centre stores portfolio

Question 8

Weaknesses

Answer 8

-Quigley brand: for older people, old fashioned, lacks focus
-town centre store portfolio
-poor market segmentation: product oriented leadership
-poor international and global marketing
-mass marketing strategy
-poor ordering and stock control
-weakening quality / poor quality control
-poor monitoring/control generally
-high prices
overseas stores portfolio
high reliance on UK suppliers: high cost structure

Question 9

opportunities

Answer 9

• mail order/internet shopping
• political liken for town centre shopping
• overseas sourcing to lower costs
• fragmented market: differentiated or concentrated marketing (sub branding, new offers)

Question 10

threats

Answer 10

customer slike out of town shops

• political opposition to new out of town shops
• competitors ‘off shoring’ to reduce costs
• competitors taking advantage of market changes using differentiated marketing/online shopping

Question 11

strategies

Answer 11

matching (S-O), conversion (W-S/T-O), problem with weaknesses, improve quality control methods, sub branding, new offers, target Woopies?