Comparison Fo Marketing Strategies of HM and Splash

Hamp;M vs. SPLASH Marketing Term End Paper SUBMITTED BY: Group 3: Section B HARMAN GILL KRISHNA OZA LAVANYA PAPOLU PRIYANKA NARAYANAN SANDHYA KEERTHI VIPIN VISHAKHA NATANI VS. INTRODUCTION In this term paper we will compare two companies, Splash of Landmark Group and Hamp;M, two leading fashion retailers in UAE. We will individually analyse the marketing strategies of the two companies and compare them to see which one is more successful in the UAE market. We will also suggest some recommendations for developing their strategies. Both of these companies have equally done very well with their marketing strategies in the past and even better in the year of 2008 while being under the influence of the economies†¦show more content†¦Founded in 1993 as a single brand store in Sharjah, Splash has grown to over 125 Splash stores and 50 branded boutiques across ten countries. An ‘Eye’ for the latest global trends in fashion design offered at fabulous value is the soul of Splash which has carved a niche for itself as one of the most successful local players in the region’s high-street fashion category. Splash showcases popular collections for men, women and teens with a wide offering of fashion apparel and accessories to suit the customer’s every lifestyle need. Initially it was mainly a trading company, which used to buy and sell merchandise without any customization of the consumer offering. This trading focus continued till 1998 when the company started to evolve along the buying cycle. This buying focused approach saw Splash differentiate itself by selling products which were carefully selected to suit the needs and style preferences of customers. In the year 2000 the company progressed from a trading setup to a retail based organizational framework. In 2004 Splash started shifting its focus from being buying based, to a more product centric, design oriented approach which corresponded with the change in logo, to reflect the brands ambition to compete with the international brands present in the market. Design teams were created and frequent buying trips and trade show visits to every significant show around the world were arranged for the design teams. Splash progressively became aShow MoreRelatedStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesSingapore Taipei Tokyo Editorial Director: Sally Yagan Director of Editorial Services: Ashley Santora Acquisitions Editor: Brian Mickelson Editorial Project Manager: Sarah Holle Editorial Assistant: Ashlee Bradbury VP Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Nikki Ayana Jones Senior Managing Editor: Judy Leale Production Project Manager: Becca Groves Senior Operations Supervisor: Arnold Vila Operations Specialist: Cathleen Petersen Senior Art Director: Janet Slowik Art