SOE11112: Creating Business Excellence and Marketing Assignment

Introduction

Creating business excellence and marketing is based on the managing and gaining business success via the possessions of effective consumer focus. The report will be based on the Barbour, this is fashion brand. This has been founded in the year 1894within the South Shields, UK and renowned brand of the British heritage celebrated for the outwear with the high quality (Barbour, 2023). The brand is well known for the blending the timeless style with the functionality, the organization has differentiated as the tradition and craftsmanship of the British. The report will be based on the waxed jacket, this have mainly managed the effective position within the outdoor and luxury market. The brand is overseas the major market for the Japan.

Japan is having the consumer culture which can offer value to the craftsmanship and heritage, developing the lifestyle and outdoor products. Moreover, seasonal climate of market can make the brand’s weather resistant and durable jackets. The major alignment among the minimalistic appreciation of Japan and classic aesthetical of Barbour can boost the major market potential. The major aim of report is to focus on the opportunities of Barbour within the market of Japan and propose the smooth marketing mix. This will be gained via an effective analysis of the SWOT analysis and PESTEL analysis of the positioning the brand. The report will also summarise the key findings of the evaluation.

Analysis: Identifying the relevant and appropriate macro and micro factors

Macro factors: PESTEL analysis of Japan

Political factors	Economic factors
The Japan carriers the stable political relations and effective trade agreements which can boost the import of the effective and luxury goods. This mainly includes the products based on the fashion.	The economy of Japan is one of the biggest on the global bases. It is having the high GDP and effective appetite for the lifestyle and luxury brands between the affluence customers (Barbour’s PESTEL analysis, 2023).
Social factors	Technological factors
The customers of Japan mainly value the durable and high quality products. These are majorly loyal for the brands based on heritage. There is increasing trends after COVID-19 related to the outdoor activities (Homburg Theel & Hohenberg, 2020).	The Japan is known for the leader within the digital marketing, making e-commerce and technology adoption. This is important for reaching the population which is tech savvy.
Environmental factors	Legal factors
The growing environmental conscious, the different brands which are focusing on the sustainability. This is including the Barbour’s reuse and repair initiatives and well received.	The strict laws of consumer protection and import regulations. This thrive within the key market but can need the compliance adjustments.

Economic prosperity and political stability of Japan offer support to the entry of Barbour. The different social trends related to heritage loyalty and outdoor lifestyle is mainly aligned with the core values of the Barbour. The technological infrastructure can ease growth of e-commerce and significant channels for the Japanese expansion of the Barbour.

Micro factors: SWOT analysis of Barbour within Japan

Strengths	Weaknesses
Barbour is one of the strong brand and heritage identity as well. Weather resistance and high quality products The brand is mainly focusing on the products lines based on outwears and sustainability based on the reuse and repair. The products based on the weather resistance and durability fits effectively with the variable climate of Japan, majorly at the time of cold and rainy seasons (Fonseca, 2022). The organizational ability to boost the traditional and innovative product lines. This includes the breathable and lightweight jackets. It permits the brand to cater modern and traditional consumers. The organization is offering premium pricing with the high quality.	Barbour is giving the limitation within the brand awareness within the Japan as compared with the major rival such as Burberry. The premium pricing of the Barbour can restrict the accessibility within the consumers of mass market. The over reliance on the product lines can hinder the market of Japan (Barbour’s SWOT analysis, 2023). The organization is targeting the major older demographics; this can decrease the appeal to the fashion conscious and younger consumers.
Opportunities	Threats
The developing needs for the eco-friendly products can offer the major opportunity. The developing popularity related to the outdoor activities. Potential for the partnerships with the designers of the Japan. Expansion within the e-commerce platforms of Japan can include the ZOZOTOWN. This provides the effective opportunity to boost the sales and visibility without having the high costs of setup.	The high rivalry from the outdoor brand and established brands within the Japan. The regular fluctuation within the currency can put impact on the profitability. The strict compliance and import regulations can be major threats. The consumers of Japan are discerning and can protection brands such as Uniqlo for the effective affordability and outdoor for Montbell.

The major strengths of the Barbour is based on the sustainability and heritage align with the consumer preferences of the Japan. The major opportunities are based on the leveraging sustainability and trends of lifestyle trends. The weaknesses such as premium pricing and limited awareness can be resolved. The different threats related to the high competition such as outdoor and well established brands in the Japan. This can offer the major threats to the Barbour which can be affect the consumer base.

Implication and synthesis for the marketing mix

Product: The major focus on the waxed jacket of Babour as the mixture of functionality and heritage, while providing exclusive design to the Japan can cater the preferences of locals.

Price: The Barbour is positioning as the luxury yet affordable brand, this is making sure that pricing is aligning within consumer perceptions of Japanese values.

Place: By making use of the pop stores, e-commerce platforms and partnership with the Japanese retailers who are well established (Carvalho et al, 2019).

Promotion: The sustainability initiatives and British heritage, outdoor suitability of the Barbour via influence partnerships and digital marketing.

The effective analysis offers the foundation in boosting the marketing strategy which maximise the success of Barbour within the market of Japan.

Critique: Proposing the suitable marketing mix for the brand

Based on the above SWOT analysis, the marketing mix is planned to resolve the weaknesses, boost the strengths and indentified threats and opportunities within the market of Japan.

Product

Proposed strategy: The Barbour needs to introduce the product line which is tailored and focusing on the versatile and lightweight jacket. These are suitable for the Semi urban and urban climates (Buallay et al, 2020). The product is developed to incorporate the minimalist designs, patterns and colour inspired by the Japanese to attract the fashion forward and younger consumers. By effectively expanding in the accessories which are complementary such as hats and waxed bags. This needs to be aligning with the preferences of the Japan for the utility and cohesive style.

Justification: The reputation of Barbour based on the quality craftsmanship are align with the consumer of Japan which can appreciate the well designed, authentic and durable products. The Japanese customers are mainly adopting the products and fashion which are eco-conscious. The sustainable practices and reparable jackets of Barbour resonate with the core values.

On the other hand, by making use of the differentiation products, the alignment of the Barbour with the theory of Kotler’s product levels plays a major role. This is mainly emphasising on the augmented product lines which includes the repair and sustainable services. On the contrary hand, the organization needs to make sure about the value heritage is not affected by the adoptions of the modern products. This can alienate the audience which prioritise the traditional.

Price

Proposed strategy: The brand needs apply strategy based on the premium pricing, while providing the products of entry level to attract the demographic of younger consumers (Al-Hawary, et al, 2021). The pricing needs to be showcasing the exclusivity while be in the rivalry against the major local rivals such as Burberry and Mont bell. The loyalty programs and seasonal discounts might develop for the retention.

Justification: The premium pricing of the Barbour is aligns with the luxury and heritage positioning. The rivalry can include the Uniqlo can focus on the affordable market yet alternatives of the functionality. The luxury consumers of the Japan are focusing to pay for the brand with the authenticity and heritage.

The pricing approach of positioning is based on theory of price quality relationships, focusing on the value over the low price and affordability. On the contrary hand, exclusivity might fail to have the consumers based on the mid range and also limiting the reach within the Japan. The effective and strategic offers which are promotional at the time of major shopping periods of Japan such as sales of New Year can boost the risks.

Place

Proposed strategy: The brand needs to adopt the strategy based on the Omni channel distribution. The well established stores within the Osaka and Tokyo are to boost the visibility of the brand. The collaboration with the departmental and premium stores, include the Takashimaya and Isetan. This can boost the online presence via the collaboration with the platforms of local e-commerce such as ZOZOTOWN and Rakuten.

Justification: The organization is well developed retail partnership can simplify the market entry. The dominance of the E-commerce within the Japan can offer the price effective method to attract the consumers which are tech savvy (Khan & Fatma, 2019).

Distribution channel theory showcases that the strategies based on the Omni channel can make sure about the consumer convenience and accessibility (Distribution channel theory, 2023). The flagship stores might boost the brand image, the high costs of operation comes with the different challenges. The partnership with the established platforms of the E-commerce can increase the risk. Via developing the brand to expand in the increasing online shopping trends of the Japan without major upfront investment is essential.

Promotion

Proposed strategy: The brand needs to apply the localised promotional strategy which can emphasise on the major factors. The partnerships with the fashion designers and Japanese influencers are to attract the younger demographics. The campaigns are based on the heritage and sustainability via storytelling such as highlighting the countryside roots of the British Barbour. The effective presence within the different fashion events such as Tokyo fashion week can help the brand to position as the high quality and premium brand. The effective loyalty programs might provide the discounts and exclusive repairs for the sustainable conscious practice such returning the used or old jackets for the renewing.

Justification: Japanese customers mainly value the authentic and sustainability storytelling. This is making heritage of Barbour an effective selling point. The well known rivals already carried the effective and strong recall of brand. The targeted promotions can offer help the brand to easily differentiate itself.

The effective and promotional strategy mainly align with the principles of the AIDA (Action, desire, interest and attention) by developing the awareness via sustaining interest and collaborations through the campaign focused on the sustainability (Sousa-Zomer& Cauchick-Miguel, 2019). On the other hand, the major reliance on the marketing of influencers needs the careful setting which can make sure about the alignment with the premium image of Barbour (AIDA model, 2023).

Application of the relevant theories

Consumer behaviour and segmentation: Barbour might utilise the demographic and psychographic segmentation to the target.

Older professionals (35-55): These value the quality and heritage

Young urban customers (2--35): These are interested in the sustainability and fashion

Based on the cultural dimensions theory of the Hofstede, the Japan’s main avoidance of uncertainty offers suggestion that; the Barbour needs to focus on the durability and reliability of the product within marketing efforts (Hofstede’s Cultural Dimensions Theory, 2023).

Expansion and branding strategy: By making use of the Brand equality model, the organization might boost the resonance of brand within the Japan (Brand equality, 2023). It can majorly emphasise on the British heritage (Alzoubi et al, 2022). This also can boost the brand loyalty via the superior services for the consumers such repair workshops. The strategy of the market expansion can work with the effective waterfall model, this is emphasising on the effective locations of flagship before the nationally scaling.

Combining the marketing mix with the SWOT

Addressing opportunities and strengths:

By effectively utilising the sustainability and heritage practices are via the collaborations and targeted promotions which mainly align with the appreciation of the Japan for the environmental and quality consciousness. The effective Omni channel can make sure about the accessibility while boosting the premium positioning of the brand.

Decreasing the threats and weaknesses:

Introducing the products based on the entry level can resolves the price sensitivity between the major younger customers (Hallencreutz & Parmler, 2021). The effective localised campaigns along with the different influencers can differentiate the brand from the rivals and offset the low awareness of brand.

The success of Barbour within the Japan relies on the capability to adapt the effective marketing mix of the choices of locals while be aligned with the core values of brand. Via developing the strengths, resolving the weaknesses and also grasping the opportunities with the strategy of 4Ps. The brand can effectively establish as the major and premium brand of the fashion within the competitive market of Japan. On the other hand, the effective implementation needs to manage the authenticity and localisation to manage the consistency of the international brand.

Conclusion

Conclusively, it states that the entry of the Barbour within the market of Japan showcases the major opportunity to effectively expand the international footprint. This can be possible by developing the strengths within the sustainability, craftsmanship and heritage. The Affinity of Japan for the sustainable, durable and high quality products, developing it a major market for the band positioning of Barbour. By effectively developing the marketing mix to resolve preferences of locals, the brand can utilise the opportunity while resolving the major threats from the cultural differences and established competitors. The well projected marketing mix emphasising on the premium yet different offering of products, localised campaigns of promotion, Omni channel distribution and competitive strategies of pricing. This makes sure about the Barbour’s appeal to the diverse consumer segment of Japan.

The effective strategies are mainly aligned with the PESTEL and SWOT analysis; it is highlighting the effective connection among the actionable tactics of market and understands the market dynamics. For instance, campaigns of Barbour storytelling focusing on the British heritage and sustainability. It can easily resolve demand of market for the eco-consciousness and authenticity. The effective collaborations with the influencers which are local can boost the visibility of brand between younger demographics. On the other hand, the expedition can comes with the different challenges related to the culturally and competitive market nuanced such as Japan which needs the effective execution. The brand needs to strike effective balance among adopting local preferences and managing the international identity. Moreover, the high prices of operations of the stores and reliance on the effective premium pricing, this needs the long term emphasise on the consumer loyalty and brand equity.

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References

Books and journals

Al-Hawary, S. I. S., & Obiadat, A. A. (2021). Does mobile marketing affect customer loyalty in Jordan?. International Journal of Business Excellence, 23(2), 226-250.

Alzoubi, H. M., In'airat, M., & Ahmed, G. (2022). Investigating the impact of total quality management practices and Six Sigma processes to enhance the quality and reduce the cost of quality: the case of Dubai. International journal of business excellence, 27(1), 94-109.

Buallay, A., Fadel, S.M., Al-Ajmi, J.Y. and Saudagaran, S., 2020. Sustainability reporting and performance of MENA banks: is there a trade-off?. Measuring Business Excellence, 24(2), pp.197-221.

Carvalho, A. M., Sampaio, P., Rebentisch, E., Carvalho, J. Á., & Saraiva, P. (2019). Operational excellence, organisational culture and agility: the missing link?. Total Quality Management & Business Excellence, 30(13-14), 1495-1514.

Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge.

Fonseca, L. (2022). The EFQM 2020 model. A theoretical and critical review. Total Quality Management & Business Excellence, 33(9-10), 1011-1038.

Hallencreutz, J., & Parmler, J. (2021). Important drivers for customer satisfaction–from product focus to image and service quality. Total quality management & business excellence, 32(5-6), 501-510.

Homburg, C., Theel, M., & Hohenberg, S. (2020). Marketing excellence: Nature, measurement, and investor valuations. Journal of Marketing, 84(4), 1-22.

Khan, I., & Fatma, M. (2019). Connecting the dots between CSR and brand loyalty: the mediating role of brand experience and brand trust. International Journal of Business Excellence, 17(4), 439-455.

Sousa-Zomer, T. T., & Cauchick-Miguel, P. A. (2019). Exploring business model innovation for sustainability: an investigation of two product-service systems. Total Quality Management & Business Excellence, 30(5-6), 594-612.

Online

AIDA model, 2023. Online. Available through https://blog.hubspot.com/marketing/aida-model

Barbour’s PESTEL analysis, 2023. Online. Available through https://corporatefinanceinstitute.com/resources/management/pestel-analysis/

Barbour’s SWOT analysis, 2023. Online. Available through https://beesypapers.com/the-j-barbour-and-sons-brand-image-analysis/

Brand equality, 2023. Online. Available through <https://brandequity.economictimes.indiatimes.com/>

Distribution channel theory, 2023. Online. Available through https://www.taylorfrancis.com/chapters/edit/10.4324/9780429050787-12/channel-theory-sti-distribution-michael-etgar/

Hofstede’s Cultural Dimensions Theory, 2023. Online. Available through https://corporatefinanceinstitute.com/resources/management/hofstedes-cultural-dimensions-theory/