Project #10321 - principles of marketing

This assignment is to be completed individually


Answer two of the five tasks.


Each question carries 50% of the marks


The word limit for each task is 1,250 words







Tammy limited is a successful, medium-sized, clothing manufacturer specialising in children’s casual clothes and shoes.


Originally Tammy clothing was sold as own-label nation-wide clothing retailers and supermarkets with a reputation for offering hard wearing, value for money merchandise. A marketing magazine in the early 1980s reported their first contract with a major retailer as a strategic alliance which had the potential to re-vitalise the flagging sales of one of the largest retailer chains at that time. This turned out to be true. In 2005 however, the company launched its own range of clothing and footwear under the Tammy brand.


Tammy clothing’s unique feature was its durability, which came from the tough Indian cotton from which most of its garments were made. Later the company recognised that its customers wanted more fashionable clothing with a greater choice of looks and styles. New styles were therefore introduced including Denim jeans and bomber jackets, and colourful trainers and sandals. In the past Tammy had promoted their clothing and footwear through occasional press advertising but in the main it tended to rely on word of mouth and sales force contact with retailers to communicate the benefits of its product range.


In recent years the market for children’s clothing and footwear has continued growing. In particular, children have begun wearing more informal shoes for school as well as for leisure. According to recent surveys, fashion as well as comfort and quality were becoming increasingly important factors in the decision to purchase shoes for both boys and girls. Other important criteria were price and brand. Tammy responded to this trend by launching its own Tammy shoes range.


Originally children’s shoes were sold through specialist shoe shops such as Barret Clarks  but now both clothing and shoes are being sold through specialist children’s clothing stores such as Gap. Although internet sales of clothing are growing exponentially, sales of shoes and clothing on the internet have not taken off to the same extent, possibly because of the greater need for customers to ensure a good fit.


Tammy has not been as successful as they had hoped in this market, even though the Tammy brand is very well known. However, other children’s clothing and footwear manufacturers have capitalised on this trend and there are now a wide range of brands in this market. These range from premium quality, own label brands such as Gap, and manufacturer brands such as Levi’s together with brands such as Marks and Spencer. So despite the favourable market conditions, sales growth for Tammy Limited has stagnated as other children’s clothing and footwear manufacturers have tapped into this trend for quality, casual wear.


You have been appointed to help improve the marketing of Tammy Limited. Part of your role is to show how marketing may help improve the future prospects of the firm.



1.      Assume that one of your first tasks is to persuade senior managers at Tammy of the need to collect some marketing information to improve the running of the business. Outline the types of information that you believe would be useful for marketing purposes and describe how you would collect this information, drawing a distinction between secondary and primary data. Explain how this information would assist in marketing decision making at Tammy.


2.      Write a report advising the senior managers at Tammy how market segmentation might help improve business prospects. Your report should be designed to help senior management understand the concept of segmentation and describe appropriate segmentation criteria with examples of how they might be used in the children’s clothing and footwear market.


Supplementary information


Tammy clothing and footwear sales


Year          £million

1990               16

1995               15

2000               11

2002                      11

2003                      10

2004                        9

2005                        8





2007                        9

2008                        8

2009                        8

2010                        9

2011                        9











University of West London




Principles of Marketing


Final Assignment





Note that this schedule is not comprehensive and marks may be given for other relevant points at the tutor’s discretion.


Task 1






List of relevant marketing information

PESTLE, SWOT, competitive environment

Information on the customer

Related to the children’s clothing market - e.g. costs, changes in distribution patterns, changes in customers' attitudes towards children’s clothing, market shares, competitive prices


How the information should be collected

Discussion of different data sources e.g.

- Internal sources e.g. sales data

External sources - secondary - e.g. published reports; primary - e.g. ad hoc surveys


Focus on realistic options for a medium sized firm; related to children’s clothing market


How it would assist marketing decision making

Information used to reduce risk, improve profits and allocation of resources

Highlight stagnating performance in a this market - information used to reverse this situation


Task 2






Market segmentation

Geo, demo, psycho and behavioural factors


Related to the market

Appropriate criteria

Geo, demo, psycho and behavioural factors

Decision on most appropriate

Using information in case and for the best answers, information on trends in the children’s clothing  market



Subject Business
Due By (Pacific Time) 08/09/2013 12:00 am
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