George Armani

Giorgio Armani is the one largest Italian designer group. Currently, they hold a billion dollars a year company in the fashion market. Their customers are mostly well-educated and wealthy individuals. Although they are doing pretty well with their current target market, it is not big enough to restore their lost market share. Their new target market will by Generation X (Armani Exchange). This segment is composed of 21% of total US population with annual disposable income of 125 billion per year.

TABLE OF CONTENTS

I. CURRENT MARKETING STRATEGY
A. INITIAL PURPOSE
B. CORE COMPETENCIES
C. CURRENT/POTENTIAL CUSTOMER/PRODUCT
D. KEY MARKET RESEARCH FINDING

II. PRODUCT FEATURES AND BENEFITS
A. PRODUCT POSITIONING
B. PRICING
C. CUSTOMER SERVICE
D. PROFITABILITY
E. DISTRIBUTION CHANNELS
F. IMAGE
G. PROMOTIONAL

III. S.W.O.T. ANALYSIS
A. KEY COMPETITORS
B. RELEVANT MACRO ENVIRONMENT

IV...