External and Internal analysis:
The marketing and selling of conveniences have need of a singular conventional of strategies and main concern associated with selling corporeal things. In product provision selling multilateral connection breakdowns the selling tasks of Ben Sherman. It was dejected obsessed through three categories (Giacalone, 2012). By way of Ben Sherman is a service trade, it needs market in cooperation to the workforces so that they recognize the concentration of the company. And it is also to the customers so that they look after further trade with Ben Sherman. In this stage, Ben Sherman used STEEPLE analysis to identify the key benefits and threats of the company such as
Social: Social factors made up by the aging people,
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It is must need to sustainable to the company and must fluctuating the looking forward of customers.
Political: This factors are involving when the company trading the products. And then brands and company must have to give tax for clearing legality (Giacalone, 2012).
Legal: Legal factors are like changes the law. In Ben Sherman, it is used by changing or implementing the products quality and basic principles.
Ethical: The ethical mostly refers the product ethical standard. In Ben Sherman have other policies and factors that help to manage the business objectives at one way or another.
After analysing the STEEPLE, it is mandatory to know the Ben Sherman strength and weakness because it decides the next move of a business. To make the successful marketing plan, a business need what is their strength and what weakness make their business fall down. So using the SWOT we can find that strength and weakness. And then Ben Sherman needs to find the next move and for that it needs to know threat and what opportunities it has. Figure: SWOT
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They are not providing the training system.
• Opportunity: they get an opportunity when used cost based pricing system. People want get unique product by giving the high price. And Ben Sherman gives quality product on seasonal basis.
• Threats: In Ben Sherman the threat is coming from same type of businesses like UNIQLO. They are also providing same products.
Marketing objectives:
The marketing objectives set by SMART objectives. It is very overbearing and fastest way for absorbing. The objectives of Ben Sherman are the preparatory opinion of the selling design. As soon as environmentally friendly investigates such as ASSESSMENT, Five Service Authorities Breakdown and FRUSTRATION and advertising inventory have been showed. Their consequences will let know SMART ideas. The determinations of SMART objects take account of:
To control the marketing plan
Helping to motivate the employees and sales team
Helping to focus the consistent functions and movement.
The SMART objectives how helped in the Ben Sherman for achieving the objectives such