‘Always up to 60% less’, isn’t that what we all want? TK Maxx strives to have an ever-changing collection of designer labels including clothing and home goods at prices of up to 60% less than the original. TK Maxx is part of TJX Company family, based in the United States. Bernard Cammarata founded TK Maxx and first launched in the UK and Ireland in 1944. Since then the unique store has grown rapidly and expanded to countries across Europe. Their logo and brand identity have remained unchanged since they launched and needs modernizing. Therefore I am going to analyse the brand by looking at their core values and marketing strategies in order to re-design their logo. The Four P’s E.Jerome McCarthy, marketer and academic suggested in 1960, that there are four P’s of marketing; Price, Promotion, Product and Place. These tools act together to construct a marketing mix in order to deliver high customer value. …show more content…
In 2007 they expanded to stores in Germany and in 2009 launched in Poland. As recent as 2015, stores have opened in Austria and the Netherlands. This implies that TK Maxx is performing well and is consistent with sales, allowing the company to grow. Since December 2014 with a number of 407 stores in Europe, it has increased to 515 stores in just 4 years. Including 35 stores simply in