Palladium Marketing Analysis

Palladium Marketing Analysis

MARKETING PLAN








Group 6
Mai Ngoc Diem Huong s3426526
Vo Anh Huy s3425658
Phan Gia Huy s3425653
Nguyen Hai Phuc s3427593
Ngo Anh Trung s3426211
Phan Tuan Tu s3410253

Instructor
Mrs. Anouk Roy


Contents
EXECUTIVE SUMMARY 3
INTRODUCTION 4
SITUATION ANALYSIS 4
A. COMPANY DESCRIPTION 4
B. PRODUCT DESCRIPTION 5
MARKETING ENVIRONMENT 5
A. MACRO ENVIRONMENT 5
B. MICROENVIRONMENT 7
SWOT ANALYSIS 9
STP 11
A. SEGMENTATION 11
B. TARGETING 12
C. POSITIONING 14
MARKETING MIX STRATEGIES 17
A. PRODUCT 17
B. PRICE 19
C. PLACE 20
D. PROMOTION 22
OBJECTIVES 23
RECOMMENDATIONS 24
A. MARKETING STRATEGY 24
B. SWOT MATRIX 25
C. MARKETING MIX STRATEGY 25
D. ACTION PROGRAM 27
E. CONTROL 28
REFERENCE LIST 29

EXECUTIVE SUMMARY

Founded in 1920 as a Tire manufacturer, Palladium mainly supplied tires for the majority of European aviation industry. They finally switched it up and decided to manufacture footwears which are as hard as their tires. Maybe, the most surprising thing to the customers is the price. Palladium Boots themselves had work hard to create strong, durable, reliable yet inexpensive boots which have been economical for customers, mainly youngsters. One main factor contributing to the affordable price is that Palladium Boots “has done everything” from manufacturer, intermediaries to selling the products to customers.
Palladium was once very huge in the 1960s, but then the business stopped growing. Only until 2009, Palladium decided to re-launched and their boots have been renowned all over the world. Palladium has been making the same boots for over 60 years, and they have “fit the bill”. Their boots are classical, durable, comfortable and more importantly “it works”. They also made some innovative changes to the production process which made the boots lighter and more comfortable. There have also been applications of new and modern materials like 100% cotton canvas, premium leather.
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