Victoria Secret's

Purpose of the Brief and Relation to Phase 2

This study will mainly focus on the low targeting issue as Victoria Secret’s has acquired success but has not been able to address the market as a whole (West, Ford, & Ibrahim, 2010). This research brief proposes that a study should be conducted on Victoria Secret’s company to investigate and deliberate on the competition and low market targeting faced by the organisation.

Introduction and Background of Research

Victoria’s secret is a fruitful clothing and lingerie store and despite the fact that it is classified as successful with the limited market that it does it marketing to persuade it has not catered for the market as a whole. This research will be conducted in order to establish strategies or ways in which Victoria secret should act differently to capture a wider market share, increase its earning and enhance its brand image. This research is significant because it will help the organisation in situating itself strategically in the market for competitive advantage.

Research Questions

1. How can Victoria Secret’s attain sustainability and competitive advantage?
2. Is the company’s marketing inclusive?
3. What should the organisation do differently for a more strategic positioning?

Aims and Objectives

1. To determine how Victoria secrets can attain sustainability
2. To establish the competitive advantages of the firm and things that it should do differently to overcome the intensifying competition
3. To determine how it’s marketing can be enhanced to address the needs of the market as a whole

Proposed Research Methods

This study will utilize a descriptive research study. A mixed research study will also be utilized incorporating both qualitative and quantitative studies. These methods were mainly selected based on their ability to provide maximised information to support the paper’s research objectives and answer all the questions. Qualitative data will be acquired from primary sources based on the use of questionnaires and survey while quantitative data will be acquired from a review of literature from secondary sources.

Project Plan, Budget, and Timeline

This study will begin by understanding the issue as faced by the company through research. The research will mainly be conducted within two weeks or less basically to collect, summarize and analyse the gathered data. The budget will be limited to about 150$to enable the researcher to conduct primary and secondary research.

 

Issues to be considered

Ethical issues such as Confidentiality, budget, and timeline are some of the primary issues that need to be considered. In that, all those participating in the primary research should fill in a consent form to understand their role, study’s objective and confidentiality issues. The study should work within the timeline and budget.

Potential use of the research findings

The research findings can be useful in designing the most effective strategies for the organisation to adapt to transition in the ever-changing market. In addition, it can be utilized in understanding the current market and how sustainability and marketing can best be carried out.

Conclusion and recommendations

It is evident that Victoria Secret’s is the most successful lingerie and clothing store in the UK and across the globe. However, in order to sustain its positioning, there is a need to strategically cover the market as a whole. I would recommend that the organisation should utilize more inclusive marketing that covers beyond its limited target to increase its share.

 

 

 

 

 

 

 

 

 

 

 

 

 

References

West, D. C., Ford, J. B., & Ibrahim, E. (2010). Strategic marketing: Creating competitive advantage. Oxford: Oxford University Press.