Marketing Management

MKT 319

Report on ‘Kascade’

Unit title: Marketing Management

Unit Code: MKT 319

Unit Leader: Lesley Strachan

Level: 5

Assessment title: Report

Assessment number: AE2

Assessment type: Coursework Assessment

Student Name: Viktorija Kolosova

Student number: Q09854215

1

Contents PageIntroduction.................................................................................................3

Kascade vision, mission, values and corporate objectives..........................4

PESTLE ANALYSIS........................................................................................5

Market Research.........................................................................................8

Competitor Research...................................................................................9

Customer Research...................................................................................10

SWOT Analysis...........................................................................................11

Profit and Loss Forecast............................................................................12

Marketing Objectives.................................................................................13

SMART Objectives......................................................................................14

Marketing Strategies.................................................................................16

Marketing Programmes.............................................................................17

Control and Evaluation..............................................................................19

Conclusion.................................................................................................22

References................................................................................................23

Appendices................................................................................................29

2

Introduction

This report will outline the Kascade independent shop marketing management side. Kascade is a new British brand established by two friends Mia Headland and Viktorija Kolosova who set up their business in Southampton in 2013. They sell raincoats, rubber boots and umbrellas for women, men and children. Kascade garments are trendy available at competitive prices. The main aim of this brand is making their customers’ rainy days more comfortable.

(Visualphotos 2013)

3

Kascade vision, mission, values and corporate objectives

VISION STATEMENT

Kascade vision is to become the number one independent raincoats’, rubber boots’ and umbrellas’ retailer in the United Kingdom by providing quality products, competitive pricing, and excellent customer service. Kascade seeks to make rainy days fashionable for its customers.

MISSION STATEMENT

Kascade mission is to meet the needs of their customers in a positive and enjoyable shopping experience by providing excellent customer service and to share their Vision with all whom they come into contact.

VALUES

Commitment- Make a customer happy at all times.

Quality- Kascade offer a high quality and unique products to their customers.

Integrity- Working ethically and reliably.

Responsibility- Kascade is concerned about the environment hence all their products are made from environment friendly materials.

CORPORATE OBJECTIVES

Table 1.1 Corporate Objectives of Kascade

Quantitative Philosophical Qualitative To increase earnings

per share To offer customers

great quality products at affordable prices

Increase customer recognition and satisfaction by being innovative

To double operating profit

To provide customers with fashionable and trendy products

Invest in direct marketing

To boost sales by 10% annually

To build a trustworthy brand and be the best who sells umbrellas, raincoats and rubber boots

Expand by opening more stores across the country

(Brassington and Pettitt 2006, pp.1000-1005)

4

PESTLE ANALYSIS

Table 2.1 PESTLE Analysis for Kascade

Political

Tax policy (Hm-treasury 2013)

Wage regulations (Businessstudiesonline 2013)

Trading laws (Gov 2013)

Employability regulations (Brebners 2012)

Economic

Recession (BBC 2013)

Unemployment(BBC 2012)

Growing inflation(BBC 2012)

Increase in interest rates(Poulter 2012)

Socio-cultural

Demographics(Demographicsonline 2011)

Consumer buying patterns (Keynote 2010)

Lifestyle(Suttle 2012)

Retail spending (BBC 2013)

Technological

Availability of resources (Guardian 2012)

Marketing tools (Belam 2012)

Production (Wicks 2012)

Legal/regulatory

Health and safety regulations (Hse 2013)

Consumer protection (Oft 2013)

Copyrights (Mintel 2012)

Current legislation (Legislation 2013)

Environmental regulations (Legislation 2013)

Environmental

Waste and recycling (Defra 2012)

Climate (Barrie 2012)

Raw materials (Globalactionthroughfashion 2011)

(Brassington and Pettitt 2006, p.49)

Political:

Wage regulations are playing a big role in the business. Kascade is a new small company who is dependant from the earnings of people. It is an

5

opportunity for the company to grow and increase profit if a minimum wage will increase which means a consumer will have higher disposable income. Customers with higher disposable income will come more often to the store and buy products.

Economic:

The unemployment in the UK is growing. This year March 2013 unemployment rate was 7.9%. It affects Kascade as it operates in the United Kingdom. (Tradingeconomics 2013) Figure 2.1 shows the rate of unemployment in the United Kingdom.

Figure 2.1 United Kingdom Unemployment Rate

(Tradingeconomics 2013)

According to this data, increased unemployment will have a negative impact on the Kascade’s sales figures because consumers cannot afford to buy clothing as much as if they would have a job. Figure 2.1 shows the unemployment rates in the United Kingdom till March 2013.

Socio-cultural:

Retail spending has dropped in January 2013. Retail sales figures dropped for 0.6% from December 2012. Therefore retail sales in March dropped by 0.7% comparing to sales figures in February. (BBC 2013) Consumer spending on clothing is disappointing for retailers as the sales figures are not as good as last year’s. However, Kascade has an opportunity to attract customers by offering quality products at competitive pricing.

6

Technological:

Marketing tools play a big role in communication with the loyal and potential customers. Social media is very valuable and it is the most common way to spread the information out. (Strugatz 2012) Kascade has an opportunity in using tools such as Facebook page, where they can show all the latest available range in a very stylish layout. Everyone can follow them on Twitter and on LinkedIn websites. It is a good approach of building the brand awareness and it does not cost a lot of money which is efficient for the business.

Legal/regulatory:

Consumer protection is important and by doing this in a wrong way as a result it can harm the brand’s reputation. Kascade need to make sure that their products are without any defects and if happens that there are found some defects customer can return it at any time. (Oft 2013)

Environmental:

Nowadays, waste and recycling are important matters. Kascade has to precede all the recycling and wastage requirements. (Neal 2008) Kascade is trying to ensure that all regulations are correctly followed. Kascade aim is to be an eco-friendly company and try to avoid doing any actions what would harm the environment.

7

Market ResearchMarket research is a vital part of any business that wants to sell products that are aiming an attention and right targeted. A good market research can decrease risk of the business failure. It helps the company better communicate with potential and current customers whether the business meet all the expectations or not. Also market research helps to determine opportunities such as potential evaluation of a particular product and where marketing message needs to seek out a target. (Day 2005)

Market research report within SimVenture helped to select target segment; there are six target segments altogether. It showed advantages of each segment, how many potential customers each has also it helped to identify how much customers are ready to pay at each segment.

Kascade after market research was conducted decided to go for Solo Businesses as Solo Businesses work from home and price points are between £520 and £570. Solo Businesses is with the higher market share. Later low quantity of orders showed that there is a need of changing market segment so Kascade paid £300 to use a consultant to do this research and after Kascade determined to choose Corporations target segment with the most frequent orders and higher pricing which are between £730 and £790.

Market research consultancy can do it for the business for a specific price, for example, IRN Research Consultancy offers a flexible, effective research consultancy service which provides the information to help making business decisions. (Irn-research 2010)

To conclude, to do market research is an essential before thinking to starting the business. A business idea can be very good on a piece of paper but until the business does research market they will not know what

8

customers think about the product and are they ready to buy it at particular price.

Competitor Research

Competitor research is important as it identifies how competitors are doing and what threat they present to the business. A good understanding and knowledge of competitors is essential for all businesses as it can help develop the business and increasing market share. Also knowledge of why customers are going to competitors the company can try improving their product and attracting customers. A big advantage is that competitor research helps to find out competitors’ price points and compare to own price points. (Inspiresme 2013)

Within SimVenture Kascade decided to pay £300 for using a consultant for competition research. This research helped to identify competitors offered product range and what designs the products are. According to received information Kascade had changed the product design and stayed competitive in terms of pricing to attract more customers to buy from them but not from competitors.

In conclusion, competitor research helps to examine what competitors are doing well and what they are not doing that good and how it can be turned into Kascade advantage. It tells who they target and what their pricing are. So it is fundamental for the business to make sure they are fully aware of their competitors.

9

Customer Research

Customer research will help to identify whether people are willing to buy the product or not, or they prefer to go for the company’s competitors. It examines what customers think about the product and its design. Moreover, this research tells what price they are ready to pay and which target market the product most appeal to and why. (Morebusiness 2009)

Customer research was undertaken by special consultant for £300. Kascade within SimVenture had changed their product designs as customers were not satisfied with it. Customer research also showed that customers were not happy with the set price. After received results on a customer, Kascade changed pricing with the purpose to increase interest in an offered product and boost sales. Also customer research helps to investigate what marketing approaches should be used.

In conclusion, customer research helps a company identify if a customer was satisfied with a product and if any changes need to be made in the design, pricing or quality. The gained information allows a company to make a realistic marketing plan or assess the achievement of its existing plan. If a company have a budget better to pay for using a consultant for research, for instance Swift-Research organisation offer to conduct

10

customer research for businesses (Swift-research 2013), as it will be much more accurate than if it would done in-house.

SWOT Analysis

Table 3.1 SWOT ANALYSIS FOR KASCADE

Strengths

Unique Concept

Wide range of sizes

Eco-friendly

High quality materials

Multiple distribution channels

Weaknesses

Competitors

New Business

Opportunities

Further expansion

Increase in retail spending

Celebrity endorsements

Threats

Retailers with the similar

products’ range (Hunter-boot

2013)

11

Raise of minimum wage

The United Kingdom leaves

recession

Increased taxation

rates(Poulter 2012)

Copyright (Mintel 2012)

Recession (BBC 2013)

(Brassington and Pettit 2006, p.1007)

According to table 3.1 Kascade strengths and opportunities dominate over the weaknesses and threats. Nevertheless, Kascade wants to avoid any possible threats and weaknesses with building the outstanding brand which is trustworthy and valued. To achieve this, Kascade will continue design unique clothing range, and there is a possibility they will collaborate with a celebrity in purpose of reaching new customer base and strengthen current customer loyalty.

With further expansion and using celebrity endorsements which make people being aware of the brand, Kascade can achieve a higher percentage of sales figures in the future. Moreover, Kascade will try to be an eco-friendly brand, which shows how loyal they are to the planet.

Profit and Loss Forecast

12

Table 4.1 Profit and Loss Forecast for Kascade

Table 4.1 shows profit and loss forecast for Kascade. As Kascade is a new business, they have made a decision not to pay salary themselves for the first 10 months in purpose of reducing costs. Sales quantities every month were increased as Kascade every month have done marketing activities such as creating a website, using direct marketing and advertising. For these activities Kascade decided contribute more money every month as it helps to promote the product and increase orders. Kascade operates in-house therefore there is no rent expenses.

According to this profit and loss forecast, Kascade by the end of December 2013 will make a profit of £380. Kascade is hoping to achieve this forecast or make the year even more profitable.

Marketing Objectives

Table 5.1 Marketing Objectives

1) Achieving market share growth or maintenance- by emphasising product

development and by improvement of performance, quality and features. It

also could be improved and achieved by sales effort, advertising or sales

promotion.

2) The maintenance or improvement of profitability- can be achieved by

increasing sales volume, by removing unprofitable activities, or by improving

prices such as raise price and using price differentiation. Either it can be

achieved through cutting costs, for instance, improve effectiveness of

marketing tools.

3) Establishing an opening market position- to enlarge the overall market by

increasing product innovation, or by increasing market innovation through

developing existing end-use markets or through discovering new end-use

13

markets.

4) Maximising cash flow and harvesting- can be achieved through reduction of

marketing expenditures on a brand, very often for the companies, which have

a decline in their popularity.

(Brassington and Pettit 2006, p.1010)

For Kascade will be implemented marketing objective such as achieving market share growth or maintenance. As Kascade is a new business there is an opportunity to grow and develop the business. By accentuating product features, for instance, offering environmentally friendly products, it could attract various range customers and increase company’s sales profit either market share growth. Also it can be achieved by investing in advertising or sales promotion.

Moreover, Kascade can expand by finding new distributors, for example, some sportswear retail stores. Before merging any companies Kascade has to investigate it, what their target market is, how good they are operating their business, and certainly find financial information on this particular brand to have a clear overview of the company’s position.

SMART Objectives

Table 5.2 SMART Objectives for Kascade

SMART OBJECTIVESS PECIFIC- Kascade is going to achieve break-even point.

M EASURABLE - Break-even point is at £5472.

A CHIEVABLE - Based on research, the set objectives are achievable and

obtainable.

R EALISTIC - According to the research done, Kascade strongly believes that

it is realistic and can be accomplished.

T IME - Kascade is expecting to achieve break- even by the end of the

trading year one 31st December 2013.

(Learnmarketing 2012)

14

Kascade is a new Southampton UK based business with a budget of £10,000 which foresees economic conditions and strives to remain challenging within competitive environment. Kascade aim is achieving break-even point which is what volume of sales needed to cover its costs. (Riley 2012) Kascade strongly believes that with further development of a motivated team of sales and quality of their product ranges they will achieve the set objective of not going over their budget of £10,000 by the end of the trading year one 31st December 2013.

Table 5.3 SMART Objectives for Kascade

SMART OBJECTIVESS PECIFIC - To create £20,000 of profit.

M EASURABLE - To double operating profit.

A CHIEVABLE - Based on research the set objectives are achievable and

obtainable.

R EALISTIC - According to the research done, Kascade strongly believes

that it is realistic and can be accomplished.

T IME - Kascade is going to make profit of £20,000 by the end of fiscal year

two 31st December 2014.

(Learnmarketing 2012)

15

As Kascade is completed their first fiscal year their objective now is to achieve profit of £20,000. Kascade goal is challenging the competitive environment by remaining offering high quality products with unique features which are available at reasonable prices. Moreover, to achieve the objective Kascade is going to attain it through expansion, for example, by increasing sales premises in purpose of enlarging stock level. This will give them an opportunity to enhance the brand awareness and boost the sales figures. According to the research done, Kascade strongly believes that the set objective is realistic which expected to be achieved by the end of fiscal year two 31st December 2014.

Marketing Strategies

Marketing strategies are:

Table 6.1 Marketing strategies

1. Reposition the product- aim is to make a brand divert a

different position, which is related to competing brands.

2. Improve product packaging- if there is a decrease in sales, a

company might change their packaging as it influences

customers’ decision to buy a product.

3. Alter prices- sometimes companies face situations when they

16

need to change their prices or respond to price changes by

competitors to stay competitive in the market.

4. Improve productivity- can be achieved through changing

distribution channels and marketing campaigns, increasing

sales or lowering costs.

5. Standardise- by standardising the product, the company can

achieve cost effectiveness as in logistics as in manufacturing.

6. Change sales or customer mix- aim is to attract different

customer segments by offering something for every type of

customer.

(Brassington and Pettit 2006, pp.1012-1013)

As Kascade aim is increase sales so the most beneficial marketing strategy for Kascade would be improving productivity and it can be achieved in several ways which are listed below.

To improve productivity by

Merging sales teams- to improve communication and raise sales Adopting new technology- to remain competitive within the industry Changing the supplier- to increase efficiency of sales

For example, Timberland was the first shoe company who used Green Rubber. To make it they adopted the new technology process DeLink. This process changes scrap rubber to a recycled mix that can be reused in rubber products. (Timberland 2013)

Marketing Programmes

A series of 6 planned marketing programmes

Direct marketing Networking Website Public Relations Exhibitions and events Advertising

17

As the suggested marketing strategy is improving productivity, these 6 planned marketing actions could be used in achieving this. Using various marketing tools such as direct mail, networking, website, public relations, exhibitions, events and advertising will help improving productivity of the company.

Enhancing the productivity of their existing operations can be achieved by direct marketing. Direct marketing is the main interaction tool to build awareness of the brand and attract more customers. Kascade have decided to run a direct marketing campaign to attract new customers and remind existing customers of their products. Direct marketing tool such as direct mail was used in purpose of encouraging people. Direct mail designed for Kascade by a consultant was distributed through the postal service to promote the product. RoyalMail.co.uk offer full colour double-sided A5 postcard for 66p. Standard item which weight is up to 20g will cost £63.50 per 1,000 items. (Royalmail 2013) Direct mail increased Kascade’s orders hence sales so they have decided to run it every month.

Networking is important as it is a key for meeting new people, share information and learn new skills from others how to run the business. Kascade have decided to join the business club ‘Fabulous-women’ which took place every month in Southampton for two hours. Kascade founders had a chance to discuss their business and get some advice if needed. Monthly cost of membership was £15. Moreover, there Kascade met men as this business club also accepted men; it helped to promote their business to a wider audience. (Fabulous-women 2013) This promotion tool worked for Kascade as every month, with the help of this business club, increased number of people who was interested in product.

Kascade created premium website with their offered products’ ranges. Premium website is important as Kascade’s business open to the market 24 hours 7 days per week. Website works as a catalogue and keep it up-to-date is a cost effective. On the website Kascade put links to drive a customer into social media networks such as Facebook, Twitter and Linkedin. Kascade had a potential to be seen worldwide and reach oversees customers. On the website a customer could find all the needed information and find answers on their questions. Website worked for Kascade and helped increased order enquires, as many people nowadays find it easier by ordering online. Hibubusiness.co.uk offer creating a premium website for £22.99 per calendar month with unlimited bandwidth. (Businesshibu 2013) To make a website more visible to others there are companies who offer SEO services, for instance, ClickSubmit charges £37.49 for the first three months, then £49.99 for another three months but thereafter no contract at all. (Clicksubmit 2013)

18

Kascade have chosen to release a public press statement with the topic ‘New start-up company’ to spread information out about the business and their offered products. It helped to catch customers’ attention and increase sales. The second press release was published in purpose of informing people about the product uniqueness and benefits over other companies’ products. One press release written by special PR Company calls Press Dispensary (Pressdispensary 2013) plus distribution will cost £260 altogether.

Kascade organised an event for promotion purposes and create media interest in the company. Event was organised on a boat in Ocean Village in Southampton with a dress code of Raincoats, rubber boots and accessory- umbrella. Kascade have hired Events Angels Company to organise the event for them as Kascade wanted to make sure everything is accurately planned and presented. Events Angels for full-day of service charged £200 plus extra expenses such as food and beverages for event visitors who were from the South Coast of England. (Eventsangels 2013) This event helped attract new customers and boost sales through online network. As organising an event is expensive, Kascade have decided not to organise them due to lack of a budget.

Kascade have chosen to advertise about their company in a local paper as it suits their financial situation and coherent with their target market. The second advert was published in a Fashion Magazine which was repeated 1 month in purpose of promotion and attracting customers. All the medium adverts were created by a consultant. Newspapers’ and Fashion Magazine’s advertising is an efficient and quick communication method with a large audience. It caught attention of many new customers and make stronger relationship with loyal customers. Therefore it helped increase the company’s productivity and sales figures. Southern Daily Echo offer to put an advertisement for 3.70 for pscc and it is on Tuesday Lifestyle perfect for Kascade. (Dailyecho 2013) Fashion magazine such as InStyle.com offer publish an advert for $170,200 full page, half page for $110,700. (Instyle 2013) Publishing in magazines is very expensive and for Kascade is not affordable way to promote their brand.

Control and Evaluation

19

Kascade’s one of the SMART objectives was to achieve break-even point by the end of the first trading year 31 December 2013. Figure 8.1 shows Profit and Loss report of the first trading year and according to this data, Kascade has not achieved its set objective. Kascade presume that the objective has not been met due to economical factors such as recession and decrease in retail spending. The United Kingdom slipped into the recession again as economy dropped by 0.3% comparing to previous year’s figures. (Allen 2013) During the recession time retail spending falls so people tend to spend less as their disposable income is lower. (BBC 2013)

Kascade analysed profit and loss account and decided to change the product price by making it a little bit higher. They increased price from £608 to £650 per unit and they offered 5% of discount for 1 month to attract customers hence increase orders. After the discount was offered orders took place but therefore after a month when discount expired there were no orders at all. Then Kascade have decided to change product design and publish a press release about the new product design for purpose of promotion. As the product design has been changed all distributor contracts were cancelled. All these changes were made to achieve break-even point but Kascade achieved a break-even point straight after the first trading year finished.

20

Figure 8.1 Profit and Loss Report for the Trading Year 1

Figure 8.2 Profit and Loss Report for the Trading Year 2

The second SMART objective was to create £20,000 of profit by the end of the trading year 2 31st December 2014. According to the figure 8.2 Kascade achieved the set objective of making profit of 29,568 by the end of the trading year 2. Kascade have signed all the legal requirements to hire staff along with Health and Safety regulations. (Hse 2013) There was a need of a new member of staff as owner’s efficiency went very low and could not complete all the tasks and satisfy customers’ orders, as a result Kascade failed to complete all the production planned for the months. Kascade advertised on a local paper to recruit new staff for a part-time position. Southern Daily Echo offers to advertise a job advert at Peak rate Thursday and Friday for £8.90 pscc. (Dailyecho 2013) The new member of staff was sent to training course in sales for improving and strenghten exsiting skills. Sales Training Courses organisation offer training in sales for £247 plus VAT. (Salestrainingcourses 2013)

As all the production has not been completed Kascade bank balance went low and they needed to apply for a bank loan of £10,000. Lloydstsb bank can lend money- if it is £10,000 for 12 months with a 7.4% interest rate Kascade’s total payable amount would be £10,394.52. (Lloydstsb 2013)

21

Kascade received a bank loan and could pay to its supplier on time. However, Kascade has decided to change the supplier who supplies at a lower price and on a better contract arrangements for decreasing costs purposes. FDS stands for Fashion design Solutions offer their manufacturing services at very cost effective prices. All the needed information will be provided by sending them an e-mail. (Fashiondesignsolutions 2013)

Due to a lot of hold stock Kascade moved to a larger premises 450square feet to satisfy customers’ enquiries. Rightmove agents offer 450 square feet office space to rent in the city centre of Southamtpon for 6,750 per annum. (Rightmove 2013) The change of the trading space Kascade orders went up therefore sales figures increased considerably. After increased sales and cash flowing Kascade hired a bookkeeper. MazumaMoney offer to hire a bookkeeper at starting price of £60 plus VAT for a limited company. (Mazumamoney 2013)

To increase sales Kascade completed direct marketing campaigns every month. RoyalMail.co.uk offer full colour double-sided A5 postcard for 66p. Standard item which weight is up to 20g will cost £63.50 per 1,000 items. (Royalmail 2013) Kascade also published press releases. Press Dispensery special organisation who is writing it for companies charges £260 which includes distribution. (Pressdispensery 2013)

22

ConclusionKascade is a new business who strives to achieve a growth and profitability. The first trading year was not very successful for the company and they did not meet the set objective of achieving break-even point. Despite they still continued to operate and the second year showed a crucial difference between those two trading years. Kascade learnt a lot from the previous year’s mistakes and tried to improve their sales figures. It was accomplished by advertising, direct marketing campaigns, public relations and attending training courses. The second year approved all the expectations as profit of £20,000 was achieved; the second SMART objectives.

23

References

Books

BLYTHE, J., 2009. Key concepts in marketing. 1st ed. Chippenham: CPI Antony Rowe

BLYTHE, J., P. MEGICKS, 2010. Marketing planning. 1st ed. Harlow: Pearson Education Limited

BRASSINGTON, F., S. PETTIT, 2006. Principles of marketing. 4th ed. Harlow: Pearson Education Limited

MALCOLM, H., B. MCDONALD and W.J. KEEGAN, 2002. Marketing plans that work. 2nd ed. Oxford: Elsevier Limited

MCDONALD, M., 2007. Marketing plans. 6th ed. Oxford: Elsevier Limited

WEB PAGES:

ALLEN KATIE, 2013. Will Britain snap into a triple-dip recession? [online] [viewed 21 April 2013]. Available from:

http://www.guardian.co.uk/business/2013/apr/22/triple-dip-recession-views-ons

BBC, 2013. CBI: UK to avoid triple-dip recession [online] [viewed 30 March 2013]. Available from:

http://www.bbc.co.uk/news/business-21434554

BBC, 2013. Cold weather hits March retail sales [online] [viewed 30 March 2013]. Available from:

http://www.bbc.co.uk/news/business-22199034

BBC, 2012. Economy tracker: Inflation [online] [viewed 15 April 2013]. Available from:

24

http://www.bbc.co.uk/news/10612209

BBC, 2013. UK retail sales fall unexpectedly in January [online] [viewed 15 April 2013]. Available from:

http://www.bbc.co.uk/news/business-21471637

BREBNERS, 2012. The employment equality regulations 2003 [online] [viewed 15 April 2013]. Available from:

http://www.brebners.com/library/business/business-regulations/employment-equality-regulations-2003

BUSINESSSTUDIESONLINE, 2012. Political factors [online] [viewed 15 April 2013]. Available from:

http://www.businessstudiesonline.co.uk/GcseBusiness/TheoryNotes/Module%206/PdfNoPrint/05_Political.pdf

CLICK SUBMIT, 2013. Sign up for quarterly [online] [viewed 21 April 2013]. Available from:

http://www.clicksubmit.co.uk/sign-up

COPYRIGHTSERVICE, 2009. Fact sheet P-01: UK Copyright Law [online] [viewed 15 April 2013]. Available from:

http://www.copyrightservice.co.uk/copyright/p01_uk_copyright_law

DAY MARTIN, 2005. Why market research is important [online] [viewed 15 April 2013]. Available from:

http://www.webpronews.com/why-is-market-research-important-2005-08

DAILY ECHO, 2013. Media information [online] [viewed 20 April 2013]. Available from:

http://www2.newsquest.co.uk/hampshire/southampton/mediapack/SDE-media.pdf

DEMOGRAPHICSONLINE, 2012. On packages go [online] [viewed 1 December 2012]. Available from:

http://www.demographicsonline.com/OnPackages_Go.srct

DEPARTMENT FOR ENVIRONMENT, FOOD AND RURAL AFFAIRS, 2012. Waste and Recycling [online] [viewed 16 April 2013]. Available from:

25

http://www.defra.gov.uk/environment/waste/

EVENTSANGELS, 2011. Prices [online] [viewed 20 April 2013]. Available from:

http://www.eventsangels.co.uk/prices.html

FABULOUSWOMEN, 2013. Welcome to Fabulous Women [online] [viewed 20 April 2013]. Available from:

http://www.fabulous-women.co.uk/

FDS, 2013. Fashion design solutions [online] [viewed 21 April 2013]. Available from:

http://www.fashiondesignsolutions.com/rates/manufacturing

GLOBALACTIONTHROUGHFASHION, 2011. Want to have a positive impact on the world through your fashion choices? We make it easier for you [online] [viewed 1 December 2012]. Available from:

http://globalactionthroughfashion.org/for-consumers/the-issues/

GOV, 2013. Budget 2013 [online] [viewed 30 March 2013]. Available from:

http://www.hm-treasury.gov.uk/budget2013.htm

GOV, 2013. Environmental Protection Act 1990 [online] [viewed 15 April 2013]. Available from:

http://www.legislation.gov.uk/ukpga/1990/43/contents

GOV, 2013. Trading hours for retailers: the law [online] [viewed 30 March 2013]. Available from:

https://www.gov.uk/trading-hours-for-retailers-the-law

HIBU BUSINESS, 2013. Online stores premium [online] [viewed 20 April 2013]. Available from:

http://business.hibu.co.uk/products/online-stores/online-stores-lite/premium/

HSE, 2013. Health and Safety legislation- laws [online] [viewed 1 April 2013]. Available from:

http://www.hse.gov.uk/legislation/

26

HSE, 2013. Legislation [online] [viewed 21 April 2013]. Available from:

http://www.hse.gov.uk/legislation/

HUNTER, 2013. Outstanding [online] [viewed 20 April 2013]. Available from:

http://www.hunter-boot.com/?gclid=CPXLnovj2bYCFdHMtAodzRoAaA

INSPIRESME, 2013. How to undertake competitor analysis [online] [viewed 15 April 2013]. Available from:

http://www.inspiresme.co.uk/business-planning/market-research/how-to-undertake-competitor-analysis/

INSTYLE, 2013. Advertising [online] [viewed 20 April 2013]. Available from:

http://www.instyle.com/instyle/static/advertising/mediakit/instyle/generalad.html

IRNRESEARCH, 2010. Market Research Consultancy [online] [viewed 22 April 2013]. Available from:

http://www.irn-research.com/

KEY NOTE, 2010. ABC1 Consumer market assessment 2010 [online] [viewed 15 April 2013]. Available from:

http://www.keynote.co.uk/market-intelligence/view/product/2407/abc1-consumer?utm_source=kn.reports.browse

LLOYDSTSB, 2013. Bank loans [online] [viewed 21 April 2013]. Available from:

http://www.lloydstsb.com/loans.asp?WT.mc_id=43700003896667592&WT.srch=1

MAZUMAMONEY, 2013. The Purpleforce service [online] [viewed 21 April 2013]. Available from:

http://www.mazumamoney.co.uk/accountancy-bookkeeping-taxation-and-all-that/?gclid=CPDOr8Sh37YCFXMctAodRj8AcA

MINTEL, 2008. Clothing retailing – UK – September 2008 [online]. London: Mintel [viewed 26 January 2009]. Available from: Mintel

MOREBUSINESS, 2009. Why is market research useful? [online] [viewed 15 April 2013]. Available from:

27

http://www.morebusiness.com/running_your_business/management/Market-Research.brc

OFFICE OF FAIR TRADING, 2013. Consumer protection from unfair trading Regulations 2008 [online] [viewed 15 April 2013]. Available from:

http://www.oft.gov.uk/business-advice/treating-customers-fairly/protection#.UXMCDaJ4Jy0

POULTER, S., 2012. Mortgage rise hits millions: More bad news for homeowners as Halifax becomes latest bank to raise home loan rates [online] [viewed 15 PRIL 2013]. Available from:

http://www.dailymail.co.uk/news/article-2109335/Mortgage-rate-rise-hit-millions-Banks-lining-heap-misery-squeezed-families.html

PRESSDISPENSARY, 2013. Press Release services [online] [viewed 20 April 2013]. Available from:

http://www.pressdispensary.co.uk/

RIGHTMOVE, 2013. Offices for rent [online] [viewed 21 April 2013]. Available from:

http://www.rightmove.co.uk/commercial-property-to-let/property-38106583.html?premiumA=true

RILEY JIM, 2012. Breakeven [online] [viewed 20 April 2013]. Available from:

http://www.tutor2u.net/business/gcse/finance_breakeven.htm

ROYALMAIL, 2013. Door to door [online] [viewed 20 April 2013]. Available from:

http://www.royalmail.com/marketing-services-occasional/deliver-your-campaign/door-to-door

SALESTRAININGCOURSES, 2013. Essentials Sales skills workshop [online] [viewed 21 April 2013]. Available from:

http://www.salestrainingcourses.org.uk/real-selling-sales-training-uk/sales-essentials-sales-skillstraining-workshop

STRUGATZ, R., 2012. Social Media’s Issue: Does it drive sales? [online] [viewed 15 April 2013]. Available from:

http://www.wwd.com/media-news/digital/the-return-on-social-media-6214520?full=true

28

SUTTLE, R., 2012. The macroenvironmental factors affecting the clothing industry [online] [viewed 15 April 2013]. Available from:

http://smallbusiness.chron.com/macroenvironmental-factors-affecting-clothing-industry-37254.html

SWIFT- RESEARCH, 2013. Consumer research and product testing [online] [viewed 15 April 2013]. Available from:

http://www.swift-research.co.uk/web/index.cfm?go=producttesting&gclid=CILultjZ2bYCFZQZtAodRG4AfA

TIMBERLAND, 2013. Product Philosophy [online] [viewed 20 April 2013]. Available from:

http://community.timberland.com/Product-Philosophy

DIGITAL IMAGES:

VISUALPHOTOS, 2013. Family outdoors in rain with umbrella smiling [digital image] [viewed 28 April 2013]. Available from:

http://www.visualphotos.com/image/2x4104073/family_outdoors_in_rain_with_umbrella_smiling

TRADINGECONOMICS, 2013. United Kingdom Unemployment Rate [digital image] [viewed 21 April 2013]. Available from:

http://www.tradingeconomics.com/united-kingdom/unemployment-rate

29

Appendices

30