Published On: Mon, Oct 14th, 2013

Principal Of Marketing

“A company chasing the ‘Mass Market’ loses it.
It’s a paradox, but that’s what my research has found.”

Author: Amal Hersi

Leisure and tourism Management  Researcher , Salford University

This report is the result of a collaborative research project undertaken on five competing companies in the retail clothing industry. The companies chosen are N Brown Group PLC, Debenhams PLC, Tesco PLC, Marks & Spencer Group PLC and New Look Group PLC. They are evaluated in terms of current marketing strategies, ranging from market segmentation and targeting to positioning.More