1.0 Introduction

What
is marketing? Marketing can involve so many things. Many people associate
marketing with promoting and selling products, however it can also be finding
out consumer preferences and assessing their needs. Furthermore, carrying out
market research and finding out who your target market is, is also involved in
the marketing process. Marketing can be defined as identifying, meeting and
satisfying customer needs through the process of market research. Marketing is
very customer focused, as the success of a company can be achieved through
having satisfied customers.

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Motel
Rocks is a clothing company that initially started in Glastonbury. Motel Rocks
have become popular for being a company that sells a range of fashionable
clothes from festival gear to fancy night-time wear. Motel Rocks was
established in the late 90’s after the brand founders travelled across the West
coast of America, on what they called a ‘road trip of freedom’. This trip
inspired the founders to create their company, Motel Rocks, due to the amount
of indie, vintage clothes shops and thrift stores that they visited whilst
travelling though the coast of California. Their aim was therefore, to bring
these looks and outfits to the British consumer market and to carve a niche in
the UK marketplace. Motel Rocks have been on-the-go for over 15 years, and are
now a leading British fashion label renowned for offering unique prints, figure
fitting outfits and trend-setting styles that are loved by all kinds of fashionistas,
style icons and celebrities across the globe. I have chosen Motel Rocks company
as, although not recently but, I have purchased clothes from them before and I
really liked how up-to-date they kept me with my purchase and how much
information about sizing and recommendations they offered to me when I was initially
looking through their website. Also, I love the clothes that they sell and how
unique they are. The clothes and accessories that Motel Rocks offers are not
only unique, but are of great quality and would never fail to make you stand
out.

 

2.0 Micro/Macro Environments

A
business environment is often divided into two categories: micro environment
and macro environment. The macro environment are major external factors that
affect many industries, and cannot be influenced by one company. A micro environment
are factors that are more specific to one business or industry, often internal
but also relate to suppliers and competitors, they have some control over
these.

 

SWOT
Analysis:

Strengths

Motel
Rocks have a strong product variety: they offer multiple different types of
clothes from going out in style to looking hipster at a festival. They also
sell more basic, everyday items for those who don’t like to go out/dress up a
lot. Their clothes that they offer are attractive to many, including celebrities
such as Lily Allen, Little Boots, Alesha Dixon and Amber Davies from Love
Island. Having, these celebrities promoting the brand and making it more known,
is a strength of Motel Rocks, as it is continuously growing their brand name
and having people associate these celebrities with their brand. Furthermore,
fans of these celebrities will want to be like them, and will be encouraged to
purchase Motel Rocks clothes. Another strength of Motel Rocks is their size
ranges. They offer XS, S, M, L and XL, also with advice on what sizes would
most suit yourself, including ways to measure yourself. These size ranges can
target all people, and shows that Motel Rocks can accommodate to all of their
customers. Reviews that I found online, state from some people that they found
the sizes were true to fit, and also that where they thought the size would be
too small, actually fitted perfectly. Also, from clothes that I purchased a
while ago, my order arrived well packaged and in a quick delivery time. I had
ordered a sequined skirt and a black bodysuit. These both arrived as very
high-quality pieces and have lasted me wearing them multiple times. I also
found that the material of the clothing was very comfortable to wear. As with
the sequined skirt, how many people would think it would be itchy or
uncomfortable to wear, it had material on the inside that protected your skin
from the sequins on the skirt. Also, where I would usually have trouble finding
a body-suit true to size due to my small frame, the one purchased from Motel Rocks,
fitted me well.

Weaknesses

A
main weakness of Motel Rocks is their extortionate prices. Many people are
drawn to the company due to their nicely designed and attractive clothes, but
are then swayed away from the company due to how expensive they actually are.
Yes, the clothes are of a high quality and the sizes are true to fit, but is it
really necessary for them to be that expensive? The cost of a basic velvet
cropped top ranges from £22-£25, which in my opinion is far too high, causing
customers to turn to other online retailers instead. Another weakness of Motel
Rocks is that there are no shops at all in the UK or anywhere else. This is an
extreme disadvantage to the company as they are lacking local customers in
certain areas, and are only targeting an online market. If Motel Rocks were to
have a retail shop somewhere in the UK, they would appeal to more of their
target audience as it would be easy access for them and it would generate more
sales and income. Also, this would mean they would be seen as more of a threat
to their competitors such as Missguided that have a few stand-alone stores and
also would prove more successful than ASOS and Pretty Little Thing that do not
have any stores in the UK or anywhere else.

Opportunities

Motel
Rocks have many opportunities available to them. One of them being, expanding
to create a store to attract more customers. The ideal location for this store
to be situated, would be either in their home-town Glastonbury or in London, to
reach a larger target market. Also, they have more opportunities for celebrity
endorsement. They have just recently sponsored Amber Davies, winner of Love
Island 2017, and made her a brand ambassador, landing her a £500K deal to be
the face of their brand. From this, they have gained more of an interest from
other celebrities, which they can use to endorse others.

Threats

Motel
Rocks have threats from their fellow competitors. Missguided that are stronger
as an online brand, have an engagement of 3.93M total visits this year whilst
Motel Rocks have much less. Furthermore, Missguided are also seen as a more
popular brand. On a poll that popped up on a YouTube advert, it asked “Which of
these brands have you heard of before?” including the options of Motel Rocks,
ASOS, Pretty Little Thing, and Missguided. In the results of this poll, only
28% of people had known of Motel Rocks, with the highest amount of people with
knowledge of what Missguided are and what they do. This shows that not only are
Motel Rocks a smaller company but they do not have a strong brand awareness at
all, as the public are not able to identify who they are.

 

PESTEL Analysis

Political

Motel
Rocks need to be aware of government policies and how this can have an effect
on how their business might run. These policies could have an impact on how
Motel Rocks can sell overseas and in different markets. Also, Motel Rocks need
to be aware of an increase in tax, that can have a detrimental effect on the
increase of their clothes. This could in fact, mean Motel Rocks could have a
loss of sales.

Economic

Throughout
the oil and credit crunch, Motel Rocks had to adapt to the impact of people not
having as much disposable income to splash out on clothes. This could have
affected their sales and flow of money coming into the business.

Social

Motel
Rocks must keep their customers up-to-date with information and offers etc.
Motel Rocks also must keep up to date with current trends and offer them to
their customers. If they are selling out-of-date or unpopular clothing then
people will not buy them and Motel Rocks will get bad reviews.

Technological

Motel
Rocks have a website that they must ensure that it is constantly working and
shows all images, text, videos and other features correctly. Also, when people
are purchasing items online, Motel Rocks must have their website set up
correctly and the ‘shopping bag’ and payments are carried out appropriately.

Environmental

Motel
Rocks must ensure that they are an environmentally-friendly company to tend to
the satisfaction of customers. Their packaging must be recyclable and reusable,
to limit the effect on the environment. Also, the ways in which they deliver
their packages to customers must be efficient, but in the least-harmful way to
the environment.

Legal

Motel
Rocks must keep up-to-date with their laws and how they can change. They must abide
by the health and safety act to ensure all staff are safe in storehouses of
Motel Rocks. Also, they must ensure they abide by the equal pay act to ensure
that all of their staff are getting treated fairly. This will show good
corporate responsibility from Motel Rocks.

 

 

3.0 Market Research

Market
research is the process of collecting and analysing valuable information to
produce a solution to any marketing problem. Market research is needed to find
out what customers think. Also, the information that is found during research
must be analysed to predict future behaviour and create products and services
that the public will have a want and need for. With lack of market research,
you will end up producing products or services that no-one wants. Therefore,
Motel Rocks must use market research to find out their target market, and by
carrying out different types of research methods, they can find out their
consumer preferences and deliver products specific to them. Motel Rocks can use
primary research and secondary research to find out information on their
consumer market. Primary research, which can also be known as field research, involves
gathering new data relating to the specific problem being investigated. Primary
research can be done in a number of ways, such as: surveys, reviews, polls,
samples, interviews and focus groups. Secondary research, which can also be
known as desk research is carried out using existing sources of data and
information such as: library, government offices, magazines, research journals,
internet and market research companies. Quantitative data is when you gather
data based on the amount of people/volume of the data. Quantitative data can be
collected from surveys, polls and questionnaires, in order to find out approx.
numbers which is specific towards the type of data being gathered. Motel Rocks
have used quantitative data, by having polls on their social media pages asking
people what they want to see more of being offered on their website. Motel
Rocks can then use this information to find out what the consumer market wants
to see the most, based on the number of votes for each option of the poll. Qualitative
data is more individually focused. This means that it is based on descriptions
of experiences or characteristics and may be used as it can be more specific,
but however can be time-consuming and difficult to analyse the data. A method
of finding qualitative data can include: depth interviews, focus groups,
mystery shoppers, product testing and projective techniques. Motel Rocks have
used qualitative data, by emailing a survey out to customers, after purchasing,
for them to complete on their opinions of Motel Rocks clothing, buying process,
and delivery. They can then use this information gathered to improve their
entire process of purchasing.

 

4.0 Market Segmentation/Targeting

Market
Segmentation involves dividing the market into groups based on things such as:
age, gender, occupation, geography etc. Companies can also split publics up
into specifics, for example: their social class, interests and dislikes etc.
Market segmentation is important to enable a business to better target its
products to the appropriate customers. Motel Rocks can use market segmentation
to help them understand their customers in more depth, identify their customers
so it makes it easier to spot new opportunities, and also find new
opportunities for new markets. For example, Motel Rocks can appropriately split
up their consumer market into age groups, and wealth. The clothes directed at
18 year olds, can differ extremely from clothing they would direct towards 25
year olds. Also, they can use market segmentation further to split up their
consumer market into students that don’t have a lot of money, and adults with a
well-established job that have a steady income. They can split the market into
this, to allow them to target cheaper clothes towards younger people, and the
more expensive ones towards those with a good income coming in monthly. As
stated earlier, Motel Rocks have a target market of mainly female ages 18-25.
With splitting up this market into ages, and also social class, Motel Rocks
will be able to target certain people easier. This is beneficial as if they
tried to target everyone, they would not succeed.

 

5.0 Marketing Theory

Involved
in marketing is the marketing mix. The marketing mix includes 4 Ps, and the
services marketing mix includes 7 Ps. Included in the 4 Ps is: Product, Place,
Price and Promotion. Furthermore, the three other Ps for a service company
include Processes, People and Physical Evidence.

Product

The
products that Motel Rocks sells are fashionable, trendy clothes that attract
ages 18-25 females. They offer edgy and unique festival wear but are also
well-known for their stand-out sequined dresses and two-pieces. There are also
other products available, such as basic tops, shirts and t-shirts. As well as,
bikinis and lingerie, hence there is a diverse range of products that are
available.

Price

The
price of these products can range dependent on the item of clothing. Their
sequined dresses can range in price from £48-£65 and the price of a trendy
crop-top in their “festival” section of their webpage can range from £10-£38
depending on how fancy or glittery the item is that you would like to purchase.
Motel Rocks could use competition orientated pricing, which is where they look
at how their competitors price their clothes, and match their own prices
similar to that to attract customers. Also, they could use premium costing to
attract customers to purchase from them. This is when they price their products
deliberately high to seem like a luxury, exclusive product in order to
influence consumers to purchase them to have the luxury, high-class status.

Place

The
main place that you can purchase Motel Rocks is online, on their website as
they do not have a stand-alone shop anywhere in the UK or outside of it. This
means that Motel Rocks isn’t the most accessible shop as people without access
to a computer, mobile device or internet access, would not be able to shop with
Motel Rocks.

Promotion

Motel
Rocks use social media such as: Twitter, Instagram and their Facebook page to
offer deals, and information about new products, or sale items. Also, once you
purchase from their website, after entering your email and other details, then
they will send you promotional emails and offers. The promotional deals that
they offer are all shown on their website. They offer 20% student discount and
also free UK shipping for orders that are over £50. Recently, with Black Friday
deals circling retail shops online, Motel Rocks have jumped on the bandwagon of
offering 25% off of everything for sale, with a promotional code “BROKE” when
checking out. Furthermore, they have reduced lots of their tops and other
clothes items: the highest being £35, down to £10.

Processes

Processes
is involved in the services marketing mix, so is therefore not relevant to
Motel Rocks. However, processes entail the system that is used to deliver the
customer’s experience. This process that an organisation puts in place must be
as simple as possible and run smoothly. Also, it should not be a complicated
process and should have as few steps as possible to avoid customers getting
impatient and angry. An example of this can be at McDonalds. The process at
McDonalds include: walking up to counter to place order, server takes your
order, asks questions about size of meal, gives you change and receipt, then
server collects your food, puts it on a tray, and then hands it over to you.

People

People
is also part of the services marketing mix, so is therefore not relevant to
Motel Rocks. Involved in people, is the staff who deliver the experience to the
customer. These people can have the biggest impact on the customer’s experience
and also, how they see the company. Examples of people can be staff that work
at the college: lecturers, guidance tutors, canteen staff etc. can all impact
the way that someone finds the college.

Physical
Evidence –

Also,
physical evidence is another P of the services marketing mix, which is not
relevant to Motel Rocks. Physical evidence is what you physically take away
from the company. This is mostly relevant to the services marketing mix, as
services organisations are usually considered those where the customers leave
“empty handed”. For example, staying overnight in the premier inn, the physical
evidences a customer has there include: comfy bed, good night’s sleep, shower
facilities and politeness of staff etc. They do not walk out of the organisation
with it in a bag, but the customers will make judgements based on what is
around them.

 

6.0 Changing Market
Conditions

Motel
Rocks must be able to adapt to the forever changing market conditions. They are
a very successful fashion brand in the UK and if they do not keep on top of
changing market conditions it is likely that they will fall behind their competition.
They have to continually create, study and analyse data through quantitative and
qualitative research methods to understand what problems they have. Whether it
is to do with the times of year that Motel Rocks are releasing their products or
the current trends that they are producing, they have to understand how much of
the market they have and how they can gain more market share. Motel Rocks sell
typically summery, festival-wear or skimpy going-out wear. However, they do not
seem to offer different types of clothing for the changes in season. For
winter-time or when the weather gets colder, Motel Rocks do not adapt the style
of clothes that they wear, which can mean that they might lose out on a lot of
sales through this period.

Another
way in which Motel Rocks can change to market conditions is if they branch out
into selling clothes that are tailored towards men, rather than just towards
women. Motel Rocks do not have a men’s section at all, so an idea could be that
they could adapt to the market and start up a men’s line, in order to attract
more business, and make Motel Rocks clothing more suitable to all.

7.0 Conclusion

Overall,
Motel Rocks are a UK-based successful clothing company. Through a number of key
areas, such as SWOT analysis, PESTEL and market research, they still have a few
areas that they could improve on and they have many different markets that they
can expand their business into. 

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