Andrew Grieve is a costume jewelry retailer operating in a competitive market. The company faces pressures from substitutes and new entrants. It aims to target younger consumers through an innovative brand image leveraging technology and strategic store locations. Going forward, Andrew Grieve will need to strengthen its brand while addressing challenges around pricing and communicating its message to stay relevant in the changing retail environment.

1. SANCHIS Marie
Fashion Marketing and Retailing
Year 3
E18RM
19 February 2013
Retail Management
ANDREW GRIEVE

3. Table of contents
Introduction……………………………………………………………………..page 1
I) The Marketing environment…………………………………page 2
1.1 Costume jewellery market………………………………..………page 2
1.2 Porter’s five forces……………………………………………..……page 4
1.3 Technology and E-commerce…………………………………….page 6
II) Corporate analisis…………………………………………………page 7
2.1 Corporate Identity……………………………………………….…page 7
2.2 Parent Company…………………………………………..…….…page 8
2.3 SWOT………………………………………………………………….page 9
III) Competition……………………………………………..…………page 10
3.1 Retail competition…………………………………………………page 10
3.2 Retailer’s competitive strength…………………………………page 12
IV) Retail Market Strategy……………………………………..…page 13
4.1 Target audience……………………………………………………page 13
4.2 Company Image……………………………………………………page 13
4.3 Use of technology………………………………………………… page 14
4.4 Location strategy………………………………………………… page 15
4.5 Merchandising strategy……………………………………...….page 16
4.6 Pricing strategy………………………………………………...…page 18
4.7 Communication strategy……………………………………… page 19
V) The Company in the future……………….……………… page 20
5.1 Strengths and weaknesses………………..……………………page 20
5.2 Challenges and opportunities………………………………….page 20
5.3 Future strategy………………………………………….…………page 21
Conclusion………………………………………………………………………page 22