MGT 300 Week 5 Individual Assignment Marketing Trends Research

Research the Internet for businesses that have successfully transitioned to e-commerce.

Write a 1,050- to 1,050-word paper in which you address the following questions:

Summarize the business, history, product or service, and target market.

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What aspects of the business changed in the transition?

What are current marketing trends that you identify? Why are these trends being so widely used?

What else could the company include in their marketing plan to remain competitive?

Sample Answer

 Marketing Trends Research

Bonobos company started in 2007 as an upscale, e-commerce driven apparel subsidiary of Walmart with its headquarters in New York. The main products in the store for sale are men’s suits, trousers, denim, shorts, shirts, outwear, swimwear, and accessories. The target market is males aged between of 22-55, who are active, and in a professional career where dressing with some class is essential.

Bonobos diversified to incorporate physical and retail locations in 2012 with the launch of Guideshops stylists helped the customers to try in he clothes.  where customers try on the clothes with the help of stylists. The customer’s order online at the store and have their clothes delivered to their homes or office a few days later.

Bonobos has expanded its product line to reach hundreds of millions of dollar sales and has transformed into a successful consumer brand of the digital age. When Bonobos launched in 2007, buying clothes online was not as common unlike today. Many people hesitated to order items online because clothes require fitting before buying. The first aspect that changed was designing better and fitting pants then launching Bonobos to sell them online.  During the transition, Bonobos was just offering pants, however as time went by, the company revolutionized and boasted a wide range of apparels and accessories. Bonobos build better brands and pioneered a digital native brand.

Email marketing strategy

Email enables the retailer to reach a large crowd of customers and potential buyers. Email is central to Bonobos’ marketing strategy of increasing the potential of sales, user growth, track purchase patterns, and focus on increasing Bonobos’s market share, according to marketing manager Josh Goodman, and the brand is increasing its budget for email marketing based on the successes it has seen. It is reported that Bonobos sends up to five emails per day to attract, inform and retain customers, using sophisticated targeting techniques to find likely buyers.

Leveraging customer service

Bonobos has also excelled in the area of customer experience, specifically customer service.  The company appreciates that the customer is the greatest asset in the business and that is why they simply exist. Incase there is a customer issue with a Bonobos order through a number 1-800 which sends customer calls to a contracted offshore call center. Customer service is essential in growing the business,

Focusing on Generation Z

As Generation Z gets older, more people from this generation are entering the workforce and have more expendable income.  Generation Z is the major focus by the company, The other generations are important but Generation Z values online privacy, individuality, equality, and diversity. Gen Z align their prospects and goal towards a better future and are better in embracing new changes and diversity.

To remain competitive, Bonobo should readjust their marketing strategies. Creating TV Shows is important in content marketing to promote the products. Bonobos should embrace such avenues to reach more people through full-length television shows and documentaries. Video captures the users’ interest instantly and keeps them engaged.  Bonobos should also make use of interactive content that is more engaging to the users such as quizzes and pols, virtual reality, and augmented reality to keep up with consumer demand and behaviors.

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