Study On Market Segmentation And Competitive Strategy

Based on the history and current situation of development of garment brands in S&M Garment Co. Ltd, a competitive advantage of S&M garment brands in the market and its direction of development were analyzed in this paper. Using theory of market segmentation, market positioning and competitive strategy, a empirical study of women's clothing of S&M Garment Co. Ltd on market positioning and market competition was conducted. Survey of consumers on different brand attitude was also conducted. The reasonable competition strategy of S&M women's clothing brand and expand measures of the market share of S&M women's clothing brand was proposed.First-hand investigation data on the spot survey, questionnaires and further market research to women's clothing target markets was collected and researched as a basis in this paper. Though S& M women's clothing have course of a year over the past decade, and have achieved good sales performance, but compared with the frontline women's clothing brand, whether market share or brand image in the eyes of the consumer, there was a gap image of the S&M brand was not in some of well-known brand at home and abroad.By using both factor analysis and composite model of cluster analysis and its application on market subdivision. The results showed that in main market segmentation of the fashionable dress brand, the vast majority of consumers are pursuing high-quality of the garments, and can bring on a happy mood by purchasing famous-brand clothing. By using SWOT model, through to analysis of external operating environment and internal advantage for S & M Company, generalize the differentiated competition strategy of the S & M women's dress and put forward concrete measures for improving it.The S & M women's clothing as one of the manywomen's dress brand, problems encountered by the S & M women's clothing is actually challenges facing the many other brands. Study results of market segmentation and competitive strategy for the S & M women's clothing in this article will also help or reference to other women's wear brand other women's wear brand operators.