Situational Analysis of Boohoo: PEST, Objectives, Strategy, Tactics, Action
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Course
Marketing Principles
Institution
Anglia Ruskin University (ARU)
The following essay focuses on how Boohoo uses different marketing strategies and models to target customers and retain loyalty. It includes PEST analysis, analysis of objectives (mission statement, aims and objectives), Porter's generic strategy, Ansoff's Matrix. It also includes tactics such as s...
Boohoo is a UK based fashion retailer based in the UK. My recommendation is expanding to
France. When looking at the political stability of France we can see that in 2018, it has been
0.11 showing positive stability of the country (Theglobaleconomy.com, 2020) , which is
appealing factor, presenting favourable business environment, so Boohoo can rely on well
formulated legislations. The economy of France is also pretty stable, even though they
suffered from 2 recessions, they didn’t fall to bankruptcy, thanks to the government and the
banking sectors. However, the tax rates are quite high, and businesses suffer from tax rate
of 40%. (Santandertrade.com, 2020)
Boohoo is targeting customers between the age of 16 to 30 years old, so when looking at
the social factors we can see that the population of these age groups is quite high in France
(Statista.com, 2020) making it accessible for Boohoo to target those groups, also fashion is
vital in France as many accomplished designers are based in Paris, so Boohoo will be
appealing for these groups. As Boohoo is online based retailer, it is vital for the French
citizens to relay on the internet and the technologies in order to access the business.
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, In order to achieve SMART objectives, Boohoo needs to have a clear mission statement and
aims. The mission statement of Boohoo is focused on being a leading fashion e-commerce
market globally, so by expanding to France they will be following their mission. The first aim
of Boohoo is to expand their business and diversify their market presence, so therefore the
objective is to expand by opening their first warehouse in France by June 2021. Their second
aim is to be the leading e-commerce fashion brand, so the objective is to increase the brand
engagement by 35% by October 2021, which can be done by diversifying their market and
also by introducing new social media campaigns and innovative adverts. The next aim is to
increase the customer retention and drive brand engagement. The objective is to increase
the engagement frequency of the customers visiting and shopping from the website by 6%
by 2021 (Boohooplc.com, 2020), which can be done by diversifying the website and
introducing new technologies and tools.
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