Marketing Analysis of Fila

BUS 620: Marketing Management

Section 4

Submitted to:
Prof. Dr. Md. Mahmodul Hasan
Faculty of Business Administration
MBA Program
Submitted by:
Group Name: Kocchoper Dim

Date: 9th April, 2016

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Content
Definition of Marketing Management
Definition of Marketing Management (Theory 2000 2011)
Definition of Marketing Management (Theory 2012 2016 )
Marketing Management in Fila
Vision-Mission-Business Plan-Corporate Strategy
Vision
Mission
Business Plan
Corporate Strategy
SWOT Analysis
PESTEL Analysis
Michael Porters Five Forces
Marketing Strategy
Marketing Concept
Market Segmentation
Marketing Mix (4+3 =7P) and the Customer
Value Chain Model
Total Quality Management
Brand & Branding
Box Analysis of brand Elements
Brand Dynamic Pyramid
The Five Ms of Advertisement
Mass Communications
Advertising Budget & Campaign Cost
Events, Experiences and Sponsors
Public relation/ Government Lobbying
Corporate Social Responsibility
Marketing Budget & Expenditure
Pricing Strategy of Fila
Break-even analysis of Fila
Recommendation
More focus on digital marketing and Social media
Ecommerce website for Omni-channel efficiency
Eco friendly Product Packaging
Conclusion
Reference

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Value Chain Model

Value Chain is the process or activities by which a company adds value to an article,
including production, marketing, and the provision of after-sales service.

Production Input: Fila Company collects raw materials from their designated supplier.
Production: The collected inputs are then accumulated in the Filas production factories
to process them into finished sportswear.
Packaging and Control: After the production finished sportswear are inspected through
quality control process. Defective sportswear is dropped off from there and quality goods
are sent for packaging. The finished sportswear that survived through quality control
process is covered in authentically designed rectangular boxes to protect them throughout
the delivery process.
Transport and Export: The Fila sportswear is transported through the delivery route to
their designated dealers in different countries.
Distribution and Sales: The dealers then supplies Filas sportswear products to sales
centers and shops from where they reach target customers through change of ownership.
Retail and Consumption: From shops customers purchase the products and use them
for consumption.