COURSE: Philosophy of Science and Research Methods

Orsay
-the role of marketing strategy in building customer satisfaction-case of
Orsay

Lecturer : Student:Ezana Fera

MSc, PhD and Bujar Gallopeni
Introduction

In the beginning, our fashions for women were only available in Germany. Today, our customers can find
ORSAY in more than 28 European countries. And this success will be further expanded step by step, in
every case customised to the style and needs of the most important person: our customer! ORSAY starts
with 35 shops and 220 employees in Germany. The first shop is opened in Karlsruhe with 70 m of sales
area. Construction of the ORSAY headquarters in Willsttt-Eckartsweier. The initial number of
employees doubles.

In 1985 the ORSAY' celebrates its 10th birthday! That day the number of ORSAY shops rises to 58 that
helped the company to raise the profits and to and to expand the company in the 100th ORSAY shop
opens its doors in the Franken Center in Nuremberg in Germany by achieving this and expanding
the copnay , the number of employees exceeds 1,000 for the first time this made the company to
open another shop in 1991 ORSAY opens its first shop in the new federal states in Erfurt and
again in 1992 the orsay starts buildings of the second ORSAY headquarters in Willsttt-Sand.
Again in 1993 orsay celebrate its Opening of the 's first shop in Austria in the Airport Center in
Salzburg. In ORSAY's 20th birthday! The company has made already 2,000 employees and 193
shop , Expansion in central Europe than in 1996 ORSAY' opens it first shop in Switzerland in
Berne , it gave the company high profit and gave the comapy the idea to exapand in more
countriesin 2000 .ORSAY expands to eastern Europe and ORSAY's first shop is opened in
Poland in Czeladz. After the online shopping puts a high impact on sellings the orsay started the
online selling and conquers the World Wide Web: ORSAY goes online at orsay.com.
The company continues to grow in eastern Europe and opens its first shop in Pilzen in the 1998
Czech Republic.This is followed by ORSAY shops in Budapest in Hungary.
in 2000 the ORSAY celebrates its 25th anniversary, The success in Poland means organisational
changes: A new ORSAY headquarters to supervise the eastern European region is set up in
Wroclaw.

Than later the ORSAY enters two new countries: Slovenia and Croatia, with shops in Ljubljana
and Zagreb respectively. in ORSAYs 30th birthday orsays achive it goals in salling there are
now more than 400 shops throughout Europe and 4,000 employees worldwide.

ORSAY expands to five new countries: Slovakia, Ukraina, Russia, Latvia and Bosnia-
Herzegovina.it opens ne shops later in 2002s in Bulgaria, Romania, Serbia and Turkey, Poland
and Czech Republik and celebrite their 10th anniversary!

New shops in Moldova, Malta and Kazakhstan. ORSAY has more than 550 shops in 21
countries worldwide the orsay expand the Market entry in the Ukraine and in Kosovo.
ORSAY has 580 shops in 22 countries.

ORSAY expands to Estland and Albania and has 600 shops in 24 countries.

So far orsay has calabrated ORSAY's 40th Anniversary and expanded wotldwide by being a vey
fashionable clothing brand and customers choice.

The company has been expanding continuously: new shops in Greece, Mongolia, United Arab
Emirates and Columbia. I n near future based on the internet research is going to expand the
business n other cities of europe.
RESEARCH PROBLEM STATEMENT

Orsay offers to the customers inspiring and trendy outfits in which they can express their
femininity and personality. We see ourselves as our customers fashion stylists, and we are
available for them anytime and through any channels. This is why orsay is reachable anytime on
every communication channel to advise them with inspiring news and the latest styling tips.
As an international vertically organised fast fashion retailer and manage the whole chain, from
design to production and to selling.Orsay offer a well coordinated and highly up-to-date product
range as well as a large and steady relevant selection of trendy styles and classical looks for the
best value for money.

Orsay assortment permanently offers party styles, business looks and casual outfits. One of the
core competencies of orsay company are dresses: ORSAYDRESSES. The customers can find
the largest selection of orsays styles 24/7 online web page from Germany, Austria, Poland,
Czech Republic, Slovakia and Hungary. The ORSAY app is available for iOS and Android in
Germany and Poland, offering great shopping convenience as well as fashion inspiration.
Orsay has a very strong position in market , since 1975 every year its expanded all over europe
even in less economic countries like kosovo and albania.

Todays marketing goal is not only to increase market share, profitability or gain further
customers at the expense of the direct competition, but also to have a long-term strategic
development based for example on a strategic partnerships developed on an international level.
Regarding to the ORSAY , it is very important to maintain good relationships with customers
so-called relationship marketing, which is a part of Customer Relationship Management. This
helps to create a series of one-to-one, long term, profitable relationships between a company and
its customers. The situating aticulation, which transforms into the explanation behind resulting
advancing and correspondence exercises, first recognizes who the association is and what it stays
for. Beginning there it perceives the goal customer, what their prerequisites are, and a short time
later states how those specific needs will be tended to by the brand. By then the situating
verbalization moves to a declaration of capability that isolates the brand from the resistance. , it
is essential to keep up great associations with clients purported relationship advertising, which
is a piece of Customer Relationship Management.

Literature review

Customer satisfaction has become important in the business world, As indicated consumer
satisfaction is normally seen because of examination between the utilization desire and
experience and consumer loyalty is accomplished when the last deliverable (i.e.,experience)
meets or exeeds a custome expectation.Satisfaction and dedication are the key components that
decide the achievement of market idea execution Satisfied clients are well on the way to have the
aim to repurchase if the specialist organization came to or surpassed their desire (Alam and
Yasin, 2010) Identifying the factors of consumer loyalty is noteworthy as it goes about as a
benchmark of the business execution, and it likewise fills in as rules for future change , Guo et
have distinguished eight deteminates of customer satisfaction, which are web composition,
security, data quality, installment strategy, e-benefit quality, item quality, items assortment and
conveyance administrations. Then again, Mustafa!(2011) presents UI quality, data quality, saw
quality and saw security for his system. With the end goal of this examination, the impacts of
web architecture, security, e-benefit quality and data quality on! consumer loyalty are analyzed.
In this manner, the impact of consumer loyalty on e-steadfastness in web based shopping
condition I s likewise tried. According to Ellen Garbarino & Mark S. Johnson there are several
theories of" customer relationship"marketing that customers vary in their relationships with a
firm on a continuun form of transation into low and high relational groups to assess how
evaluations vary for these groups. Marketng customer relationship can show us how we can try
to find a solution in order to solve the problem appeared.

A formative idea in the development of relationship marketing thought states that there s a
continuum of customer relationships ranging from transactional to relational orientations

(Dawyer,Schurr,and oh 1987; Jackson 1985). Marketing as a social and managerial process by

which individuals and groups obtain what they need and want through creating and exchanging
value with others, and marketing consists of actions taken to build and maintain desirable
exchange1 relationships with target audiences.

Jackson(1985) was the one of the first writers to suggest that the application of transactional or
relational marketing should depend on the customer orientations to a relationship.

Macneils (1980) argued that transactional ecxhanges are discrete byer-seller exchanges of a
commodity or performance for money with minimal personal relationships and no anticipation or
obligation for future exchanges.

In our study we investigate the transactional /relational continuum in a consumer setting and test
these nations about differences in customer.Relationship marketing implies a consideration of
not just better relationship with customer markets and internal markets but the development and
enhancements of relationships with supplier employee reerral and influuencaler markets . When
it comes in increasing profits, it's tempting to concentrate on making new sales or pursuing
bigger accounts. But attention to your existing customers, no matter how small they are, is
essential to keeping your business thriving. The secret to repeat business is following up in a way
that has a positive effect on the customer.
Aim , objectives and research questions

This research aims to establish and investigate the role of marketing strategy in creating
customer satisfaction. ORSAY offers attractive bonus systems as well as retirement and health
benefits. Flextime working models and various part-time job offerings allow you to balance your
work and personal life. A special employee rate for the gym, along with personal health days,
helps promote your well-being, by doing this orsay offers to employees better treatment and by
having happy workers you provide happy customers as well. The ORSAY Code of Conduct
requires that wages and benefits paid for a standard working week meet, at a minimum, national
legal standards or industry benchmark standards, whichever is higher. In any case wages should
always be enough to meet basic needs and to provide some discretionary income. We focus our
work in this area on China and Turkey as these are our most important sourcing countries
producing around 75 % of our products. In order to monitor wage levels we collect data on
wages during audits and use wage ladders to compare prevailing wages with benchmarks such as
legal minimum wage and living wage estimates.

Health & Safety A safe and hygienic workplace is an important requirement of our Code of
Conduct. This includes fire and building safety, machine safety, personal protective equipment
(PPE) and first aid arrangements such as first aid boxes and a sufficient number of first aiders.
Health & Safety problems are comparatively easy to solve, for example through providing
Personal Protective Equipment like steal gloves, ear plugs or masks and Fire Fighting
Equipment. Thus lives can be saved by relatively simple and reasonable measures. In order to
monitor improvements in Health & safety in our suppliers factories, we put a special focus on
this topic during audits and follow up Health & Safety issues with a separate indicator. In most
of the countries we source from, like for example Turkey and China, suppliers and governments
are already well aware of Health & Safety requirements. In countries like Bangladesh however
recent factory tragedies have shown that suppliers need special support to ensure a safe
workplace for their employees. Although we source only a small percentage of our goods from

Bangladesh, we have decided to join the Bangladesh Accord on Fire and Building Safety in order
to support the development of a safe and sustainable garment sector in Bangladesh.

ORSAY wants to contribute to a responsible use of resources. It is orsay goal to reduce the
consumption of plastic bags in Germany by 4.5 million bags by summer 2017. For this reason
there are no free plastic bags distributed in our shops in Germany. We want to encourage our
customers to use sustainable alternatives like reusable bags instead of plastic bags. For each
purchase where no plastic bag is used, we donate 1 cent to WWF. orsay planning to roll out this
model to other countries, knowing that the reduction potential for ORSAY internationally
represents 14 million plastic bags per year.

Looking ahead, there is still a long way to go. Through reviewing our strategy we aim to fully
implement ETIs principles and to improve the lives of the people in our supply chain. We are
happy to have the support of ETI as a cooperative and trustful partner, that helps us to achieve
our goals in ethical trade

The members of the Textile Partnership work towards the goal of improving the social,
ecological and economic conditions along the textile supply chain.

The research about Orsay aims to appeal more in these research questions based on the topic
question.:

1) What is the level of satisfaction with its products?

2) What changes should Orsay implement in order to increase customer satisfaction and sales ?

3)What is the current marketing strategy that ORSAY uses in the market?
Research Methodology

Since Orsay has a chain of shops Especially by building the Sustainability Strategy, by in
creased dialogue with suppliers through supplier conferences and by internal workshops and
training on ethical trade with commercial staff, Orsay have made considerable progress on
Corporate Responsibility (CR) But it also stressful fo orsay corporation the challenges that lie
ahead of companys . In the past year orsay focused particularly on the Turkish textile industry
and especially the high degree of sub - contracting and informal workers. In order to gain a better
understand ing and transparency of the issue we have enhanced our audit pro gramme and
participated in the ETI Turkey working group.orsay e believe that the challenges in CR can only
be addressed collectively in a multistakeholder approach which pools the strength and expertise
of companies, trade unions and civil society in order to bring about social, ecological and
economic improvo ments all along the textile supply chain. Orsay is looking forward to continue
working with it partners in creating meaningful improvements for workers in supply chain.

Corporate Responsibility is about implementing strategies to reduce negative impacts on people

and planet while enhancing economic prosperity. It needs to be embedded in the core business
strategy to ensure future success and create lasting change.

In order to raise awareness on ethical trade and get more insights in own purchasing practices
and their impact on our suppliers ability to comply with our Code of Conduct, orsay also started
to work internally with product teams. There is a regular dialogue between the CR, Quality and
Sourcing teams as well as a training programme on the ORSAY Code of Conduct for all product
teams. osay believe that collaboration with all stakeholders is key for improving working
conditions in the textile sector. This is why orsay joined recognised initiatives like the
Partnership for Sustainable Textiles, the Sustainable Apparel Coalition (SAC), the Ethical
Trading Initiative (ETI) and the Bangladesh Accord on Fire and Building Safety for cusomers.

Health & Safety problems are comparatively easy to solve, for example through providing
Personal Protective Equipment like steal gloves, ear plugs or masks and Fire Fighting
Equipment. Thus lives can be saved by relatively simple and reasonable measures. In order to
monitor improvements in Health & safety in suppliers factories, orsay put a special focus on
this topic during audits and follow up Health & Safety issues with a separate indicator

Orsay focus their work in this area on China and Turkey as these are our most important
sourcing countries producing around 75 % of our products. In order to monitor wage levels it
collect data on wages during audits and use wage ladders to compare prevailing wages with
benchmarks such as legal minimum wage and living wage estimates.

Because numerous different units are involved in producing our goods, the field of consumer
health and occupational safety at ORSAY is interdisciplinary in structure. This area is primarily
concerned with protecting the people working in our supply chain as well as consumers, who use
the goods after they have been produced. Safety and health measures play an important role in
any industry. It is essential that we take steps to protect workers and consumers. This is why we
developed a Framework Agreement which needs to be signed by all our manufacturers. The
purpose of this Agreement is to ensure health and safety in compliance with the laws and
directives applicable in the respective distribution countries where ORSAY is selling.

There are four levels to measure the global performance of the osay factory:

Good

Improvement Needed

Critical
 Alert

This is not about pass or fail, the aim is to identify the level of awareness regarding social
compliance, to agree on corrective actions and to follow the progress.

Orsay focus the audits on our major suppliers, to cover the biggest share of volume sold in their shops. in
orde to acheave a better customer satisfaction ,in the next years of company expansion.

Literature

http://world.orsay.com/fileadmin/user_upload/pdf/CSR-
Broschueren_alle_Sprachen/CSR_at_ORSAY_2014_EN_Druckvorlage.pdf

http://world.orsay.com/fileadmin/user_upload/pdf/CR_2017/CR_A5_EN_Web.pdf

http://world.orsay.com/en/company/about-us/corporate-responsibility/

file:///C:/Users/hp/Downloads/71-268-1-PB.pdf

http://www2.konftel.com/de/Learnandinspire/SuccessStories/Orsay

http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/

http://world.orsay.com/en/company/about-us/history/

http://world.orsay.com/en/company/brand/about-the-brand/

http://world.orsay.com/en/company/career/career-at-orsay/

http://world.orsay.com/en/company/about-us/key-figures/