Marketing Management

Introduction:

The Lacoste legend was conceived in 1933, when René Lacoste upset mens' style displacing the traditional woven fabric, as far back as anyone can remember sleeved and starched shirts on the courts, by what has now turned into the exemplary Lacoste polo shirt. Very nearly 80 years after its creation, Lacoste has turned into a lifestyle brand which partners style and solace. The Lacoste craft of living conveys the accumulation of attire for ladies, men and kids, footwear, aromas, calfskin merchandise, eyewear, watches, cinches, home materials, and style adornments. Lacoste establishes its prosperity on the crucial values of trueness, execution, and good taste. The crocodile incarnates today the good taste of the champion, René Lacoste, and additionally of his wife Simone Lacoste and their little girl Catherine Lacoste, both additionally champions, in regular life as on the tennis courts and golf.

INTRODUCTION: about the product

Nanosphere: This technology is first of its kind, when it comes to the fabric being stain, dirt, water resistant. This works very similar to a leaf of a plant (lotus) which is finely structured. This contains Nano particles which consist of sanitizing and perfume releasing agents.

Army sector: The army is always in tough conditions and environment. This technology embedded in the fabric helps the cloth to be stain resistant and infection free.

Factory workers: People working in factories wear the uniform for long durations. This technology helps the fabric to be sweat-free and always keeps the cloth fresh and wearable.

PESTLE ANALYSIS:

Environment

Climate Change:

Singapore is not insulated from the impact of climate change. The annual mean surface temperature has increased about 0.8oC since 1948.

Rainfall has become more intense in recent years. In 2001, the first recorded cyclone near the equator, Typhoon Vamei, swept north of Singapore and caused major flooding in the region

Referring to the data, Singapore has been affected from climate change in increasing of temperature and more intense in raining fall. The demand of buying and changing clothes will rise. This is because people need to get the better quality of clothes due to more frequency in raining and unstable weather. The time in lifestyle of people will be changed too.

Trend in changing and buying to buy more quality clothes will be a big opportunity for our company. Our product will be interested in term of last long using and no need to wash for long time.

http://app.nccs.gov.sg/(X(1)S(suwizczj2zics555cp41sf2v))/page.aspx?pageid=160&secid=157&AspxAutoDetectCookieSupport=1

Natural resources:

Since Singapore does not have any natural resources, the best way to remain competitive is to invest in her only resource, which is the human resource.

According to the data, there is no natural resource in Singapore, especially land to use in agriculture and industry. Almost of the resources are imported from the other countries. In addition, the cost of labour in Singapore is higher than nearby countries. Therefore, the direct and clear problem is the cost of manufacturing (including cost of materials, labour, lands rental).

There will be the threat to our company in cost of production. This is because other countries have more capabilities in producing merchandise. Moreover, importing cost will make the price of the product higher. It will affect the competition with other companies. So we are setting our production base in Malaysia.

http://glocom.org/special_topics/colloquium/20090701_wirija_singapore/

SOCIAL

Society values and principles:

Nowadays, Singaporeans have the mindset of "kia-su", which means afraid to lose out to others. Many Singaporeans work very hard to fulfil their materialism desire. In some extent this has positively increased the Nation productivities and the business sectors can expect a higher purchasing Power from the consumers On the other hand, some family and social value have to be sidelined.

Demographic Profile:

The current population is about 4.8mil. Singapore ethnic mix is Chinese (75.2%), Malays (13.6%) and Indians 8.8%. Most of the Singaporean dislikes Blue collar works like construction and other works in hard environment. These are considered "hard and dirty" works and therefore not welcome especially by the younger generation, This created the window for importing.

Foreign workers to fill up blue collar vacancies. But as a security purpose of the country

Singapore has a rule that every male citizen of the country have to go through a national service.

Here our product will help them at the time of battle and training period.

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Education: Singapore has codified compulsory education for children of primary school

Age, and made it a criminal offence if parents fail to enroll their children in

School and ensure their regular attendance. English is the primary language used in Singapore's education systems. The government wants to promote knowledge economy which is less labor incentive but more talent and intellectual are on demand.

Legal

Before Singapore become independent in 1965, it has been part of Federation of Malaysia and British colony. After independent, Singapore kept the British legal System, imported the common law and Westminster model of parliament government, although some modifies are

Done to suit in Singapore. The Singapore Constitution is a supreme written law. It

Indicates the basic freedoms of individual and the structure and organization of

Singapore Executive, Legislation and Judiciary. A highlight of Singaporean Legal System is the strong anti- corruption law. With the stable law system in Singapore, it is a good country to invest in.

Technology: our technology consists of nano particles which make our product, water proof and stain resistant. It is also consist of nano bubbles. This technology is inspired