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Order Description
Founded by John Crombie and his son James Crombie in 1805, J&J Crombie Ltd. produces high-end clothing and accessories under its Crombie brand, and is most famous for its luxury coats. Crombie, the trading brand, is known for its super quality and has long marketed itself at international statesmen and royals. The design of Crombie’s three-quarter length (usually wool) overcoats is symbolic for almost two centuries. However, things have changed and the market has become more competitive in the last a few decades, which unfortunately Crombie did not respond in a timely fashion. Although the company continues to trade today, we have seen a significant decline on sales and profit margin in recent years. The company currently has only three stand-alone stores: in London, Manchester and Edinburgh. Crombie, this long standing well-known Britain’s oldest brand, is facing a difficult time ahead.

As a marketing expert you are asked to present to the Board your thoughts on the way forward. You may consider covering the following key aspects:

1 Present an analysis of Crombie’s past and present market.

2 Present a detailed analysis of its target markets, positioning and promotion strategies, highlighting the strengths and weaknesses of its current approach

Order Description
Founded by John Crombie and his son James Crombie in 1805, J&J Crombie Ltd. produces high-end clothing and accessories under its Crombie brand, and is most famous for its luxury coats. Crombie, the trading brand, is known for its super quality and has long marketed itself at international statesmen and royals. The design of Crombie’s three-quarter length (usually wool) overcoats is symbolic for almost two centuries. However, things have changed and the market has become more competitive in the last a few decades, which unfortunately Crombie did not respond in a timely fashion. Although the company continues to trade today, we have seen a significant decline on sales and profit margin in recent years. The company currently has only three stand-alone stores: in London, Manchester and Edinburgh. Crombie, this long standing well-known Britain’s oldest brand, is facing a difficult time ahead.

As a marketing expert you are asked to present to the Board your thoughts on the way forward. You may consider covering the following key aspects:

1 Present an analysis of Crombie’s past and present market.

2 Present a detailed analysis of its target markets, positioning and promotion strategies, highlighting the strengths and weaknesses of its current approach