Ch. 4 - The Marketing Environment

Chanel is the world top famous brand. One of its essential component is the target market. The target market is the fundamental objective for an organization to maintain a marketing mix. In order for Chanel to continue its success, Chanel’s managers have to modify the marketing mix over time because the changes in the condition in which the consumers live, work, and make purchasing decisions. They have to consider their target consumers’ tastes, needs, incomes, lifestyles, and buying habits in the adjustment of their marketing mix. Chanel is not the most affordable brand, their preferable target consumers are:

ü  Middle aged women (35-50)

ü  Upper class

ü  Fashionable women 

ü  Women who appreciate luxury goods.

ü  Women who see Chanel as a symbol of elegance, simplicity,

modern, and class.

Although Chanel manager can dominate the marketing mix, but they cannot control the elements in the external environment that change the target market. Demographic factors is an uncontrollable variable in the external environment that is extremely important to the marketing managers. Therefore, when Chanel managers alter the marketing mix, they have to consider the demographic factor. Chanel’s products are suitable for both generation y and generation x. Chanel also did focus on the different background of their target consumers. They also have various languages on their website page to allow their different types of consumer to understand their products. Another important external factor is the competitive environment. This factor is little different than the other ones. The manager has little control over the competitive environment. However, Chanel have its own unique style or design of their products. Their uses of high quality materials and their simple and classical style and design give people a looking of fashionably dignified.Chanel' unique style can not be imitated by their competitors.