Retailcase Lacoste

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Lacoste:
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The crocodile sells online!
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Retail Marketing 2012 - 2013
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Faculty of Economics and Business University of Groningen
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Group 4.29:
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Harry Nijkamp s2247917
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Jorrit Bosma s1586157
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Stefan Jansen s2222345
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Thijs Fikkert s2243709
Table of contents

Table of contents- 2 -
1. Introduction- 3 -
2. Situation description and analysis- 4 -
2.1 Internal- 4 -
2.2 External- 5 -
3. SWOT-analysis- 7 -
4. Strategy implementation- 9 -
4.1 Website- 9 -
4.2 Cross Channel alignment- 11 -
5. Literature- 12 -
Appendix 1- 13 -

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1. Introduction
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Globally, retailing is witnessing seismic shifts (Sorescu et al., 2011). The research firm Forester found that in 2010 e-commerce is approaching $200 billion in revenue in the US alone and accounts for 9% of total retail sales, up from 5% in 2005. The same research shows 10% of the total sales in the United Kingdom, 3% in Asia-Pacific, and 2% in Latin America. Globally, digital retailing is probably headed toward 15-2-% of total sales, though the proportion will vary significantly by sector (Rigby, 2011). -------------------------------------------------

Therefore, this document contains some suggestions for Lacoste’s online marketing strategy for a European site. A multi-channel or so called omnichannel approach will be provided in order to integrate sales experience that meld the advantage of physical stores with the information-rich experience of online shopping (Rigby, 2011). By integrating both channels synergy effects should result in an increase in profit, brand awareness and an alignment of the brand associations (recalled by consumers) with the core values and style elements of the Lacoste brand. -------------------------------------------------

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Sense of urgency
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The Lacoste brand suffers of popularity for the last 10 years. This decrease in popularity could be the result of the negative brand image in Europe. German consumers associated Lacoste with arrogance, distance, and snobbism. Therefore, a big change seems inevitable. The first step in the image changing process will be bringing the brand into a new wave of modernity. Launching a new online shop can prevent Lacoste from also adding old-fashioned and conservative to their current brand image. -------------------------------------------------

The direct competitors of Lacoste already have...
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