Integrated Marketing Communication
GLOBAL INTEGRATED MARKETING COMMUNICATION
Assessment for 2009/10 Term 3
Critical Evaluation of Current Marketing Communications Practice & Theoretically Underpinned Marketing Communications Plan
Selected Retail Organization: Nordstrom
Date of Submission:
Nordstrom is a sophisticated departmental store that offers a pleasant shopping experience to all who step on its floor. Nordstrom’s target markets comprise women, men, girls, and kids of the upper and higher-middle section of the society. Nordstrom gives a lot to their consumers in both goods and service. When asked, clientele say they expect goods that are fashionable, long lasting, and of high quality (Mulady, Kathy (2001).
Right from the start, the business philosophy was:
“Based on exceptional customer service, selection, quality and value”
(Nordstrom Employee, 2006)
Key markets and Area of operations
Nordstrom’s has unique sections of the department store for women’s, men’s, juniors, and children’s attire. There are also different divisions for shoes, handbags and fragrances. * Nordstrom’s has 166 stores inside 28 different states as well as their catalogue and online websites.
An internal strength of Nordstrom is its excellence in customer service. An internal flaw that Nordstrom has is their very fluctuating return policy. One of the biggest opportunities for Nordstrom is the progression of technology, which they have capitalized on in their retailing system (Fasiq Lisa. B, 2006). Threat for Nordstrom lies in its rival having a greater distribution of store locations in comparison to Nordstrom, Nordstrom has fewer stores on the east shore compared to some of its competitors. Distinct from their competitors, Nordstrom’s policy does not run television advertisements during sales.
Nordstrom’s extensive marketing research and marketing reports suggests that the company has a full comparative
References: Bear, Jacci. H. (2006), Color meanings. Retrieved November 19, 2006, from desktoppub.about.com Fasiq Lisa Magazine, HR (2006, 10). Views from the Top. Retrieved November 21, 2006, from www.shrm.org Web site: http://www.shrm.org/hrmagazine/articles/1106/1106ceoex.asp Mulady, Kathy (2001, 06, 26) Nordstrom Employee, (2006). Company history. Retrieved November 21, 2006, from about.nordstrom.com Web site: http://about.nordstrom.com/aboutus/companyhist/companyhist.asp Nordstrom Management, (2006, 02) Nordstrom Staff, (2002, 06, 10). Nordstrom.com CEO and president resign. Retrieved November 21, 2006, from phx.corporate-ir.net Web site: http://phx.corporate-ir.net/phoenix.zhtml?c=93295&p=irol-newsArticle&t=Regular&id=304515& Palma, Maria (2006, 02, 15) Portland Business Journal , (2006, 10, 20). Nordstrom reports improved Q3 earnings, signs new store deal. Retrieved December 1, 2006, from portland.bizjournals.com Web http://www.google.com/images?hl=en&q=integrated+marketing+communication&um=1&ie=UTF)