Marketing: Analysis of SustainU

Marketing: Analysis of SustainU Research Paper example
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Name Professor Name Course Name 12th November 2011 Analysis of SustainU Introduction SustainU is a company which was formed in 2009 and it USP is that it makes clothes from recycled fiber. Another thing which sustains claims is that its entire process of sourcing the yarn, spinning, knitting, sewing and printing is performed in USA.


(Gary Armstrong) Discussions of Opportunities 1) High end Private Labels During the financial turbulent times such as the present downturn in us economy the class of people who want to appear ethically and morally responsible are not the middle class people but the super rich. A recession affects the rich the least and in order to overcome the guilt feeling they have a guilt feeling which they try to overcome through various methods. (Bewley).Due to this guilt; the rich and famous will try to wear a brand which claims to bring jobs back to US and also cares about the environment. But for this idea to be transmitted proper marketing campaign needs to be organized. The apparels of the company should be associated with US economic recovery and the prevention of job losses in a way which is not “preaching” but “trendy”. High end private labels should be the primary focus of the company at present as they can charge exorbitant charges for these apparels and rake in huge profits. Although the company claims not to work for profit but cash generated through this method will help them in expanding through America. 2) Retail Market The company is right now focused on university market. ...
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