Marketing Essay

1801 words - 7 pages

IntroductionThe purpose of this paper is examine the key factors of change in PEST, analysis the impact of changes on the market and make the recommendation for American Eagle Outfitters (AEO).Company BackgroundAmerican Eagle Outfitters (NYSE: AEO) is an American clothing and accessories retailer based in Pittsburgh, Pennsylvania. It was founded in 1977 by brothers Jerry and Mark Silverman as a subsidiary of Retail Ventures, Inc., a company which also owned and operated Silverman's Menswear. The Silvermans sold their ownership interests in 1991.The brand target customer is 15 to 25 year old males and females in the middle class. Denim is the cornerstone of the American Eagle Outfitters product assortment, which is complemented by other key categories including sweaters, fleece, outerwear, graphic t-shirts, footwear and accessories.Currently, American Eagle Outfitters they had 48 international stores are located in 13 countries outside the US and Canada, which are exclusively operated by franchise partners. These stores will be the first international stores that are being operated directly by the company. The apparel for these stores is designed by AEO staff in the United States to ensure that latest fashion trends are met, but production is outsourced to international manufacturers.1/. Politics FactorsPolitical & legislation factors can have a direct impact on the way business operates.In US she has enacted trade agreements with foreign countries as well as the law that control monopolistic control of markets. On the other hand, the regulatory & law requirement is affecting the business. These factors are import/export and anit-corruption that include the Foreign Corrupt Practices Act.Large tax implementation by government control many companies that are impaired. Thus, they usually cannot operate on these countries.Recommendation for tackle above changes:-Looking for business in countries in low tax rateBy the above factors, as a public company AEO is subject to numerous regulatory requirements and some of large tax implementation. AEO can set up their business via a free market agreements and regulation to protect their property by these opportunities. It has enabled AEO not only to conduct business in foreign countries but also source for labor and raw material.For example Brazil, US are one of top foreign investor and it has been designated for a priority market to promote exports and two-way investments. Those relationships can facilitate AEO in the Brazilian market's entrance and sharingFurthermore, AEO can also put more sources to develop the business in Asia, like Hong Kong. And enjoy the low tax rate in Hong Kong.2/. Economic FactorsWe need to consider the economy in the short and long-terms.One of factors is an economic growth (GDP) that relates to inflation, interest rates and unemployment rate etc.If the growth of the economic is higher then that of inflation, interest rates and unemployment rate. And consumer will have...

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