The Marketing Strategy Of Yuma Apparel Company

With the improvement of people’s living standard and the growth in household income,modern people focus more on the cultural connotations of entertainment while they workhard. It makes them having diversified demand for clothing as people advocate freedom,pursue individuality and eager to relax. China’s apparel industry is developing vigorously dueto the demand trend. For a clothing retailing company, Yuma Apparel Company can notdevelop well without active marketing, a great marketing is definitely not achievedaccidentally, it requires to plan scientifically and implement effectively. Consequently, itdemands to produce the marketing plan wisely and to utilize marketing strategy accurately inorder to conquer in the fierce marketing competition and to achieve the sustainabledevelopment.In this article, the marketing of Yuma Apparel Company is analyzed and studied in theform of case. It could be the guidance and reference for the developing business such asYuma and the new retailers who are going to join in this industry. In the case studies, it givesthe detailed depiction of Yuma’s background, internal&external marketing environment andcurrent marketing situation. In the case analyzing part, firstly the marketing environment ofthe company is intensively studied, using Porter’s Five Forces Model and S.W.O.T. analysisto evaluate interior&exterior environment of the company, dissecting the existing problemsof current marketing management, analyzing and selecting the target market, fixing suitablepositions. On the basis of these, establishing the marketing strategy which consistent with thecompany’s development. Finally, to put forward some marketing strategy proposal from anoverall perspective that is a great significance of company’s development.