The assignment focuses on Ethical Marketing Plan. Additionally, there is an Analysis of Michael Porter’s Five Forces. So, develop a marketing and sales strategy.

Ethical Marketing Plan – Michael Porter’s Five Forces Analysis

The mission statement for Victoria’s Secret retail chain is the same as its parent company, Limited Brands.  “Limited Brands is committed to building a family of the world’s best fashion brands offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders.”THE Objectives include i. To develop a marketing and sales strategy, which can increase Victoria’s Secret online sales and marketing, thus minimizing the losses experienced due to the COVID-19 pandemic.

Ethical Marketing Plan – Michael Porter’s Five Forces Analysis

ii. To promote employment opportunities and economic growth by implementing effective economic stimulus strategies.

iii. To improve ethical and corporate social responsibilities by implementing strategies that are relevant to the current economic as well as the social environment. Victoria’s Secret is a U.S. based lingerie, clothing, and beauty company. The retailer is recognized for its prominent marketing and branding, which began with a well-liked catalog then later televised on an annual fashion show. Roy and Gaye Raymond founded the company in 1977, and the company has expanded immensely since then. It grew to be America’s largest retailer in the early 1990s, with sales of $1billion.

Ethical Marketing Plan – Michael Porter’s Five Forces Analysis

The company further expanded its stores into Canada and established its outlets in many foreign international airports. It remains to be the largest lingerie retailer in the U.S. with about 1091 stores. However, the retailer’s market share started dropping, leading to the cancelation of the company’s popular catalog in 2016. The company has not been able to maintain its initial market status due to constant criticism and controversies regarding the behavior and business practices of its management. Porter’s Five Forces is a framework for analyzing a company’s competitive environment. The number and power of a company’s competitive rivals, potential new market entrants, suppliers, customers, and substitute products influence a company’s profitability.

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