Marketing Intelligence And Business Research Essay


Discuss about the Marketing Intelligence and Business Research.



Marketing intelligence is the data, which is reliable to an organization’s markets, accumulated and analyzed for the purpose of accurate decision-making for determining the market opportunity and also the market development metrics. This study is helpful to identify what issues faced by the George Armani within the fashion industry. George Armani has a distinctive distrust of groups as well as some definite cyclical attitude towards the society, which may leave the manager feeling out of the step and also not able to participate in the activities or functions with his subordinates. According to Cacciolatti and Andrew Fearne (2013), it can be stated that overcoming a sense of aloofness or alienation from the staffs is considered as an essential task for Armani. Before discussing the issues faced by George Armani, it is necessary to discuss the operations and functions of the organization. The George Armani brand owned and operates by the creator and designer George Armani, who has earned much fame within the fashion industry by using it’s superior design, ideas, themes and also trends. It is known that it maintains a real luxury brand, the Aura. On the other hand, George is not getting the fame but also this is identified as one of the highly values fashion organization across the world with a value of approximately USD 3.3 billion.

Industry analysis

The industry is suffering from founder’s dilemma. As opined by Jensenet al. (2016), it can be mentioned that the main competitive advantage of this organization is the founder or the leader himself. In this context, the employees of the organization thought that neither the leader nor the organization would think of life after the founder. Therefore, it can be assumed that as the success of the organization depends on the existence of a single person, the organization requires to take proper action. In this connection, it can be mentioned that George Armani is the major eyeglasses manufacturing brand of Italy. The sales of this organization have added a major amount in the glass industry of Italy. According to Yanget al. (2015), the glass manufacturing industry faced several challenges and the industry faced the downstream bargaining power, energy prices. On the other hand, it can be observed that the glass manufacturing industry also has been suffering from the lack of security of supply.

In addition, Moutinho, Luiz, and Scott McCabe (2014) cited that non-European Union nations with the strong glass production have been enjoying non-tariff barriers like the certification schemes and the compulsory testing. The commission forces for the elimination of peak tariffs in the non-EU nations important for the Italian glass manufacturers. This would directly make a negative impact on the glass manufacturing company, George Armani. Furthermore, the European Union glass industry is represented by large EU based organizations. The production procedure is energy intensive as well as the manufacturers also faced higher startup costs and also tied distribution channels. Production facilities are assumed as the capital intensive as well as also require long investment cycles. In addition, Kanwal et al. (2017) pointed that the startup business would face another problem such as the existence of survival, as George Armani played the role of monopolist in the domestic market; therefore, the other organizations face the problem of survival. The Italian glass industry would face from the existence issue in case of expanding their business in the global market as there are limited investments by leveraging the strong brand equity.

Consumer analysis

George Armani is the largest Italian designer organization. As per the statement of Guarda and Santos(2015), it can be mentioned that the consumers of George Armani are highly well educated and also wealthier. On the other hand, it can be mentioned that Armani exchange is a brand focused and mainly targets the young generation. They are used to go outside for fun and significantly represent the brand. In the words of Venter, Peet and Rensburg (2014), the targeted consumers are mainly contemporary, modern, focused and fast. Therefore, it can be added that this glass-manufacturing brand is not for all of the consumers. They mainly target the young men, who are belonging from the age group of 18 years to 32 years.

Armani exchange is a unique and different brand like the others. The glass manufacturing organization is mainly looking for teenage market, which are used to follow the celebrities or the latest trends. In this context, it can be mentioned that the teenagers are willing the replicate looks, what they have seen on their favorite celebrity. In order to increase the sales of the organization, George Armani used to take the help of social networking sites in case of launching of new products. It is known that the youth are highly connected with the social networking sites; therefore, these would be the best medium for launching of new product. On the other hand, in order to satisfy the consumers, this glass manufacturing company provides offers and discounts to the consumers. Moreover, in order to retain the consumers, George Armani has started consumer loyalty scheme (Heidariet al. 2015). This will be helpful to maintain a long term relationship with the consumers. Furthermore, it can be depicted that the youth are highly looking for new and updated trends or models; therefore, the organization mainly aims to manufacture fashionable frames and glasses, which attract the consumers’ willingness to purchase the products (Heo, Jun and Sutherland 2013).

The main purpose of this study is to identify the trend of the industry of glass manufacturing of European Union. In this context, this study has also highlighted the major issues or challenges faced by the glass manufacturing industry of European Union. The contribution and the role of George Armani organization into the industry would also be highlighted.

  • To examine the impact of the operations of George Armani on the consumers
  • To examine how the consumers will be satisfied with the products and the services of the glass manufacturing company.

In order to identify the effect of the organizational service of George Armani on the consumers, this study has planned to collect both the primary as well as the secondary data. With the help of this technique, it would be able to identify the purpose of the study by using the objective. On the other hand, the research methodology is benefitted to identify the problems faced by the organization. In this purpose, this study has highlighted the targeted consumers and their willingness towards the organization. In order to satisfy the consumers, the organization has used several marketing strategy, which have discussed in this study significantly.

In order to complete the study, the researcher has followed the deductive approach as it helps to the researcher to interpret and infer the conclusion of the interview. According to Heet al. (2015), it can be mentioned that the researcher does not need to consider or follow any new theory or approach. More specifically, it can be stated that this technique mainly focused to the research objectives. On the other hand, in order to derive the impact of the organizational operation on the consumers, positivism research philosophy would be considered. This is the highly structured research philosophy. Albayraket al. (2013) opined that in case of the collection of primary data, the researcher requires to collect more realistic and the accurate data.

It is known that data collection is a process, which is gathered from several sources. The interviewer would conduct the interview technique in order to identify the review of the consumers regarding the organizational operation and the organizational behavior. In case of primary research, the researcher would make an interview on 2 consumers. They are belonging from the age group of 18 years to 25 years. The consumers are asked 3close ended questions, which would be helpful to derive the impact of the organizational operation of George Armani on the consumers. On the other hand, in case of secondary data collection, the researcher would collect the information from several newspapers, journals, articles etc. The researcher also collects information from the past researches. The previous researches would be helpful to get an idea on the organizational operation of George Armani group. In order to collect information, sampling technique is the best method to conduct the primary research. Moreover, Rani, Jeya and Thangaraja (2016) cited that in order to infer the conclusion, the researcher would follow the simple random sampling technique. In this context, the researcher would not require to be biased and also needs to give equal chances to the consumers, so that they can participate in the interview method equally. In this purpose, the researcher sends 5 respondents through email, however, among them 2 consumer’s responses. Due to the shortage of time, the researcher would conduct the interview on 2 consumers.


The respondents were bound between three responses. From the first question, it can be inferred that two responses highly agree that George Armani mainly focused to the product designing. As it is known that the targeted consumers of this organization are belonging from the 18years to 25 years and they are willing to purchase fashionable designs, therefore, the organization manufacture the latest designing models based on the latest trend. In this connection, it can be stated that the consumers are satisfied with the designing of the products.

Based on the second question, it can be observed that the researcher have identified that the price of the products are comparatively higher from the other organizations. In this point, the consumers are willing to purchase the products in turn of affordable prices. Therefore, it can be assumed that the consumers can purchase products from other resources. In this context, it can be inferred that the total sales of George Armani would be decreased.

Lastly, the third question is the reflection of the consumers towards the usefulness of consumer loyalty program of George Armani. After conducting the interview, it can be observed that two consumers are willing to the consumer loyalty program. Therefore, the organization would be able to retain consumers and also able to satisfy the consumers. On the other hand, the consumers are also willing to maintain the long term relationship with the organization. In this purpose, the organization has started several schemes in order to attract the consumers’ preferences.

Secondary data analysis:

As per the statement of Tandon et al. (2013), it can be mentioned that this glass manufacturing organization meets the needs of the target consumers by addressing the current product. This organization illustrates the elegance, style and the luxury. As the youth are willing to purchase the products from this organization, therefore, the sales and the revenue of this company has been increasing with the passage of time. This will in turn expand their business in the global market successfully. In this purpose, George Armani expands their business in the countries like India and China. On the other hand, Kursunluoglu and Emel (2014) pointed that Armani sets comparatively higher prices without compromising the quality of the products.


After conducting the primary research, it can be observed that the consumers are highly willing to purchase the products from George Armani group. In order to identify the effect of the organization, the researcher would conduct an interview on 2 consumers. In this purpose, it can be inferred that the youth consumers mainly seek to purchase latest trend and fashionable models of glasses. This would increase the sales of the organization. On the other hand, it can be seen that the consumers are also willing to the consumer loyalty program of the company. Therefore, the long term relationship with the consumers would be maintained. On the contrary, it can be mentioned that the price of the products is comparatively higher and sometimes this would make a negative impact on the consumers. Therefore, the managers of the organization require to take a new fair pricing policy in order to satisfy the consumers.


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