Jun 21st, 2015
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University of Dundee
Course: general
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We do not have homogeneity of variances of the dependent variable (Frequency of Purchase) across group since the sig value is less 0.05.

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PenshoppeA Case AnalysisSubmitted to:Prof. Antonio V. ConcepcionCollege of BusinessDe La Salle UniversityIn partial fulfilment of the requirements forMarketing Management Submitted by:GROUP 5Daza, Emmynol Ibasco, KrissyNanquil, WinnieOng, JongSalazar, PeggySeptember 5, 2012Table of ContentsI.Case Background5II.Statement of the Problem5III.Objectives5IV.Situational Analysis5a.Industry Analysis5Online Apparel Retailing6b.Company Analysis7c.Competitor Analysis8Bench8Kamiseta9Bayo9Human9Oxygen10Jag10Comparative Table11Customer Analysis14e.SWOT Analysis16Strengths16Weaknesses16Threats16Opportunities17V.Marketing Framework18VI.Current Marketing Program20Products20Price20Promotion20Place21VII.Recommendation22Proposed Marketing Plan22Bibliography25I. Case BackgroundPenshoppe products have entered the international market and this may be evidenced by their use of foreign celebrities to endorse their products. The brand previously had Mandy Moore as an endorser in 2001 and recently in 2011, they hired Ed Westwick to be the face of the company. In addition, Penshoppe tied up with a New York-based Filipino designer, Robin Tomas, in launching a new line of men-s and womens tops. II. Statement of the Problem What should Penshoppe do to remain competitive in the local market and eventually in the international market?III. ObjectivesTo focus on promoting Penshoppe products as

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