External Marketing Environments

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             1.1. Considering the fashion industry, it is even more important to study the competition as the consumer keeps an eye on what's new all the time. There are companies and fashion houses that bring out certain styles for the season that become a rage. In the Saudi fashion market, as the awareness is increasing there are more and more fashion stores and malls opening up which pose a big completion for the existing clothing companies. If the companies don't keep a check on what's being offered by the competitors and liked by the consumers then they will not have an effective promotion or marketing of their product. .
             2. Government Policies & other Political factors –According to Elliot, G et al. (2008, p. 62), the political factors are closely related to the legal as well as the regulatory factors. Thus it make a great deal to know these factors well so as to design an appropriate and effective marketing strategy. In the modern world scenario the legislations that govern business have increased manifolds. Kotler et al. (2011, p.72) state, there are increasing number of laws that for issues like consumer privacy, product safety, fair trade practices, truth in advertising, packaging and labelling etc. Another important aspect of this external environmental force is the Trade treaties and trade barriers among nations. Today with the extent of globalisation it has become a very important knowledge for any professional and more so for a marketing professional. With businesses going multinational and targeting foreign consumers, it is very important to know the policies and laws that govern the marketing activities in different nations. Kotler et al. (2011, p. 73) also mention that business ethics and the social responsibly of the companies cannot be ignored as a part of this environmental force.
             2.1. In the fashion industry a marketing team must consider how and what they can market where. This means they must know their product and if the legislations allow them to market those products to the target audience in a particular place or not.