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Essay / Research Paper Abstract
This 5 page paper looks at the sale of discount wedding dresses by Costco from a marketing perspective. The first part of the paper consider how the discount pricing and distribution of the firm are aligned and how this may appeal to segments of the bridal population. The second part of the paper assesses the way that upscale firm may view the move and assesses how they should respond. The bibliography cites 7 sources.
Page Count:
5 pages (~225 words per page)
File: TS65_TEcostcowed.doc
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Unformatted sample text from the term paper:
many brides to be are likely to consider visiting to buy their wedding gown. However the move to sell dresses by undertaking a partnership with Kristie Kelly using trunk shows
may be seen as a strategy which provides a great deal of potential to increase sales for both the company and the designer (Berk, 2011). Costco is a discount warehouse;
therefore it is positions in the minds of the consumers as a value proposition, offering low prices. Pricing and image will create a perception that communicates the product or firms
positioning in the market (Quick MBA, 2012). Products that have a high price and are portrayed as being exclusive will generally be seen as at a higher market position compared
with budget brands which are aimed at the mass market (Hooley et al, 2008). The position of Costco has been well established, they have low prices, but are able to
maintain a mid market position in terms of quality due to their marketing and claim of low prices achieved as a result of efficient operations. This includes the ability to
bulk by looking at prices from suppliers, as well as using large warehouse retail outlets which are relatively basic in order to keep operating costs low, with the firm in
claiming that they are passing the savings on to their customers/members. This creates a very strong value proposition for the brand. This positioning creates an interesting contrast when looking at
the traditional market for bridal wear. A wedding day is one day where a bride wants to feel special; a wedding dress is an important part of that experience. A
wedding dress is one of the single largest purchases for the wedding day, the average cost of a designer wedding dress in United States is in excess of $3,000 and
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