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MarkaVIP Company’s Strategy Formulation Case Study


Products and Services

MarkaVIP is an e-commerce membership-based company that specializes in the fashion industry. It provides the products from internationally famous and reputed brands to the customers who live in the countries of the Middle East including Saudi Arabia, the UAE, Jordan, Qatar, Kuwait, Lebanon, Bahrain, and Oman. The key products include clothes, shoes, accessories (watches, bags, and jewelry), underwear, and beauty products (mostly makeup items).

Apart from that, the company is concerned with the interior design (numerous features from bathroom towels and decorative pillows to cutlery and coffee tables) and electronic appliances. The products are diverse from the point of view of style as well; the company offers significant discounts (up to 75%). Finally, Marka VIP has a community that provides fashion-related reports and articles on the tips for looking stylish, but this is a part of the company’s image rather than service proper.

MarkaVIP Strategical Focuses

MarkaVIP is a four-year-old company that prides itself on being created by experts both in the fashion industry and e-commerce, which was the recipe for its success. Apart from that, the company regards people and talent as its primary asset and considers customer satisfaction as the most significant performance aspect. Finally, the company is extremely concerned with technology as a way of ensuring customer security. Apart from that, the company believes that its customers are technology-savvy, which makes a technologically advanced service more attractive to them. To sum up, MarkaVIP regards customer service as the key aspect of its activities and is dedicated to it; technology is considered to be a way of improving the related infrastructure.

Mission Statement and Purpose Statement

The mission of MarkaVIP consists in bringing passion, fashion, and excellence in everything the team works with. Its purpose is to promote fashion and creativity among people living in Middle East countries.

MarkaVIP and Infrastructure

For an e-commerce company, infrastructure is of primary importance, especially the part of it that is concerned with IT. As a result, the physical facilities of the company are relatively scant, but the company actively uses the services of its own deliverers and delivery companies, which compensates for the absence of large warehousing facilities. The warehouses are mostly used for the orders that are not yet received. An order can be kept for a maximum of two weeks, which appears to be a reasonable amount of time.

The website account is an important part of customer service: it can be used for information search, ordering, and checking the status of the order. Rescheduling and cancellation can be arranged with the help of any communication channel; the opportunities include phone, skype, email, and online chat. There are different e-mails for general questions and those related to the orders, which is a reasonable decision and should improve the speed of order processing.

The only problem that is currently exhibited by the company consists of the fact that only the residents of the UAE can use the toll-free phone service. It may be suggested that an investigation is carried out on the feasibility of launching identical toll-free services for other countries. The improvements in infrastructure are unlikely to exhibit positive returns earlier than in three years, but MarkaVIP intends to proceed to grow and involve countries of the Middle East; therefore, this possibility should be considered.

Student’s Scenarios: Comments

It appears that infrastructure is of extreme importance for an IT giant like Google. I recall that Google has always been among the most innovative companies according to Forbes, and the team would not allow infrastructure underdevelopment.

Naturally, I use Google products, mostly the search engine. I never had problems with it or needed to contact the company, but I have just checked that they are ready to provide support and provide FAQs and manuals. In my opinion, their intuitive search is a useful feature, although it can get the wrong idea and often offers funny options (for example, try typing in “how to” and enjoy). On the other hand, the latter fact is probably an advantage, would you agree?

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IvyPanda. (2020, July 27). MarkaVIP Company's Strategy Formulation. Retrieved from https://ivypanda.com/essays/markavip-companys-strategy-formulation/

Work Cited

"MarkaVIP Company's Strategy Formulation." IvyPanda, 27 July 2020, ivypanda.com/essays/markavip-companys-strategy-formulation/.

1. IvyPanda. "MarkaVIP Company's Strategy Formulation." July 27, 2020. https://ivypanda.com/essays/markavip-companys-strategy-formulation/.


Bibliography


IvyPanda. "MarkaVIP Company's Strategy Formulation." July 27, 2020. https://ivypanda.com/essays/markavip-companys-strategy-formulation/.

References

IvyPanda. 2020. "MarkaVIP Company's Strategy Formulation." July 27, 2020. https://ivypanda.com/essays/markavip-companys-strategy-formulation/.

References

IvyPanda. (2020) 'MarkaVIP Company's Strategy Formulation'. 27 July.

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