Low brand awareness of N Company

Abstract

N company is a company working in the field of textiles and producing garments industry and producing garments such as shirts, vests, pants, and workwear. N company is working in two markets: Domestíc and the export market. The main products for the export market of N company are jackets, aprons and workwear. Like other businesses, N company also wants to increase its sales revenue, however, in 2023, the sales revenues as well as the number of customers for the export market of N company decreased. These symptoms show the ineffective operation activities of the company. This study explores some potential problems that lead to the negative symptoms as mentioned above including low customer service, defective products, and low brand awareness. After validating and eliminating the potential issues, the main problem of N company is low brand awareness. Continuing with the cause of the main problem - low brand awareness, some causes has been explored such as lack of marketing employees, ineffective collaboration between marketing and sales and ineffective communication channels. The root cause for the problem was identified as the ineffective communication channels based on the theory, company data and in-depth interviews with stakeholders. Alternative solutions has also been proposed in this study to solve the problem including participating in at the garment fair and trade shows; and using social media (LinkedIn) to increase brand awareness and interact with international customers via marketing advertisements and campaigns. After analyzing, the best solution is using social media (LinkedIn) to increase brand awareness and interact with international customers via marketing advertisements and campaigns. This study also creates the detailed action plan for the best solution within 8 months.