Tshirt Monster

Five things happening in the external environment that could impact t-shirtmonster's marketing strategy:

I )

1 - "Roland noted that people everywhere and of all ages wear t-shirts, and all types of t-shirts."

Large market; The popularity of the t-shirt makes it a unique product in the eye of marketers, considering it's related market.

As the product is popular, the size of the market depends on the size of the population, thus it's a geographic/demographic factor.

2 - "Roland also noted a growing trend towards individualism."

The individualism trend; As youths became more inclined to individualism and experessing their, offering them a customizable product

would satisfy the customer

in terms of individuality and tastes.

The individualism trend is a social (psychographic) factor.

3 - "...people, especially youth, were becoming increasingly comfortable ordering clothing and other products on-line"

The internet now is more developed, accessible and understood that people became comfortable buying things online

The development of internet is a technological factor.

4 - "As the Canadian economy has been showing signs of improving, sales are expected to continue to grow.."

During good economic times, people are more open to spend money and buy products.

The improvement of the canadian economy is an economic factor.

II )

The apparent competitive advantage that t-shirt monster holds is product differentiation.

The company does not sell plain t-shirt nor it pushes its taste, t-shirtmonster allows customers to help co-create value; with the

trend of individualism growing, each customer needs to be treated apart as he has special and individual wants. By satisfying the desire

of distinctiveness, which customers seem

to have been looking for, t-shirtmonster has differentiated its product.

III )

t-shirtmonster's competitive advantage resides in its product differentiation, moreover, in the ability to customize offered to the...