Aeropostale is a specialty retailer that is mall based and it retails in accessories that targets the population of the people of the age between 4 and 17, these category of target customers are mainly kids of the age between 4 to 12 and the youth. The mission statement of the company reads: To optimize profitability by offering brand relevant product at compelling values (Kouzes & Posner, 2010).. The main aim of the company is to provide its customers with active oriented and high quality fashion and some other merchandise that are of compelling values. The company has the following two major objectives
The company has a goal of trying to branch out and diversify internationally so as to achieve a high number of customers that could purchase more of its products
The company also has an objective of tying to get better and progress on the margins; this is to be achieved by increasing its shares of the internet sales.
The company maintains a strong brand name that attracts more of the customers since it designs, source, market and also sell most of its manufactured products. The company has been able to attract a wide range of customers since most of its products can be purchased online from its customers; this has improved the reputation of the company since there are no third parties involved in the marketing and sales of its products. Its store is available at www.ps4u.com. The company is now licensed to operate in Asia, Europe and Middle East. the emergence of its new product called P.S. offers a better merchandise for both the boys and girls of the age between four and twelve, these merchandise are of very compelling values.
The company has struggled from the time when there was recession due to the reduction in the store traffic and the shifts that occurred in the sales mix. This has lowered the sales of the products of the company for a very long time. The company therefore seeks to address this problem of increasing its sales through marketing pernetration. The objectives are therefore:
The objectives above are of importance for the company in its quest to increase the sales of its products through marketing penetration. When the objectives are met, the company will be able to attract more customers and this will lead to an improvement on the sales.
Source
Kouzes, J. M., & Posner, B. Z. (2010). The Five Practices of Exemplary Leadership.
Mission statement link http://www.aeropostalehr.com/
