The Market Manager is the founder of Wed2be, Todd Cassidy. He is the man who decides the roles in which people are in charge of e.g. PR marketer, Merchandiser, Visual Merchandiser, Events manager, Store mangers etc. He also is the man who decides where to plot his shops, depending on what area it is and whether it will make enough income. The market manager recieves investors which helps him cover the costs of his company.
The PR also sorts out the Market Niche. Wed2be calculate theur CRM (Customer relationship Management) through Facebook. Customers leave their reviews on Facebook, giving the PR an indication of what their customers are looking for, what is good about their company and what they could improve. This is how Wed2be get to know their customers and how they can make more of a profit. Twitter is also a good source of media for Wed2be's customers to give feedback. After doing their CRM, they continue to maintain their consumer's needs by following throughwith their CEM (Customer Engagement Management).
Wed2be is a market follower, as they tend to copy features of how David's Bridal and change them a little, rather than trying to beat their ideas e.g. Sell a plain contemporary dress that is similar to David's Bridal but Wed2be would put it at a lower price, making customers more likely to purchase from them. This saves Wed2be's buisness as if they were to challenge their leader, it may not work, leading them to loose out on profits. The fact that Wed2be's dress sizes go up to 32 is a way of them challenging David's Bridal as their dresses only go up to 30. Therefore they have got a wider consumer range.
MARKET NICHER
MARKET FOLLOWER