Read the case study below and answer the questions

They say, there is nothing more fashionable than owning a Prada in your wardrobe. Prada is a leading brand in the luxury goods market and has long been recognised worldwide as a stylish innovator.

In addition, Prada is one of the most famous and largest fashion houses in the world. Their brand is associated with providing top class luxurious fashion to its up-market customers. Prada has a grand history and awesome-prospects attached to its brand. The expensive fashion label specialises in manufacturing the best quality ready to wear leather accessories. These include luggage, shoes, bags as well as perfumes and watches. Prada is recognised as a fashion leader in its leather wear within the fashion industry.

Mario Parada and Martino (the founders) were once leather workers but it was their strong attitude and impeccable quality of work that made them what they are today. As the company expanded, the two started importing large travel bags and handbags. This was the start of a spectacular brand what we today know as Prada. Marios daughter Luisa Prada (who joined in 1970) became the Managing Director and the company towards success. Luisa Pradas innovative mind brought considerable new product development such as handbags. To this day, Prada is known for its exquisite and durable handbags.

The first range of backpacks from Prada was released in the year 1979. These backpacks were made of tough military specification black nylon which was earlier used by Luisas grandfather for covering travel cases. Prada was the rage among the world population in the late eighties and this was when the company decided to launch its clothing brand. The ability to take new and risky decisions has been one of the reasons why Prada has witnessed an amazing rise in the market all these years.

There have been some days that Prada has been successful within its history, though they have had their fair share of problems throughout their history. It was the financial year of 2014 when Prada was investigated for tax evasion. Today, it promotes a global collection, everything from watches to perfumes. People from across the world are huge fans of Prada perfumes and stylish dresses. Specialising in leather accessories, shoes, luggage, and hats for men and women, The Collins Street Prada store (Melbourne) showcases all the latest products from the Italian fashion house.

In addition to high-end fashion, Prada also focuses on delivering superior customer experience. They do this by delivering premium customer service, in-store and online, through solid after-sale service and customer loyalty programs. Their loyal customers can choose to be part of Pradas premium membership program, which enhances the customers online shopping experience as well as in-store assistance. Prada aims to continue dominating the global marketplace with its product assortment in the future.

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What is marketing orientation? Does Prada use marketing orientation? Which other marketing management orientation Prada might also consider? Please explain your answers fully using the case provided.

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There are many Macro-environmental factors that could affect the release of the product. Explain and describe 5 (five) external factors that could affect Prada's brand.

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Out of the five (5) promotional mix tools, which three (3) would you recommend Prada to use?