Business Marketing Plan

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Coursework 1: Task: Marketing Plan for a new street wear (leisure/sports wear) manufacturer who does not wish to distribute goods via traditional retail outlets. Introduction. The purpose of this report is to develop a clearly structured and efficiently detailed plan, regarding the creation of a business producing and distributing leisure/sports wear clothes in UK. The business plan is designed to function under a focus-differentiated strategy, via internal resources. In the sense that growth will be achieved through the resources equally provided by the two owners of the business. The differentiation point of the product, as reflected by the marketing mix, will be the one emphasizing the good quality of the product and quick service of the business. In order to minimise the risks involved in such an attempt it was decided that the plan should be divided into sections. Meaning that at the very first steps of our effort we will focus on our immediate and friendly environment. In order to be able to respond to either circumstance the following plan regarding the business “Fashion Mania”, a name that can be translated to obsession for fashionable clothes, was developed. The company. “Fashion Mania” is a clothing organisation, founded in 1997 by John Williams and Malcolm Pete, two street wear manufactures who mainly designs and distributes via mail order casual clothes to serve young professionals with little free time. The business grew in 1999 with the help of a bank loan (now paid off) and “Fashion Mania” is now selling clothes via Internet and catalogues. Mission Statement. Our mission statement is to provide our customers with a selective range of high quality, well-designed and attractive clothes at reasonable prices. Market Background. When we are referring to street wear we are mainly talking about sports clothing and sports footwear. However, nowadays we observe a distinction between those two (sports clothing, sports footwear). The separation of sports clothing from sports footwear reflects the importance that sector has to the whole market. It is not very easy to segment that particular market because the delimitation between active sportswear and leisure sportswear is not clear. Some people usually wear many items of sports clothing on leisure or sports time. Whereas the sports clothing market has not seen any great changes within the last three ...

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...tman Publishing. Ø Kotler, P and et al. [1996], Principles of Marketing, London, Prentice Hall. Ø Key Note Ltd [1999], Home Shopping Report. Ø Key Note Ltd [1999], UK clothing and footwear Report. Ø Mintel Reports: - Retail Advertising [April 1999] - UK vs. US Online Shopping [June 2000] - The Sports Market [September 1998] - Sports Good Retailing [June 1999] - Sports Footwear [October 1998] - Sports Clothing [November 1998] - Leisure Shopping Off the High street [May 1999] - Leisure On The Internet [May 2000] - Online Shopping [July 1999] Ø Web pages: - www.nike.com - www.adidas.com - www.encarta.com - www.geocities.com Table of Contents: Introduction. 1 The company. 1 Mission Statement. 1 Market Background. 2 A market with potential future. 3 Situation Analysis. 3 Marketing Audit: S.W.O.T & P.E.S.T Analysis. 3 Strengths: 4 Weaknesses: 4 Opportunities: 5 Threats: 5 Political & Legal factors: 6 Economic – Competitive factors: 6 Social Factors: 6 Technological factors: 6 Marketing objectives. 7 Marketing Strategies. 7 Market Segmentation. 8 Positioning map. 10 Marketing Mix 11 Product: 11 Price: 11 Place: 11 Promotion: 12 Evaluation. 13 Bibliography. 14

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