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Assignment 3: Part C: Your Marketing PlanDue Week 9 and worth 280 pointsFor this assignment, you will conclude your marketing plan by developing your hypothetical company’s pricing and distribution strategies, and integrated marketing communications plan.Note: You should create and / or make all necessary assumptions needed for the completion of this assignment. InstructionsCreate the third part of your marketing plan:Describe or list the feedback you received on Part B of Your Marketing Plan. Explain how you will use the feedback to improve your plan.Develop the company’s pricing and distribution strategy.Develop the integrated marketing communications plan most relevant for your product / service and audience. Develop your message strategy. Develop your media strategy.Develop your public relations, sales promotion, and personal selling plan most relevant for your product / service and audience.Develop your online and direct marketing plan most relevant for your product / service and audience.Develop your social responsibility/cause related marketing plan most relevant for your product / service and audience.Use at least three academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other websites do not qualify as academic resources. Your assignment must follow these formatting requirements:Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length. The specific course learning outcomes associated with this assignment are:2. Evaluate marketing strategies used to create/communicate customer value.d. Analyze integrated marketing communications and its relationship to advertising strategy.3. Create an effective marketing plan.a. Develop recommendations based on market analysis and strategy.c. Develop dynamic strategies for competing.d. Develop branding strategies for new products or services.e. Develop pricing strategies and distribution channels for products or services.f. Develop a fully integrated marketing communications plan for products or services. Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric found here.Feedback:Hi Jennifer, Great job! Your company is developing quickly. You did well providing relevant feedback for improvement. Most of the sections were complete, just a few misses. Please see feedback in the rubric. Overall, well done!You accurately described feedback received. You sufficiently explained how feedback will be used to improve the marketing plan.Brand Strategy: Good job, would have liked more rationale on how these choices resonate with your target market. You described your branding strategy and the brand promise, but it did not show a clear knowledge of the meaing of a brand promise. Most of your branding elements of the name, logo, slogan and brand extension were provided. You did not provide a graphic of the logo. You need to have a catchy and memorable slogan.Target Market: Both primary and secondary target markets are relevant and justified. You used all the relevant bases of segmentation to describe your target market.Positioning Statement and Perceptual Map: Great positioning statement that includes who you are talking to, who are you better than and why you are better; however, your perceptual map was not provided. From your perceptual map, it is hard to tell your unique market space. Would have liked to have seen more about the competition relative to your positioning. Be very realistic in this comparison. You can’t be the best with the lowest price. Think of three legged stool with Quality, Service, and Price as the legs. If you have the lowest price – your quality and service need to match that; otherwise you have a lopsided stool.Consumer Behavior: You need to explain more about your target market’s consumer behavior – lifestyle values, attributes, wants and needs, etc. with the brand name, logo, slogan, brand extension, and positioning statement. Why your brand’s promise will resonate with them. It is not clear how and why you developed your branding elements to impact the consumer buying process for your target audience. This section is a good section to use scholarly resources to validate your target market’s consumer behavior.You provided the appropriate number of quality references, and showed a clear understanding of acdemic, peer reviewed references. Most APA formatting is correct. Click here for more info on references and citations formatting.Overall, I really like the way that you wrote your paper. It was clearly written, and very well-organized, which made it very easy to follow your analysis.Jennifer, I appreciate you taking the time to review my feedback. Remember, if you have any questions or concerns, please email me at stephen.hiatt@strayer.edu.Dr. Stephen R. Hiatt
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20190514082221marketing_plan_b.docx

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Running head: ZEE’S FASHION BOUTIQUE
Marketing Plan: Zee’s Fashion Boutique
Jennifer Simmons
Strayer University
Professor Amons
April 21, 2019
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ZEE’S FASHION BOUTIQUE
Executive Summary
The report is an analysis of the plus size fashion industry. Zee’s Plus Size Fashion Boutique is a
fashion shop for individuals in the plus size category. The boutique’s location is in Walterboro,
SC. The fashion boutique specializes in fashion styles and clothing for plus size women. This
paper aims to develop a market plan for Zee’s company that operates in the plus size fashion
industry. This paper will among other things analyze the internal and external market
environments of the plus size fashion industry. A mission statement, goals analysis and SWOT
analysis of the fashion shop are all outlined in the paper are descriptions for the plus size
industry. The marketing plan for the plus size fashion boutique utilizes extensive research
criteria, for instance, academic journals, literature review and online research resources to derive
facts about the plus size fashion industry and offer informed conclusions and recommendations
on the industry improvement.
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ZEE’S FASHION BOUTIQUE
Table of Contents
Zee’s Fashion Boutique for Plus Size Women ……………………………………………………………………. 4
Introduction ……………………………………………………………………………………………………………………. 4
Report and Analysis ………………………………………………………………………………………………………… 5
TASK 1 ………………………………………………………………………………Error! Bookmark not defined.
Macro and Competitive Factors That Impact Plus Size Fashion for Women Industry ………….. 7
Political and Legal Factors………………………………………………………………………………………… 7
Economic ……………………………………………………………………………………………………………….. 8
Social-cultural …………………………………………………………………………………………………………. 9
Technological ………………………………………………………………………………………………………….. 9
Environment ………………………………………………………………………………………………………….. 10
TASK 2 ………………………………………………………………………………Error! Bookmark not defined.
SWOT Analysis of Zee Fashion Boutique for Plus Size Women …………………………………….. 11
Conclusion ……………………………………………………………………………………………………………….. 12
References ………………………………………………………………………………………………………………… 13
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Zee’s Fashion Boutique for Plus Size Women
Introduction
A Plus size in the women fashion industry is generally in the range of 14 to 34 (Christel,
& Dunn, 2017). Many retailers have neglected the plus size fashion market despite the massive
size of the buyer potential it possesses in terms of the high percentage of women who are plus
size. Average sizes of women in the US are 16 to 18 (Şen, 2008). A full 67% of grown women
are plus size (Christel, & Dunn, 2017). Many players in the fashion industry have ignored the
high buying power that plus size fashion for women possesses and have chosen to focus on
middle to small sizes for women fashion.
Zee’s fashion boutique for plus size women is filling the gap in the plus size industry by
providing quality fashion clothing for women in the plus size category for all races and ages. The
fashion boutique is located in the city of Walterboro Colleton County, South Carolina.
According to the 2010 census the city has an approximate population of 5, 398. The population
density lies at 832.0 people per square mile. The racial make-up is majority African American
who make up 50.5% of the population; whites make up 44% of the people followed by Latinos
and Hispanic at 2.9%. The city has a 25.8% population under 18 years, 7.5% in the bracket of 18
to 24 years, 24.6% in the range of 25 to 44 years an 23.0% in the range of 45 to 6 years, the
seniors above 65 years of age make up 17.9% of the population (Alderman, & Campbell, 2008).
The median income for the city households is $ 24, 135. The city has significant socio-cultural
representations and celebrations such as the Rice festival, the sanctuary for wildlife and The
Artisan Center.
This market plan for Zee boutique for plus size women is a focus on the plus size market
for women clothing. The business has its focus on all clothing types of plus size women
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including inner wears like bras, swimwear, panties, to coats, leggings, jeans, blouses to footwear
including sports shoes, and heels for plus size women. The city provides a perfect place for the
establishment of a pus size boutique due to a supporting market environment (Linden, 2016).
The report will carry out a step by step analysis of the components of the Plus size women
fashion industry with regards to establishing the factors influencing the industry both positively
and negatively. The report is in categories of numerous sections.
The mission, goals, and visions of the company will be stated d elaborated in the first
section. The analysis describes the plus size fashion industry’s market environment including the
factors impacting the industry. The SWOT analysis section will analyze the strengths, weakness,
opportunities, and threats of Zee Boutique in the plus size fashion industry both in the domestic
and international markets.
Report and Analysis
Zee Boutique’s Mission Statement: “Providing quality, affordable plus size fashion at the
convenience of our customers, welcome to a place where you can find all your Plus Size clothing
at Near Zero Prices.”
Zee Boutique’s Short-term Goals
1. To increase the annual plus size clothing sales by 10%
2. To promote affordability of the fashions products by minimizing the production costs of
the clothes through online sales
3. To increase online sales and customer retention rates by 25% from the current 15%
4. To engage with the customers through feedback review and response to determine their
tastes, preferences, and needs.
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5. Increase product promotion through the offering of coupon and gifts for online shoppers
Zee Boutique’s Long-term Goals
1. Expand to the national and international markets in six years
2. Have a database of loyal clients with the shopping experience of over three years and
above
3. Diversify into other plus size fashion brands including human hairs, watches and
wedding gowns.
Ways to Measure both Long-term and Short-term Goals
Setting goals for a business are necessary and might seem easy. However, what is even
crucial in determining a method to measure the set goals, both long-term and short-term. What is
important to note is that measuring the business goals begins with setting the goals in the first
place, and then followed by other techniques including: assigning timeframes and figures to your
set goal, Breaking the long-term goals into milestones, devising a method of track the goals in
this case using a computer software, and scheduling the measurement process (Searacy, 2016).
1. Writing the Defined Goals and Assigning a Figure
To measure the goal to increase sales by 10 percent in one year is an example of a method to
measure the goals.
2. Breaking Down the Goals into Short-term Increments
The company aim is to achieve the long-term goals of having the highest revenue in the
county in from sales; it is essential to know how many sales the business has to make every year
to achieve such a goal.
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3. Establishing a Method to Track the Progress of the Goals
Software such as Microsoft Excel provides a method where tracking the goals is
achievable in terms of the set number of sales to be made versus the number of purchases made
for a given period for instance (Searacy, 2016). Such tools as computer software are useful in
tracking the progress of the set goals.
4. Scheduling the Measurement Process
The assessment dates should be added to the calendar, a total of the sales or the goals should be
added to the tracking system, and update the progress.
Macro and Competitive Factors That Impact Plus Size Fashion for Women Industry
There are several factors in the macro-environment sector of the plus size fashion
industry for women impact the performance of the industry. The elements can either support or
act as stumbling blocks to the plus size fashion industry for women. The factors include
economic, political, sociocultural, environmental, political and legal as discussed below;
Political and Legal Factors
The legal factors affecting the fashion industry and especially the plus size fashion
industry often vary from country to country. Trade embargos against companies relevant is an
example of a legal factor that affects the fashion industry forcing wholesalers to opt for different
suppliers. Child labor laws are another significant factor affecting the fashion industry (Burns,
Mullet, & Bryant, 2016). Minimum wages for employees working in the fashion industry could
also present a possible cause for strikes and picketing of employees who demand higher pay.
Such actions by employees are disruptive to the production activities of the industry leading to
loss of revenue. Regulations on the sizing of the machines that manufactured and imported to
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fabricate clothing only allow the production of small to medium size clothing hence limiting the
output of plus size and curvy clothing for women.
Economic
Retailers are not embracing plus size fashion. The hype and enthusiasm with launching a
plus size fashion line usually burn out only after a few moments later. Lines and clothing stores
in the plus size department tend to come and go. The new trendy and promising lines are usually
reduced to nothing or eliminated at the same time despite the vast potential of a high buying
power of plus size women and especially in America. Retailers observing such trends as lack of
sustainability in clothing lines are turned off by such news and hence shy off from clothing lines
involving plus size women (Moreno-Domínguez et. al…, 2019). When a plus size woman comes
to shop at a clothing store and does not find what fits them, they are turned off from visiting the
shop again; the retailers use this as an excuse to close and move out. Such is a very short-sighted
option since the women could shop for other products and services such as shoes, jewelry aside
from clothing. Majority pf plus size retailers have turned to online retailing, and thus it is
difficult to find a physical plus size store for women clothing. Companies such as Ashley
Steward collect the third for their revenues from the online sale of plus size fashion (Lamare,
2018). Shoppers in the plus size category represent a whopping $ 20 billion buying power (),
with a growing power rising by 17% in 2016 as compared to 2013 (Lamare, 2018). The plus size
fashion category attracts very few retailers despite having such a massive buyer potential.
Economic recession which is not a unique factor for this industry alone could be
disruptive for businesses in the fashion industry (Stone & Faman, 2018). The recession of the
economy results in a rise in the cost of living; resources become scarce and expensive; hence
clothing becomes unaffordable. The disposable income among citizens is limited as a result and
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hence limited sending is taking place and especially on clothing since in hard times clothing
could be considered a secondary need.
Social-cultural
Perhaps the significant impact of the plus size industry is the stigma associated with plus
size clothing in the fashion industry (Staton, 2018). Brands often shy away from extra size
clothing with the belief that they are bad for the brand. Plus size fashion is often considered an
add-on to the leading brands of a business along with maternity wear for instance. Retailers do
not think of plus size fashion as a main and major brand for their businesses.
Souci-cultural taste and preferences and most brands marketing their products along the
small to middle sized women who are considered the ideal shape makes a sale and thriving in the
plus size clothing industry a nightmare (Lamare, 2018). Even though many women are in the
plus size category in the US for instance, the society has chosen to focus and idolize small to
middle sized women hence making fashion for plus-sized women a second choice and
unpreferred by even women themselves who want to fit into tighter clothing due to societal
pressures.
Technological
Among the major determinants of the technological factor impacting the fashion industry
are Customer care and convenience. Consumer convenience is critical in ensuring a clothing line
is thriving in the fashion business. Technological tools such as online sales and marketing such
as through social media, online shop websites and online delivery services play a critical role in
advancing the technological aspects of the plus size fashion industry (Staton, 2018). Many
retailers are shifting their focus to online sales through social media and websites platforms
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ZEE’S FASHION BOUTIQUE
because it saves on exhibitions and storage space and is convenient for the customer and the
sellers.
Customers and retailers engage through technological avenues such as through social
media. The cost of labor with regards to the number of employees hired as shop attendants have
also cut down the production cost of most business in the clothing industry. Customers make
purchases and give feedback through online platforms (Staton, 2018). Competition among
retailers in the technological space is with regards to pricing, availability of products and
delivery convenience. Most retailers are therefore trying to make their products and services
more attractive through offering coupons, gifts, and free deliveries and continued marketing on
social media. Inline retailing is rising at a steady state, and most people prefer online retailing
over physical shops.
Environment
Regulations and legislation worldwide have significantly impacted operations in the
fashion industry. Companies are called to adopt sustainable fashion styles that contribute less to
environmental degradation (Burns, Mullet, & Bryant, 2016). Packing materials for clothing, for
instance, should be environment-friendly to encourage environmental conservation. How
retailers manage the waste from the manufacturing of clothing is also subject to scrutiny by
environmental organizations and legislation worldwide. Recycling and participation in waste
management products are highly encouraged.
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SWOT Analysis of Zee Fashion Boutique for Plus Size Women
Strengths
1. Zee Fashion Boutique has a good reputation among customers. The visit by Oprah
Winfrey in 2018 shot up the status of the boutique.
2. The business is among the fastest growing businesses’ in South Carolina
3. Affordable prices on quality items guarantee customers’ value for their money.
4. Online sales, ordering and home deliveries are convenient for most customers
5. Convenience and uniqueness due to operations from 11 are to 10 pm targeting late night
customers.
Weaknesses
1. Low market share in the United States
2. Small budgeting and spending on mainstream advertising platforms such as TV and
magazines hence miss out on older customers.
3. Low sales in the physical store
Opportunities
1. There is space to innovate on the styles of clothing, shoes, and coats
2. Rising buyer power for consumers in the plus size category
3. Few retailers opt for plus size fashion
4. Space to innovate in marketing, improved quality and convincing consumers that plus
size body shapes are beautiful as well.
5. Local and International growth through expanding into such markets.
Threats
1. Terming plus size clothing bad for business brand discourages buyers
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2. Propagating the preference for small and middle bodies as ideals body shapes will limit
the market for such clothing since people are on the rush to lose weight (Romeo, & Lee,
2015).
3. There is competition from other retailers on pricing and marketing strategies which affect
the market share.
Conclusion
The market plan analysis describes Zee plus size boutique for women as a business that is
operating in the plus size fashion industry offering clothing and other fashion items for plus size
women. The analysis indicates that the company has a major opportunity with the rise in the
buyer power of plus size fashion in the US. The business should hence move swiftly to ensure
that it seizes such an opportunity to innovate and provide sales and marketing opportunities that
will enable the business to capture such an increasing market of buyers. One of the major growth
areas for the business includes online marketing and advertisement, online sales and home
delivery and innovations into the fashion styles for suitable and preferred products by customers.
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References
Burns, L. D., Mullet, K. K., & Bryant, N. O. (2016). The business of fashion: Designing,
manufacturing, and marketing. Bloomsbury Publishing USA.
Christel, D. A., & Dunn, S. C. (2017). Average American women’s clothing size: comparing
National Health and Nutritional Examination Surveys (1988–2010) to ASTM
International Misses & Women’s Plus Size clothing. International Journal of Fashion
Design, Technology and Education, 10(2), 129-136.
Lamare A., (2018) The $ 20 billion plus-size fashion market is a missed opportunity. ThinkNum.
Available at: https://media.thinknum.com/articles/plus-size-fashion/
Linden, A. R. (2016). An analysis of the fast fashion industry.
Moreno-Domínguez, S., Servián-Franco, F., del Paso, G. A. R., & Cepeda-Benito, A. (2019).
Images of thin and plus-size models produce opposite effects on women’s body image,
body dissatisfaction, and anxiety. Sex Roles, 80(9-10), 607-616.
Searcy, C. (2016). Measuring enterprise sustainability. Business Strategy and the Environment,
25(2), 120-133.
Şen, A. (2008). The US fashion industry: a supply chain review. International Journal of
Production Economics, 114(2), 571-593.
Staton, S. J. T. (2018). Analysis of Body Shape and Fit in Plus-size Women using SizeUSA
Data.
Stone, E., & Farnan, S. A. (2018). The dynamics of fashion. Bloomsbury Publishing USA.
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Romeo, L. D., & Lee, Y. A. (2015). Exploring apparel purchase issues with plus-size female
teens. Journal of Fashion Marketing and Management, 19(2), 120-135.
Running head: MARKETING PLAN
Marketing Plan
Name
Institution Affiliation
Date
MARKETING PLAN
2
Marketing Plan
Using Feedback to Improve Marketing Plan
Zee Boutique fashion is a company that deals with plus size clothes for women. The marketing
plan outlines marketing strategies that will be implemented in the future. The marketing plan
aims to assist the fashion shop focus on high-level goals. Typically, the marketing plan
comprises of advising goals, description of the current marketing position, the timeline for
implementing new strategies and tracking performance indicators as well as capturing Zee
boutique’s target market and customer needs. Regarding Zee boutique’ market plan, it worth
noting feedback led to understand parts which were appropriately addressed and things to review
and make changes. Firstly, focusing on Zee Boutique’s mission sta …
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