Comments (1) Cite this document
Table of Contents Executive Summary 2 Situation Analysis 2 Internal Environment 3 External Environment 3 SWOT Analysis 5 Marketing Objectives 6 Develop Marketing Strategies 6 Select Target Markets and Positioning 6 Product Strategies 7 Pricing Strategies 8 Promotional Strategies 8 Supply Chain Strategies 9 Implement and Control the Marketing Plan 9 Action Plans 9 Budget 10 Measurement and Control 10 References 11 Executive Summary One of the most widely used business principle is the 80-20 Pareto principle (Bunkley, 2008) which states that 80 percent of new business will come from 20 percent of existing customers…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.7% of users find it useful
Read TextPreview

Extract of sample

Download file to see previous pages However, the entrance of smaller companies that offer the same diversity in design and high class quality is forcing to reinvent itself. This paper will explore the marketing opportunities it can tap in order to reinvent its image to a flexible label that is essential to every fashion genre. Situation Analysis Internal Environment One word. That’s all it takes for a person to know someone inside and out, its history, its sensibilities, its personality, and its relationships. That word is the brand name. Coca-Cola. iPod. Nike. Google. Their identities are so strong and so embedded to the minds of the consumers that no single study, perhaps not even a compound of a thousand, can comprehensively explain how each company built it. Cotton On, despite being a young label, has experienced a certain amount of success in positioning themselves in the market and securing a loyal consumer base who identifies them with the same laidback, simple, and organic image of the country where it originated from, Australia. It is, despite possible apprehension of the fashion elite a brand that exudes style. It started in 1991 in Geelong, Victoria, Australia. Twenty years is considered young in the fashion retail business. Yet, it has expanded to more than 600, employing more than 4,500 people in the same countries where it distributes - Australia, New Zealand, Singapore, Hong Kong, Malaysia and the US. Its success may be credited to the same formula that casual brands like Roxy and Target has (Grail, 2009). It has managed to become an accessible brand but its lines were never tacky or common. By not emphasizing its affordability and flaunting its quality in both engineering and aesthetics have allowed it to develop a stylish image that cuts across all segments age, gender, and social class. External Environment The cards the Australian fashion industry has are not good ones. It seems easier to fold than to call it. The geography itself is a disadvantage of epic proportion. It is more than 20 hours away by plane from all of the major fashion capitals such as Paris, London, and New York. The time difference also means contradicting weather. When it’s summer in Australia, it is winter in Paris. To any fashion expert, that’s a recipe for disaster. The international economic crisis also damaged the value of the Australian, from 53 to 106 Australian cents to the US dollar. Any fashions sales expert will tell you, that’s setting yourself up for suicide and mutilation because it makes any exported product from Australia expensive (Gay, 2010). Juxtapose this with the continuous birth and growth of many other labels from or manufactured in Asian countries where labour and raw materials are affordable and you have a losing formula. The disadvantages don’t end there. The local market is small. There are only 23 million people in a country that highly penetrated by international brand whose volume of production allow them to sell products at a much lower price. The only way for any brand to grow is to go out of the Australia. The complexities continue. Unlike other secondary fashion markets like Brazil, India and China which is difficult because ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“DEVELOP A MARKETING PLAN Essay Example | Topics and Well Written Essays - 2500 words”, n.d.)
Retrieved de
(DEVELOP A MARKETING PLAN Essay Example | Topics and Well Written Essays - 2500 Words)
“DEVELOP A MARKETING PLAN Essay Example | Topics and Well Written Essays - 2500 Words”, n.d.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
rohanleta added comment 5 months ago
Student rated this paper as
I had an issue with a essay types of works. All until I came across this website and this particular essay. Even though "DEVELOP A MARKETING PLAN" is far from my studies, the structure is so great that I use it all the time as an example for my own works.
Marketing Plan
This has lead to a significant decrease in Toyota’s sales pushing it to the second position with General Motors leading the charts. Toyota being a foreign
16 Pages(4000 words)Essay
Marketing Management - marketing plan
In line with the business dilemma with regards to the marketing of iPhone in Australia, several key marketing concepts related to market segmentation, external
10 Pages(2500 words)Essay
Consumer bahaviour to develop a marketing plan
Instead of the traditional fat laden burgers and meat pies offered by fast food industry players, The Alternative will provide great-tasting low-calorie salad, burger with white meat patties, and fat-free meat pies. Instead of the high calorie, carbonated drinks, The Alternative will offer refreshing fruit juices.
8 Pages(2000 words)Essay
To analyse present promotional mix and develop a marketing and communication plan for the client to raise their brand awareness and/or increase customer numbers
Besides, all this is without the regular refreshments on offer. Aer Lingus is Ireland’s National airline and the promotional mix of the
6 Pages(1500 words)Essay
Consumer behavior theory to develop a sound marketing plan for a hypothetical product or service
There are many colors to choose from and with this, customers will enjoy variety of options that will meet their specifications. Paint X Corporation is located at the heart of London in England. It is an average size manufacturing plant but it can
8 Pages(2000 words)Essay
Classic Airlines and Marketing
In today’s competitive market it is the duty of the marketing department of companies to ensure that they maximize growth and profits, and this is achieved by strategic marketing. The commercial airline industry changes rapidly and classic
2 Pages(500 words)Essay
The Marketing Plan
Due to which, the brand image and market share of the organization of Arnott enhanced to a significant extent as compared to many other rival players such as Kraft Foods Ltd, Goodman Fielder Ltd etc. The organization of Arnott experiences a reputed position in the industry of
9 Pages(2250 words)Essay
Marketing plan
The marketing approach done goes along on the corporate objectives and mission. Since Nestle S.A. is financially capable to operate a subsidiary or ownership in a new territory, this set-up is recommended. Discussions are arranged in three parts: first is
12 Pages(3000 words)Essay
Imagine you are consulting with a manager of a business that sells cleaning supplies to nursing homes. Your client wants to develop a marketing plan but has a small budget for marketing his business. How would you show your client the benefits of a market
In addition, a marketing plan creates a working framework that can be easily implemented. Oguinn is of the assumption that marketing plan enables an organization to create a working
1 Pages(250 words)Essay
Marketing Plan 750 1000 words
Therefore, this marketing plan is for developing a digital wallet to help learners manage and keep their learning materials as opposed to the traditional of relying on
3 Pages(750 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic DEVELOP A MARKETING PLAN for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us