Essay on 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 …show more content…
(Mintel – Sports Clothing, November 1998) Many of the trends that were obvious in 1995 have become more determined. Some of the most important between these are the increasing influence of fashion over the youth market and the heightened interest in active lifestyles. Whether they are actually participating or not, being seen to be wearing active gear is highly desirable for the 15-24 year old age group. An older market, people who are ‘staying younger longer’ and leading more active lifestyles, is also increasingly embracing outdoor sportswear. (Mintel – Sports Clothing, November 1998) Mintel estimates sales of sports clothing to be worth some £2 billion in 1998, although much of this is dependent on the youth market. As the youth population (15-24 year olds) is forecast to increase by 3.5% by 2002, the core market will be larger and sustainable growth will be easier to achieve. The older generation is on the increase as the 'baby boom' population bubble ages. However, very little of the sportswear on offer from the leading manufacturers is designed for older age groups or tastes. (Mintel – Sports Clothing, November 1998) In the sports market the leading brands are quite a lot. A big number of those leading brands still dominate the sports clothing market. However, with the increasing fashionability of sports clothing many traditional fashion labels are making inroads in the sports leisurewear market. Particularly those that have strong labels
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