Forever 21 Marketing Plan

4745 Words Apr 23rd, 2013 19 Pages
Forever 21 Marketing Plan

 Index
1. Executive Summary…………………………………………………………………………………………….…3 2. Environmental Analysis…………………………………………………………………………………….….3 2.1 Apparel Market Analysis………………………………………………………………………….….3 2.2 Competitive Analysis……………………………………………………………………………….…5 2.3 SWOT Analysis………………………………………………………………………….………………….7 3. Objectives………………………………………………………………………………………………………………10 4. Marketing Strategies………………………………………………………………………………………………12 5. Detailed Action Plan……………………………………………………………………………………………….15 6. Budget…………………………………………………………………………………………………………………….17 7. Control…………………………………………………………………………………………………………………….19 8. Sources.………………………………………………………………………………………………………………….20

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Our Objective We aim to bring Forever 21, a popular
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With the Taiwan's accession to the WTO (World Trade Organization) in early 2000s, Globalization has led the world clothing boutique competing to come to Taiwan. Coupled with Taiwan consumers subject to foreign brands with a high degree, since 2011, the European (ex: ZARA), Japanese (such as UNIQLO) transnational chain retailers began to enter the market by a variety of sales channels. No matter opening stores in the shopping malls or stationing in the business district and the MRT station in single retail store each by each. By designing more human-based, stylish shopping space, better service attitude, more comprehensive service, those apparel companies compete, giving customers more choices than ever. The keen competition has begun. Competitive Analysis In 2013, the biggest and best-known fast fashion brands are Zara (Inditex), Uniqlo, Gap and H&M. Only Uniqlo and Zara have already tapped into Taiwan market. H&M group is still on the stage of planning. If Forever 21 wants to penetrate the market, the two of the competitors will be Uniqlo, Zara as the retail formats and strategies are way similar. However, doing business in Taiwan Forever 21 can’t neglect the fact that Taiwanese people between 18-35 years-old really rely on online shopping. Hence we think Tokyo Fashion will be a big competitor since it is a domestic company that adopts many successful online strategies and play an important role in…

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