Marketing Plan

3427 Words Aug 11th, 2007 14 Pages
Contents
1.0 Executive Summary 5
2.0 Situation Analysis 6
2.1 Market Summary 6
2.1.1 Market Demographics 7
2.1.2 Market Needs 8
2.1.3 Market Trends 9
2.1.4 Market Growth 10
2.2 SWOT Analysis 10
2.2.1 Strengths 10
2.2.2 Weaknesses 11
2.2.3 Opportunities 11
2.2.4 Threats 11
2.3 Competition and Buying Patterns 12
2.4 Product Offering 12
2.5 Keys to Success 13
2.6 Critical Issues 14
3.0 Marketing Strategy 14
3.1 Mission 14
3.2 Marketing Objectives 15
3.3 Target Markets 15
3.4 Positioning 16
3.5 Strategies 17
3.6 Marketing Mix 18
3.7 Marketing Research 19
4.0 Financials 19
4.1 Sales Forecast 19
4.2 Expense Forecast 20
5.0 Controls 20
5.1 Implementation 21
5.2 Marketing Organization 21
5.3 Contingency Planning 21

1.0 Executive Summary
Natural
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Although the average American woman is a size 14, the majority of clothing lines are designed with thin women in mind. Additionally, plus-size women looking for the latest trends often find themselves purchasing clothes they are not particularly fond of due to the lack of fashionable selections. Currently, plus-size women must either order their clothes from catalogs or have them custom made. In addition, Miami offers very little options in regards to physical retail stores carrying plus size fashions at affordable prices. Natural Curves seeks to fulfill the following benefits that are important to its customers.
• Selection: The largest selection of fashionable plus size fashions designed with different age groups in mind.
• Accessibility: The central location in downtown Miami and wide range of business hours designed to accommodate all customers' needs.
• Customer service: Our customers will be impressed with the degree of care that they receive.
• Competitive pricing: All products will be priced competitive to the Miami/Ft. Lauderdale market.
• Flattering Clothing: Natural Curves' built in shape wear will make the entire clothing line flattering to all plus-size women.
• Convenience: Our customers will now be able to try on clothes before purchasing them.
2.1.3 Market Trends
The market trend for women's plus-size fashions has increased over

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