Table of Contents
Executive Summary 1
Situation Analysis Global Industry Overview 1 Political & Economic Environment 2 Social & Cultural Environment 2
Competitor Analysis 3
Customer Analysis 3
SWOT Analysis Strengths 4 Weaknesses 4 Opportunities 5 Threats 5
Target Market 8
Marketing and Operational Strategies 8
The Marketing Mix Product Strategy 9 Pricing Strategy 10 Promotional Strategy 10
Place / Distribution Strategy 11
Schedule and Monitoring 11
The purpose of this marketing plan is to outline a complete marketing strategy…show more content… Fiscal policy will be tightened gradually during the forecast period 2011-2015 as the government strives to balance its budget by 2020. Monetary policy will be tightened in the early part of the forecast period as domestic demand strengthens. The economy is expected to return to a fairly stable growth path in 2011 -2015, following a mild recession in 2009 and a strong rebound in 2010. Real GDP growth will average 5% a year in 2011 – 2015. The annual rate of inflation is expected to average 3.4% in 2011 – 2015. Government efforts to rationalize the country’s extensive subsidy schemes will exert an upward influence on prices. Despite the relatively rapid pace of growth in merchandising imports compared with that in exports, Malaysia will continue to run substantial trade and current-account surpluses in 2011 – 2015 (Unit 2011).
The clothing, accessories and luxury goods sector accounted for 9.1% of the total retail value in Malaysia in 2009. The sector increased at a compound annual growth rate (CAGR) of 5.9% between 2003 and 2009. The clothing and footwear market led the clothing, accessories and luxury goods sector in Malaysia with a share of 70.2% in 2009 (MITI 2010).
Social & Cultural Environment
Recent changes in consumer trends are causing retailers to change the way they approach customers. Today’s customers want their shopping experience to ‘offer something new and unique, be stimulating and self-validating’. Additionally,