Preview

Marketing Paln

Powerful Essays
Open Document
Open Document
7182 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Marketing Paln
2009

MARKETING PLAN

Dominic Darbyshire
Group 12

Thai Ngoc Minh Chau-s3210023
Le Ngoc Kim Ngan-s3192837
Thai Thi Hong Nhung-s3193525
Le Anh Tai-s3192453
Le Nguyen Hong Van-s3210260

TABLE OF CONTENTS

I. EXECUTIVE SUMMARY 3 II. INTRODUCTION 4 III. SITUATION ANALYSIS 5-10 1. Macro Environment 5-7 2. Micro Environment 8-10 IV. SWOT ANALYSIS 11-13 V. OBJECTIVE 14 VI. SEGMENTATION, TARGETING AND POSITIONNING 15-19 1. Market segmentation 15 2. Market targeting 16 3. Market positioning 16-17 * Position map 18-19 VII. MARKETING MIX STRATEGY 20-33 1. Product Strategy 20-22 2. Price Strategy 23-25 3. Place Strategy 26-27 4. Promotion Strategy 28-31 5. Others 32-33 VIII. ACTION PROGRAM 34 IX. CONTROLS 35 X. APPENDIX 36-37 XI. REFERENCE LIST 38

I. EXECUTIVE SUMMARY
Esprit is one of the famous international fashion brand names in the world and it attracts many Vietnamese customers. Moreover, the living standard of Vietnamese people also increases since 21th Century, so their demand on fashion would be improved too. This marketing plan is designed for Esprit clothes in the next year (January 2009 to December 2009) in order to achieve their specific objectives step by step. It draws a strong logical method and strategies to help Esprit obtain two main objective such as gain 5% market share in the big cites at the South and North of Vietnam and develop customer awareness in Esprit brand.
At first, the marketing plan will provide the current market situation (the micro and macro environment). Analysis the market situation, Esprit would have a best view to make good decisions in target customers. Next, strengths, weaknesses, threats and opportunities of fashion industry in Vietnam are analysis in order to reduce the risk of Esprit business in Vietnam and heighten strengths. Then, in this report the segmentation of the shop which is young and


References: ‘A Bad hair day is out of the question when it comes to looking good. China, Thailand and Vietnam most dedicated to looking good’ 2007, nielsen, viewed on 26 July 2009, < http://vn.nielsen.com/news/20070410.shtml>. ‘ADB helps Vietnam to rehabilitate disaster damaged infrastructure’ 2001, vietnamnet news, viewed on 20 August 2009, http://www.vietnamembassy-usa.org/news/story.php?d=20010108095657 ‘Design on fashion’ 2009, Vietnam Investment Review, viewed on 20 August 2009, <http://www.vir.com.vn/Client/VIR/index.asp?url=content.asp&doc=322>. Esprit 2009, Esprit, viewed 27th August 2009, < http://esprit.com> Haub and Phuong 2007, ‘An Overview of Population and Development in Vietnam’, Population reference Bureau, viewed on 20 August 2009 http://www.prb.org/Articles/2003/AnOverviewofPopulationandDevelopmentinVietnam.aspx Kotler, P, Armstrong, G, Swee, A, Siew, L, Chin, T and Oliver, M 2009, Principles Of Marketing, 12th edition, Pearson, South Asia. ‘Out-Of-Home TV Network: Modern Advertising Vehicle’, 2007, PRESS. Portfolio Company News, viewed on 20 August 2009, <http://www.idgvv.com.vn/?mdl=press&cat=27&id=257&pg=2>. ‘Quan ao tre em Trung Quoc tran ngap thi truong’ 2009, Nguoilanhdao, viewed 1 Septemper 2009, <http://nguoilanhdao.vn/Details/thoi-trang/quan-ao-tre-em-trung-quoc-tran-ngap-thi-truong/32/47367.star>. ‘Vietnam becomes full member of the WTO’ 2007, Vietnamnet news, viewed on 20 August 2009, <http://www.vietnamembassy-usa.org/news/story.pho?d=20070111160942>
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    AMB201 report1 young s friend
    • 1767 Words
    • 7 Pages

    AMB201 report1 young s friend

    In recent decades, the apparel production plays a vital role in the economy of a country. It is estimated that Clothing retailing was $23.9 million on September 2011, which take up. The expansion of Apparel industry in Australia poses challenges and heavy pressure to enterprisers who do not understand and analyse the factors of consumer requirement toward fashion. Zikmund (2012) pointed out that marketing research are able to reduce the risk of the uncertain or wrong decision, allowing companies to get higher profits. According to McCarthy’s 4PS marketing mix (1960), any business success is based on “4PS”, regarding to product, price, promotion and place. Without proper understanding of the expectations of consumers and properly marketing methods, managers might attribute to management problems and financial loss. Thus, this study is incredibly important, for it will allow the manager to know how to design a campaign that can meet consumers needs and expectation, understanding how to improve the standard of marketing mix and fashion trend are processing and making the prediction about fashion design in the future.…

    • 1767 Words
    • 7 Pages
    Good Essays
    Read More
  • Powerful Essays

    Marketing Strategies of Ann Taylot
    • 5902 Words
    • 24 Pages

    Marketing Strategies of Ann Taylot

    As the sole distributor of Ann Taylor products in Malaysia, we would therefore require a detailed marketing plan for the introduction of Ann Taylor to the malaysian public. This marketing plan shall outline an analysis of the global fashion apparels industry and a more detailed analysis of the Malaysian fashion industry, considering the relevant factors within the market, competitors, customers and a SWOT analysis consistent with the company mission statement:…

    • 5902 Words
    • 24 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    How Did The Vietnam War Affect The Economy
    • 271 Words
    • 2 Pages

    How Did The Vietnam War Affect The Economy

    The aftermath of the Vietnam War had taken a severe toll on Vietnamese farmland, industry, and infrastructure due to the result of sustained American bombing missions. In the north, 29 of the 30 provincial capitals had sustained heavy bombing damage. One third of them almost destroyed. In the south, the economy had been propped up with United States aid and investment, but had little developments. In terms of economic aspects, about a million Vietnamese were relocated to previously uncultivated land called the “new economic zones.” The population of the South had roughly 20000 bomb craters, 10 million refugees, 362000 war invalids, 1000000 widows, 880000 orphans, 250000 drug addicts, 300000 prostitutes and 3 million unemployed. The new economic…

    • 271 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    The Fashion Channel Case Study
    • 1356 Words
    • 6 Pages

    The Fashion Channel Case Study

    Lacking of detailed segment, branding and positioning strategy and increasing competitors which have put forward the similar fashion program forced TFC to change its marketing strategy for future growth. Therefore, targeting and positioning the market are of great importance. However, TV ratings and advertising revenue are necessarily to be accomplished by segment TFC.…

    • 1356 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Case Analysis - Fashion Channel
    • 2059 Words
    • 9 Pages

    Case Analysis - Fashion Channel

    Rapid expansion and growing competition in the advertising market for both cable and satellite television has forced TFC to develop a market, branding and positioning strategy focused on its market leader position, requiring that it fend off new competition like CNN and Lifetime otherwise risk losing market share and advertising revenue. In order to achieve this objective TFC has decided to spend more…

    • 2059 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Best Essays

    Evaluation of Strategic Marketing Models in Fashion Industry
    • 1853 Words
    • 8 Pages

    Evaluation of Strategic Marketing Models in Fashion Industry

    (Johnson and Scholes, 1999) The exhibit above indicates the three main processes in a linear sequence: understanding the strategic position; strategic choice; turning strategy into action (Johnson and Scholes, 1999). Johnson and Scholes (1999) pointed that each process is supposed to be regarded as closely associated, and none has priority over another process realistically for these three processes are interrelated and interconnected in circles. In Exploring Corporate Strategy model, according to the Johnson…

    • 1853 Words
    • 8 Pages
    Best Essays
    Read More
  • Powerful Essays

    Marketing In Primark
    • 4958 Words
    • 16 Pages

    Marketing In Primark

    Primark, after launching in Ireland in 1969, has owned over 270 stores in some Europe countries. For international expansion strategy, Primark has planned to open big store in US in 2015. This paper will focus on situation analysis and competitive analysis to understand external and internal environment and understand their resources and power. Basing on these understandings, there is the suggestion for Primark in aspect of marketing strategies to build and develop Primark in US market which is the excellent fashion destination in the globe…

    • 4958 Words
    • 16 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Impact of Promotional Strategies on Consumer Buying Behaviors: a Case of Hollister Co
    • 18261 Words
    • 74 Pages

    Impact of Promotional Strategies on Consumer Buying Behaviors: a Case of Hollister Co

    Promotion is one of the important marketing tools in today’s business. Sometimes a business’s success can be come through a effective promotional strategy. In fashion & clothing business, importance of an effective promotional strategy is tremendous. This research has been done on Hollister, an up going brand. Hollister is different from other for its promotional strategies. In store model and other promotional strategy made Hollister different from its competitors. Hollister is not doing promotion in traditional way but still number of customer is increasing in every year. In this research, the research tried to…

    • 18261 Words
    • 74 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Buaya Apparel Company
    • 2479 Words
    • 10 Pages

    Buaya Apparel Company

    Established in 1947, the Buaya apparel company has enjoyed mixed fortunes in its business for the past 66 years. Despite the company’s highly successful expansion strategies and efforts, the company has found it difficult to retain its brand positioning and more crucially, its market share. Many felt that although the company is known for making good quality garments, its designs are more suited to the middle aged group. Despite coming up with designs that are more youthful looking, the brand has so far failed to convince younger consumers into buying its products. There is therefore a need for the Buaya apparel company to improve its brand positioning and better communicate its brand values to all potential customers.…

    • 2479 Words
    • 10 Pages
    Better Essays
    Read More
  • Better Essays

    Marketing Mission
    • 472 Words
    • 2 Pages

    Marketing Mission

    The aim of this case study is to analyze the marketing orientation and marketing strategy; how marketing strategies are formulated by using the strategic planning models and evaluation on the effectiveness & performance. Analysis will also be done on the growth opportunities of Abercrombie & Fitch under the macro environment.…

    • 472 Words
    • 2 Pages
    Better Essays
    Read More
  • Powerful Essays

    International Business for Herts Entering China
    • 3981 Words
    • 16 Pages

    International Business for Herts Entering China

    America car rental company, Hertz corporation is going to enter the Chinese market by doing Joint Venture with eHi Auto Services Co., Ltd, which is second largest car rental company in China. By using Joint Venture, Hertz and eHi Auto Services Co., Ltd can compete with the first largest company, China Auto Rental Holdings Inc. and our services will be competitive in this market.…

    • 3981 Words
    • 16 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Marketing Mix of Ecstasy
    • 1153 Words
    • 5 Pages

    Marketing Mix of Ecstasy

    This is a report about the marketing 7ps issues of one of the leading fashion houses of Bangladesh, Ecstasy Fashion. This company is very famous for its superb quality men’s wear. Quality is the first priority of Ecstasy Fashion. From the begging to the end of this report, we have sort out how a company can be successful by performing 7ps marketing activity from the very beginning.…

    • 1153 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Analysis of Exact! Stores
    • 883 Words
    • 4 Pages

    Analysis of Exact! Stores

    This case analyses the market strategy behind the introduction of Exact! Universal Apparel. In the past, the Foschini Group owned a chain store called Pages. Pages had been a successful chain in the past, but it targeted a different market to the target market identified by Exact!. Pages target market was focused on the LSM 2 – 4 market., whereas Exact! Target market focused on LSM 4 – 8. In this assignment, I have identified the problems and challenges facing Exact!, the various marketing strategies that can be identified in analyzing the case as well as proposed solutions in order to grow the company from strength to strength.…

    • 883 Words
    • 4 Pages
    Powerful Essays
    Read More
  • Good Essays

    Esprit: An International Youthful Lifestyle Brand
    • 584 Words
    • 3 Pages

    Esprit: An International Youthful Lifestyle Brand

    Esprit’s franchise store concept is “A unique opportunity to join Esprit – a global fashion brand with a contemporary lifestyle image”. While being affordable, it does not lose its brand equity of being a branded brand.…

    • 584 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Marketing Plan
    • 3849 Words
    • 16 Pages

    Marketing Plan

    This paper takes into account the marketing endeavors of one of the most renowned clothing brands in the world, and taking into account these accounting specifications, a marketing plan shall be devised to seek the viability of this brand in the region of Dallas, Texas, based on different forums and researchers. With the complications, with respect to the clutters, gaining toll in the marketing domain of the world, it has become indispensably essential to take into account every facet and minor detail, which can have its vocal assertion, in the success of a brand or marketing campaign. These facets and minor details can be seen in the overlay of gaining inside analysis and in depth insight of the region, or bearing in mind the specifications of the firm, itself, in context to the marketing endeavors, it relishes to render. These efforts or endeavors are formally given the name of marketing plan, before the strategies can be fully implemented. This section of marketing plan, takes into account the basic facets pertaining to the marketing domain of the respective chosen firm, coupled with the assimilation of its product, the specifications of the marketing endeavors, the markets they are operating in , as well as the competition that is faced by them. Henceforth, the formulation of this marketing plan, revolves around one of the most renowned and ell revered brand in the clothing, Zara. The market in which the firm aspires to flourish and propagate its operations is one of the most populous cities of the Texas state. Where, as soon as the name Texas is heard, the first impression that a naive yet cognitive mind gets is that of cowboys and rowdy, sturdy population. However, there lies no secret in the fact that the city of Dallas is included in one of the urban cities of the state. With the city (and the inhabitants) endorsing urbanization to a substantial level, in not only their…

    • 3849 Words
    • 16 Pages
    Powerful Essays
    Read More

Related Topics