Marketing Strategies of Ann Taylot
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
References 13
MARKETING PLAN
Executive Summary
The purpose of this marketing plan is to outline a complete marketing strategy to introduce a US based special retailer of women’s apparel, shoes and accessories into Malaysia. Live-Well Sdn Bhd has already secured the sole distributorship of Ann Taylor in Malaysia and is yet to be appointed for the Asia-Pacific region. This US based brand is called Ann Taylor (“the company”). The company offers its merchandise under a number of brand names including Ann Taylor, Ann Taylor Factory, LOFT and LOFT Outlet. Ann Taylor also sells products through the Internet. The Company primarily operates in the US. Its headquarters is in New York city and it currently employs about 18,800 people of which 15,400 are employed part-time.
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:
“We are committed to meeting the evolving needs of women who want feminine, stylish and versatile fashions that offer great quality and
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
References 13
MARKETING PLAN
Executive Summary
The purpose of this marketing plan is to outline a complete marketing strategy to introduce a US based special retailer of women’s apparel, shoes and accessories into Malaysia. Live-Well Sdn Bhd has already secured the sole distributorship of Ann Taylor in Malaysia and is yet to be appointed for the Asia-Pacific region. This US based brand is called Ann Taylor (“the company”). The company offers its merchandise under a number of brand names including Ann Taylor, Ann Taylor Factory, LOFT and LOFT Outlet. Ann Taylor also sells products through the Internet. The Company primarily operates in the US. Its headquarters is in New York city and it currently employs about 18,800 people of which 15,400 are employed part-time.
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:
“We are committed to meeting the evolving needs of women who want feminine, stylish and versatile fashions that offer great quality and
References: MITI. Malaysia External Trade Statistics. March 2010. http://www.miti.gov.my/cms/documentstorage/com.tms.cms.document.Document_1425568d-c0a81573-53d953d9-78a6c61b/Trade%20Performance%20For%20The%20Month%20Of%20September%202010%20And%20The%20Period%20Of%20January%20-%20September%202010.pdf (accessed February 1, 2011). name, no. Asia Pacific Retail Apparel Industry Profile. Profile, New York: Datamonitor, 2010. name, no. Company Analysis. New York: Ann Taylor, 2010. Unit, Economist Intelligence. "Country Forecast Malaysia January 2011 Updater." The Economist, 2011.