Preview

PBC Cole and Parker 2014 Final

Powerful Essays
Open Document
Open Document
10085 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
PBC Cole and Parker 2014 Final
2014

Marketing plan
Cole and Parker

Lecturer: Ms D. Tappi Student number
Chia Keanie 500695560
Martin Hammerseth 500691645
Mikkel Noordhuis 500582166
Krikor Tanielian 500682666
Saida Hugiale 500689841

2IBM7

Table of content
Executuve summary 2
Introduction 3
Problem statement, External analysis 4
Internal analysis 9
SWOT analysis 11
Segmentation. 14 Targeting…………………………………………………………………………………………………………………………………………..15
Positioning, Corporate strategy……………………………………………………………………………………………………………..16
Objectives……………………………………………………………………………………………………………………………………………..17
Marketing mix……………………………………………………………………………………………………………………………………….18
Budget and controls………………………………………………………………………………………………………………….25
Meetings: 26
Task allocation 26
Self reflection………………………………………………………………………………………………………………………………………..27
Source list……………………………………………………………………………………………………………………………………………..28
Appendices…………………………………………………………………………………………………………………………………………..29

Executive summary

After evaluating the company called ‘Cole and Parker’ the following facts have been concluded. The information below has lead to a marketing plan based on strengths, and weaknesses, in combination with the opportunities and threats of Cole and Parker.
Cole and Parker have a lot of obstacles to overcome to grow as an organization. Their main threat is that they are using a non-effective promotional tool, which has to be stronger in the future. Their product is ‘Bold designed socks’ and due to the competition it is hard for them to compete, and due to the public’s awareness of Cole and Parker it has made them even harder to compete in such an environment.
Cole and Parker’s new objective is to increase their revenue, by creating brand awareness, to the public. Their focus is mainly concentrated to capture more customers to their web shop. Cole and Parker’s plan is to make their product affordable in

You May Also Find These Documents Helpful

  • Good Essays

    Nike could modify its products and services through its innovative marketing strategy taken from evaluations on customer benefits and needs, whereas the product succeeded innovation technology with fashions that cater to customer satisfaction on a global level (Nike, 2000). Nike currently seeks out innovative ways to create advance athletic products and methods to speak creatively to the market because the success of Nike is based on marketing strategy that weighs current factors and trends (Nike, 2000). If Nike continues the innovation of new marketing ideas for their services and products, the organization will maintain their current role of innovative leadership with products, developments, and revenues in the athletic sports-wear industry (Nike,…

    • 1072 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Holey Soles

    • 1331 Words
    • 6 Pages

    This case analysis will focus on the issues surround the lifestyle product company Holey Soles. Psychologist Ann Rosenberg founded the company in September 2002. She initially operated in her garage and backyard, until she recruited Joyce Groote (now current CEO of Holey Soles) and expanded the company into other parts of North America. Holey Soles focuses on creating innovative footwear made from their trademarked technology SmartCel and SoleTek, which is an injection-molded foam technology. As of July 2007, sales had grown at 300% in each of the last two years and the company was ranked number four in the 2006 Profit magazine ranking of Canada’s Emerging Growth Companies. However as they continue to operate, they find themselves getting pushed back by their number one competitor, Crocs. By mid-2007, Crocs sales were 33 times the sales of Holey Soles. Holey Soles has a revenue target of $40 million by 2009, and to achieve this target, they will need to focus on the issues surrounding their company and hindering its growth. We have decided that the core issue surround the company is how to reach the goal of $40 million. They need to address the possible alternatives of either expanding into other products besides footwear, implementing a more aggressive marketing strategy, changing their 2-year goals completely, or maintaining the status quo. These alternatives will depend on the assessment of the time frame, cost, and current and potential competition. Upon analyzing all situations and alternatives, we have decided that the best solution for Holey Soles would be to expand the company by creating other product lines made form their trademarked technology. Only through this method will they be able to generate enough revenue to meet their $40 million goal.…

    • 1331 Words
    • 6 Pages
    Powerful Essays
  • Satisfactory Essays

    This case study about J. C. Penney Co. is about how a company is endeavoring to increment profitability by attracting the best assets in business and customers. Lowering prices, marking down prices, and offering standardized products rather than unique and “designer” (Case Study, pg. 2) product are what this company's strategy is all about.…

    • 54 Words
    • 1 Page
    Satisfactory Essays
  • Satisfactory Essays

    Marketing Plan

    • 4209 Words
    • 17 Pages

    Tasteful Catering & Barbequing is a new mobile catering business that was started in March of 2012. The company was started in Greenville, NC by four siblings Eric Nowell, Derrick Nowell, Letisha Nowell, and Antonio Nowell. The four started the business because of their passion to cook and a childhood dream of starting their own catering business. It began with the…

    • 4209 Words
    • 17 Pages
    Satisfactory Essays
  • Good Essays

    Memo AquaLisa

    • 670 Words
    • 3 Pages

    launch through a new marketing strategy. The intended result is higher sales, wider brand recognition and a larger…

    • 670 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Holey Soles

    • 8257 Words
    • 34 Pages

    Holey Soles’ main competitor, Crocs had been achieving much higher sales and had established stronger brand recognition in the market. This reflected its successful recent initial public offering (IPO) and aggressive marketing tactics. They were capturing the market through this brand recognition, which Holey Soles had not yet achieved.…

    • 8257 Words
    • 34 Pages
    Powerful Essays
  • Powerful Essays

    Nike was incorporated in 1968 and has become arguably synonymous with elite footwear/apparel amongst the world population (Nike 10K, 2009). Nike’s primary business “is the design and development and worldwide marketing of high quality footwear and apparel” (2009, pg.1). In addition, Nike also designs/markets sports equipment and accessory products. Nike puts a heavy emphasis on investing in the innovation and design of their products to give their customers a high-quality product. Nike is the largest seller of athletic footwear and apparel in the world (2009). Nike sets the bar for other companies in the sports apparel/footwear industry, like Under Armour.…

    • 5144 Words
    • 21 Pages
    Powerful Essays
  • Better Essays

    J.C. Penney is a retail outlet that operates in many locations globally. It deals with product lines such as clothing, footwear, beauty products, electronics, and jewelry. There are several changes that have taken place in the macro environment that promises to increase the fortunes of the company. The advertisement in technology is one single important factor that has increased the performance of the business (Ali, 2007). The company has an elaborate website through which it uses to tap the online market. In fact, thirty percent of the company’s revenue comes from the website.…

    • 1374 Words
    • 6 Pages
    Better Essays
  • Good Essays

    Cole and Parker case1

    • 1021 Words
    • 3 Pages

    While there are many risks that are involved with any product launch of a company, there are also many opportunities to seize. Cole and Parker’s business idea is a solid foundation to market to their target market. The biggest opportunity that would need to be identified as their trademark is “Cole and Parker: Socks that Start Businesses” since there isn’t another sock company that would aid entrepreneurs to start their own business. This is the key driver in selling their product and gaining market share over other rivals. Other opportunities are to sell in an area where other competitors aren’t present or where the market is unsaturated, offer a uniquely priced item, and to capitalize on a unique style of sock, and helping other build their businesses by selling their item(s).…

    • 1021 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Newell Case Analysis

    • 366 Words
    • 2 Pages

    -Their strategy is to increase their sales and profits by offering a wide range of products and reliable service to the mass retail channel.…

    • 366 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Case Analysis: Macy's

    • 3817 Words
    • 16 Pages

    Over 150 years ago, Macy’s created excitement and became known for being innovative for having and advertising clearly marked prices on goods in a time where haggling and bargaining was most popular.…

    • 3817 Words
    • 16 Pages
    Powerful Essays
  • Better Essays

    Chipman Union Odor Eaters

    • 3321 Words
    • 14 Pages

    In 1979, Chipman-Union was a medium size company which primarily manufactured unbranded socks sold as private label merchandise. The market of socks in the U.S. was characterized by severe price competition and limitation of product differentiation. There were only two companies which manufactured branded socks, and companies except those two companies had 20% gross margins or below. To get higher gross margin, CU had to venture into new business – branded socks. They began to investigate the marketing program for the new product, and recognized that there were not only valuable possibilities, but also problems they would have to solve before launching the product.…

    • 3321 Words
    • 14 Pages
    Better Essays
  • Good Essays

    Capsim Analysis Report

    • 656 Words
    • 3 Pages

    Marketing. We put a lot of money on sales and promotion for all segments in order to increase customers’ awareness and build a great brand image. After customer awareness or brand recognition is achieved, we will reduce the budget for sales and promotion for that segment. However, we modified the strategy by putting a low price in the first year in order to increase the customers’ awareness also. Offering a cheap price for all of the products gives the customers more choices, thus building a high customer loyalty to our products. Therefore, by distinguishing our products with better performance and size, having high awareness in the market, and easy accessibility, we will gain a competitive advantage in the market.…

    • 656 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Company Case 1: Converse

    • 597 Words
    • 3 Pages

    Converse, a brand of basketball shoes that became familiar with success from the start but dropped into bankruptcy in the early 2000’s, is now slowly climbing its way back to the top. Since 1908 when Converse was founded it was very popular among many athletes, artist, musicians, and designers. Converse was well known for its original canvas high top All Star or Chuck Taylor. In the 1970’s several companies started producing this “high-top” shoe, which caused Converse’s sales to decline. Eventually Converse had to declare bankruptcy in 2001; this is when Nike acquired the Converse Corporation. Although Nike owns Converse, Nike leaves Converse management alone to help implement its own strategy. Some analysts worry that Converse might deviate away from its authenticity of the All Stars by being under Nike. Converse has kept the authenticity but has added some unique twists to each new design of Converse. The key to Converse’s success? Geoff Cottrill, Converse’s chief marketing officer has a specific strategy he calls “the good party guest.” By being a good party guest—you bring something to the table and you listen more than you talk. This is how good relationships with customers have been managed and continue to grow because it participates in customer’s discussions rather than dictating them. This “stand back” approach is what has helped Converse to climb back to the top. By showing more interest in the customer’s wants and need for a good quality shoe but has its own style to it, this has satisfied a wide range of customers. Converse believes that authenticity is the most important trait and the customer experience should be driven by the customer.…

    • 597 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    The world of business can be very difficult especially for the new comers who have no experience or knowledge of the future competition they about to face. Likely, Ariel Nelson and Lane Gerson, the founders of a year-old men's footwear company - Jack Erwin, became a successful entrepreneurs with no knowledge or skills in the world of business. A common problem of finding a perfect, simple, high-quality and price manageable shoes got the two friends thinking about a possible business plan they may peruse. Both men agreed to create a company that would manufacture shoes for $100, and sell them for $200. Unfortunately, opening a new business that is crowded with competition from many trendy designers was no easy task for two average men who knew nothing about shoes and would pay only for what they liked. This ‘out of the box’ idea of creating a ‘home-designed’, comfortable for everyone shoe company shows that the two possess conceptual skill which help them to see the big picture of the future company. Gerson, who worked as accounted, began his research on the possible start points of their business, showing his diagnostic and technical skills. Once again the two friends displayed their diagnostic and leadership roles at a barber shop, when Nelson met a brand designer who was famous for his billion-dollar shoe collections, but never had a chance to start his own company. Of course Nelson took the lead to his hands and offered a man a partnership in their ‘dream’ business. In a year, a company went from being just an idea to a 9 million dollar organization. The pair decided only to hold a shoe company and not jump into apparel goods because of their slow and methodical management approach, “just like the shoes they make, they want to be a brand that lasts.”…

    • 633 Words
    • 2 Pages
    Satisfactory Essays

Related Topics