A Five Year Marketing Plan For Tulip Clothing
1. Executive Summary
This five-year marketing plan for Tulip Clothing has been created to secure additional funding for growth and to inform employees of the company’s current status and direction. Although Tulip was launched in the UAE only three years ago, the firm has experienced greater-than-anticipated demand for its products, and research has shown that the target market of sport-minded consumers and sports retailers would like to buy more casual clothing than Tulip currently offers. In addition, Tulip plans to explore opportunities for online sales. The marketing environment has been very receptive to the firm’s high-quality goods - casual clothing in trendy colours with logos and slogans that reflect the interests of outdoor enthusiasts around the country. Over the next five year, Tulip can increase its distribution, offer new products, and win new customers.
2. Company Description
Tulip Clothing was founded three years ago by entrepreneurs Damian Thomas and Geoff Compton. Tulip Clothing reflects Damian’s and Geoff’s passion for the outdoors. The company’s original cotton T-shirts, caps and denim jackets bear logos of different sports such as kayaking, mountain climbing, bicycling, skating, surfing, and horseback or camel riding. But every item shows off the company’s slogan “Let’s Rock!”. Tulip sells clothing for both men and women, in the hottest colours with the coolest names - such as sunrise pink, sunset red, twilight purple, desert rose, cactus green, ocean blue, mountaintop white, and river rock grey (Thomas 2011).
Tulip attire is currently carried by small retail stores that specialize in outdoor clothing and gear. Most of these stores are concentrated in Abu Dhabi and malls in the northern Emirates. The high quality, trendy colours, and unique message of the clothing have gained Tulip a following among consumers between the ages of 25 and 45. Sales have tripled in the last year alone, and Tulip is currently working to expand its
This five-year marketing plan for Tulip Clothing has been created to secure additional funding for growth and to inform employees of the company’s current status and direction. Although Tulip was launched in the UAE only three years ago, the firm has experienced greater-than-anticipated demand for its products, and research has shown that the target market of sport-minded consumers and sports retailers would like to buy more casual clothing than Tulip currently offers. In addition, Tulip plans to explore opportunities for online sales. The marketing environment has been very receptive to the firm’s high-quality goods - casual clothing in trendy colours with logos and slogans that reflect the interests of outdoor enthusiasts around the country. Over the next five year, Tulip can increase its distribution, offer new products, and win new customers.
2. Company Description
Tulip Clothing was founded three years ago by entrepreneurs Damian Thomas and Geoff Compton. Tulip Clothing reflects Damian’s and Geoff’s passion for the outdoors. The company’s original cotton T-shirts, caps and denim jackets bear logos of different sports such as kayaking, mountain climbing, bicycling, skating, surfing, and horseback or camel riding. But every item shows off the company’s slogan “Let’s Rock!”. Tulip sells clothing for both men and women, in the hottest colours with the coolest names - such as sunrise pink, sunset red, twilight purple, desert rose, cactus green, ocean blue, mountaintop white, and river rock grey (Thomas 2011).
Tulip attire is currently carried by small retail stores that specialize in outdoor clothing and gear. Most of these stores are concentrated in Abu Dhabi and malls in the northern Emirates. The high quality, trendy colours, and unique message of the clothing have gained Tulip a following among consumers between the ages of 25 and 45. Sales have tripled in the last year alone, and Tulip is currently working to expand its
References: Barber, N & Goodman Jr., R 2011, ‘A strategic approach to managing customer service quality’, Journal of Service Science, vol. 4, iss. 2, pp. 17-32. Florén, H & Frishammar, J 2012, ‘Managing the front end of new product development’, California Management Review, vol. 54, iss. 4, pp. 20-43. Kotler, P, Keller, KL, Ang, SH, Leong, SM & Tan, CT 2009, Marketing Management: An Asian Perspective, 5th edn, Pearson Education South Asia Pte Ltd, Singapore. Sambidge, A 2010, UAE has highest fashion spend in developing world, viewed 16th Sept 2013, Thomas, D 2011, ‘Tulip Clothing: Business Plan’, Tulip Clothing, UAE Thomas, D 2013, ‘Tulip Clothing: Annual Financial Summary’, Tulip Clothing, UAE