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Table of Contents Executive Summary 2 Situation Analysis 2 Internal Environment 3 External Environment 3 SWOT Analysis 5 Marketing Objectives 6 Develop Marketing Strategies 6 Select Target Markets and Positioning 6 Product Strategies 7 Pricing Strategies 8 Promotional Strategies 8 Supply Chain Strategies 9 Implement and Control the Marketing Plan 9 Action Plans 9 Budget 10 Measurement and Control 10 References 11 Executive Summary One of the most widely used business principle is the 80-20 Pareto principle (Bunkley, 2008) which states that 80 percent of new business will come from 20 percent of existing customers.


However, the entrance of smaller companies that offer the same diversity in design and high class quality is forcing to reinvent itself. This paper will explore the marketing opportunities it can tap in order to reinvent its image to a flexible label that is essential to every fashion genre. Situation Analysis Internal Environment One word. That’s all it takes for a person to know someone inside and out, its history, its sensibilities, its personality, and its relationships. That word is the brand name. Coca-Cola. iPod. Nike. Google. Their identities are so strong and so embedded to the minds of the consumers that no single study, perhaps not even a compound of a thousand, can comprehensively explain how each company built it. Cotton On, despite being a young label, has experienced a certain amount of success in positioning themselves in the market and securing a loyal consumer base who identifies them with the same laidback, simple, and organic image of the country where it originated from, Australia. ...
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