According to Veresová (2002), a good marketing plan requires research to find out what customers need. My Company, in this case, would be AL Beautiful Women Wear. 67% of the females in the US are plus size (Stahmer, 2016). All these women need clothes, personal trainers, and gyms that are suitable to their immediate needs. Therefore, AL Beautiful Women Wear would be a valuable organization as it would have a large market. The company would cater for all the matters of female weight and all female attire.
According to Papulova (2014), both the mission and vision statements are an essential part of strategic management. Our mission for the company would be:
“To create an ideal woman who is self-aware, with a high self-esteem, and one with an open mind to exercise.”
Moreover, the company would look forward to giving back to its workers by employing both men and women and also by creating a comfortable working environment. Consequently, the company would prosper globally and guarantee the partners’ global exposure and financial success. The mission statement would be:
“To hold every woman’s hand in the path of self-realization and to encourage self-esteem. To advocate for many fashion lovers to join our team and to expand globally and reach every woman.”
Our vision for the company would be:
“To stamp its place in the global records of fashion and style.”
The vision statement would be:
“To be the trusted clothes’ store for women of all shapes and sizes.”
Weight is a sensitive subject for everyone most especially the women. Therefore, the value-system in the company would be that of respect, understanding, encouragement, and appreciation for our customers, employees, and partners.
The brands would be the female cloth-line ranging from office wear to casual wear, wedding gowns to funeral wear, footwear, and swimsuits. All these brands would be globally available for women. According to Petek and Ruzzier (2013), the original value of the brand identity was to provide visualization for the client. The building blocks of an ideal brand identity are the company values, vision, mission, values, personality and core competencies (Petek, & Ruzzier, 2013). The personal brand identity would relay our values. For instance, the logo would be a copy of two women of different sizes but dressed equally elegantly. The name, as shown above, would also entail the appreciation value of all of our female customers. The company ethics should be built around the satisfaction of clients, employees, and partners.
The values of leveraging resources, discipline, respect, understanding, encouragement, and appreciation would reinforce the Company’s principles. For instance, while working, the best clients would be awarded coupons. Moreover, all new clients would receive designated employees to guide them as they sought their desired clothes. Gyms would also be established for all the women who desire to keep fit. Personal trainers would also be at their disposal. All these activities would be aimed at encouraging the clients to pursue their desired lifestyle. Other plans that would be made later in the company would also address the employees and clients matters, for instance, working hours of the staffs and the preferences of the clients. The problems in the company would be solved fairly regardless of positions of power. These actions would portray the mentioned values to our staff and the esteemed clients.
The concept of Control and evaluation would determine our success. In the concept, a thorough analysis would be made on budgeting and timing. The analysis would help the company to employ enough staff in regards to the capital available. Moreover, this would ensure that the available resources are leveraged. Consequently, through timing and scheduling, discipline would be enforced by the partners and staff members. According to Goi (2009), the 4P’s are valuable in both long term and short term marketing goals. Similar to any other organization, all the elements of the market mix concept of marketing would affect the success of this company. However, of the 4P’s, two might carry the most weight; price and promotion. The products are to be sold globally. There are more benefits to this than negativities. Nonetheless, since the primary goal of this project is to reach all women, we would face a problem with pricing in different countries, especially, the third world nations. The countries might not have the raw materials for these attires. Importing the materials may be expensive, and therefore, we would face a high cost of production resulting in high pricing and thus low demand. We, therefore, would need to find out if it is possible to produce our raw materials. The concept of promotion would also challenge the company. The challenge would fall in the third world countries too where the digital platform is unstable, and the women are often engaged in family life and do not focus on their bodies. We, therefore, would need to have dedicated workers to promote our products on a door to door method and also advertise them through radios and televisions. These concepts would align with our values through their execution. The two allow for our clients to get our goods and services everywhere and at a fair price.
Apart from proper promotion and pricing, valuable customer service and lively advertising and public relations are equally important. The staff would be chosen through their credentials. Moreover, they would be trained to serve customers professionally. The role of customer services would be to address the customer, to answer their questions, and to take orders, ultimately making them satisfied. The department of advertising and public relations would be in charge of promoting the products and service through paid advertisement and building mutually beneficial relationships between our organization and the public.
In the US, the Company would succeed without many cultural challenges. The most likely problem to encounter is fear of the plus size women to shop through the natural stigma. However, in other countries, the third world countries, the challenges would be numerous. The women have a field working culture. The thought of exercising might be foreign to them. As mentioned, the pricing would also challenge us in these countries. The dressing culture in Afghanistan and the Interior of India, among other nations, might challenge us as well. If country feuds are avoided, politics may not bother the sales. To curb these problems, the company would have to evolve with the home place. Our brand should focus to produce attires for the nation. For instance, as much as a production for lingerie is on the market, an equal portion should also be for hijabs and saris for the respective countries. As mentioned, to subsidize the cost of production, we would have to find raw materials from the particular country or individually produce them. In the recent past, the advocates of healthy living have emphasized on exercising. The company aims to do this too. This marketing trend is bound to affect our business in the next 5-10 years. Many of the plus size customers, we would start with, may have lost their weight in the next six years, bringing about the changing customers’ taste and preferences.
- Goi, C., L. (2009). A review of marketing mix: 4ps or more? International Journal of Marketing Studies, 1(1),1-15.
- Papulova, Z. (2014). The significance of vision and mission development for enterprises in Slovak Republic. Journal of Economics, Business and Management, 2(1), 12-16.
- Petek, N., & Ruzzier, M., K. (2013). Brand identity development and the role of marketing communications: Brand experts’ View. Managing Global Transitions,11(1), 61–78.
- Stahmer, A. (2016). 67 percent of women in the US are a size 14 or higher.
- Veresová, I., E. (2002). Marketing plan. Biatec, X(8), 14-18.