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Analyzing the Situation
• New clothing company • Based out of Jackson Hole WY• Began on a college leadership trip
• American Style clothing for men
• Looking to compete with high end men’s clothing companies• Coastal Tradition, Ralph Lauren, Brooks
Brothers
Analyzing the Organization
•Small men’s clothing company•Clothes made in South Carolina
•Trying to reestablish a classic style that has an emphasis on masculinity. ( This is not your typical A&F)
•Compete with other clothing companies
SWOT Analysis • Strengths• Small• A close niche group of consumers• Competitive prices • Made in U.S.A• Rep program- if interested in brand there is someone
directly on campus for them to ask their questions.
• Weaknesses• Competitive market• No retail stores• No women’s line• Little brand recognition
SWOT (continued)
• Opportunities• Since a new company, have the opportunity to
go anywhere• Bridge a gap between style and utility
• Threats• Small demographic could cause little profit
margin• College students tend to be low on funds
• Bigger company could steal their vision• Steal product idea’s
Analyzing the Publics
•Targeting college aged men (18-24 yrs)
•Fraternities •White collared professionals •Women
•Buying gifts for their males significant others for various occasions.
Goals and Objectives
Goals:
• Have campus reps at every division one school
• Increase insights by 5,000 people
• Increase sales by another 15%
Objectives:
• Establish themselves as a reputable outfitter in men’s high end clothing and rugged wear.
• Be recognized as being on the same playing field as Ralph Lauren.
Action Strategies •Campus rep program
•Pick campus reps that have the same attitude as the company•Each college rep has a discount code•Rep refers customers to the website and at check out they have can enter a code given by the rep for 20% •Rep gets commission.
•Advertising through TFM
•Grass roots
Developing the Message Strategy
• Grass root campaign that works on referrals and campus representatives
• Cater to grass root supporters
• Founder gives speeches to college and high school men’s groups about style, heritage, and chivalry.
Tactics/Implementing The
Strategic Plan
•Require all campus representatives to have a Facebook and Twitter page for the school •Word of mouth referrals•Host a backpacking trip for loyal customers and reps•Monthly updates on product through emails •Give-a-ways and caption contests
Media Buying
• Identify the ten largest Greek systems• Then advertise in those
campuses newspapers and T.V stations
• Bi monthly
• Internet advertising on TFM, hunting websites• Cabela’s, Scheels, Dicks
Sporting Goods .
• A pay per click on websites
• Magazine advertising • Men’s Health
• Cigar Afaciando
Bi monthly