Kelsey Buehler, Simone Haywood, Mike ManginClay Oliver, and Nick Pautler
Brief Overview
T-Shirt company
Started in 1973
Located on University Ave across from Middlebush
Focus on customer service
Mission Statement: “Give our customers what they
want, when they want it”
Purchases can be customized or bought off shelf
Owner: Jeff and Barbara Glen
Contact: Mallorye, Customer Service Director
Situational Analysis
The 5C’s
Company Founded in 1973 under the name “Greek World”
In 1996, changed name to “Flying Cow”
Mission Statement: “Give Our Customers What They Want,
When They Want It”
Services:
Screen Printing
Embroidery
Graphic Design
Products:
Apparel
Signs & Banners
Promotional Items
The 5C’s
CustomersResidents of Columbia, MO
Sororities and fraternities at the colleges
Organizations for high school and college
students in Columbia, MO
Context Local economy
Fashion trends
Technology
T-Shirts for events shirts
Collaborators Columbia Public Schools
Middle and High Schools
Greek Community in Columbia, MO
Women’s and Children’s Hospital
MU Wrestling
5 C’s: Competitors
Diggit Graphics
Acme Hot & Fresh T Shirts
Fast Yeti Custom T’s
Top Drawer Custom Design & Apparel
Custom Ink
Uber Prints
Rush Order Tees
Whoop Tee
SWOT
Strengths● Location
● Staff value
● Strong website content
● Focus on customer service
Weaknesses● Name
● Website design
● Lack of keeping up with trends
● Brand awareness
Opportunities● Collaboration with local businesses
and organizations
● Technology
● Promotion strategies
● Rebranding
Threats● Online competition
● Local competitors
● Economic restraints
● University enrollment
Strategic Development: STP
STP: SegmentationSidewalk Shopaholics Columbia Classmates Education Enthusiasts
Columbia residents and
visitors who shop
downtown and will walk
by the store front
Online Occupants
University of Missouri students that
are members of organizations on
campus
Internet users who are
looking for custom
orders
Columbia Public School athletic
wear and spirit attire
STP: Targeting
Sidewalk Shopaholics Education Enthusiasts
STP: Positioning
Brand Essence
“To increase our
business by giving
customers what they
want & when they
want it.”
Functional Emotional
Brand Personality
Consumer Values
Brand Reasons to Believe
● Friendly staff
● Customer service oriented
● Energetic atmosphere
● Confident
● Whimsical
● Connecting
● Inspiration
● Satisfaction
● Trends
● Columbia born company
since 1973
● Positive customer feedback
● Creating a unique customer
oriented process of
customizing and designing
products
Tactical Action Plan
Tactical Action Plan: Current vs. Future
Current
Future
Tactical Action Plan: Product
Current:
Overwhelming online options
Misleading name
Future:
Limit online options
Name change
Tactical Action Plan: Price
Current:
Price based on each individual order
Quantity, style, color and amount of ink used
Online quote
Online shopping cart
Fundraising
Future:
Group discounts
Rewards program
Tactical Action Plan: Place
Current:
Great location
Rely on walkins
Future:
Use location as advantage
Expand store to outdoor area
Pop-up locations
Sell in speaker’s circle
Address: University of Missouri, 907 University
Ave, Columbia, MO 65201
Tactical Action Plan: Promotion
Current:
Poor/minimal social media presence
Future:
Increase social media presence
Flyering
Brand ambassadors
Sidewalk sales
Seasonal sales
Promotion Timeline
Jan Feb Mar April May June July Aug Sept Oct Nov Dec
Sidewalk
Sale
Social
Media
Flyering
Brand
Ambassa
dors
Questions?