Marketing Plan of Green “Deer”, Essay Example

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Words: 1287

Essay

Executive Summary

Green Deer seeks to increase its sales by increasing the excess of its product to the locals and students living near the company through the viral effect of its marketing, growing sales and membership, and increasing visibility in the community. The marketing strategy of the business will concentrate on providing value to the customers both through the products sold and information provided through online outlets in order to overcome the barrier of reaching at the store of company to buy the products.

Introduction

This paper will provide the marketing plan for “Green Deer”, a clothing company located in Hua Qing Jia Yuan and owned by Ms. Zhang Yunjie, which will focus on the current situational analysis, marketing strategic analysis and strategies to increase sales in China and other countries.

Objectives

The goals and objectives of the Green Deer are as follows:

  • To provide and deliver unique quality clothing to a number of customers in China and other countries
  • To expand and sustain a high level of consumer satisfaction
  • To overcome the barrier of physically visit the company store in order to save time by establishing online stores.

Mission

The mission of the Green Deer is to deliver high and unique quality clothing to the target customers in China and other counties in order to increase its sales and with the establishment of new stores.

History and Background

Ms. Zhang Yunjie has great experience in producing high and unique quality clothing items. The owner of the company has been working hard for several years to develop her shop. Originally, she planned to sell to students, and has been very successful in this regard.

Current Situation Analysis

SWOT Analysis

Strengths

  • Unique clothing items
  • Highly quality of product
  • The designers at the company love to explore about the new designs
  • Use of latest technology

Weaknesses

  • The company has no online store so that customer can come to know about the available items at store
  • When there is traffic the customer takes 30 to 45 minutes to reach at company’s shop
  • The customers come to about the availability of products only by visiting the store

Opportunities

  • Most of the customers have access to the internet from home or from smart phones
  • Ms. Zhang Yunjie can sale more items by setting online stores
  • Designs are tend to draw their inspiration from the colors and patterns that they encounter after visiting China’s minority cultures

Threat

  • The other companies has been selling their products to the customers of Green Deer
  • The company can lost the sales and customers if remain unable to open new stores either online or the shop in market
  • New providers can grab the customers because the customers are very disappointed

Marketing Analysis

Marketing Mix

The marketing mix is believed a set of tactical and controllable marketing technique that a firm mix together to gain the response it wants in the target market. Market mix could be anything that can influence the demand for that product and increase the sales. Most commonly marketing mix is divided into four variables known as 4 P’s: product, price, place and promotion.

Product

The products of Green Deer come in different new and unique designs either for the young females (18 – 24) customers or the graduate females (21 – 27). Company will also introduce the new items that will represent and meet the needs of minority cultures in China.

Price

Prices for the clothes will be ranged from 200RMB to 3000RMB per item at Green Deer. The company will offer the various discounts policies for university students and graduates working in the offices.

Place

As the store of Green Deer is near to Wudaokou and Wudaokou is too far from the city center and customer cannot come to buy the products. So, the company will establish online stores that will hold the information about the products and availability of items in stock. The customers will have access to the online store from anywhere they have access to the internet.

Promotion     

The company will use the e-marketing technique in order to promote their products. The products will be advertised through Google Ad words, face book, twitter, etc. The company will advertise it product by door-to-door leaflets, online promotion and by Green Deer catalogue. The media will also be used for the promotion of company’s item.

Business and Sales Growth Strategies

Ansoff (1965) provided a matrix to evaluate the different strategic directions a firm can pursue in order to extend the business and increase the sales. There are four type of strategies that Green Deer can follow to increase its sales in the short term and long term, i.e., market penetration, product development, market development, and diversification.

Market penetration 

Market penetration seeks to increase the market share in its existing markets by utilizing its existing products. In order to easier to penetrate into the market, company has to focus on the market environment and national conditions.

Green Deer can increase its market share in the existing market only that is China in order to increase the short term and long term sales. This can be done through environmental scanning, offering discounts to the customers, reducing the sale price, etc.

Market development    

This strategy includes producing new products and selling them in the existing markets to existing customers. The capacity to innovate is critical in developing new products for quickly changing markets of consumer. The best way to achieve this is by gaining competitors’ customers.

Green Deer Company is seeking to provide unique and high quality products all the time. For this purpose the company has innovative and young designers who love to innovate and explore. Green Deer can introduce new products by keeping in view the changing need of customers. When Green Deer will introduce more new products this will attract to its own as well as the customers of other companies in the market.

Product development  

Product development strategy can be achieved by targeting new geographical areas and new market segments, or by planning and establishing new uses for its products. There are number of designers who are working at Green Deer to develop and design new product by having inspiration from the minority cultures of China. The product developers at Green Deer have comprehensive control over producing new products and developing existing ones with the help of latest technology and machines depending on the needs of customer.

Diversification

The diversification strategy seeks to expand its scope of operations and activities by moving away from its current markets and products and into new market and new products. That fundamentally moves out of its current markets and products into new areas. However, Green Deer only focus on the clothing product. They are not thinking about the other products and brands like children toys, children clothes, footwear, male products, etc.  The customer can only buy the female products that are one of the factor of reduction in sales and reduce the demand of products hence results into the reluctance of customers.

 Conclusion and Recommendations

From the above discussion; it is clear that Green Deer needs to formulate some serious strategies in order to survive in the market. Although, still the company is still in good position because of the strengths and opportunities it holds, but there might be a serious trouble in future. The company needs to extend its market share and adopt the diversification strategy in order to capture more customers. Moreover, the company needs to establish online stores that will help in increasing the sales and expanding the business across the boundaries of China.

Reference

Lamb, Charles, W., et.al. Essentials of marketing, 6th Edition. New York: Cengage Learning, 2008.

Solomon, Michael R. Marketing: Real people, Real decisions. Washington: Pearson Education, 2009.

Stevens, Robert E., Loudon, David. Marketing Planning Guide, 3rd Edition. New York: Routledge, 2005.

Dibb, Sally, et.al. Marketing concepts and strategies. Florida: Charles Hartford, 2008.

Kotler, Philip; and Armstrong, Gary. Principle of Marketing, 13th Edition. Washington: Pearson Education, 2010.

Baines, Paul, et.al. Marketing. New York: Oxford University Press, 2009.

Luecke, Richard. Marketer’s Toolkit. Harvard: Harvard Business press, 2006.

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