business research management

Alexander Manuel LLC

Marketing Plan

Alexander Manuel LLC
Marketing Plan

1. EXECUTIVE SUMMARY

Alexander Manuel LLC is an upcoming clothing brand in the first year of its existence. Alexander Manuel sells male and female clothing by collections that are introduced each season (winter, spring, summer, and fall). This marketing plan will serve as the company’s growth strategy, suggesting ways in which it can build customer relationships, and develop high end fashion items for consumers who love eye popping designs and the feeling of marvelous clothing material on their skin each season.

2. ENVIRONMENTAL ANALYSIS

Founded in 2020, Brandon Alexander Manuel purchased the company Alexander Manuel LLC and with hard work and developing the right team Mr. Manuel has high hopes for developing Alexander Manuel into the next premier designer brand selling all clothing items from dresses to denim jeans and so much more.

a. The Marketing Environment

1) Competitive forces. The competition in the clothing industry is very strong on a local and global scale. Sale figures for the fashion industry as a whole varies based on how established you are as a brand. Start up brands like Alexander Manuel LLC has a difficult task of getting people to support the brand early on because of the many different selections’ consumers have to purchase clothing.

2) Economic Forces

3) Political Forces. There are no expected political influences or events that could affect the operations of Alexander Manuel LLC.

4) Legal and regulatory forces

5) Technological forces

6) Sociocultural forces

b. The Customer Environment

1. Who are the firm’s current and potential customers? Young people are the target audience of Alexander Manuel due to their style-consciousness and receptiveness to online marketing and word to mouth. This generation will pave the way as new designer brands like Alexander Manuel establishes themselves in the fashion industry.

2. What do customers do with the firm’s products?

3. Where do customers purchase the firm’s products?

4. Why (and how) do customers select the firm’s products?

5. Why do potential customers not purchase the firm’s products?

c. The Internal Environment

1. Review of marketing goals and objectives

2. Review of current marketing strategy and performance

3. Review of current and anticipated organizational resources

4. Review of current anticipated cultural and structural issues

3. SWOT ANALYSIS

A. Strengths

B. Weaknesses

C. Opportunities

D. Threats

E. Matching Strengths to Opportunities/ Converting Weaknesses and Threats

F. Developing Competitive Advantage

G. Developing a Strategic Focus

4. MARKETING GOALS AND OBJECTIVES

5. MARKETING STRATEGIES

A. Target Market(s)

Target Market 1:

Target Market 2:

Target Market 3:

Target Market 4:

B. Marketing Mix

1. Products.

2. Price.

3. Distribution.

4. Promotion

6. MARKETING IMPLEMENTATION

a) Structural Issues

b) Tactical Marketing Activities

Specific Tactical Activities	Person/Department Responsible	Required Budget	Completion Date
Product Activities
Pricing Activities
Distribution/Supply Chain Activities
IMC (Promotion) Activities

7. EVALUATION AND CONTROL

a. Format Controls

· Input Controls

· Process Controls

· Output Controls

· Overall Performance Standards

· Product Performance Standards

· Price Performance Standards

· Distribution performance standards

· IMC (promotion) performance standards

b. Informal Controls

· Employee self-control

· Employee social control

· Cultural Control

c. Marketing Audits

· Explain how marketing activities will be monitored. What are the specific profit- and time-based measures that will be used to monitor marketing activities?

· Describe the marketing audit to be performed, including the person(s) responsible for conducting the audit.

· If it is determined that the marketing strategy does not meet expectations, what corrective actions might be taken to improve performance (overall or within any element of the marketing program)?

· If the marketing plan, as currently designed, shows little likelihood of meeting the marketing objectives, which elements of the plan should be reconsidered and revised?

d. Implementation Schedule and Timeline

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