Marketing Plan: Part II Throughout this course, you will compile a comprehensive marketing plan using one of the product/service scenarios listed in the Unit II assignment. (Note: You will use the

Running head: WOMEN ON THE GO MARKETING PLAN 0

Women on the Go Marketing Plan

Stephener Baisey

Advanced Marketing-MBA-5501

Professor David Castle

October 15, 2019

Women on the Go Marketing Plan

Introduction

The woman on the Go is a startup company with the aim of aiding women with selection and purchasing of clothes, wear accessories and other beauty products. The company will operate both physically and digitally. The physical store is where women who have time will visit for professional advice on various clothes to wear for various functions and appointments. Digital platform is to reach those who will not have time to visit the physical space. Therefore, the targeted clientele will seek advice through digital platforms where several designer clothes and wears specifically targeting women will be availed for the customer to select based on the advice after which the clothes will be shipped to the client's place.

The mission of the company is to provide the best value and professional services that address the unique needs of customers and events. The vision of the startup company is to be global brand that promotes customers, be reliable and one-stop-shop for designer wears that meet events specifications (Barba, 2015). The company will design its marketing strategies in such a way that it is able to reach targeted clients easily. The company will utilize corporate network of women and other seminars to reach out to customers. Though Twitter and another social network, the company would be able to reach the target client through advising and showcasing the types of designs that are tailored based on the events.

The products to be provided to customers include clothes, women's beauty accessories and footwear. The products will be tailored and priced based on events and quality. This is to ensure customers have chance to select the wear based on their income level. The services offered include professional advice on kind of clothes based on the events and seasons. The customers with events for example wedding, attending corporate seminary will ask for advice on kind of wears and clothes fitting to those events (Barba, 2015). The company will provide clothes and wears that customers would use while planning to attend the function. The wears may include clothes customers have at their disposal so they need advice on how to match the clothes.

The model of collecting revenue includes subscription where the customers will have a chance to subscribe for monthly advice about what to wears. The model of subscription will include daily subscription, monthly, and annual. The subscription will be a model of revenue collection. Still, the startup will sell tailored clothes at its website categorized based on events. Customers will purchase clothes after consulting based on the information availed in the catalogs. The company will facilitate delivery of clothes and wears accessories from large cloth line companies to sell to their customers when needed without connecting the customers to the company to avoid loss of market share and loss of customers.

Market research strategies

To understand the market trend and competition and information about the design, the startup company will join trade association. This trade association will help clients stay up to date on what is happening to the market. The trend association provides a network of events, conferences, magazines, newsletters that provide resourceful information to gain customer insights into profitable operations (Newman, Prajogo, & Atherton, 2016). The company gains competitor insight by logging to competitor websites to gain marketing material insights into the industry. The company will be able to know how the competitor is positioning its products and the product availed to customers. The startup will use the same information to venture to this market by understanding how tailor its product based on the market requirement and target clients.

The customers gain a better understanding of their target audience and messaging. The company can start by setting up a Google alert to track online presence and view customer reaction. The company can conduct customer reviews to enquire about shopping experience that helps the company tailor the services to meet customer preference and taste. The company can do research or utilize secondary sources of data to obtain information about the population demographics and income levels (Newman, Prajogo, & Atherton, 2016). This information will help the Startup Company in pricing and understanding which demographics to target, the existing competitor and logistic companies to utilize while delivering the product to customers.

Macro Environment

The political systems in a country have a great influence on the operation of the business. For example, the issues of employing locals may affect the business in one way or the other. The government imposed new tax or duty may affect the revenue generated because higher tax bracket may affect income recorded (Butryn, Gryncewicz, Kutera, & Leszczyńska, 2015). In case, custom duty is increased on imported wears the company operation may be affected by the change. Economic performance may greatly affect the long-term operation of the company. The rise in the inflation rate may greatly affect company pricing on their product and purchasing power of the consumer and change in demand.

The change in the interest rate and economic growth of the company may affect market performance of the company. For example change in interest rate affect money in circulation which may affect purchasing decision of customers. Social factors include cultural trends, demographic population. The buying trend of the social group and demographic effect or may promote purchasing of the product. Customer’s personalities, attitudes, beliefs, and characteristics of the individual influence the purchasing behavior of customers which might affect company marketing decisions (Sethi, & Chawla, 2014).

The technology may affect the operation of the industry and the market favorably or unfavorably. The startup may use technology to automate the process, research and development may use technology to lower the cost of research and development. The organization may use technology to impact marketing by creating awareness and marketing processes by employing digital marketing via social networks. Technology may impact customer purchasing behavior by providing customer insights to improve customer awareness and marketing decisions.

References

Kotler, O., & Keller, K. L. (2016). Marketing Management (15th ed).

Sethi, I., & Chawla, A. S. (2014). Influence of Cultural, Social and Marketing Factors on the Buying Behavior of Telecom Users: A Comparative Study of Rural, Semi-Urban and Urban Areas in and Around Chandigarh. Journal of marketing management, 2(1), 97-110.

Newman, A., Prajogo, D., & Atherton, A. (2016). The influence of market orientation on innovation strategies. Journal of service theory and practice, 26(1), 72-90.

Butryn, B., Gryncewicz, W., Kutera, R., & Leszczyńska, M. (2015). The Application of PEST Analysis to the Creation of the Profile of an IT Product Designed to Activate and Support Senior Citizens in Poland. In Proceedings of the Fourth International Conference on Telecommunications and Remote Sensing (pp. 109-115).

Barba, R. (Aug 4, 2015).70 Startup Women Show Us What They Wear to Work.[Techno]: Retrieved from https://tech.co/news/startup-women-show-us-wear-work-2014-08