mkt strat new co

$1,500

-

$5,000

+

Market Demographics

Geographics The city of Portland of 1.3M people within a 60-mile

radius Target population is estimated at 227,131

Demographics 93% female Ages 22-50 (The largest subgroup of this demographic is 24-31 year old female brides-to-be. )

Income of $25,000-$65,000.

Market Needs

Selection

Affordability

Customer service

Market Trends & Growth

Trends Began in larger cities on the west coast. Tuxedo rentals

Growth Forecast explosive growth within the industry.

SWOT Analysis

Strengths First to market in Portland. Inexpensive. High quality gowns. Outstanding alterations and customer service.

SWOT Analysis

Weaknesses Company lacks visibility & customer awareness. The requirements to gain visibility for the business &

the entire industry.Opportunities

Explosive growth in other markets. Rationality

SWOT Analysis

Threats Conservatism Tradition Competition

Franchise stores Sole Proprietor shops

Services

Provides bridal, bridesmaid, flower girl, & mother of the bride attire.

Shoes, veil, & accessories for purchase.AlterationsRelationships with local service providers.

Cake bakers Florists Photographers Travel agents

Keys to Success

Selection

Professional alterations

Professionalism

Critical Issues

Risk Industry in infancy. Progressive business model.

Marketing Strategy

Mission

Marketing Objectives

Financial Objectives

Marketing Strategy

Target Marketing

Positioning

Strategy Pyramids

Marketing Strategy

Marketing Mix

Marketing Research

Financials, Budgets, and Forecasts

Break-even Analysis

Sales Forecast

Expense Forecast

Break-even Analysis

Sales Forecast

Expense Forecast

Controls

Implementation Milestones

Marketing Organization

Contingency Planning

Implementation Milestones

Marketing Organization

Connie Jugal

Outside Agencies

Strategic Partner

Contingency Planning

Difficulties and Risks

Worst Case scenarios