Buffalo JacksonTrading Co.

Classic American Clothing for Men“Slow and steady wins the race”

Analyzing the Situation

• New clothing company • Based out of Jackson Hole WY• Began on a college leadership trip

• American Style clothing for men• Looking to compete with high end men’s

clothing companies• Coastal Tradition, Ralph Lauren, Brooks

Brothers

Analyzing the Organization

•Small men’s clothing company•Clothes made in South Carolina

•Trying to reestablish a classic style that has an emphasis on masculinity. ( This is not your typical A&F)

•Compete with other clothing companies

SWOT Analysis • Strengths• Small• A close niche group of consumers• Competitive prices • Made in U.S.A• Rep program- if interested in brand there is someone

directly on campus for them to ask their questions.

• Weaknesses• Competitive market• No retail stores• No women’s line• Little brand recognition

SWOT (continued)

• Opportunities• Since a new company, have the opportunity to

go anywhere• Bridge a gap between style and utility

• Threats• Small demographic could cause little profit

margin• College students tend to be low on funds

• Bigger company could steal their vision• Steal product idea’s

Comparable

Analyzing the Publics

•Targeting college aged men (18-24 yrs)•Fraternities

•White collared professionals •Women

•Buying gifts for their males significant others for various occasions.

Goals and Objectives Goals:• Have campus reps at every division one school• Increase insights by 5,000 people• Increase sales by another 15%Objectives: • Establish themselves as a reputable outfitter in men’s

high end clothing and rugged wear.• Be recognized as being on the same playing field as

Ralph Lauren.

Action Strategies •Campus rep program

•Pick campus reps that have the same attitude as the company•Each college rep has a discount code•Rep refers customers to the website and at check out they have can enter a code given by the rep for 20% •Rep gets commission.

•Advertising through TFM •Grass roots

Developing the Message Strategy

• Grass root campaign that works on referrals and campus representatives

• Cater to grass root supporters• Founder gives speeches to college and high

school men’s groups about style, heritage, and chivalry.

Tactics/Implementing The

Strategic Plan

•Require all campus representatives to have a Facebook and Twitter page for the school •Word of mouth referrals•Host a backpacking trip for loyal customers and reps•Monthly updates on product through emails •Give-a-ways and caption contests

Media Buying• Identify the ten largest

Greek systems• Then advertise in those

campuses newspapers and T.V stations

• Bi monthly

• Internet advertising on TFM, hunting websites• Cabela’s, Scheels, Dicks

Sporting Goods .• A pay per click on

websites

• Magazine advertising • Men’s Health• Cigar Afaciando

Bi monthly

Evaluating Strategic Plan

•Number of new colleges interested in having a college rep•Number of people that are visiting the website and making purchases •Profit raised after the campaign has been launched