Question

In this unit you will be completing the first two sections of a Strategic Marketing Plan. This plan is to be based on your New Shoes Simulation company. Marketing Plan Section I: Situation Analysis (Internal and Environmental Analysis) The internal analysis (company history) Market Description (competitor's analysis) Current Marketing Mix Description/Situation ( Existing Product, Price, Distribution, Promotion) The environmental analysis (SWOT- Strengths, Weaknesses, Opportunities, Threats) Marketing Plan Section II Objectives and issues: at least 2 objectives (specific and measurable) Marketing Strategy: Branding Positioning Target Market (Market Segmentation)

This is for Marketing

Answer 1

Section I: Situation Analysis

Marketing Plan for New Shoes Simulation company
Category	Strategy
Environmental Analysis- The following factors may impact either in a positive or negative way on the new company of ours (PESTAL analysis)
Political Factors	· Government Stability due to the local unstable situations · Change in import and export regulations due to the recent pandemic
Economic Factors	Recent downturn in the stock prices
Social Factors	People’s buying behavior which has changed a lot in the recent years
Technological Factors	Lesser budget allocated to the R&D can be a potential threat
Legal Factors	Weak laws in protecting the employees, which might lead to employee’s dissatisfaction and higher attrition rate
Company History
	The company is to be established newly. Even though their parent company has experience in construction business, this would be their first venture in this field
Competitive Analysis – Analysis is done on the basis of the 3 major competitors which were identified earlier.
Offering to customers	Latest designs of sandals and highly comfortable and affordable shoes for the joggers
Market Mix- Following the 4p’s principle of the marketing mix
Product	Sandals and affordable latest designer Joggers for the youngsters.
Place/Distribution	Opening outlets in most of the cities where the competitors have already established themselves
Price Strategy	The prices are designed to be 8% cheaper than the competitor brand’s same featured product. They had done a competitive price research for this.
Promotion	Initial offer on buy 2 @ 25% off can be implemented for the first 3 months
Long time sales strategy	Building the anticipations, also by connecting to local influencers, offering new coupon codes

SWOT Analysis:

Strength · Capital Stock: The company has established a strong capital stock from its parental construction company. · Management Team: The company has hired high talents from the competitor companies recently	Opportunity · Looking for a change: People are looking for a new brand which can come up with fresh designs · Lesser Prices: The lower prices than its competitors can be a potential factor for the company to put an anchor in the market
Weakness · No Experience: Very less or no experience in the field of footwear. · Advertisement: Modest ddvertsing budgets	Threat · Economy: The recent uncertain economic growth · Legal: Lack of knowledge on local laws and regulations

Section II Objectives and Issues:

Let us assume the first two objectives of the SMART goal objectives for this case. SMART can be abbreviated as Specific, Measurable, Achievable, Relevant, Time Bound

S. No	SMART Goals
1	Specific
What: To sell at least 1 million pairs of shoes.
Who: CEO, General Manager, Process team and the quality team will be responsible for this
When: By the end of 6 months after establishing
2	Measurable
How Many: 400 extra pairs are to be sold by the end of 8th month which means extra 400 pairs are to be added to the manufacturing process by the end of 7th month
How will we know: Numbers are always a vital part for keeping track of the processes’ progress towards the fixed goal and also for defining the expected outcome. Count has to be on track every day, every week and every month where it has to be updated on the register and reviewed by the process managers.

Brand Positioning and Target Marketing

Brand Positioning
Positioning Statement	· They believe that they can reinvent the designs of the shoes and sandals in the North American market. · The brand is to be advertised in a way that its more organic to human feet. By this way the brand can gain its own position in the market
Target Positioning
Target Market	The company concentrates youngsters and people of age below 40 as their target market. This company considers U.S youngsters as their primary target market, which represents the company’s largest demographic users.

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