ExampleMarketingPlan1

MarketingPlan（clothing:jeans）GroupMember:1.0ExecutiveSummaryJeansarenowaverypopulararticleofcasualdressaroundtheworld.Theycomeinmanystylesandcolors;however,bluejeansareparticularlyidentifiedwithAmericanculture,especiallytheAmericanOldWest.OftenthetermjeansreferstoaparticularstyleofpantscalledbluejeansandinventedbyJacobDavisandLeviStraussin1873.Startinginthe1950s,jeans,originallydesignedforcowboys,becamepopularamongteenagers,especiallymembersofthegreasersubculture.TheLevi'sbrandepitomizesclassicAmericanstyleandeffortlesscool.SincetheinventionandpatentofrivetedclothingbyJacobDavisandcompanyfounderLeviStraussin1873,Levi'sjeanshavebecomethemostrecognizableandimitatedclothingintheworld-capturingtheimaginationandloyaltyofpeopleforgenerations.Andwhilethepatenthaslongsinceexpired,theLevi'sbrandportfoliocontinuestoevolvethrougharelentlesspioneeringandinnovativespiritthatisunparalleledintheapparelindustry.TheirrangeofleadingJeanswearandaccessoriesareavailableinmorethan110countries,allowingindividualsaroundtheworldtoexpresstheirpersonalstyle.WecanchooseastyleasbeinganagentofLevi’sbrandandsellitsproductatthird-tiercity,causewefindthatthethird-tiercitiesinpercapitadisposableincomegrewfasterthanthefirst-tiercities,andalsointhefuture20yearsthird-tiercitywillbecomethemaineconomyboompointofChina.Allinall,therearelotsofpotentialcustomersbetween17-40whichobtainhugepurchasingpower,however,causeofeconomicdevelopmentspeedandinconvenienttrafficfactors,manyofthosewell-developedthird-tiercitiesdon’texistthesebigbrands,thesegroupsofpeoplecan’tconsumetheseproductsconveniently.HencewhatweshouldtodoistoprovidethesepeopleachancetogetclosetoLevi’s.Inthefirst3yearsofthebusiness,weexpectfindingthesepotentialmarketandtotakethelargestproportionofjeansmarketamongthird-tiercities.2.0CompanyOverviews2.1MissionOurmainmissionistoprovideLevi’sJeansclothingamongthird-tiercitiestosatisfyagroupofpeoplewholovelife,fashionandthepursuitofindividuality,notafraidoffacingchallenge,energetic,adventurous,freeleisureisthelifepursuit.2.2CompetitiveAdvantagesLevi'sistheworld'slargestjeans'company.ItsbrandisoneofourbiggestadvantagesTherearealotsofloyaltycustomers.Besidesthatcausewewillsetourstoresinthird-tiercities,manyofthosecitiesdon’texistLevi’sstoresandmostpeopleliveinthird-tiercitieshavevanityoffamousbrands.It’soursecondcompetitiveadvantage—monopoly.Third,wechooseastyleasbeinganagent,wewillhavesomepriceadvantagesandsomeprofessionalinstructionsoverotherLevi’sresellers.2.3BackGroundAfteranalysistheeconomysituationofthird-tirecities,wefindtherearethreemaincharacteristics.Firstofall,theGDPgrowthrateinthird-tiercitiesishigherthanfirstones.Second,therateofthepriceofrealestimatetopeople’sincomeinthird-tiercitiesismorereasonablethanfirstones,peoplehavegreaterpurchasingpower.Thirdly,thethird-tiercitiesinpercapitadisposableincomegrewfasterthanthefirst-tiercities.Sotoopenstoresinthird-tiercitiesisagoodchoice.3.0Objectives1.0Developagroupofpeoplebetween18-40whohasloyaltytoourstoresinoneyear.2.0DeepentheinfluenceofLevi’samongthird-tiercitiesintwoyears.3.0Doubleoursalesbytheyearendofthesecondyears.Wecanshortourobjectivesinto3d.4.0SituationAnalysis4.1Internalpositive--StrengthsLevi'sistheworld'slargestjeans'company.Jeansareaveryprofessionalproduct,andLevi'sisverystrong,abletoquicklygraspthepopularelements,atthesametimetoobtainfirst-handinformationfromthebrandsales,andthisisLevi'sbiggestadvantage.Internationalbrand---Levi'scost-effectivethanlocalenterprisesandmakeitcannotbecompared.Andthen,alonghistoryandstrongbrandcultureisthestrongbackingofitscompetition.4.2Internalnegative--WeaknessLevi'spredecessor,hasalwaysinsistedonapairofjeanssoldwiththousandYuaninthefactoryoftheworldasChina.However,RMB299-399YuanisthemainstreampriceofabrandofjeansintheChinesemarket,therefore,thepriceisthebiggestdisadvantagebeforeabigchanginghappeninChina.4.3Externalpositive--OpportunitiesNotonlybecauseofChinahas1.3billionpotentialcustomers,butalsohastheworld'sfastest-growingmiddleclass.TheChinesegovernmentistryingtoencourageitscitizenstoincreasetheirconsumption.ThelevelofconsumptioninChinahasbeenimproving.ObsessionandpursuitforinternationalbrandofChinesecostumerisundoubtedlytheopportunitytocompeteinLevi's.4.4Externalnegative--Threats1．Powerfulcompetitors:thedenimmarketinthetopthree:Lee,CKinthelaunchofnewproductsatthesametimearealloutmarketing.2．Obstructionoflocalenterprises:Chinaiscountrythatcanmakeajeansforonly$1,toensurethatthepremiseoflow-cost,localenterprisesarealsotofollowthetrendoffashion,andmakejeansasprettynovelstyles.ThisisundoubtedlytheLevi'sobstaclestodevelopmentinChina.3．Ablankofe-commerce:Inthiseraofinformationtechnology,alargeportionofthepopulationhavebeenaccustomedtoshoppingonline.InChina,theyoungergenerationareaccustomedtoonlineshopping,theyprefertostayathometoenjoytheconvenienceofshoppingandfunonnet.However,ine-commerceareaLevi'sisempty,theyareentirelytheformofaphysicalstoretodosomepromotionsofLevi'sbrand.5.0CostumerandProductAnalysisAnalysisbasedontheconsumer,weknowverywellthatthe