Course 1: Assignment: Marketing plan for a new streetwear (sports/leisure wear) manufacturer who does not wish to distribute goods through traditional retail outlets. Introduction. The aim of this report is to develop a clearly structured and efficiently detailed plan regarding the creation of a business manufacturing and distributing leisure/sportswear in the UK. The business plan is designed to work according to a differentiated focused strategy, through internal resources. In the sense that growth will take place thanks to the resources equally made available by the two owners of the company. The point of product differentiation, as reflected by the marketing mix, will be one that emphasizes the company's good product quality and quick service. To minimize the risks deriving from such an attempt, it was decided to divide the plan into sections. This means that from the first steps of our commitment we will focus on our immediate and friendly environment. In order to respond to both circumstances, the following plan for the “Fashion Mania” activity was developed, a name that can be translated as obsession with fashionable clothes. The company. "Fashion Mania" is an apparel organization, founded in 1997 by John Williams and Malcolm Pete, two streetwear manufacturers who design and distribute primarily through mail order casual clothing to serve young professionals with little free time. The business grew in 1999 with the help of a bank loan (now paid off) and “Fashion Mania” now sells clothes via the Internet and catalogues. Mission statement. Our mission is to provide our customers with a selective range of high quality, well designed and attractive dresses at reasonable prices. Market background. When we talk about streetwear we mainly talk about sportswear and sports footwear. However, nowadays we observe a distinction between these two (sportswear, sports footwear). The separation of sportswear from sports footwear reflects the importance that this sector has for the entire market. It is not very easy to segment that particular market because the delineation between active sportswear and leisure sportswear is not clear. Some people usually wear a lot of sportswear in their free time or during sports. Considering that the sportswear market has not seen major changes in the last three years... middle of paper... tman Publishing. Ø Kotler, P et al. [1996], Principles of Marketing, London, Prentice Hall. Ø Key Note Ltd [1999], Home Shopping Report. Ø Key Note Ltd [1999], Report on clothing and footwear in the United Kingdom. Ø Mintel Reports: - Retail Advertising [April 1999] - Online Shopping in the UK and USA [June 2000] - The Sports Market [September 1998] - Sports Retailing [June 1999] - Sports Shoes [ October 1998] - Sportswear [November 1998] - Free time Shopping off the main streets [May 1999] - Free time on the Internet [May 2000] - Online shopping [July 1999] Ø Web pages: - www.nike.com - www .adidas.com - www.encarta. com - www.geocities.com Summary: Introduction. 1 The company. 1 Mission statement. 1 Market context. 2 A market with future potential. 3 Analysis of the situation. 3 Marketing audit: SWOT and PEST analysis. 3 Strengths: 4 Weaknesses: 4 Opportunities: 5 Threats: 5 Political and legal factors: 6 Economic – competitive factors: 6 Social factors: 6 Technological factors: 6 Marketing objectives. 7 Marketing Strategies. 7 Market segmentation. 8 Positioning map. 10 Marketing Mix 11 Product:: 3243