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You may use the sample modified marketing plan shown below and knowledge from your AMD, AESHM, business, and related courses on your POS to develop your proposed plan. Provide rationale for this plan with supplemental information from appropriate market research and data sources.  

Applying Knowledge from the Marketing Plan:

Propose 5 viable business strategies for marketing your luxury retail apparel brand and its offerings to the Chinese female consumer both in traditional stores and online. These strategies should result in a unified ‘strategy set’ that focuses on a variety of aspects important to the business such as pricing, promotion and advertising, place/positioning, customer relationships/service, and experiential elements such as promotional events. Provide solid reasoning for your selection of each proposed strategy.

Explain briefly how you would assess the performance of each proposed strategy.  Provide some reference citations to support your selection of each strategy.

Based on findings from your marketing plan and knowledge of the proposed firm and its customers, identify 5 key suggestions for your retail planning and buying team to enhance their merchandising decisions and firm performance.  Provide evidence from your market research to support each suggestion.


Modified Marketing Plan Framework

SITUATION ANALYSIS 

Environmental Audit
Conduct environmental scanning covering various environmental factors such as demographic, economic, social, cultural, political, legal, and technological trends that may affect directly or indirectly the desired identity of the business
Present the key findings along with applicable rationale
Provide references, whenever possible
Provide objective data or information that support your findings and rationale
Use tables, figures, charts, and other visual forms of presentations, whenever possible, for easier understanding by readers

Competitive Analysis
List the major competitors confronting your business 
Summarize the major competitive strengths and weaknesses of each competitor (you many want to use a table or chart to increase comparability)
Define what opportunities and threat may result for your client

Marketing/Promotional Trends
Monitor and summarize key consumer trends, competitive trends, and related industry trends
Present appropriate data in visual formats whenever possible

SEGMENTATION AND TARGETING THE CUSTOMER:  In store and on-line

Examine the available segments
Identify whether there is any missing or emerging profitable segment; discuss and justify
Determine how each segment fits the capabilities of the business
Select major segments to be targeted with strategies
Develop a demographic and psychological profile for the chosen target markets so as to use it for developing marketing strategies and tactics
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