Professional Documents
Culture Documents
EZCoats Clothing
Trine University
Running Head: Marketing Plan 2
Table of Contents
Executive Summary ........................................................................................................................ 3
Introduction: .................................................................................................................................... 4
Mission............................................................................................................................................ 5
Vision Statement ............................................................................................................................. 5
Goals: .............................................................................................................................................. 5
Competitive and Sustainable Advantages ....................................................................................... 6
SWOT analysis ............................................................................................................................... 7
Porters Analysis: ............................................................................Error! Bookmark not defined.
Company Analysis: ........................................................................Error! Bookmark not defined.
Competitor Analysis: .....................................................................Error! Bookmark not defined.
Customer Analysis: ........................................................................Error! Bookmark not defined.
Online Marketing Objective ..........................................................Error! Bookmark not defined.
Target Market................................................................................................................................ 13
Competitive Advantage .................................................................Error! Bookmark not defined.
Positioning .....................................................................................Error! Bookmark not defined.
Product Service Strategy ............................................................................................................... 14
Pricing Strategy..............................................................................Error! Bookmark not defined.
Promotion Strategy ........................................................................Error! Bookmark not defined.
Place strategy: ............................................................................................................................... 15
Financial Data and Projections ..................................................................................................... 15
Organizational Structure ................................................................Error! Bookmark not defined.
Contingency Plan .......................................................................................................................... 19
Emergency Planning: ................................................................................................................ 19
Recovery Plan: .......................................................................................................................... 19
Service Delivery Delay: ............................................................................................................ 19
Financial Risks: ..........................................................................Error! Bookmark not defined.
Appendix A. .................................................................................................................................. 20
References: .....................................................................................Error! Bookmark not defined.
Running Head: Marketing Plan 3
Executive Summary:
EZCoats clothing is a new brand that provides the services to the people of different regions. As
our name suggests that we provide the coats, jackets, casual and formal western wear apparel and
other accessories to the women and men. Currently we are in the prelaunch phase but soon we will
be providing our services not in the US but also in Europe, Australia, Canada, Asia and etc.
Moreover, we see ourselves as the top retail brand who is driven forward to create the brand
We will be the first and only American based brand that is providing the wide range of clothes to
women and men and at the same time we will be offering western and eastern apparels. We are
located in the city of Houston. EZCoats is looking forward to own 80% market share and wanted
Apart from that, EZCoats is looking forward to create customer value and astonishing brand image
backed by the most effective and latest advertising plan, in order to have gigantic development
and practical budgetary exhibitions. We are aware of the fact that in this era of globalization, the
innovation marketing plan and proper market research is the key to success for any new brand.
Since the competition is very tough in the retail market and retail tycoons like Zara and Ralph
Lauren are very well established, but we are her to challenge them with our effective digital
marketing and brand awareness policy. Except from these our company promises to produce
innovative designs for the customers at the affordable price. This will help us in creating the strong
brand image and earning the customer’s loyalty. We do have some very exciting young designers
at our disposal and just within the month we are about to launch our first wide clothing range for
EZCoats is intended to become the leading clothing retailer, providing the quality clothes in the
market. We are proficient in trendy clothing and apparel, such as casual and active wear, casual
and formal dressing, overcoats, leather coats, leather, jeans, and baseball jackets to an international
market involving the individuals of all ages, from all walks of life. The idea of introducing such a
wide range of products and diversity in the business is being made in order to gain the control over
market. In first phase our collection will be launched in the local US market and it will be promoted
in the international market as well. Our respected owner has had the eight years of experience in
working in the retail sector behind his back. He started to sell shirts and sweat shirts bearing the
group's name, logo, and slogan - "Unity is power." After making $5 million back in 2015 he
decided to come up with his own retail brand and now we are about to hit US retail market with
All that experience of the owner regarding the retail service industry in USA will not only give us
upper hand over our competitor but also a real competitive for EZCoats clothing. This experience
will allow us to amalgamate the creative and competitive strategies for both the organization’s
culture and the marketing approach. Our competitive and highly innovative management team will
help to create a new image of quality. Our unique clothing range is expected to produce better
Mission
Our mission is to offer quality as we offer collection of sizes and styles to accommodate all varying
body styles and shapes at low cost. Moreover, we want to inspire the communities by providing
them with a quality clothing in respectable manner. Notice that EZCoats mission is positioned to
align with your values and that is what brand intended to do for you, as this is something the brand
Vision
providing products & services in the market and also to the customers. Out high quality texture,
classy designs and on Time Delivery are our most exclusive services and will help us in capturing
the market and huge amount of clients. We are always focused in enhancing the customer’s
Company’s Goals
Our goal is to create a user friendly shopping environment that must have the ability to address the
apparel need and sense of the urban and rural society. Moreover we want to create clothing sense
in both men and women and in order to do that we have the plan to target the people of all age
groups. In terms of revenue, our aim to own the 80% share of the US retail market and then we
will spread our branches globally. EZCoats clothing is very much concentrated to grow into the
number one western cultural wear clothing brand in southwest Houston, TX and we want build the
Our business approach and strategy is to receive a 50% profit margin within the first year of launch.
Executive leadership is very optimistic to capture customer base of more than 1,000 by the end of
the first financial year. Moreover, from the very first day we will focus on adding value to our
customers and also address their core issues. This will help EZCoats to achieve the net profit of
$75,000 by end of the year two and $100,000 by end of the financial year three. EZCoats want to
make you an active and vocal member in the community by taking care of your dressing style as
we all know that a well-dressed person can attract the people towards him or her (Dennis, 2017).
EZCoats is very much focused on interpersonal and external communication skills. Moreover, our
organizational structure and culture is built on the ethics and equality. No matter if you are an
executive comity member or a just a impale clerk, here in EZCoats clothing you are free to give
your own point of view. In addition to that, we are very much aware that maintaining the
sustainability is impossible without focusing on the natural environment. So our company is ready
to play our part in the empowerment of green revolution and other environmental duties (UK
ESSAYS, 2015).
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SWOT ANALYSIS
SWOT Analysis is (one of many possible strategic planning tools) used to evaluate the Strengths,
Weakness, Opportunities and Threats that are involved in a task, or any other condition demanding
a verdict. Consequently, in this marketing plan our objective is to implement this method and
determine the scope of the company that is about to launch itself in the market. SWOT analysis
will focus on the company’s ethics, vision and mission to strengthen the company and will also
guide the emerging discipline (Hay, G. J., & Castilla, G., 2006).
Strengths:
EZCoats have the potential of rapid growth and can open 2000 stores all over the world
company’s processes like operations, manufacturing are all equipped with highly
integrated technology.
Company is also focused on strong online presence through their own website and other
Clothes are produced at low coast but the quality of cloth and texture of the clothes has the
EZCoats digital marketing team is very professional and extremely creative and aware of
Apart from these, company also offers free home delivery in all of Huston.
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Weaknesses:
Company resources regarding the marketing are limited as compared to some other brands
High competition from Zara, Ralph Lauren and etc, means limited market share and high
brand switching.
Opportunities:
There are more worldwide markets and bright perspectives which EZCoats can explore
They can also enter into other sections like handbags, shoes and expand those areas where
Online marketing and presence on social media and on other ecommerce is becoming more
and more popular and important which mean EZCoats can attract the people from all
Threats:
Other giants and well established merchandisers can be a major threat to EZCoats.
Economic downturn and recession can also be a killer factor for EZCoats.
The large amount of consumer switching can change the dynamic of the retail industry
with an instant.
Fake imitations and less productive campaigns can decline percentage sales of EZCoats
This immense competition ever changing global environment and constantly changing
consumer mode are very complex factors are serious threat for the future of the company.
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Porter’s five forces model is another tool of supply chain management which determines the
competitive rivalry, bargaining power of supplier, bargaining power of customers, threats of new
Competitive Rivalry:
EZCoats yet to introduce itself in the market while there are some other world’s biggest and
popular brands like Zara, Gap, H&M and Benton that are present and very popular in the market.
In order to succeed in this competitive retail industry EZCoats has to reasonable and fashionable
so they may be able to stand on the same pedestal as Zara and other brands. Moreover, EZCoats
have to bring in the innovation constantly otherwise they will lose their grip on their customers
The fact of the matter is that nowadays trends in fashion are changing quite rapidly and every
second person is brand conscious, so people are looking for branded cloths at economical prices.
EZCoats has yet to introduce their products in the market, there is great potential of earing the
enormous profits if the clothes are quality and economical. By adopting this policy EZCoats can
become the leader of the market otherwise some other new comer will replace the EZCoats in the
retail sector.
Power of Suppliers:
In this era of globalization where world has become the global village and market has become the
global market, the power of suppliers has decreased because countries like China are offering the
Running Head: Marketing Plan 10
raw materials and finished articles a quite a cheaper price. As the result supplier don’t have the
option to sell the goods at high price. Some top brands have already outsourced their production
operations to countries like Pakistan, India and China, where labor is cheap. EZCoats are also
Power of Customers:
Customers hold the key of power and own all kind of powers, they can bargain and purchase on
their desired price. They can change their loyalty and preference and can dismantle any top brand.
That’s why EZCoats is investing in R&D department to understand and address the needs and
wants of the respect customers. Moreover, the company is also very much focused in adding the
value to their customers because customers are the real competitive advantage.
EZCoats can compete with H&M, Zara, and with Ralph Lauren in the longer run of time. But at
the initial stage EZCoats clothing has to invest in its marketing and advertising so they should
create the brand awareness and don’t let any other brand to replace them easily. EZCoats needed
to put an enormous amount of efforts to increase the effectiveness of its supply chain management.
EZCoats can become one of the fastest growing retail brand not only in USA but in other regions.
But in order to gain the popularity and sustainability, EZCoats has to be patient and have to work
really hard.
Running Head: Marketing Plan 11
Company Analysis:
One of the biggest advantage that EZCoats have is that the owner of the company himself has the
8 years of retail experience behind his back. Moreover, owner is very well aware of the dynamics
and competition that exists in the retail sector. The company’s idea is to carry the marketing
strategy one step further and developing an entire clothing line around the concept of "harmony."
EZCoats are focused on creating the better organizational strategies than its competitors in order
to thrive in the market. The main focus of the company is to form a highly competitive HR team,
this team will eventually provide the EZCoats with the top class executives and highly created
designers for the eye-catching designs. EZCoats clothing will put extra attention to make the
professional culture with highest level communication. Our staff will be trained to overcome any
hazardous impacts and we are here to increase the user experience. We will offer high quality and
well fitted clothing range at the competitive prices and illustrating higher customer value, which
will help the brand to emerge as the new force in the market (Kisner, 2017).
Competitor Analysis:
The retail giants like H&M, Ralph Lauren and Zara are some of the biggest retailers and holds the
power over retail sectors in multiple countries. Currently Zara owns more than 2000 stores in all
across the globe. Same goes with Ralph Lauren. These brands have the flawless supply chain
management and marketing polices, these competitive advantages have served them very well over
the decades. EZCoats has studies all the rivals with great attention to detail and looking forward
to create the integrated management system so we might be able to compete with these giants of
the retail.
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Customer Analysis:
As an upcoming brand we have conducted the multiple surveys and tried to reach out to the
customers. In this modern era customer requires perfection in the clothes. Customers are very
brand conscious and looking forward to wear stylish and exquisitely designed clothes with the
affordable rates. EZCoats are intended to provide all these qualities to their customers. Moreover,
we will create the fashion awareness and educate our customers how dress up in order to groom
their personality. We are looking forward to provide customers with top notch personalized
customer service in an atmosphere of southern hospitality. We will address the customer’s issues
and try earn their loyalty with the utmost quality of our fabric.
. The work on the plans have already been started, along with building the website EZCoats
Presence on web portal will increase the percentage of sales and also generate the
. In the future, online presence this is expected to be one of the company's primary
marketing channels.
EZCoats clothing is also planning to use various other channels containing billboards, radio
Better public relations and launch of our very own fashion magazine is also the plan of
future.
Moreover, we are looking forward to get in touch with some top models and conduct the
fashion shows and walks under the banner of EZCoats clothing (Vandenbunder, 2017).
Our vision is that the use of social and mass media platforms is best way to interact with the public.
Competitive Advantage
In simple word competitive advantage is what makes you better than the rest. In case of EZCoats
i. Leadership
ii. Differentiation
iii. Focus.
Positioning
To position itself in the market Arbaz events and promotion has the slogan “jut order and we will
execute accordingly”. Our positioning is consumer centric, which is perceived by keeping the
customer as the focal point. As the brand recognizes their consumers the most and positions
has the definite advantage. In addition to that our focus will also be on ecommerce and internet
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marketing. We are here to empower our customers and want to create brand awareness among the
people. Our positioning strategy will help us to achieve our goals (KANNCOLLECTIVE, 2017).
Our product development strategy is simple but comprehensive. We have hired the professional
designers who will design the latest fashioned coats, jackets, jeans and etc. Our head designer will
check out the quality of fabric and its texture. After the quality control procedure will organize the
fashion walks and fashion shows to introduce our clothing range to our customers. That’s the plan
Pricing Strategy
EZCoats clothing is new brand in highly competitive retail industry where company is facing the
competition from the world’s biggest business tycoons, so it is necessary for us to offer the high
quality product at the highly competitive prices. The strategy is being adopted to enhance revenue
as company wanted to capture the 80% share of the retail market. This will happen if we offered a
Promotion Strategy
EZCoats is the production company so we will promote our company through television ads,
billboards, social media, ecommerce, digital marketing. Apart from these, will conduct the fashion
shows, launch fashion magazines and fashion walks. EZCoats will reach out to the potential
customers through each and every existing medium. In we will also create some very attractive
promotional campaigns. In this modern era of commercialization one simply can’t achieve the
success with our speeding enough amount of resources on the promotion of the products.
Running Head: Marketing Plan 15
Place strategy:
Initially the EZCoats clothing is planning to open three mega outlets in Huston, USA. Apart from
that, we will launch our website and social media presence at the same time. With the help of
digital media marketing we will make sure that we are present on all social media platforms. Then
steadily EZCoats clothing will spread its outlets all across the USA.
MARKET ANALYSIS
Balance Sheet
Running Head: Marketing Plan 18
Organizational Structure
President
Sales Manager
Promotion
Manager
Sales executive
The organizational chart of EZCoats clothing brand is a very simple and structured in a very
systematic manner. The above consists of clear and imbedded institutional rules and policies
designed to bring in the ethics and determine outline how various work roles and responsibilities
are substituted, controlled and coordinated. EZCoats clothing is very much focused on the internal
structures and inter personal communication. This simple structure will help us in dealing with a
number of projects at one time with great attention to detail (Investopedia, 2016)
The above given organizational structure has simply defined a detailed hierarchy within an
organization, and will help to shape up the future of businesses. This structure has also defined the
role of each employee and how it will fit within the overall system. This structure provides the
brand with a pictorial illustration of how it's shaped and how it can best move forward in achieving
Running Head: Marketing Plan 19
its goals. Finance and HRM department will be structured according to the desire of the executive
committee.
Contingency Plan
The fact of the matter is that unexpected situations, hazardous impacts and risks are associated
with the business, EZCoats clothing has no intentions to allow these unexpected and accidental
risks to ruin the goodwill of the business or slow down the growth of the business. I order to avoid
We have analyzed our strategies and prepared the contingency plans by focusing on following
points.
Emergency Planning:
This is the harsh reality that accidental incidents can happen any time and for EZCoats, the human
life is more precious thing in this world. The office equipment other assets have the secondary
importance. Hence, in case of any accidental scenario a safety exit has been provided for the escape
so all the employees of the company may be able to escape from any unpleasant situation.
Recovery Plan:
Company has already formed the recovery plan in order to make recovery from any accidental loss
We are very much aware that timely delivery of the products is very important when it comes to
making your client happy. So, EZCoats clothing has already added the plan b and c to make the
Financial Risks:
Company has the team of highly qualified risk management professional on its disposal who will
manage the assets and investment and reduce the risk attached with the retail business.
Mr. John Kimber has finished his Master’s in Business Administration with Marketing major from
the Stanford University Canada in 2000. After the completion of his degree, he has worked in the
field of retail marketing in his home. He has the 8 years of experience behind his back. Moreover
has also worked as marketing executive for the some renowned fashion brands. Now he has decide
Thomas Fisher has completed his is MBA in HRM from California University in 2005 and
worked in some of the world’s biggest multinationals organization as HR Manager and have 7
years’ experience of working in behind his back. Now he will be hiring staff for the EZCoats
Clothing. H will also be training the workers and keeping discipline in the company due to his
Corey Murphy has done his Masters in Business Administration with marketing major from
Harvard University back in 1998. Since then has served the many local and multinational firms
and earned the multiple awards. He also served Nestle US for 9 years from 1999-2008, Nike
from 2010 to 2013. Afterwards switched to Suzuki motors as a head of marketing department
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and worked there for three years. Now he is on the disposal of the EZCoats Clothing and will be
EZCoats Clothing is very confident that under the leadership of these creative people company
will be able to achieve all of its goals which have been set by the owner.
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References
Dennis, G. ( 2017, September 26). Short-Term Goals for a New Retail Store. Retrieved from
https://bizfluent.com/info-8031519-shortterm-goals-new-retail-store.html
Hay, G. J., & Castilla, G. (2006). Object-based image analysis: strengths, weaknesses,
opportunities and threats (SWOT). In Proc. 1st Int. Conf. OBIA, 4-5.
http://www.investopedia.com/terms/o/organizational-structure.asp
KANNCOLLECTIVE. (2017). How to Position Your Lifestyle and eCommerce Fashion Brand.
https://bizfluent.com/how-6636313-do-company-analysis.html
Kolowich, L. (2017, November 5). 12 Truly Inspiring Company Vision and Mission Statement
statements
https://prezi.com/gnkhmmwaje1p/zara-brand-strategy-analysis/
Martin, M. (2017, June 26 26). Porter's Five Forces: Analyzing the Competition. Retrieved from
http://www.businessnewsdaily.com/5446-porters-five-forces.html
http://www.bplans.com/clothing_manufacturer_business_plan/executive_summary_fc.php
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UK ESSAYS. ( 2015, March 23rd ). Core Competency And Sustainable Competitive Advantage
and-sustainable-competitive-advantage-marketing-essay.php
essentials.com/17-marketing-techniques-to-launch-your-clothing-label-the-essentials-guide/