This essay Blue Jeans has a total of 2893 words and 15 pages.
Marketing Plan for the introduction of Wide-bottom jeans
Business Mission Purpose
In order to understand why the Wide-bottom Jeans Group exists, it is inalienable to especially focus on one person, the founder and the core of the company Christie Clark.
Her personality alone already legitimates the purpose of the company, playing the role of the every positive thinking entrepreneur, that is strongly drawing together stakeholders and employees by showing them that they can commit themselves to the business not only because of financial benefits. Clark\'s and therefore Wide-bottom’s higher ideal just simply seems to be to have fun and find new challenges while doing business.
Strategy Wide-bottoms core strategy seems to be to go into those markets were complacent industries have held high prices for years because of their monopolistic size. And they try to take an advantage of that complacentness. The markets itself can not be defined exactly as the Wide-bottom Group never had a “core business thing". Thus the business where Wide-bottom wants to be in is also hard to define, but there is an opportunity for Wide-bottom wherever the monopolistic position of a competitor can be beaten. Another basic strategy of the Wide-bottom group is always to use its undoubtedly strong brand name which is one of the view that is elastic enough to bind together a “clutch of diverse products without snapping". It is part of Clarks strategy that the Brand name is not so much a product that it stands for, rather it stands for values: youth, “iconoclasm, cheeky and perky informality". This provides the Wide-bottom Group with a flexibility that is almost unbeatable in terms of brand name. The key is to make sure that the Wide-bottom name stays fresh and not to overuse it, and certainly the product has to have a certain quality.
The third part of any Wide-bottom strategy that has to be emphasized, is the strategy of “public figure marketing". Like no other entrepreneur in Longview, Texas, Christie Clark has the talent to market her products by going into the media with extraordinary actions that get her into the front-pages of the newspapers without paying any money for this advertisement.
The values seems to be having fun in the business and to do things differently. The goal of the Wide-bottom Group is to be the ultimate outlet and to provide the best value for money to customers. They believe that there should be some kind of fun to go into the big monopolistic businesses and then shake them up by offering good value quality based products, and a better service and people care to the customers and last but not least to make a profit at the end of the day.
Overall the mission statement has clearly been defined by Christie Clark over the last 5 years. She has the Vision, the strategic intent, and she is the motivator for any person who is part of the company.
The Wide-bottom group has the advantage that they are experienced in two different kinds of distribution. Firstly in stationary trade and secondly in mail ordering. The group is far less integrated than other big groups like Daimler or Smiths Industries. This gives Wide-bottom the advantage of higher flexibility. This effect is even more extreme since Wide-bottom has very small Strategic Business Units.
The Wide-bottom Group has a strong brand name incorporated by Christie Clark and is experienced in introducing new products in an competitive marketing environment.
The strength of being not too integrated into the concern can also be a weakness, when errors are discovered too late because of a too loose supervision or when the support of the mother company becomes insufficient or because of sluggish communication. Christie Clark’s chaos approach is therefore less efficient.
The jeans market is an old and established market. The leading companies - being in the market for a century or more - have established themselves in a monopolistic situation with the help of huge advertising budgets. The magic concept of Christie Clark in the past was to exploit the inefficiency of these kinds of markets normally protected with high barriers of entry.
The jeans venture is only one of the many in the big group and could easily be abandoned if it seems not to be feasible after a
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Topics Related to Blue Jeans
Marketing, Jeans, Management, Strategic management, Communication design, Designer clothing, Marketing plan, Competitive advantage, Target audience, Target market, Brand, Advertising campaign
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