Marketing business plan

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  • Publicado : 16 de marzo de 2011
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SWAN Business Plan

Table of Contents
1.0 Executive summary
1.1 mission statement
2.0 company and industry
2.1 legal entity and organizational structure
2.2 company history
3.0 the product
3.1 packaging
4.0 office location
4.1 description of the office
5.0 market analysis
5.1.1 target market
5.1.2 market segmenation
5.2 industry analysis
5.2.1 market size in Germany5.2.2 general trends
5.2.3 competition
6.0 swot analysis
7.0 marketing strategy
7.1 Customized apparel
8.0 financial plan

1. Executive summary
1.1 mission statement

“To exceed our customers’ expectations in quality, delivery, and cost through continuous improvement and customer interaction.”

2.0 company and industry

Name: SWAN
Fashion Company dedicated to design,sell and ship worldwide shirts with best quality and customized designs for each of our clients.

2.1 legal entity and organizational structure

Gmbh – “type of legal entity very common in Germany, Austria, Switzerland, and other Central European countries”. GmbH form emphasizes on the fact that the owners of the entity are not personally liable for the company's debts. Giving us an advantagein the case that the company fails.
To get a good idea of how our organizational structure works, it would be important to understand the meaning. “Organizational structure can be defined as the way or method through use of a hierarchy that a group, business, organization, people or objects collaborate to achieve success on one common goal”. So our organizational structure would be based on afunctional structure, this way each of us (the owners of the company) could focus on a specific department and elaborate from there. Since each of us invested the same capital to the company (25%) we have the same level of ownership. But each of us is dedicated to the area we are better at as we can see on the next chart.

Johannes Störmer | Financial Area |
Tobias Sahl | Marketing Area |Roxana Flores | Marketing Area |
Estefania Peña | Product and research development |

2.2 company history

SWAN began with a fresh and new idea in the men´s fashion world. Selling t-shirts online is very common now at days but SWAN was able to differentiate with its value proposition, allowing their customers to create their own t-shirts design. Designs that are funny and original making onecompetitive advantage. Based in Munich, Germany since 2011 and managed by its founders and current directors.

3.0 the product

We offer customized t-shirts for men. Depending on the customers design it would be ranked in our web page from 1-10, “the design of the week”. This way we could stimulate upcoming designers to register in our web page as regular customers. We also offer ourstandard design, which vitiate every season. Our logo represents the brand image of the company; therefore you could always recognize our products by just recognizing it.

3.1 packaging

“Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages.Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells.”
Our package communicates our brand story. Brands tell consumers a story, a promise. We are a company that wants to give the customer the ultimate service experience. We think till the last detail,even the packaging is something special. For us the our customers need to be treated as family, since we are a small company just starting, therefore something as simple as packaging represents us as a whole. Our package uses materials and structures to its advantage. The materials and shape make the package instantly recognizable. We state our brand logo as well in the packaging. As most of the...
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