Five Year Marketing Plan - AffordMore Clothing

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TABLE OF CONTENTS
Executive Summary..........................................................1
Five Year Marketing Plan – AffordMore Clothing.......................2 – 14
I. Company Description...........................................2
II. Strategic Plan....................................................2 – 3
 Mission Statement
 Vision Statement
 Organizational Goals
III. Situation Analysis................................................4 – 7
 SWOT Analysis
 Industry Analysis
 Company Analysis
 Customer Analysis
IV. Product – Market Focus............................................7 – 8
 Marketing Objectives
 Target Market
 Competitive Advantage and Strategy
 Points of Difference
V. Marketing Program/Marketing Mix..............................8 – 11
 Product Strategy
 Pricing Strategy
 Promotion Strategy
 Distribution Strategy
VI. Financial Data and Projections......................................11
VII. Implementation Plan...................................................11 – 12
VIII. Evaluation and Control..............................................12 – 13
References..............................................................14 - 16

Executive Summary
A marketing plan is a document which gives an in depth analysis of the overall marketing
strategy of the company for a given period of time. It helps the company in analyzing the efforts
to be undertaken to achieve the goals of the firm in reference to a given time – frame. The
purpose of this essay is to give an outline of the marketing plan of AffordMore Clothing. The
strategic plan has been included which explains the vision, the mission and the organizational
goals of the company. A situation analysis has then been done to understand the strengths,
weaknesses, opportunities and threats faced by AffordMore as well as the industry and customer
analysis has been explained. The marketing objectives, the target market and the competitive
advantage to AffordMore have been given. No marketing plan is complete without the marketing
mix program. This one is not either. The product, pricing, promotion and distribution strategies
have been explained in detail. The five-year projections have been mentioned and how to
evaluate and control these aspects have also been given.
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Five Year Marketing Plan - AffordMore Clothing
A marketing plan is a report which is created for the purpose of developing a marketing strategy
for the next few weeks, months or years (McGuire, 2019). It is basically an outline of the
marketing goals of the organization and a timeline for achieving these goals. A marketing plan
helps to keep the performance on track.
I. Company Description
The company whose five-year marketing plan I intend to describe is a new company the
focus of which is to sell affordable yet high quality and fashionable clothing items. One thing
I have noticed is the lack of apparel stores in the locality catering to the student demographic.
High end clothing stores are more commonly found with items that cannot be afforded by the
student class. This is the reason why as a new business founder, I aim to cater to this demand.
The reason for this name spells out very clearly in the name itself. By spending less, you can
afford to buy more clothes. The purpose of this report is to develop a marketing plan and to
outline how the company plans on launching itself and focusses on the revenue and profits
earned in the next five years.
II. Strategic Plan
A strategic plan is a document in writing that matches the needs of the market with the
objectives of the organization (Scott, n.d.). It helps in determining where the focus of the
company’s management will be. The strategic plan of AffordMore includes the following
aspects:
 Mission Statement
The mission statement of a company can be defined as the fundamental goals or
mission of the company. A mission statement helps to broadly define the current
capabilities of a company (Ward, 2018). The mission statement of AffordMore
Clothing is:
‘Our mission is to give the customers a high quality yet affordable shopping
experience.’
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