Business Plan for Fashion Bees: A New Clothing Outlet in Birmingham

This business plan covers the mission, vision, objectives, and description of Fashion Bees, a new clothing outlet in Birmingham. It includes customer analysis, SWOT analysis, competitor analysis, organizational structure, and marketing mix.

Managing Enterprise in
the 21st Century
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Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Mission of the company...............................................................................................................1
Vision of the company.................................................................................................................1
Objectives of the company..........................................................................................................1
Company description...................................................................................................................1
Customer analysis (STP framework)...........................................................................................2
SWOT analysis if the company...................................................................................................3
Competitor analysis -...................................................................................................................4
Organisational structure :.............................................................................................................4
Marketing mix.............................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................6
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INTRODUCTION
Business plan is blueprint of whole business which define the ways and resources
required to run a business effectively and efficiently (Ferreras-Garcia, Hernández-Lara and
Serradell-López, 2019). With the help of business plan the companies can identify potential
opportunities and risks of the company so that they will take effective measures to grab the
opportunities and defend the threats. The following report will cover a business plan of an
clothing shop outlet which sells only female clothing. The name of this new clothing outlet is
Fashion Bees. The following business report will cover mission, vision, objective and description
of the company. It further include customer analysis in the form of STP, marketing mix,
competitors analysis, organisation structure and budget for the company.
MAIN BODY
Mission of the company
The mission statement of the chosen company is “To satisfy the customers by offering them high
quality of cloths within effective pricing strategy”. This will also include to maintain good
relationship with their targeted customers.
Vision of the company
The vision statement of the company is “To gain competitive advantage by becoming one of the
most popular fashion outlets to expand the business in all over the world.”
Objectives of the company
There are few main objectives of the chosen organisation which are mentioned below-
 To offer quality clothing products to customers.
 To offer the products within reasonable prices.
 To maintain good relationship with customers.
 To expand business internationally
Company description
Fashion Bee is new clothing outlet in Birmingham which will attract customers with their high
quality and trendy cloths for females. It offer various kinds of female cloths within reasonable
prices to their customers. The attractive designs and colours of their dresses will be one of the
best reason for customers attention. The USP of this company is “To offer high quality of dresses
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within least prices as much as possible. The company will gain less profit at its initial time
because it's main focus is to gain customers attention and their awareness (Hanák and Grežo,
2020). The growth of the company will increase at slow speed. The company will also focus to
maintain good relationship with their customers and for these they may use various digital
options like e-mails, websites and many others to communicate with their customers.
Customer analysis (STP framework)
It is the framework where company segments the audience,target the best fit buyers for
the goods and services also position the goods to capture their target segments effectively. It
redefines whom the market company products to and how they will approach. It creates the
marketing communications more focused,relevant and personalised for the customers.
 Segmentations - It is the step in which company determine niches with specific needs,
mature markets to find new customers deliver more concentrated and effective
merchandising messages. The company divides customers on the basis of some
classification just as age, income , sex, taste and many other. Some classification are
listed in below points.
1. Demographic - this segmentation is done according to the age, gender, economic status
and profession and many other.
2. Psychographic – This is factor in which company divides the buyers on the basis of
audience personality traits , lifestyle and hobbies many more.
3. Geographical – In this company divides buyers on the basis of audience location , area
and region where they are living.
4. Behaviour - This refers to the nature of the buyer, brand loyalty, usage level, benefits
wanted, dispersion channels utilised reaction to marketing components. This includes the
buying pattern of the customers.
 Targeting – It is the next step of the framework where industry decide which segment
they created while the segmentation phase are worth pursuing. They must consider some
criteria to select the targets segments. Company audience segments must have enough
possible buyers as well as they should also measure varied among any two segments as
this reduces the unduplicated of practices. The company fashion bees target the female
which are young age ladies. The company is clothing based industry which manufacture
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a female clothes in new designs and colours for young ladies and girls. They target a
females which are 18 to 50 years.
 Positioning – This is the final stage where company positioned themselves in the
marketplace. It focuses on how the users finally views he products or services in
comparison to the challenger and it is important to gain a competitive benefits in the
market. Hence, users perception have a high impact on the brands positioning in the
market. The company Fashion bees positioned themselves as a luxury product in market,
as they provide a quality goods and updated fashions designs according to the weather
also they take care of fashion taste of females. They manufacture a dresses for all
females and they focus on the consumer preferences as well as provide the goods and
services in reasonable rate.
As per the above discussion the company fashion bees segments the customers on the basis of
behaviour and demographic as they use social media to promote the business also they uses a
social media applications so that they can directly connect to the customers and update them
about offers.
SWOT analysis if the company
Strengths-
 The company is having effective
promotional activities to attract
customers toward their brand and
product
 The company is focusing effectively to
build good relationship with their
customers.
Weaknesses-
 It only target one segment of customer
and that if female. The fashion industry
has huge scope of growth.
 Financial management of the company
is not effective as it is recorded that
they spend a lot of on adverting and
promotional activities.
Opportunities-
 International expansion is one of best
opportunity for the company to become
successful. They can sell their products
online and also export their clothes to
near by countries to target large
segment of customers.
Threats-
Competition is one of the biggest threats for
any company which creates obstacle for
companies to achieve their objectives (Sun and
et.al., 2021). Fashion Bees have huge
competition due to their highly competitive
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 Using sustainable fabrics will help the
company to gain customer loyalty.
They can also use various other
sustainable activities to attract
customers.
industry.
 COVID pandemic is another big threat
for the company because it almost
impacts the growth of company. Due to
government restrictions, the companies
are having slower rate of growth even
most of the company have to shut down
their business.
Competitor analysis -
Competitive framework collects important details just as competitor business strategies,
products, offerings, marketing efforts and sales many more this turns organized visual model
that is simple to process at a peek.
Porters five forces is a framework make by Michele porters. This examines the five key
market forces in any provided industry consisting just as intensity of competitive challengers,
threat of new entry, bargaining power of buyers, barging power of suppliers, threat of substitute.
This framework is particularly useful for determining the competitive structure of an entire
industry. This details will be assisting when outlining business strategies and making targeted
gaols. This model helps the company in making good and effective decisions. This framework
helps in identifying the power place in the business environment. This can help the business in
understand the strength of an organization current and upcoming competitive position.
Organisational structure :
This is the structure in which company works and shares a information among
employees. This is the practice in which company have an effective and systematic functioning.
The companies and industries uses organisational structure to have an effective atmosphere in
company along with that this organisational structure helps in attaining company goals
successfully. Different company follows different kinds of structure just as amazon follows
hierarchical structure and many others. The company fashion bees follows has adapted a
functional structure in company to operates it in systematic manner. In this kind of
organisational structure people are grouped on the basis of specific skills and knowledge. It
structures each departments with roles and responsibility from the higher subordinates to lower
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departments. This structure works well in a stable environment that has continuos operations.
The goal of a functional structure is to put together all informational and human resources
necessary for one actions in a particular place. The functional organizational structure helps
business company in running their business and earn a profit.
Marketing mix
 Product- It define the main characteristics of the offerings of the company. In context of
Fashion Bees, they sell clothing to females segment of customers. They are mainly focus
to offer clothes made up of organic fabric which will further help to perform CSR
activity.
 Price- This refers to the monetary value of the product. In context of Fashion Bees, they
use competitive pricing strategy which means they change their prices as per their
competitors and mainly make sure to offer little less than their competitors. They are also
having discounts and offers for their products.
 Place- It refers to the location where customer can go and buy the product. (Ferreira and
Pinheiro, 2018). In context of Fashion Bees, they can sell their product through their store
presented at the centre of the city so that more crowd will pay attention to the store. They
are also having their website where customers can reach to collect information about the
company. They are also available to sell their products through online mode.
 Promotion- This refers to the ways to advertise the product to aware targeted customers.
In context of Fashion Bees, the company will use social media platforms to aware their
customers. Secondly, they also advertise their brand and location of their stores through
pamphlets.
 People- It consist of people who are related to the company and important for
organisational growth. In context of Fashion Bees, they maintain good relationship with
their employees and customers, they also train their existing employees to enhance their
skill to offer good quality of services to customers to gain effective customer satisfaction.
 Process- It consist of step wise procedure to manage organisational operations. In context
of Fashion Bees, they communicate with their customers to analyse their needs and wants
and then try their best to manufacture high quality of dresses and offer it to end
customers.
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 Physical evidence- It consist of proof which shows that the company actually exist in the
market and it does not have fraud operations. In context of Fashion Bees, they have their
website, they send their bills on customer’s mail id’s.
CONCLUSION
It is concluded from above report that launching a business requires a proper planning and
capital also it requires an accurate market research that helps in understanding current trends
of market and consumer taste as well as behaviour. In above report that what is the vision,
mission and objectives of the company fashion bees. Also explained in above report that
what organisational structure company follows in order to have an systematic functioning in
company. As been discussed in above report about competition analysis which helps in
determining the market factors that impacts the company operations.
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REFERENCES
Books and Journals:
Ferreira, F.M. and Pinheiro, C.R.M.S., 2018. Circular Business Plan: Entrepreneurship teaching
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pp.854-865.
Ferreras-Garcia, R., Hernández-Lara, A.B. and Serradell-López, E., 2019. Entrepreneurial
competences in a higher education business plan course. Education+ Training, 61(7/8),
pp.850-869.
Frederick, W.A., 2021. FOR TOMORROW's LEADERS, A SOCIAL AGENDA IS AS
IMPORTANT AS A BUSINESS PLAN. Leader to Leader, 2021(100), pp.18-21.
Hanák, R. and Grežo, M., 2020. The effect of entrepreneurial experience on the quality of a
business plan proposal in applying for angel investment. International Journal of
Entrepreneurial Venturing, 12(6), pp.617-647.
Hopp, C., Greene, F.J., Honig, B., Karlsson, T. and Samuelsson, M., 2018. Revisiting the
influence of institutional forces on the written business plan: a replication study.
Management Review Quarterly, 68(4), pp.361-398.
Kailer, N. and Weiß, G., 2018. Gründungsmanagement kompakt: von der Idee zum
Businessplan. Linde Verlag GmbH.
Ridwan, R. and Yuli, Y., 2018. Formulasi, Implementasi Dan Evaluasi Strategi Dalam
Penyusunan Business Plan Pada Pt. Bosowa Propertindo. Jurnal Bisnis &
Kewirausahaan, 7(3).
Sun, E.C. and et.al., 2021. Making a business plan for starting a transitional pain service within
the US healthcare system. Regional Anesthesia & Pain Medicine, 46(8), pp.727-731.
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