Market Planning and Control

Running head: MARKET PLANNING AND CONTROL
Market planning and control
Name of student
Name of University
Author note

1
MARKET PLANNING AND CONTROL
Table of Contents
Introduction......................................................................................................................................3
External review................................................................................................................................4
External forces.................................................................................................................................5
Customer analysis............................................................................................................................6
Competitor analysis.........................................................................................................................7
Internal review.................................................................................................................................7
Key goals.........................................................................................................................................9
Monitoring procedures...................................................................................................................10
Conclusion.....................................................................................................................................11
List of reference.............................................................................................................................11

2
MARKET PLANNING AND CONTROL
Introduction
Objective
The objectives of the company are to develop a new range of merino fiber based clothing
so as to suit the needs of visitors who have been interested in alpine adventurous activities. The
company has also aimed at researching new product lines so as to cater the needs of people and
also complement the existing product lines with new ones so as to engage the tourists visiting the
place for walking or tramping on the walking tracks of New Zealand. Though people from all
around the globe visit the place, still some of them are not known to the garments and clothing
items that are needed to suit the weather conditions in that place (Tenhiälä & Helkiö, 2015). Due
to this, the company’s objective is to facilitate the online marketing and ensure providing the
customers with better accessibility to the clothing items. Thus, the goal of Excelsior Clothing
Company is also to make sure that the advertising and promotions are aligned with the inbound
tourism site managed by the company so that the right key words can be used by clients to search
for the good quality Great Walking Apparel quite comprehensively. The company’s profit level
is consistent, but the aim is to put emphasis on the flow of cash and make sure that the credit
arrangements are managed properly too at Excelsior Clothing Company, New Zealand.
Business model
Though the business has been financially quite robust, still, the business model is
intended to focus on the cash flow management so as to prevent any kinds of danger that might
be experienced while making credit arrangements in the future at Excelsior Clothing Company.

3
MARKET PLANNING AND CONTROL
The ecommerce business model could be a viable option for improving the online selling
options and at the same time, bring something new and unique, which should be possible with
the help of sourcing the merino wool from New Zealand, furthermore, introduce new range of
clothing and apparel goods that could suit the needs of people and at the same time, complement
the existing product lines by making those available for the tourists (Keller et al., 2016). From
the case study of the company, it is also found that there are other companies that sell similar
kinds of travel clothing goods like MacPac, Kathmandu, etc. Due to this, the company has also
aimed at introducing the business model by introducing new fiber based outer as well as under
garments that are suitable for both alpine adventure clothing and also for various occasions when
not involved in adventurous activities outside. There is an entire segment of this customer in the
market, which has been involved in online purchases and thus Excelsior Clothing Company
made sure to manage the online selling too (Jenabi et al., 2013).
Branding
The branding has been managed with the help of using a specific logo and slogan for the
products and services that have been aligned with the needs of customers of every segments. The
products and services have been sold under a different brand so as to ensure that it could be
differentiated from the products offered by the company online at present. As the population in
NZ has been increased with multicultural aspects slowly making ground in the place, many
people have been engaged in frequent walking and tramping across the walking tracks of New
Zealand (Akillioglu, Ferreira & Onori, 2013). The branding has been done in such a manner so
as to target these visitors who are often engaged in the walks in The Ten Great Walks and this
has been possible with the help of online selling. The clothing and apparel items have been

4
MARKET PLANNING AND CONTROL
branded as Great Walking Apparel in order to arouse interest among the clients, thereby,
facilitate their purchasing behaviors and increase sales consistently (Romsdal, Strandhagen &
Dreyer, 2014).
Recent history
The recent history of the company is about its approach towards online selling where the
new merino fiber based clothing would be introduced for meeting the needs of people involved
in adventure clothing. Moreover, the entirely new brand name for the products sold, i.e., Great
Walking Apparel, has further helped in grabbing the attention of customers. The company has
been quite profitable, considering the fact that there is good flow of cash and all the products’
orders must be placed three months before delivery (Morgan, 2015). This has allowed the
company to deliver more and more products on time, which raised the level of customer
satisfaction too. Moreover, the online selling also created convenience for the customers to make
purchases.
Success factors
The success factors are based on the robust financial structure of Excelsior Clothing
Company, NZ and also the cultural awareness that has been spread all over the community. It has
been found that with the growing population and New Zealand becoming more and more
ethnically diverse, there are many multilingual people, thereby, increasing the travel and tourism
activities too. The employment patterns and international trade activities have changed
furthermore, which has created scopes and opportunities to more people to know about the
online selling of Great Walking Apparel goods (Queiroz & Oliveira, 2014). The suitability of the
products with the culture and weather conditions have also made people aware of the products

5
MARKET PLANNING AND CONTROL
and this influenced their buying behaviors too largely. Therefore, the products’ adaptability with
the customers because of the fulfillment of their needs and preferences has been considered as a
major success factor. Moreover, the customers visiting the region do not have knowledge about
what kind of clothing and apparel could be suitable for them in that weather or climate condition
and thus the more, the visitors of the place, would remain inclined to the products, the more
would be the success for the company. With this, the sales level has increased for Excelsior
Clothing Company and also the profit level has been above the expected level.
External review
Outdoor Clothing industry overview
For the past few years, in New Zealand, the Government has made sure to transform the
agrarian economy of the nation to a more industrialized one, where there would be easy access to
the outdoor clothing products and accessories. The dynamic growth has resulted in not only
increasing the income for people all over, but also has helped in meeting the needs of people who
have come from outside to visit the place and carry out outdoor walking and tramping activities.
They do not know about what kinds of clothing goods could be suitable for the weather
conditions and off road conditions (Hanuska et al., 2016). Thus, the company, i.e., Excelsior
Clothing Company has made sure to introduce a wide range of new fiber based clothing goods
that are suitable for the customers and also responsible for raising the sales and profit. The sales
of outdoor clothing goods have driven changes in the consumers’ buying behaviors as well as
favored the marketplace conditions by making it susceptible to changes within the industry (v et
al., 2014). The outdoor products are designed in such a manner that those support the
preservation of environment and also manage sustainable behaviors among people all over NZ.