Marketing Plan for Barker: Strategies to Enter the North American Market

This marketing plan outlines the strategies for Barker to enter the North American market with a focus on customer needs, market segmentation, product strategies, branding, pricing, and promotion. The plan includes a SWOT analysis of competitors and recommendations for market strategy.

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Contents
Part 1...........................................................................................................................................................2
Introduction.............................................................................................................................................2
Describe Market Strategy............................................................................................................................2
Competitor’s SWOT Analysis.................................................................................................................3
Part 2...........................................................................................................................................................6
Customer/ Market Need...........................................................................................................................6
Product Strategies..................................................................................................................................11
Branding................................................................................................................................................12
Pricing...................................................................................................................................................13
Promotion..............................................................................................................................................14
Conclusion.............................................................................................................................................15
References.................................................................................................................................................17

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Part 1
Introduction
Marketing plan is a business document in which outline is prepared for the future success
including the marketing strategies (Baker, 2016). The main motive of this report is to understand
the concept of marketing plan while entering the market. In this paper, Barker is the clothing
company has been taken into consideration while entering the market. Barker wants to enter the
New York City, New York, USA top operate the business. The company enters the market with
the well-known department store to trial the business environment of the new market to achieve
the success. Nordstrom is the store which is selected by the company as department store from
which the company sells its product in the USA market. The reason behind selecting these
departmental stores is low cost and low investment that the company has to invest to trial the
market environment for operation. The company sells its men’s clothing, accessories and shoes
in the market. The competitive environment of the company will be also analyzed to develop the
marketing plan.
Describe Market Strategy
Advertising:
It has been analyzed that the exiting companies in the USA market uses the campaign technique
of advertising. Ted Baker mainly uses this campaign technique as it launches its all products in
the market. Television is the common strategy that is used by the most of the competitors of the
company specially Burberry.
Publicity

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Publicity is also one of the market strategies that the companies used to promote their product in
the market. Superdry is the competitor of the company that invites the media to publish their
news related to their products and services in the market to promote the services.
Social Media
Nowadays, social media is the main strategy that helps the organization to spread the business at
the higher level (Dodgson, 2018). All the competitors of the firm use the social media to promote
the services in the market. Ted Baker put their articles on their websites and also on social media
such as Insta, Facebook and the others. Superdry is high presence on social media such as it has
YouTube channel that helps to promote the product (Bureau, 2019). Burbeery also posted the
pictures on the social media by developing their own page in the market.
Competitor’s SWOT Analysis
The main competitors of the company are 3 wise men, Rodd and gunn and Big Johnny as these
are open their store in USA. There are three others those are already located in the market and
these are Ted Baker, Burberry and Superdry.
Competitor: Ted Baker
Strength
 Great Location
 Well designed and merchandised
window to display the entire range of
products in the market.
 Worldwide presence
Weaknesses
 Limited staff to provide services to
consumers
 Less space due to which it difficult to
navigate
 Changing demand of consumers

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 It covers many styles in clothes
(Tedbaker, 2019)
Opportunities
 Specific Instagram account
 Merge with the another store
 Enter the home and gifts collections
market (Ansoff, et. al, 2019).
Threat
 Lots of competitors in the market such
as Burberry, Superdry and the others.
 Cheaper stores attract the consumers
such as H&M, Topshop and the others.
 Trend of handmade or bespoke clothing
(Tedbaker, 2019)
Competitor: Burberry
Strength
Huge network of retail, wholesale and
licensing channel
One of the biggest fashion houses
Good advertising
Association with the international celebrities
Large number of employees (Burberry, 2019).
Weaknesses
As per the positioning strategy, it is available
in street and also in low amount.
It fight with the cheap limitation
Opportunities Threat

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Advertising and marketing would increase the
visibility of the company.
Global expansion
Effective use of ecommerce
High bargaining power of consumers
High level of competition in the market
Competitor: Superdry
Strength
Wide variety of selling platforms
Range and variety of clothes
High quality of product
Celebrity followers (Doz, 2017).
Weaknesses
There are a lot of potential women wear which
is not enough people know about it.
There is not fast fashion which affects their
demand
Opportunities
Expand the business in new market such as
China by using strength
Enter the sportswear fashionable gym clothes,
pyjamas, tweens-young teenagers and
Handbags.
Threat
Slow reaction while changing market
The threat of competitors such as Burberry,
Ted Baker and the others.
Drastic changes also affects the stock prices
SWOT Analysis of Barkers
Strength
Good quality of product
Weaknesses
Changing demand of consumer in the market

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Low price offer by the company on its product
Wide Range of product
Different styles of product
affects the operation
Unique designs are developed by fashion
designers due to which high cost is consumed
High wage rate affects the marketing plan of
low cost and low investment
Opportunities
Opportunity to enter the North American
market.
Merge with another company with the mode of
entry such as joint venture or partnership.
It also has the opportunity to enter the online
market to deliver the services to large number
of customers (Rothaermel, 2015).
Threat
The high degree of threat of competitors in the
market such as Burberry, Superdry, Ted Baker
and the others.
It is observed that the company also has the
threat of changing the trends or fashion as it
affects the operations.
Part 2
Customer/ Market Need
It is required for Barkers to analyses the market needs while entering the North American
market. The company enters the market with the departmental store in order to sell the men’s
products such as clothes, accessories and shoes. In Market, Customer is always a main driver of
the company as they helps to earn the high revenue and operates the business in the market.

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(Hamilton, & Webster, 2018). In this section, the customer needs has been evaluated and then
design the market segmentation.
A. Customer Need Analysis
It is observed that the people of North America is highly followed the modernized culture that is
why; they are highly demanded the modern or trend clothes. The people of North America more
select the fast fashion as they always want the freshness in their product. It becomes the
difficulty for the company to provide the fresh product. As per the analysis, it is suggesting that
Barkers has to provide the fresh type of clothes to the consumers so that it can easily satisfy the
demand of consumers in the market and also able to compete the competitors (Keller, Magnus,
Hedrich, Nava, and Tochtermann, 2014)..
1. Market Segmentation
Segmentation Type
Segmentation Criteria
Target Customer
Segment
Geographic Region Barker will be
provided in North
America in those
areas where the large
number of teenagers

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and families lives as
the teenagers are
more conscious about
their clothes.
(Schlegelmilch, &
Bodo , 2016).
Density Urban/ rural areas
Age Main target 10-35
years and also above
35 years
Demographic Gender Male only
Occupation Not required but
special preference is
given to Students,
teenager, Business
professionals, and all
other customer
segments (men)
Life Cycle Stage Lifetime
Loyalty High quality of
product provided by
the company to
consumers to
enhance the loyalty

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of consumers towards
their services.
The consumers of the
company should also
loyal
Consumer demands
satisfy at the high
level (Wheelen,
Hunger, Hoffman,
and Bamford, 2017)
Behavioral Behavior It should target those
customers those are
less conscious about
the prices, the highly
price conscious
consumers are also
targeted.
Psychographic
Social class, lifestyle
Upper class and
middle class those are
can easily afford its
prices (Shareef,
Yogesh, & Vinod
2016).

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2. Value Proposition
It is observed that the demand of consumers of the people of North America is fluctuated
with the trends and fashion. The company targets the teenagers in order to provide the high
level of services as per their demand. The families and teenagers are the perfect target
market of consumers as their demand towards the clothes is high. High demand of
consumers helps to company to earns the high revenue and beat the competitors by grasping
the high market share in the market. It is suggesting that the company has to provide the
wide variety of styles in men clothes so that the large number of target consumers attracted
towards the products or services of the company (Aghdaie, & Alimardani, 2015). For
example- The company has to offers the different types of accessories to male consumers so
that they does not roaming here and there for their shopping such as it has to offers the
shoes, clothes, innerwear, accessories like belt, watch, wallets, caps and the others. This
type of services helps to satisfy the consumers.
3. Customer Profile
Target consumer Teenagers, and men
Ages 16 to 35 and also above 35
Behavior High or medium level of income of
consumers
Less conscious for spending money
Prefers the high or moderate level of quality
as per the price of product
Educated (not required) (Devault, 2019).

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Geographic Living in North America
Tourist are also welcomed
Psychographics: High or moderate standard of living
High personality
Positive Attitude (Bradford, Courtemanche,
Heutel, McAlvanah, & Ruhm, 2017).
Product Strategies
Barkers has to provides the wide range of products to consumers in order to satisfy the demand
of consumers. It is observed that the company has to provide the highly designed clothes due to
which it has to appoint the highly qualified fashion designer so that they develop the products in
the market. It is observed that the company has to sells its products as per three categories such
as market needs, corporate goals, features and innovation. The company has to analyze the
market needs before designing the product with the motive to satisfy the consumers demand at
the higher level. Although, the main motive of the company is to earn the profit but it is
suggesting that the company has to set the low price of clothes so that the large number of
consumers attracted towards the services and buy the clothes. Attracting the huge number of
consumers helps to attain the corporate goals (Lasserre, 2017).
Product Positioning: Barkers has to divide the product in three categories such as core products,
actual products, and augmented products. By dividing the products in three categories, it is
suggesting that the firm has to design the different price for the different categories so that the
consumers purchase the product as per the categories. As per the consumer need analysis, it has
been found that the demand of consumer is highly fluctuated with the trends and fashion. It is

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recommending that the company has to offers the different style of wide range of products to
consumers to satisfy the demand of consumers (Morden, 2016).
Differentiation: It is required for the firm to differentiate the product from the product to the
competitors in order to attract the consumers towards the services. The company has to appoint
the fashion designer in order to design the unique clothes so that the targeted people of North
America will attracted towards the services. It has been found that the competitors of the firm
provide the similar services to consumers such as clothes and the others. It is suggesting that the
firm has to offers the different services with offers to attract the customers so that the demand of
customers is increasing (Ethiraj, Gambardella, & Helfat, 2016).
Branding
The company has to position the brand at the moderate level. It means the company has to spread
the awareness about at the national level as it provides the local level of services to consumers.
The company targets the teenagers and men of North America it means it target the local people
of North America. The company has to position the brand at top place at the national level in
order to become the first preference of consumers in the market of North America.
Brand Strategy
It is observed that the company positioned the brand image at the high level in the market of
North America. The organization has to follows the promotion strategy in order to spread the
awareness about its product so that the consumer prefers the company’s product. The huge
number of preference of consumers will help the organization to become the first priority of
consumers in the market. The company has to follows the internal branding strategy. As per the
brand strategy, it is recommending that the firm has to offers the services by using its strength.

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Organization has to offers the high quality of product to consumers with the good location in the
market so that the loyalty of consumers towards the clothes is increasing with the increasing
brand image of the consumers (Brand Consulting, 2018).
Pricing
It has been analyzed that there are large number of competitors in the market that provides the
similar services to consumers. There are various operators of fashion industry in the market of
North America offers the different style of clothes to consumers due to which the threat level of
the competitors is increasing for the company. Barkers have to set prices in a manner so that it
can easily beat the competitors in the competition. It is recommended that the company has to
follows the cost leadership strategy so that the more or more consumers attracted towards the
services of the organization (Doz, 2017). Cost leadership strategy defines that the company has
to provide the services at the low cost. Organization has to reduce the cost of production so that
it can provide the services to customers at the low cost. Cost leadership strategy helps the
organization to beat the competitors in the market. This pricing strategy supports the business to
grasp the high market share in the market (Wheelen, Hunger, Hoffman, & Bamford, 2017).
Promotion
Barker has to promote the product in the market with the help of promotion mix such as
advertising, public relations & publicity, and online and social media marketing. The company
has to promote the product by using the promotional mix and these are given below:
Advertising
It is suggesting that the organization has to advertise the product in the market in order to aware
the consumers towards the products or services of the company. Communication is the best

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source to provide the information to consumers about the style of clothes and the others as well.
There are many challenges that an organization faces while communicating with the consumers.
The company has to adopt the communication process to communicate effectively with the
consumers
(Sources: Toppr, 2019).
This process of communication helps the organization to effectively communicate with the
consumers.
Advertising campaigns is also another way to communicate with the consumers to provide the
information to consumers about the products (clothes). The company has to organize the
campaigns while introducing the new styles of clothes in the market. Advertising campaigns
helps to grasp the high market share in the market (Patti, Hartley, van Dessel, & Baack, 2017).
Public relations & publicity
The company has to develop the public relation with the consumers so that the large number of
consumers attracted towards the services of the company. The public relation will developed
with the effective communication process. Effective communication process is the one in which
the right information will provided by the company to consumers. The company has to spread

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the information through different channels such as television, radio and the others. It has been
found that the company has to provide the quality of services by using the high quality of
material while manufacturing the products. Providing high quality of services to consumers helps
to build the strong relation among the company and the customers. The company also has to
invite the celebrities to encourage their product in the market through various channels such as
televisions, radio and the others (Festa, Cuomo, Metallo, & Festa, 2016).
Online and social media marketing
Online media is the best platform to spread the awareness in the market. There are many social
media tools that can be used by the business to promote the services in the market and these are
Insta, Facebook, twitter, and the others. The company can post the pictures; share the
information with the attractive style so that the large number of customer aware about the
product in the market (Wheelen, et. al, 2017).
Conclusion
From the above plan and discussion, it is concluded that Barker has the huge opportunity to enter
the North American market. In this paper, the marketing plan of the company is prepared on the
basis of SWOT Analysis. As per the SWOT Analysis of the company, it has been found that the
company has strong brand image with the high quality of product. The company has high level
of threat of competitors as there are large number of companies provides the similar services
such as H&M, Burberry and the others. The company has to enter the market of North America
as per the marketing plan. The company targets the teenagers and men of North America in order
to provide the services to consumers. The company has to prepare the marketing plan including
brand strategy, promotion, price, product and the other strategy. As per the marketing plan, the

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company can gain the competitive advantage and also achieve the success in the future in the
market.

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