MARKETING PLAN ANALYSIS Student's Name Course Professor's Name University City (State)

Marketing Plan Analysis 1
MARKETING PLAN ANALYSIS
Student’s Name
Course
Professor’s Name
University
City (State)
Date

Marketing Plan Analysis 2
Contents
1.0 Introduction.................................................................................................................................3
2.0 Internal Envirroment analysis.....................................................................................................4
3.0 External Environmental Factors that Inpact Market Positioning ..............................................5
3.1 Political Factorss..................................................................................................................5
3.2 Economic factors.................................................................................................................6
3.3 Social Factors.......................................................................................................................6
3.4 Technological Factors............................................................7
3.5 Environmental factors...................................................................7
4.0 Market Analysis..........................................................................................................................7
5.0 SWOT Analysis...................................................................................................................8
6.0 Target market and Demographic Segmentation..................................................................9
7.0 Marketing Mix Strategies..................................................................................................10
8.0 Conclusions...............................................................................................................................12
References:........................................................................................................................................13

Marketing Plan Analysis
1.0 Introduction
With the current economic demands, businesses have to market their products actively by
drawing a solid marketing plan that will enable them to compete effectively with the firms in
the same industry. The issues in business and product marketing have in the current business
world drawn a lot of attention, and therefore, they have become the focus on business studies.
The clothes and fashion industry has developed and come up with attractive ideas and
concepts of the cutting edge designs offered at affordable prices. It has made the fashion and
clothing industry to achieve great success for the last two decades. Over-the-Top business, as
one of the fashion and clothing business, intends to enter the fashion industry by marketing
its products in different cities in Australia (Hartsfield, Johansen & Knight 2017). The target
cities include Melbourne and Brisbane and explicitly targeting university students. The
company plans to be one of the biggest manufacturer and distributor of fashionable clothes so
that it can gain the reputation of its vertically integrated supply chains and stylish designs.
Over-the-Top designs have already commenced an aggressive campaign based referral
strategy where the customers are expected to refer to their friends and family members about
the high-quality quality products offered by the company.
Since Over-the-Top is a startup business, it will first give much of its attention to the local
market in Australia. However, the industry will enjoy global and international sales since the
company plans to set its production line near the University of Queensland. International
students can visit the stalls and buy the products which will give international business
recognition. Over-the-Top business plans to expand rapidly within the country, and therefore,
this report will provide a detailed and particular focus on Over-the-Top expansion throughout
the Australian market. We are going to look at the application of the digital media and social
media together with the mass media platforms such as the radio and the TV advertisement to
3

drive up the sales of the business (Hollender, Zapkau & Schwens 2017). The full report
primarily comprises of five parts. The first part is the introduction, which gives a quick
summary of the project background, the project objectives follow, which provides the
expectation of the outcomes of the consulting project. Afterward, the critical findings of
Over-the-Top business expansion to Australia and its challenges in the marketing strategy
will be discussed. Based on these challenges, recommendations will be put forward, and
finally, the report will end with a conclusion.
2.0 Internal Analysis
The over-the-top business aims to be a strong influence in the fashion industry which will
influence the clothing and fashion items buying patterns among the university students and
the local people within the country especially in cities like Toowong, Taringa, St Lucia, and
Indooroopilly. Over-the-Top business is driven by a powerful and robust vision of
sustainability. This vision will be achieved through the utilization of locally available raw
materials which will be in line with environmental conservation and sustainability. The
business also aims to promote local talents through co-creating value for the local designer,
producers, customers, and the local community.
The mission of Over-the-Top business is to offer an affordable alternative to the people
market fashion clothes by working with young designers and expert tailors in the field. The
strength of the company will be attained through a mass effect of customers that will act as
our brand ambassadors. The business aims at producing high-end handcrafted garments,
which will be different from what the mass production firms in the industry provide. There,
the customer will have a feeling of attachment with the Over-the-Top business, which will
enable the business to establish customer loyalty.
The primary purpose of the business is to promote the habit of buying local products and
buying them sustainably. The over-the-top company hopes to raise awareness to the
4