Marketing Plan for Infinity Clothing

This report presents a marketing plan for Infinity Clothing, a new clothing company. It includes SWOT and PESTEL analysis, short and long-term goals, and recommendations for branding and promotional strategy.

Running head: MARKETING PLAN FOR INFINITY CLOTHING
Marketing plan for Infinity Clothing
Name of the student
Name of the university
Author Note

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Executive summary
The aim of the report is to present a marketing plan for the new clothing company Infinity. This
report has been divided into multiple parts. The first part deals with the internal and external
analyses in order to analyze the environment suitable for starting this new business. The next part
deals with the recommendations based on the analysis conducted while the last part of the report
is the branding and promotional strategy which has been included in the next document. This
report is made to provide guide for the establishment of the new business and it is expected to
serve the same purpose.

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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Short and long-term goals................................................................................................................4
SWOT analysis of Infinity Clothing............................................................................................4
Strength....................................................................................................................................5
Weakness.................................................................................................................................5
Threats.....................................................................................................................................6
Opportunities...........................................................................................................................6
PESTEL analysis.........................................................................................................................7
Recommendations:..........................................................................................................................8
Conclusion.......................................................................................................................................8
References and bibliography.........................................................................................................10

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Introduction
The aim of the report is to make a business plan for the company and prepare a proper
marketing plan for the same. The first part of the report will be dealing with the building the
marketing plan while the second part of the report will be highlighting the improvement of the
branding strategy based on the feedback received on the first part. The report has been divided
into multiple parts and each part will be dealing with a separate question. This report aims at
formulating a proper marketing plan for the company named, Infinity Clothing store.
Discussion
The name of the new business to be started is Infinity Clothing. It will be specialized in
selling clothing of all types, both for men and women. This business would be located in the area
of Kansas City, Kansas. This report will be explaining the detailed business plan which will
include the following sections: a detailed marketing plan is one that includes the situational
analysis, the financial plans considering the market risks and opportunities, the target market and
their segmentation, the pricing strategy and an effective promotional strategy. This new clothing
company will be dealing with the apparel and accessories for men and women. This new
business will be started by the installing a store at the chosen destination and by operating
through the online platform to have a successful growth a shorter span of time.
Mission statement of the Infinity clothing
The company is focused on creating high quality apparel with a higher value for the
customer. The aim of the company is to ensure high quality apparel with a fashionable outlook

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within affordable price as it believes in offering value to the customers. The customer
satisfaction is given highest priority for the company.
Short and long-term goals
It is important to consider that fact that developing a new business requires a detailed
planning of the short-term and long-term goals since these are the steps required to make a vision
for the company (Choudhury et al., 2015). The short term goal of Infinity clothing is to increase
the budget for the advertisement for a consecutive period of three months while the long term
business plan is to enhance the revenue growth for the coming years. The long-term goal is
also to double the revenue from m the current fiscal year. The short-term goal of the company is
to enhance the budget by analyzing the market trends and customer’s choice by brainstorming
the primary and secondary competitors in the market. However further research is required in
this regard to change the short term goal time to time. It is also important to note that there are
certain parameters by which the goals are to be set time to time (Fuller, 2016). There would be
regular tracking of the company websites and downloads to find out the number of visitors of the
online portals as this could be analyzed for successfully deriving the knowledge of the demands
of the customers.
Increasing the customer value, a detailed analysis would be done to find out the trends in
the market and their choice of products. After this detailed analysis of the external environment,
effective measures will be taken for enhancing the customer values.

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SWOT analysis of Infinity Clothing
Business and their successful operations require a detailed analysis of multiple factors of
the market. This is important to conduct SWOT analysis of the same to find out the strength,
weakness, threats and opportunities of the new business (Gürel et al., 2017).
Strength
Wide variety of products: This Company will be focusing mostly on variety of
products with a high quality. Apart from the apparel section, it will also have accessories
section that will have variety of bags and shoes for the customers keeping in mind their
demands and choices (Luzzini et al. 2015).
Unique design: The company is not just another business entity in the market instead it
will be focusing on the unique style statement and fashionable clothes that be
manufactured by the local manufacturers. It will be also ensured that the company
excels in adopting the new trend in the market to have greater reach to the people.
Strong promotional strategy: This Company has adopted a strong promotional
strategy in order to reach to the people. It is imperative to note that the company can
create a large audience base within less time and their operation will be conducted
through the online and the store (Gürel et al., 2017). Once the company is in progress, it
will be easier for the company to have more number of people visiting the store.
Weakness
New business entity: the primary weakness of the company is that it is new on
the market and it will take more time to establish itself in the market

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Financial infrastructure: the company do not have the support of a strong
financial infrastructure required to be successful within less time and it is
challenging issue for the company for the initial years
Dependence on the supplier: At the initial years, it will be depended on the
suppliers for the raw materials which can hamper the growth for sometime unless
it is well established in the market.
Threats
Number of competitors: There are number of fashion brands competitors in the
market which is a source of threat for the newly established company. These companies
like H & M, Sequin and Soul, Charlie Hustle, Stock 102 who already have an established
market and it is difficult at time to create space for the new business
Evolving fashion trends: Since the apparel industry is the one with higher risk of
changes and replacement, there are chances of fashion trends being chances easily and it
is important to maintain the regularity in the fashion trends.
Rising labour cost: Since labour cost is higher in the city, it poses challenges at the
initial years to have higher production due to les number of labours.
Opportunities
Presence of the e-commerce platform: The Company will be operating through the
online and the offline platform and it will have the scope of reaching out to more people
through the online platform to a greater extent unlike the other fashion brands who do not
have enough accessibility to the online platforms (Nambisan et al., 2017).

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High quality within the affordable prices: since it is a new fashion brand, prices
would be lower compared to the other fashion brands of the city. This will act as an
advantage for the brand to have greater share in the market at the initial years.
Improvement of lifestyle: People are becoming extremely brand and quality conscious
and it is one of the reasons that they will opt to experiment with high quality product at
an affordable prices.
It is important to consider the fact that the new clothing store is the new entry into the
market and irrespective of the weaknesses; there are opportunities for this entity in the
market. From the above analysis it could be concluded that Infinity clothing store will
have certain inherent limitations as an new entry in the market: however it is not to say
that there are less chances of success for it.
PESTEL analysis
Political factors: The newly established business will have influence of the external
political factors like the tax structure of the area selected for the company (Mcdonald et
al., 2016). Higher taxes may impact the business at the initial years and any variation or
change into the trading policies, the political stability will likely to impact the
establishment of the company. There is the constraint of mandatory employee benefits
which can impact the positive growth of the company at the initial years.
Economic factors: The economic stability of the city is likely to impact the
functioning of the new company. The slower wage growth and poor performance in terms
of the economic development at the city of Kansas is likely to impact the operation of the
business in the market (Iacovidou et al., 2017).

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Social factors: The demographics and the skilled population will be an added
advantage for the company. Another important social factor that is likely to impact the
operation of the company is the class structure and the culture of the people of the region.
The company has to ensure that the cultural factors are taken into consideration for
reaching to the customer to a larger extent.
Technological factors: It is not only important to conduct an analysis of the
technological factors of the selected areas, it is also important to consider the way how
technology can disrupt the newly established industry (Leenders et al., 2016). The
company has to take care of the following factors: recent development of technology at
the Southern Kansas, the impact of technology on the offer of the products. Analysis of
the factors is important for the new business since it is important to remain up-to-date
with the technological changes for a successful growth of the company.
Environmental factors: since state and districts have their own environmental and
liability laws, it is important for the company to abide by the environmental laws
regarding waste management, recycling, greener safety measures of the selected area.
Legal factors: The Company will be impacted by the legal laws of the city and it is
important to maintain and protect the IPR (Intellectual Property Rights). Hence it is
important for the company to take into consideration the patent laws, discrimination laws,
data protection and consumer protection laws of the chosen location (Iacovidou et al.,
2017).

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Recommendations:
The company has to make time-to-time assessment of the issue arising in the
market and the new entrants into the market.
In order to have higher customer base, the company should focus on building
better communication strategy.
Higher revenue for the promotions and development of the social media
visibility.
Conclusion
This report was an analysis of the important internal and external factors for developing a
marketing strategy of a new company, Infinity Clothing. This report highlighted the issue of
internal and external analysis through the SWOT and PESTEL model. This analysis is useful as
it helps to have a better understanding of the strength and weaknesses of the new company in the
market. This is to be concluded from the above discussion that the new clothing company has to
design a strategic plan for the promotion. There are certain limitations like higher dependence on
suppliers, revenue management however it is not to rule out the possibility of a successful
venture of the company in the market.

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References and bibliography
Census Bureau QuickFacts. (2019). U.S. Census Bureau QuickFacts: Kansas. [online] Available
at: https://www.census.gov/quickfacts/ks [Accessed 22 Feb. 2019].
Choudhury, M., & Saura, B. (2015). New Prodcut Development Stratgy. Choudhury, M. &
Saura, B.(2015)," New Product development Strategy", Comdex Times, 21(1).
Fuller, G. W. (2016). New food product development: from concept to marketplace. CRC Press.
Gopal, K. V. (2015). Marketing In Contemporary World. Trends, Challenges & Innovations in
Management-Volume III, 80.
Gürel, E., & Tat, M. (2017). Swot Analysis: A Theoretical Review. Journal of International
Social Research, 10(51).
Iacovidou, E., Busch, J., Hahladakis, J., Baxter, H., Ng, K., & Herbert, B. (2017). A parameter
selection framework for sustainability assessment. Sustainability, 9(9), 1497.
Leenders, R. T., & Dolfsma, W. A. (2016). Social networks for innovation and new product
development. Journal of Product Innovation Management, 33(2), 123-131.
Luzzini, D., Amann, M., Caniato, F., Essig, M., & Ronchi, S. (2015). The path of innovation: purchasing and
supplier involvement into new product development. Industrial Marketing Management, 47, 109-120.
Mcdonald, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and practice.
In The marketing book (pp. 108-142). Routledge.
Nambisan, S., Lyytinen, K., Majchrzak, A., & Song, M. (2017). Digital innovation management:
Reinventing innovation management research in a digital world. Mis Quarterly, 41(1).

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Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017). Human resource
management: Gaining a competitive advantage. New York, NY: McGraw-Hill
Education.