Marketing Planning and Control

Running head: MARKETING PLANNING AND CONTROL
Marketing Planning and Control
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1MARKETING PLANNING AND CONTROL
Executive Summary
The report intends to highlight the prominence of the construct of situational analysis within
the business practices of an organisation in the particular context of Excelsior Clothing and
the great walking collection of clothes offered by them. The great walking collection of
clothes is primarily intended for the customers who like to travel as well as undertake
adventurous activities and also for the working class individuals. The report begins by
defining the garment industry and also the different aspects of the same in the particular
context of New Zealand. The report next undertakes an analysis of the external business
environment in which the organisation operates. An analysis of the customers as well as the
competitors of the organisation and its product had also been undertaken. The report also
offers a summary of the opportunities-threats and strengths-weaknesses that the organisation
faces on the basis of their business operations in Auckland. Lastly, the report concludes by
suggesting two marketing objectives on the basis of the situational analysis, namely, increase
in the customer base by 5% and increase in the profit margin of the organisation by 10%.

2MARKETING PLANNING AND CONTROL
Table of Contents
Introduction................................................................................................................................3
External Review.........................................................................................................................4
Industry Review.....................................................................................................................4
External Forces.......................................................................................................................5
Customer Analysis.................................................................................................................9
Competitor Analysis.............................................................................................................11
Internal Review........................................................................................................................12
Opportunities and Threats Summary...................................................................................12
Strengths and Weaknesses Summary...................................................................................14
Conclusion................................................................................................................................15
References................................................................................................................................17

3MARKETING PLANNING AND CONTROL
Introduction
Zahraie et al. (2016) are of the viewpoint that the process of globalisation had greatly
enhanced the level of rivalry or competition that the diverse business firms face in the
business markets of their operations. As opined by Payne (2016), the contemporary firms in
order to mitigate the adverse effects of the threats on the score of fierce business competition
are increasingly resorting to the usage of different kinds of marketing strategies. According to
Parker (2017), the primary aim of these marketing strategies is to promote the products or
services offered by an organisation in the best possible manner.
Excelsior Clothing, based in Auckland, is an organisation which specialises in the sale
of retail as well as professional clothes. The organisation in a bid to maintain effective
relationship with the retailors to whom the majority of the clothes manufactured by them are
sold refrains from selling the same to third parties. More importantly, in order to enhance its
profitability and also to diversify the clothes offered by it, the organisation is currently
offering new kinds of clothes like smart apparels, great walking and others to the customers
over online. The great walking range of clothes in the recent times have gained a significant
amount of popularity among the tourists and the organisation is taking into effective
consideration the needs or the requirements of the customers within these great walking
collection of clothes offered by it. These clothes are manufactured from merino and alpaca
fibre and are not only fashionable but at the same time suitable for the individuals who like to
undertake adventurous activities or like to travel around. More importantly, it is seen that the
majority of the tourists who visit the nation fail to bring with them adequate travelling
garments or the ones which will enable them to undertake adventurous activities. It is
precisely here that the prominence of the Great Walking apparels offered by the organisation
under discussion here lies. The organisation is currently following the omni-channel business
model to offer both offline and online services to the customers. The aim of this report is to