Marketing Plans and Control

Running head: MARKETING PLANS AND CONTROL
MARKETING PLANS AND CONTROL
Name of the Student
Name of the University
Author Note

1MARKETING PLANS AND CONTROL
Executive Summary
The report is based on the analysis of the case study that is based on an organization named
Excelsior Clothing. The organization operates in the fashion retail based industry of
Auckland, New Zealand. The report is able to provide a detailed analysis related to the
internal and external environment based factors of the organization. The customer
environment and competition of the organization have also been analysed in detail. The
analysis has further been able to provide a detailed picture of the profitability levels of the
organization and its operations. Two major objectives have been developed based on the
organizational environment and internal factors as well.

2MARKETING PLANS AND CONTROL
Table of Contents
1. Introduction............................................................................................................................3
2. Analysis of the external environment....................................................................................3
Review of the industry............................................................................................................3
Analysis of the external factors..............................................................................................4
Analysis of the customers.......................................................................................................6
Analysis of the competitors....................................................................................................7
3. Review of the internal environment.......................................................................................9
Opportunities and threats of Excelsior Clothing....................................................................9
Strengths and Weaknesses of Excelsior Clothing................................................................10
4. Conclusion............................................................................................................................11
5. References............................................................................................................................12

3MARKETING PLANS AND CONTROL
1. Introduction
According to Johnson et al. (2015), the organizations in an industry are able to
develop different strategies with the help of proper analysis of the external environment. The
internal factors can affect the decision making process of modern organizations. The analysis
of organizational environment is considered to be a major part of the decisions and strategies
that are developed by organizations. The strategies need to be formed in such a manner that is
able to support the strategic implementations. The analysis that will be made in the report will
be mainly related to a case study of the clothing organization Excelsior Clothing which
originated in Auckland. The company has started its operations by selling different products
to the general customers through the website.
The various products which are provided by the company are, blouses, tops, trousers,
jumpers and skirts. The product lines of the company are based on different retail products
and exclusive products as well. The organizational division that will be analysed in the report
is “Great Walking” (Kasemsap, 2016). The marketing plan will be formed with respect to the
case study of Excelsior Clothing which can offer a detailed the outer and inner environment
study of the organization. The customers and competitors of the company will be discussed in
the report. The development of competitive advantage of the organization based on its
operations in the industry based on fashion retail is a major part of the report.
2. Analysis of the external environment
Review of the industry
The Clothing Retailing based industry of New Zealand has depicted some major
barriers that are related to the entry of new organizations. The major levels of costs that are
confronted by the organizations based on their entry in the fashion industry of the country
include, rents, wages and the purchases. New Zealand provides a retail environment that