This report includes an introduction of a new business in the clothing sector, evaluation of internal and external environment, competition analysis, and target market evaluation.
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StartingaBusinessand Fundamentals of Marketing BMM3013 Put your business logo here. Assignment 1: Business Plan Name: Student Number: Word Count:
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Table of Contents INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 Evaluation of the current external environment..........................................................................3 A discussion of the competition..................................................................................................4 Target Market..............................................................................................................................5 CONCLUSION................................................................................................................................6 REFERENCES:...............................................................................................................................7 Books and Journals.....................................................................................................................7
Executive summary This report will include an introduction of a new business in the clothing sector. The market gap which has arisen in this sector is briefly discussed in this report. Evaluation of internal and external environment is done to know the factors affects business. Business competition and its various aspects are explained with current target market for business.
INTRODUCTION Clothing industry is at boom and the new business is to start a new clothing shop “Finer thread”.It willprovide avarietyof clothesfor womenand kids. After completingthe management course and doing an internship for 6 months in clothing store, the idea for business plan is derived. The business will provide trendy clothes at low cost. The old clothes can be resold to the business and will be recycled according to the new trends and ongoing current fasion sense (Uprety, 2020).“Finer threads” will be located at high street London, in order to attract more customers. Due to increasing fasion sense of the customers to urge of buying clothes in teenagers is increasing on rapid growth. The business will also provide free shipping charges on certain amount of buying clothes to the customers. The main aim of this business will be providing quality clothes according to taste and preferences of the consumers. In this report there is discussion related to the current external environment so that business is able to function effectively. In this report we will explain a overview of proposed business idea and an explanation of the personal expertise. Furthermore, a discussion of the gap in the market aiming to fill. Along with that, the competitiveness is also enhanced as it will help to formulate appropriate strategies. The target market for the new business is also evaluated in the report. MAIN BODY Evaluation of the current external environment It is important to check the external factors and their impact on the business organization. PESTLE analysis This tool will help to check the external environment and the macroeconomic factors. Below is discussion related to the political, legal, economic, environmental, social in relation to Finer Threads: Political Factors: The political factors include tariffs, taxation policy, political condition of the nation. The political stability in UK provides good opportunities for new business organisations to carry on the operation in effective manner (Darmawan, 2020). Government has more power and control on a business then a business owner. If there is increase in the wages of the consumer the demand will automatically increased. Tarrif taxes are being imposed for
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importing of goods which adds high cost to that material. High cutom duties and taxation poilicy of government to collect revenue. Due this the exporting and importing rates become expensive. Finer Threads will take care of the policies and will abide them so that they are able to carry on the business smoothly. Economic Factors:It includes interest rate, inflation rate, employment rate, demand supply etc. Economic factors are taken into consideration when an investment has to take place. It is analysed that Finer threads will provide employment to various individuals and also contribute to GDP of the nation. With the increase in the manpower the labour cost also increases so proper calculation will be made to manange the labour cost. Engaging in easy transportation activities and eco friendly natural resources leads to rapid growth. There is high demand of clothing in the market of UK and it will support Finer Threads to carry on the business effectively. Social Factors:The preferences and needs of the society keep on changing. To satisfy the needs and wants of customers, Finer Threads will provide trendy clothes so that they are able to satisfy the customers. They will assure that latest and fashionable products are provided to the customers. Better qualtity of clothes with reasonable rates will leads to attract more customers. Proper advertisement and promotion is a key to success managing the budget and appropriate investing in promotional activities will attract more customers. Before producing a product the business have to keep in mind the age, income, employment of the customer. Finer Threads will also provide free shipping to its regular customers and on certain amount of buying. Technological Factors:To use of latest technology helps the business organization to enhance the efficiency in operations (Paras and et.al., 2018). Finer Threads will use updated technology in order to serve the needs and wants of the customers. Their online store is the example of latest technology being used by the company. Increase use of computers and internet connectivity has made the business activity so wide and advanced because large number of people is doing online shopping for more variety of their choices. Finer Threads also provide online shopping through websites for selling clothes worldwide. Legal Factors:The laws and legislations must be followed by the business organizations in fashion industry as well. Business that regularly tracking the laws and properly obeying them are at good position in the market. With the help of consumer protection law consumer are aware of their rights and business cannot charged high prices or do any malpractices. Finer Threads has
to follow taxation laws, labor laws, inflation cost, and import and export restrictions. This company will also obey all the legal orders and rules for any kind of duties charged for exporting and importing of goods. Environmental Factors:There is needed to take proper actions that are not harmful for the environment. Finer threads works on the principle of recycling so that the waste products can fully be utilized that helps them to take care of the environment. Taking care of all the biotic and abiotic factors and taking care of the pollution by using non pollutant machines. The use of resources in effective manner will help the company to establish effective brand image in market. All the techniques used by finer threads are eco friendly and abide by laws. It is necessary to check the impact of all the external factors on the operations of new business. If any of these factors are lacking then it becomes difficult to survive in the market. To be in the competition the business has to follow all the necessity things and need to track time to time its rival activities. Finer Threads will assure that all the laws related to opening of new business are being followed by them. The business organization will use latest technology so that they are able to attract more customers. A discussion of the competition Competition is present in each and every level and the level of competitiveness is high in fashion industry. Different companies selling same products and services with same price. It is in the hand of the business to sell its products in some different way by gaining customers confidence towards the products. Companies can increase their sales volume by following four components of marketing which are price, product, place, promotion. For a marketing strategy to be successful the business should use four components appropriately. There is need to monitor the competition in the industry and to carry on the strategies to gain lead over them (Zebal and Jackson, 2019). The use ofPorter Five forces modelwill help the business organization to gain edge over the competitors. The forces in regard to Finer Threads are discussed below: Threat of new entrants:There is high threat of new entrants in fashion industry with their new brands. Finer threads is also new business and focusing on new ways and methods of doing the activities to attract the buyers. Entering of new competitor in the market is a threat because they have new technology with fresh blood employees who know the work more
professionally. Finer thread must focus on the quality of the product so that they are able to set effective brand image in market. Bargaining power of buyers:The aim of Finer Threads is to serve the needs and wants of the customers. In current market the buyers have full knowledge of demand, price and cost of the products. The business organization will provide quality and trendy products at affordable price. Providing after sales services to the customer and exchanging products. This will help them to retain the customers towards their organization. Bargaining power of suppliers:There is moderate threat of suppliers. Suppliers with strong brand names will have more power and control on the products. The company will use quality raw material and maintain good relations with the suppliers. It assists them in converting the raw materials into finished goods within right time. Competition rivalry in the industry:There is high competition present in the fashion industry (Heath, 2018). Due to increasing use of new technologies and social media has created a very competitive market in the present world. Observing each and every step of rivals will make you prepare for the competition. Finer threads have to face competition not only from small business houses but from big clothing brands such as Zara, H&M. The company focuses on their low cost strategy in order to gain edge over the competitors. Because low cost attracts more customers and proving them good quality products with low cost will attract more customers. Threat of substitutes:There are various players in the market that provide clothes. There are lots of substitutes for every single product. Every substitute’s products and services can reduce the demand of our companies’ products. Finer threads will work on providing quality and trendy clothes to the customers (Aprilliano, 2021). At the same time the strategy of recycling will help to beat the competitors in the market. The business organization must work on setting effective image in the market. Creating its own brand and proper advertising of the products with proper feedbacks from the customers helps to grow fast in the market. They must give regular discounts and offers to the customers so that they able to attract them. They must check their reviews of the products to know that the customers are satisfied with their products or not. By building relations with customers, finer threads will be able to attain edge over the competitors in market. SWOT ANALYSIS
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This is a tool which helps the business to identify its strength, weaknesses, threats as well as its opportunities in current market. So with this business can easily work on its weakness and overcome from its threats. Strength Provide best quality of clothes at reasonable price in the market. Customer can also buy the clothes online from the website. Provides trendy clothes and also provide offers to the customers. Weakness There is comparatively less product range. Only sale clothes in local market. Opportunities With effective marketing company can enhance the demand. By provide man clothes they can target more widely. Threats Clothing industry is having one of the biggest competitions. Existing companies are having more knowledge of this industry. Target Market A target market is in which customers with same needs and wants are grouped together in segments. Different segments have different kind of customers with same behaviors. Segmentation: It is the process of dividing the overall population in small groups that have similar characteristics (Stojanovikj, 2022). All the customers with similar taste and needs are grouped together. There are certain basis of segmentation such as demographic, behavioral, psycholgraphic and geographic. Different segments have different taste and preferences. The companies need to check the segments for production of products. Different segments have different age group peoples and finer threads will produce the products accordingly. Targeting: The process of selecting target group of customers is called targeting. The target market is divided on the basis of age, income, lifestyle etc. Because of the different characteristics of people with different taste and preferences targeting are done. The
target customers of Finer threads are women and kids with every age. Finer threads has fixed target market on which they have to work and focus. The business is providing different promotional things like discounts, offers to their target market. They will serve the customers of London in the initial year of business. Positioning: Positioning is defines the one product stands against different products. More unique is the product more good position it will get in the market. Finer thread is providing unique packaging and promotion activities to make the product looks different in the eyes of customers. The business wants to create image of providing trendy clothes to customers. Building image of its brand in the eyes of customers as compared to different brands. Because if a consumer builds an image of a product they will buy only those products at any cost. Finer threads are providing good customer services with good products to gain the confidence of the customers. CONCLUSION From the above business plan, it is concluded that the conducting research before starting the business is important. Because without doing any research the business plans cannot be executed correctly. The external environment scan is important part because it bring out the facts and figures of what activity should be done and what should not to be competitive in the market. The threats a business need to be aware of is the competitiveness of its products in the market. The business should aware of the ongoing policies and taxes applied in the market. There is evaluation of the competition in the industry so that suitable actions to take lead are analyzed. In the end the target market are being analyzed so that proper segmentation, positioning, targeting can be done.
REFERENCES: Books and Journals Aprilliano,Y.Y.,2021.ANANALYSISOFDESIGNERS’PERCEPTIONOFUSING ENGLISH IN T-SHIRT DESIGN IN CLOTHING BUSINESS IN PONTIANAK. ELSA.2(1). pp.10-17. Darmawan, T.A., 2020.Strategic planning of" Shibui Project" clothing line business(Doctoral dissertation, Universitas Pelita Harapan). Heath, J., 2018. But everyone else is doing it”: Competition and business self-regulation.Journal of social philosophy.49(4). pp.516-535. Paras, M.K and et.al., 2018. An exploratory study of Swedish charities to develop a model for the reuse-based clothing value chain.Sustainability.10(4). p.1176. Stojanovikj, M., 2022. Government size, inflation targeting and business cycle volatility. Economic Analysis and Policy. Uprety, P., 2020. Business plan: importing garment clothing from Nepal to Finland: Case study of Himalayan Trade Fair. Zebal, M.A. and Jackson, F.H., 2019. Cues for shaping purchase of local retail apparel clothing brandsinanemergingeconomy.InternationalJournalofRetail&Distribution Management.