Marketing Plan Report: Barkers Clothing's Entry into New York City

This report presents a comprehensive marketing plan for Barkers Clothing, a New Zealand-based clothing company, aiming to enter the North American market, specifically New York City. The report begins with an introduction to marketing plans and then analyzes the company's market entry strategy, emphasizing advertising, publicity, and social media. A SWOT analysis of key competitors, including Ted Baker, Burberry, and Superdry, is conducted to identify their strengths, weaknesses, opportunities, and threats, alongside a similar SWOT analysis for Barkers itself. The report then delves into customer and market needs, analyzing customer needs and proposing market segmentation, value propositions, and customer profiles. Product strategies, including product positioning and differentiation, are discussed, alongside branding, pricing, and promotion strategies. The plan emphasizes a focus on men's clothing, accessories, and shoes, targeting teenagers, and men aged 16-35 and above, with a value proposition centered on providing diverse styles and high-quality products to meet the demands of the North American market. The report recommends entering the market through department stores like Nordstrom and highlights the importance of adapting to consumer trends and preferences to achieve success.

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Contents
Part 1...........................................................................................................................................................2
Introduction.............................................................................................................................................2
Describe Market Strategy............................................................................................................................2
Competitor’s SWOT Analysis.................................................................................................................3
Part 2...........................................................................................................................................................6
Customer/ Market Need...........................................................................................................................6
Product Strategies..................................................................................................................................11
Branding................................................................................................................................................12
Pricing...................................................................................................................................................13
Promotion..............................................................................................................................................14
Conclusion.............................................................................................................................................15
References.................................................................................................................................................17

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Part 1
Introduction
Marketing plan is a business document in which outline is prepared for the future success
including the marketing strategies (Baker, 2016). The main motive of this report is to understand
the concept of marketing plan while entering the market. In this paper, Barker is the clothing
company has been taken into consideration while entering the market. Barker wants to enter the
New York City, New York, USA top operate the business. The company enters the market with
the well-known department store to trial the business environment of the new market to achieve
the success. Nordstrom is the store which is selected by the company as department store from
which the company sells its product in the USA market. The reason behind selecting these
departmental stores is low cost and low investment that the company has to invest to trial the
market environment for operation. The company sells its men’s clothing, accessories and shoes
in the market. The competitive environment of the company will be also analyzed to develop the
marketing plan.
Describe Market Strategy
Advertising:
It has been analyzed that the exiting companies in the USA market uses the campaign technique
of advertising. Ted Baker mainly uses this campaign technique as it launches its all products in
the market. Television is the common strategy that is used by the most of the competitors of the
company specially Burberry.
Publicity

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Publicity is also one of the market strategies that the companies used to promote their product in
the market. Superdry is the competitor of the company that invites the media to publish their
news related to their products and services in the market to promote the services.
Social Media
Nowadays, social media is the main strategy that helps the organization to spread the business at
the higher level (Dodgson, 2018). All the competitors of the firm use the social media to promote
the services in the market. Ted Baker put their articles on their websites and also on social media
such as Insta, Facebook and the others. Superdry is high presence on social media such as it has
YouTube channel that helps to promote the product (Bureau, 2019). Burbeery also posted the
pictures on the social media by developing their own page in the market.
Competitor’s SWOT Analysis
The main competitors of the company are 3 wise men, Rodd and gunn and Big Johnny as these
are open their store in USA. There are three others those are already located in the market and
these are Ted Baker, Burberry and Superdry.
Competitor: Ted Baker
Strength
 Great Location
 Well designed and merchandised
window to display the entire range of
products in the market.
 Worldwide presence
Weaknesses
 Limited staff to provide services to
consumers
 Less space due to which it difficult to
navigate
 Changing demand of consumers

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 It covers many styles in clothes
(Tedbaker, 2019)
Opportunities
 Specific Instagram account
 Merge with the another store
 Enter the home and gifts collections
market (Ansoff, et. al, 2019).
Threat
 Lots of competitors in the market such
as Burberry, Superdry and the others.
 Cheaper stores attract the consumers
such as H&M, Topshop and the others.
 Trend of handmade or bespoke clothing
(Tedbaker, 2019)
Competitor: Burberry
Strength
Huge network of retail, wholesale and
licensing channel
One of the biggest fashion houses
Good advertising
Association with the international celebrities
Large number of employees (Burberry, 2019).
Weaknesses
As per the positioning strategy, it is available
in street and also in low amount.
It fight with the cheap limitation
Opportunities Threat

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Advertising and marketing would increase the
visibility of the company.
Global expansion
Effective use of ecommerce
High bargaining power of consumers
High level of competition in the market
Competitor: Superdry
Strength
Wide variety of selling platforms
Range and variety of clothes
High quality of product
Celebrity followers (Doz, 2017).
Weaknesses
There are a lot of potential women wear which
is not enough people know about it.
There is not fast fashion which affects their
demand
Opportunities
Expand the business in new market such as
China by using strength
Enter the sportswear fashionable gym clothes,
pyjamas, tweens-young teenagers and
Handbags.
Threat
Slow reaction while changing market
The threat of competitors such as Burberry,
Ted Baker and the others.
Drastic changes also affects the stock prices
SWOT Analysis of Barkers
Strength
Good quality of product
Weaknesses
Changing demand of consumer in the market

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Low price offer by the company on its product
Wide Range of product
Different styles of product
affects the operation
Unique designs are developed by fashion
designers due to which high cost is consumed
High wage rate affects the marketing plan of
low cost and low investment
Opportunities
Opportunity to enter the North American
market.
Merge with another company with the mode of
entry such as joint venture or partnership.
It also has the opportunity to enter the online
market to deliver the services to large number
of customers (Rothaermel, 2015).
Threat
The high degree of threat of competitors in the
market such as Burberry, Superdry, Ted Baker
and the others.
It is observed that the company also has the
threat of changing the trends or fashion as it
affects the operations.
Part 2
Customer/ Market Need
It is required for Barkers to analyses the market needs while entering the North American
market. The company enters the market with the departmental store in order to sell the men’s
products such as clothes, accessories and shoes. In Market, Customer is always a main driver of
the company as they helps to earn the high revenue and operates the business in the market.

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(Hamilton, & Webster, 2018). In this section, the customer needs has been evaluated and then
design the market segmentation.
A. Customer Need Analysis
It is observed that the people of North America is highly followed the modernized culture that is
why; they are highly demanded the modern or trend clothes. The people of North America more
select the fast fashion as they always want the freshness in their product. It becomes the
difficulty for the company to provide the fresh product. As per the analysis, it is suggesting that
Barkers has to provide the fresh type of clothes to the consumers so that it can easily satisfy the
demand of consumers in the market and also able to compete the competitors (Keller, Magnus,
Hedrich, Nava, and Tochtermann, 2014)..
1. Market Segmentation
Segmentation Type
Segmentation Criteria
Target Customer
Segment
Geographic Region Barker will be
provided in North
America in those
areas where the large
number of teenagers

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and families lives as
the teenagers are
more conscious about
their clothes.
(Schlegelmilch, &
Bodo , 2016).
Density Urban/ rural areas
Age Main target 10-35
years and also above
35 years
Demographic Gender Male only
Occupation Not required but
special preference is
given to Students,
teenager, Business
professionals, and all
other customer
segments (men)
Life Cycle Stage Lifetime
Loyalty High quality of
product provided by
the company to
consumers to
enhance the loyalty

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of consumers towards
their services.
The consumers of the
company should also
loyal
Consumer demands
satisfy at the high
level (Wheelen,
Hunger, Hoffman,
and Bamford, 2017)
Behavioral Behavior It should target those
customers those are
less conscious about
the prices, the highly
price conscious
consumers are also
targeted.
Psychographic
Social class, lifestyle
Upper class and
middle class those are
can easily afford its
prices (Shareef,
Yogesh, & Vinod
2016).

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2. Value Proposition
It is observed that the demand of consumers of the people of North America is fluctuated
with the trends and fashion. The company targets the teenagers in order to provide the high
level of services as per their demand. The families and teenagers are the perfect target
market of consumers as their demand towards the clothes is high. High demand of
consumers helps to company to earns the high revenue and beat the competitors by grasping
the high market share in the market. It is suggesting that the company has to provide the
wide variety of styles in men clothes so that the large number of target consumers attracted
towards the products or services of the company (Aghdaie, & Alimardani, 2015). For
example- The company has to offers the different types of accessories to male consumers so
that they does not roaming here and there for their shopping such as it has to offers the
shoes, clothes, innerwear, accessories like belt, watch, wallets, caps and the others. This
type of services helps to satisfy the consumers.
3. Customer Profile
Target consumer Teenagers, and men
Ages 16 to 35 and also above 35
Behavior High or medium level of income of
consumers
Less conscious for spending money
Prefers the high or moderate level of quality
as per the price of product
Educated (not required) (Devault, 2019).

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Geographic Living in North America
Tourist are also welcomed
Psychographics: High or moderate standard of living
High personality
Positive Attitude (Bradford, Courtemanche,
Heutel, McAlvanah, & Ruhm, 2017).
Product Strategies
Barkers has to provides the wide range of products to consumers in order to satisfy the demand
of consumers. It is observed that the company has to provide the highly designed clothes due to
which it has to appoint the highly qualified fashion designer so that they develop the products in
the market. It is observed that the company has to sells its products as per three categories such
as market needs, corporate goals, features and innovation. The company has to analyze the
market needs before designing the product with the motive to satisfy the consumers demand at
the higher level. Although, the main motive of the company is to earn the profit but it is
suggesting that the company has to set the low price of clothes so that the large number of
consumers attracted towards the services and buy the clothes. Attracting the huge number of
consumers helps to attain the corporate goals (Lasserre, 2017).
Product Positioning: Barkers has to divide the product in three categories such as core products,
actual products, and augmented products. By dividing the products in three categories, it is
suggesting that the firm has to design the different price for the different categories so that the
consumers purchase the product as per the categories. As per the consumer need analysis, it has
been found that the demand of consumer is highly fluctuated with the trends and fashion. It is