BMM3013 - Business Plan: Fashion Hub - Marketing and Business

This report presents a comprehensive business plan for "Fashion Hub," a new venture focused on fashionable, eco-friendly, and sustainable clothing for children in the UK market. The plan includes a PESTLE analysis, SWOT analysis, competition analysis, and Porter's Five Forces analysis to assess the market environment. It identifies the target market using STP (Segmentation, Targeting, and Positioning) and outlines a marketing plan with objectives focused on providing quality, eco-friendly products and gaining market share. The report emphasizes the importance of understanding market dynamics and adapting strategies to maintain a competitive edge in the fashion industry, while also highlighting the skills necessary for starting and running a successful business.

Starting a Business and
fundamentals of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
PESTEL analysis, leading into to a SWOT analysis..............................................................4
A competition analysis...........................................................................................................7
An industry analysis ..............................................................................................................7
Identification of your target market .......................................................................................8
Marketing plan........................................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCE.................................................................................................................................11

INTRODUCTION
Marketing includes various strategies and tactics which are used by brand to promote
their products and service in market. Fundamental marketing consist range of principles related
to sustainability, social justice as well as ethics which enable business to attain determined goals
and objectives in efficient manner. Business is defined as the legal entity which involve in
various activities such as commercial, industrials and various other for the purpose of generating
higher profits. Sustainable business includes different code of ethics which lead business in right
direction. In this report chosen organisation is “Fashion Hub” which launches fashionable, eco-
friendly, sustainable and comfortable clothing, footwear, accessories and lifestyle for children in
the market of United Kingdom. Business focus on requirement of customers and provide them
products according which provide ease and comfortableness to their child. Business gain great
opportunity of growth and development through serving eco-friendly products in the market of
UK. In the process of starting new business various skills such as analytical thinking, decision
making, forecasting and marketing skills are required. This report covers different fundamentals
of marketing such as Pestle analysis, swot analysis, competitive analysis, porter's five forces
model, marketing segmentation and marketing place which enable business to analyse business
factors and help to run it in competitive business environment.
TASK
PESTEL analysis, leading into to a SWOT analysis
Pestle analysis: Pestle analysis is defined as the effective concept of marketing principles
or strategic framework which is used by the organisation to evaluate external factors impacts
business operations and functions in positive and negative manner (Brooksbank Subhan, and
Calderwood, 2018). Fashion Hub organisation analyse these factors to develop effective policies
to sustain in competitive business environment. Factors of pestle analysis are mentioned below:
Political factor: Political factor creates biggest uncertainty in fashion industry. Political
instability, high taxation rates and trade restrictions and government reforms which impacts
business performance of Fashion Hub. UK economy and political conditions are stable which
help business to conducts its operations efficiently and gain higher marker share and customer
base.

Economic factors: In economic factors various factors are included such as interest,
inflation rate, unemployment, minimum wages and cost of living. UK is financial stable country
with having high class who has sufficient resources to buy sustainable and fashionable clothing
and accessories for their children which helps Fashion Hub organisation to run its business
operations efficiently. Whereas trends in fashion industry are keep changing which impacts on
business operations and profitability ratio of business.
Social factors: Socio-cultural factors plays important role in growth and development of
fashion industry. It incudes cultural norms and expatiations, health and safety, career attitude and
population growth which impacts business operations in positive and negative manner. As
Fashion Hub provides eco-friendly, sustainable and fashionable products for customers at
affordable prices which are safe and comfortable for children. People of UK are health conscious
that help business to enhance its sales (Couckuyt, and Van Looy, 2019). Fashion Hub
organisation take business decisions after considering all these factors which enable business to
sustain in competitive environment.
Technological factors: Technological aspects are the significant factor that help fashion
industry to attain the objective of growth and development. Globalisation, internet, increment in
mobile devices for shopping, social media marketing helps Fashion Hub to attain higher market
share. Organisation also uses various technologies which helps to improve production process,
supply chain and improve business effectiveness.
Legal factors: Legal factors consist various laws and regulations which are developed by
government which are related to employment, taxation, health and safety and various impacts
business performance. Fashion Hub follows taxation laws, labour laws and inflation cost which
lead business towards performing its operations in right direction to attain determined goals and
objectives with efficiency. If these compliances are not followed than business have to face
serious complications, fines which impacts on brand image in market.
Environmental factors: Environment as well as sustainability are important aspects for
fashion industry. Fashion Hub deals in eco-friendly and sustainable baby products and also
adopt waste management tools and other techniques for reducing carbon footprints in
environment (Dillon, 2018). Organisation also use paper begs instead of plastic begs and work
in the direction of maximising its productivity and minimizing carbon footprints.

SWOT analysis: SWOT analysis is defined as the framework which is used by business to
analyse its internal and external factors that helps to stacks up against other competitors in
industry. Fashion Hub conducts Swot analyse to recognise its strengths, weaknesses, opportunity
and treats. All these factors in the context of Fashion Hub are mentioned below:
Strengths Weaknesses
 Fashion Hub provides range of
products and services for children such
as clothing, accessories, footwear and
various other which are produces on
eco-friendly and sustainable bases that
enhance business efficiency over other
competitors.
 Fashion Hub provides quality and
fashionable products to its customers at
affordable prices which helps business
to maintain its string image in market
place.
 Fashion Hub adopts in-house
production through which it maintain
high standards of quality and creativity.
 In fashion industry, trends and
customers requirements are
continuously changing which impacts
on overall operations, proficiency and
performance of Fashion Hub.
 To provide higher quality products to
its customers which is sustainable as
well which improve business cost.
 Fashion Hub relies on third-party
suppliers to provides its products and
services to customers which creates
various problems such as control over
production, delayed work and quality
standards and reduce efficiency of
business operations.
Opportunities Threats
 Online shopping is the factor that
provides opportunity to Fashion Hub
organisation to reach large customer
base that enhance business market
share as well.
 Fashion trends are unexpected and
uncertain for business that also
provides opportunities for Fashion Hub
which provides sustainable competitive
 Fashion Hub faces higher competition
due to having high demand of
fashionable products (Gorry, 2017).
Organisation faces competition from
Marks and Spencer, Zara and various
other organisations.
 Trends in market are changing in
fashion industry at very fast rate which
bring uncertainty in business operations

advantages to business. are creates threats.
A competition analysis
Competition analysis is defined as the strategy which is related to searching major
competitors as well as gain insight into their products and services, marketing and sales tactics.
Implementation of stronger business strategies, capturing high market share and warding off
competitors are the benefits that are gained by organisation through conducting competitor
market analysis. Competitive analysis helps Fashion Hub organisation analyse how competition
works and identify potential opportunities in market. Fashion Hub adopts industry trends for the
purpose of ensuring that organisational products are consistently meet industry standard through
fulfilling needs and demands of customers. Fashion Hub faces competition from Marks &
Spencer, H&M and various other organisations (Jordan, 2020). So it analyse there products,
services, marketing and pricing policies which help business to stand out in competition and run
business in efficient manner. There are various benefits which are gained by Fashion Hub are
mentioned below:
 It helps Fashion Hub to identify unique value proposition of products which make them
different from competitors.
 It facilitates business through accessing actions of competitors which is important for
organisation to conducing their operations efficiently as per standards.
 It provides benchmark to organisation which help business to measure their growth and
development aspects.
An industry analysis
Porter’s 5 forces model: Porter's five forces is defined as the framework which help business to
analyse forces that shape industry as well as help to evaluate the operating environment of a
competition within industry. Fashion Hub is the new business venture which serves eco-friendly
and sustainable products for children. Forces of porter's five forces model are mentioned below:
Bargaining power of buyers: Individual or separated customers have less bargaining
power on fashion industry. The important force of bargaining power of customers that they want
quality products at affordable prices and can switch to another brand which affect Fashion Hub
performance and profitability (Latora, Compagno and Trapani, 2018). Respective organisation

provides eco-friendly, quality, comfortable and quality products to customers which increases
customer demands and reduces power of buyers. Overall, business faces low bargaining power
of customers.
bargaining power of suppliers: Fashion Hub organisation has range of suppliers who
provide it quality products at affordable prices. Organisation has various options so it can switch
from one supplier to another as per its convenience. Respective organisation uses their financial
clout to influence prices. Overall, suppliers posses very little control on business operations,
therefore, bargaining power of suppliers are insignificant for Fashion Hub.
Competitive rivalry within industry: Fashion industry is remarkable for intense
competitive rivalry. In industry various organisations provides similar products to customers
which enhance competition inside industry. Fashion Hub bring innovation in its products and
through adding the feature of sustainability in products and using eco-friendly material in
production which makes brand unique from others competitors.
Threat of new entrants: It is the weak force for Fashion Hub organisation as there is
various new brands which attain success in in industry which attracts new entrants. Respective
organisation provides unique, eco-friendly and sustainable products for kids which is new
concept in the market but due to health consciousness of customers, organisation has high
demand which attracts new business to attain market share (Mustikaningrum, 2018). Investment,
infrastructure, marketing, distribution and human resource are some factors which impacts on
new entrants decisions.
Threats of substitute products: Threats of substitute come from inside of industry which
impacts existing business performance and profitability. In fashion industry, intense competition
is exist but Fashion Hub deals in differentiated kids fashionable products which are eco-friendly
and sustainable which is new idea and concept in market. Overall, threats of substitute products
is low for Fashion Hub.
Identification of your target market
STP is the marketing model or strategic approach that help business segment whole market into
smaller segments, target most potential market and maintain strong positioning which helps
business to improve sales and market share. Aspects of STP model are mentioned below:
Segmentation: Segmentation is defined as the dividing whole market into smaller
segments according to their similar characteristics, preferences and needs. It helps business to

target potential customers and improve business potentiality. Fashion Hub uses demographic,
lifestyle and Psychographic factor to segment its whole market of UK. As organisation provides
products to Kids age between 2 to 11 through considering the concept of eco-friendly and
sustainability. Fashion Hub deals in fashionable and eco-friendly kids products such as clothing,
footwear, accessories and various other items.
Targeting: Targeting is defined as the activities of concentrates on specific segment of
market which contains higher growth and development potentiality. Fashion Hub organisation
targets accessible and focus on different benefits to target potential customers (Muthuraman, and
Al Haziazi, 2019). Respective organisation targets kids age between 2 to 11 through providing
them fashionable and eco-friendly products which are produced by natural material which are
comfortable for children.
Positioning: Positioning is defined as the differentiates strong image of organisation in
the minds of customers which provides competitive advantages to organisation than other
competitors. Fashion Hub provides quality and unique products to customers at affordable prices
which attracts customers and retain them with organisation for longer period of time (Nisula,and
Pekkola, 2019). Organisation uses social media channels for promoting its products and services
in market and maintaining unique positioning.
Marketing plan
Executive summary: Marketing is defined as the activity which is undertake by organisation to
promote business products and services in market. It helps business to increase its sales and
profitability ratio. Fashion Hub is the brand which deals in eco-friendly, sustainable and
fashionable products through targeting the segment of kids. Organisation provides its products in
the UK market.
Vision : to provide best quality, eco-friendly and fashionable products to customers.
Mission: To gain higher market share and large number of loyal customers.
Objectives:
 To improve business sales by 20% To improve business revenue by 15%
Marketing tactics:
Products: Products are defined as the physical items that contains value for customers.
Fashion Hub provides range of products for kids such as clothing, food, footwear, accessories

and various other items. Respective organisation established with unique concept of providing
eco-friendly and sustainable fashionable products to customers which improve sale of brand.
Price: Price is defined as the value of products on which customers are ready to purchase
products. As products of Fashion Hub are unique and sustainable so, respective organisation
charges high price initially and reduce it gradually which attracts customers (Šebestová, 2020).
Fashion Hub provides quality and unique products so customers are ready to purchase them even
at high price .
Place: Fashion Hub provides its products and services through opening physical stores as
well as it also develops its online sites for providing its products to large customer base even
across national boundaries.
Promotion: Promotion is defined as the way to advertising and promoting business
products and services to large customer base. Fashion Hub uses social media marketing and
traditional marketing for spreading awareness regarding products in market which enhances
business sales and profitability.
Controlling and evaluation:
Fashion Hub regularly monitors business operations and set benchmarks. Respective
organisation put efforts to achieve these benchmarks in defined time frame.
CONCLUSION
As per above report, it can be concluded that starting a business is a complicated process.
To run business operations in efficient manner various skills, competencies and abilities are
necessary. Marketing is the aspect which is essential for promoting business products and
services in market which business to enhance sales. There are various marketing models such as
porter's five forces, pestle analysis and STP model are used by organisation to run business in
efficient manner and attain competitive advantages in market place.

REFERENCE
Book and journal
Brooksbank, R., Subhan, Z. and Calderwood, R.J., 2018. How applicable are conventional
strategic marketing practices in emerging markets? An exploratory study in
India. International Journal of Emerging Markets.
Couckuyt, D. and Van Looy, A., 2019. A systematic review of green business process
management. Business Process Management Journal.
Dillon, S., 2018. The fundamentals of fashion management. Bloomsbury Publishing.
Gorry, D., 2017. The impact of grade ceilings on student grades and course evaluations:
Evidence from a policy change. Economics of Education Review, 56, pp.133-140.
Jordan, B.D., 2020. Fundamentals of investments valuation and management.
Latora, A.G., Compagno, L. and Trapani, N., 2018. A decision support tool for business models
analysis. International Journal of the Analytic Hierarchy Process, 10(2), pp.219-242.
Mustikaningrum, H., 2018. The effect of environmental awareness on consumer behavior of eco-
friendly products mediated by eco-friendly attitude. Russian Journal of Agricultural and
Socio-Economic Sciences, 79(7).
Muthuraman, S. and Al Haziazi, M., 2019. Entrepreneurial Growth: Challenges to Young Omani
Entrepreneurs. International Journal of Business and Applied Social Science, 5(7),
pp.98-114.
Nisula, K. and Pekkola, S., 2019. ERP based business learning environment as a boundary
infrastructure in business learning. Education and Information Technologies, 24(4),
pp.2547-2566.
Šebestová, J. ed., 2020. Developing Entrepreneurial Competencies for Start-ups and Small
Business. IGI Global.