Marketing Plan Report: Analysis of Camisas Bavara (MKT600)

This report details a comprehensive marketing plan for Camisas Bavara, a medium-sized textile company in Cali, Colombia. The plan begins with an executive summary, followed by an introduction outlining the company's operations, including its production plant, physical shop, e-commerce website, and social media presence. A thorough situation analysis, incorporating SWOT and PESTLE analyses, identifies internal strengths and weaknesses, as well as external opportunities and threats. The report then defines marketing aims and objectives, addressing key marketing issues, and proposing a detailed marketing strategy. This strategy includes market segmentation, target market identification, positioning, action programs, and a value proposition. The marketing mix variables (product, pricing, distribution, and promotion) are carefully considered. A budget and controls section are also included. The report concludes with recommendations for Camisas Bavara, offering insights for improving its marketing efforts and driving growth in the competitive textile market. The report also includes references.

Running head: MARKETING AND MANAGEMENT
Marketing and Management
Name of the Student:
Name of the University:
Author note:

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Table of Contents
1. Introduction........................................................................................................................3
2. Discussion..........................................................................................................................3
Overview of situational analysis finding................................................................................3
Overall marketing aims and objectives..................................................................................4
Marketing Issues....................................................................................................................4
Marketing Strategy.................................................................................................................5
Segmentation......................................................................................................................5
Target Market.....................................................................................................................6
Positioning..........................................................................................................................7
Action programmes................................................................................................................7
Value proposition of the business..........................................................................................8
Marketing Mix Variables.......................................................................................................8
a) Product.....................................................................................................................9
b) Pricing......................................................................................................................9
c) Distribution..............................................................................................................9
d) Promotion.................................................................................................................9
Budget..................................................................................................................................10
Controls................................................................................................................................11
3. Recommendations............................................................................................................11
4. Conclusion........................................................................................................................12
References:...............................................................................................................................13

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1. Introduction
One of the most important factors in ensuring smooth running of a successful business is
the strength of the company’s strategic marketing plan (Grant, 2016). Effectively conducting
the market research while distilling the results and findings and taking actions on
recommendations in the marketing plan ensure that a business can define what it would sell,
to whom it would sell, the way how it would communication to attract its target market and
by when (Hill, 2017). It is to mention that marketing in the contemporary world has
profoundly evolved in a way that designing a winning marketing plan has become core to the
business organisations for gaining competitive advantage as well as for achieving the
strategic business objectives of a company.
This paper shall elaborate on presenting a marketing plan for Camisas Bavara, a medium
sized organisation under textile industry. It produces all types of fabrics and includes
designing and manufacturing of all the ready-made garments of both men and women. The
company e-commerce its products and services through its own website and makes use of
social media platforms like Instagram and Facebook as its key commercial channels to get
connected with the customers. This paper shall set forth marketing strategies that would help
in identifying the marketing objectives or marketing goals of the company with the time-
specific actions for attaining them.
2. Discussion
Overview of situational analysis finding
At present Camisa Bavara has a very strong relationship with the wholesalers and
manufacturers. It has some excellent staffs who are both well-experienced and well-skilled
and are highly trained at the same time. All their staffs are customer attentive. With the same,

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there is high customer loyalty among the repeated customers within the textile industry.
Furthermore, it is to note that there is shortage of awareness about the company among the
national and the international target population and this is why there is less sales of the
commodities supplied by the company. Also, there is a limited marketing budget for
developing the brand awareness and the struggle for continuously forecasting the consumer
buying trends as well as stock inventory accordingly is present currently. Many opportunities
are present for the company in the current scenario. There is an increased sales with a global
market and at the same time, the ability of continuously improving the margins through
efficiency gains. All these are highly advantageous for the business of Camisa Bavara. It is to
note that the main aim of the company is to become a highly productive textile manufacturing
company in the Cali market where the clients and customers would prefer Camisas Bavara to
be their first choice in shirting. While doing so, it also wants to be an ideal job site for its
workers and the best profits generator for its partners.
Overall marketing aims and objectives
Below are mentioned the marketing objectives for Camisas Bavara:
 Building the customer database by 20% every year.
 Increasing the efficiency of its marketing campaign by 3% every eight months.
 Generating about 15% of increase in the click-through traffic for its website every
year.
 Developing export sales of the company to 5% of the total gross revenues of the
company every year.
 Increasing the year over year sales by 15%.

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Marketing Issues
Camisas Bavara is still in a very speculative stage as a retail store and e-commerce
site. Some of its critical issues are to continuously taking modest fiscal approach and
expanding at a reasonable rate, not for expansion but for improving its economic stand and
building awareness as this will drive the customers to its website and stores. Other issue
include that of misidentification of the issues. There are several companies that fail to grow
as of the bad strategies that they employ and these are borderline not following the proper
legal ethics (Klettner, Clarke & Boersma, 2014). Using personal opinions of the clients and
customers as opinion invalidates the business objectivity is also a significant factor.
Apart from these, employing radical solutions is also a marketing issue for Camisas
Bavara. Although being innovative is a good practise but often, if it becomes too abrupt, it
can be unstable. Lastly, there is a presence of fierce competition within the industry and it is a
major marketing issue for Camisas Bavara. It faces competition from different sources like
internet retailers, retail outlets, mail order companies etc. Another factor that can influence
the marketing strategy of Camisas Bavara is the increasing focus on the customers and clients
on the environmental issues. The main environmental issues in the fabric sector takes place
from the usage of toxic chemicals and energy that are used widely in several manufacturing
stages like dyeing, printing and pre-treatment (McDonough & Braungart, 2017). At present,
the company does this in house and can therefore face significant pressure from the part of
the customers who can make demands for environmentally sensitive production. This is why
Camisass Bavara need to invest in researching for finding out the alternative materials and
other recycling options that can decrease the threat to environment.

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Marketing Strategy
Segmentation
It is to note that Camisas Bavara’s strategy is dependent on many initiatives. The very
first would be the advertisements presented in the local yellow coloured pages. For all the
unique items like the outdoor fabrics and the notions, people generally refer to yellow pages
in order to finding out the stores.
For increasing the visibility of the local clients and customers in the market, Camisa
Bavara would form strategic relationships with the local outdoor stores and the sewing shops
(Pero & Rossi, 2014). Both these venues are often asked for several referrals from the
customers. By means of establishing some strategic partnerships with the companies, lots of
local customers would be pointed towards Camisas Bavara for satiating their requirements
and needs.
Furthermore, for increasing the visibility among the internet customers, Camisas
Bavara would be submitting info about its website to all the famous and popular sear engines.
Every submission to search engine would be particularly tailored in a way to ensure top
listings from the searches.
It is to mention that the single objective is positioning Camisas Bavara as a premier location
for shirting while commanding majority of the market share within 5 years. Marketing
strategy would seek first to create customer awareness about the products that are offered and
then develop the customer base while working towards building customer loyalty.
Target Market
Target market represents a particular type of buyer that a firm identifies as being
potentially interested in the products and service of the company (Vargo & Lusch, 2014).
Camisas Bavara’s customer segment can be broken down into the following three groups:

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 The walk-in local customers- These are the customers who live locally and come
into the shop for picking up the required products for themselves or a project.
 The internet individual customers- There are the customers who are in need for
projects. They can further be classified into the orders from the local community and
the international ones. It is to note that the international orders would be of a decent
percentage of the individual customers as not many are aware of the existence of the
company. At the same time, the convenience of ordering the Camisas Bavara’s
products is enhanced and improved with the internet accessibility.
 The internet based company orders- There would be some order from the people
within the larger fabric manufacturers such as Malden Mills, GoreTex etc. Though
people work for the manufacturer of fabrics, it is sometimes difficult for them to get
small amount of fabric for the purpose of prototyping.
Positioning
Camisas Bavara would position itself as a premier website of the outdoor fabrics in
the Cali market. Customers would appreciate the wide range of products that the company
offers from a single store (Womack & Jones, 2015). Its competitive edge would be its main
focus on the e-commerce. It would focus on the development of its website as this would be
its highest margins gathering source and at the same time, would attract larger target market.
It is also to mention that the website being the primary focus would allow Camisas Bavara to
rapidly gain the market share as it would serve the largest geographical region and at the
same time, the site could be serviced from any place at any time of the day.
Action programmes
It is to note that a marketing goal is required to be followed by some specific actions
towards attaining the goal or the objective (Le Blanc, 2015). It must set forth some actions
that are required for gaining new customers for the company and for retaining the existing

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ones. Some of the specific related actions in the marketing plan of Camisa Bavara include the
increasing number of textile industry trade shows, fairs, conferences and exhibitions that the
company attends for identifying some specific outlets like the International Exhibitions on the
textile industry that are held in China. Greater profits could be achieved by means of
reduction of the product costs. To this end, some of the specific actions comprise of decrease
in the cost of dyeing, the textile chemicals as well as finishing supplies by means of
requesting the proposals from the alternative vendor sources.
Value proposition of the business
There are several factors that give Camisa Bavara a competitive advantage over its
competitors in the market. All these factors add value to the organisation. It is to note that the
quality standards of the company’s product are maintained efficiently by company as it take
into consideration its customer’s reviews and feedbacks that they provide through social
media platform or at their website or through punctuation in the Google sites (AI-Otaibi et
al., 2018). Hence, it is to state that the company welcomes feedbacks and do acknowledge
them. Furthermore, the relationship with the customers as well as the flexibility that the
company has to fulfil the satisfaction and needs is yet another positive factor of the company.
It always looks forward for innovation. Apart from this, the technology that has been
implemented in the company recently is taking advantage of the e-commerce of its services
and products and this helps it in attracting customers and giving them credibility as well as a
step for getting a big company (Kooyman, 2016). Furthermore, it is also to mention that the
company sells its products and commodities through its own websites and stores instead of
vendors and this makes the company to reduce its cost structure. It also manufactured the
products at very low price and this makes the company to sell its commodities at reasonable
prices while attracting huge number of local customers.

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Marketing Mix Variables
The marketing mix of Camisa Bavara is comprised of the below mentioned approaches
for its product selection, pricing, distributing and promoting.
a) Product
It is to note that Bavara Shirts manages a total of three main strategic business units and
they are the maquila, the complete package and their own brand BAVARIA. Under the
complete package, the clothing, design and the raw materials of the garments are provided as
per the needs of the customers. It is to mention that Bavara Shirts stands out for
technologically advanced products. These shirts make use of technology to manufacture
garments being in a high stage of innovation on its processes and machinery and this further
ensures quality improvement.
b) Pricing
The pricing scheme of the products would be based on attaining a particular margin for
every product. It would distribute its products for the people who have lower income and
therefore, its prices would be kept very reasonable in order to ensure that everyone can afford
it. However, prices of different quality shirting can vary depending on their quality and
fabric.
c) Distribution
Right from designing to the distribution of the sales of its services and products in the
market through about 15 of its stores all over the world, Camisa Bavara operates the business
and then make the new designed fabric products easily available at their different physical
and online stores within the time frame of two weeks. Apart from its own exclusive stores,
the company would also start engaging in multi-brand retail chains that would sell the

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products manufactured by the fir in the leading cities around the nations as well as
internationally (Trebbin, 2014).
d) Promotion
The products and services of the company shall be promoted through direct marketing,
advertising, personal setting, public relations and sales promotion. Although it would focus
less on the advertisement based marketing, but will focus more on the internet online
marketing opportunities as its significant e-commerce strategy, online shops and social media
(Bilgihan, Kandampully & Zhang, 2016). It would also start campaign in different places and
countries within the national and international boundaries with simplicity and decency for
attracting the customers. It would deal with every customer with good manner in order to
attain their loyalty and trust. Furthermore, it is to mention that for the promotion of the brand,
they would start focusing on the internet searches and would spend more time on that as it is
the best way of advertising in minimum cost.
Budget
Following is the budget for the promotion of the brand:
Promotion Tools Amount
(in $)
Digital Media Marketing Tools
Facebook $5,000
Twitter $4,000
Youtube $7,500
Total Social Media Marketing expenses $16,500

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Other Online Marketing Media
E-mail Marketing $25,000
Online Display advertisements $11,000
Other Online promotional Campaigns $28,000
Total Budget for Online Media $64,000
Traditional Marketing Media
Newspapers $15,000
Magazines $25,000
Total Print Media $40,000
TV Channels $70,000
Billboards $35,000
Total $105,000
Total Required Budget for Promotion $225,500
Controls
The company would control and monitor its brand in strategic manner by means of
keeping a track of all the goals and objectives. It would ensure that the management is
working in proper manner with effective skills of communication as this will add new
business models in the firm. The areas like customer satisfaction, repeat business, revenue
(both annual and monthly) and expenses (both annual and monthly) will be monitored in
order to gauge the business performance.

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3. Recommendations
a) The main environmental issues in the fabric sector takes place from the usage of toxic
chemicals and energy that are used widely in several manufacturing stages like
dyeing, printing and pre-treatment. At present, the company does this in house and
can therefore face significant pressure from the part of the customers who can make
demands for environmentally sensitive production. This is why Camisass Bavara need
to invest in researching for finding out the alternative materials and other recycling
options that can decrease the threat to environment.
b) It is to note that shopping today have moved from the high street stores on to the
websites. The traditional shoppers and retailers would too need to join this current
revolution and this will cut down the costs and at the same time would increase the
variety while making home deliveries. The “development exposes the investments in
the high streets to a new risk and vulnerability.” As a significant part of its expansion,
Camisass Bavara bought many properties where the stores are owned and all these
assets might in the future become liabilities. This is why the company should focus on
creating online presence instead of offline.
4. Conclusion
Hence, from the above analysis it is to conclude that Camisas Bavara is a very small firm
and in order to achieve its business objective of becoming a highly productive textile
manufacturing company in the Cali market where the clients and customers would prefer
Camisas Bavara to be their first choice in shirting, it needs to change the way it is marketing
its products and services currently. The company already has some excellent staffs who are
both well-experienced and well-skilled and are highly trained at the same time. All their
staffs are customer attentive. With the same, there is high customer loyalty among the

13MARKETING AND MANAGEMENT
repeated customers within the textile industry. However, the company is still in a very
speculative stage as a retail store and e-commerce site. A brief marketing plan for the
company has been provided above. It is likely to bring out the outcomes that is planned by
Camisas Bavara in the long run.
References:
Al-Otaibi, S., Alnassar, A., Alshahrani, A., Al-Mubarak, A., Albugami, S., Almutiri, N., &
Albugami, A. (2018). Customer Satisfaction Measurement using Sentiment
Analysis. International Journal of Advanced Computer Science and
Applications, 9(2), 106-117.
Bilgihan, A., Kandampully, J., & Zhang, T. (2016). Towards a unified customer experience
in online shopping environments: Antecedents and outcomes. International Journal
of Quality and Service Sciences, 8(1), 102-119.
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley &
Sons.
Hill, T. (2017). Manufacturing strategy: the strategic management of the manufacturing
function. Macmillan International Higher Education.
Klettner, A., Clarke, T., & Boersma, M. (2014). The governance of corporate sustainability:
Empirical insights into the development, leadership and implementation of
responsible business strategy. Journal of Business Ethics, 122(1), 145-165.
Kooyman, S. W. (2016). Evaluating Best Practices for Addressing Customer Complaints in
Social Media.

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Le Blanc, D. (2015). Towards integration at last? The sustainable development goals as a
network of targets. Sustainable Development, 23(3), 176-187.
McDonough, W., & Braungart, M. (2017). The next industrial revolution. In Sustainable
Solutions (pp. 139-150). Routledge.
Pero, M., & Rossi, T. (2014). RFID technology for increasing visibility in ETO supply
chains: a case study. Production planning & control, 25(11), 892-901.
Trebbin, A. (2014). Linking small farmers to modern retail through producer organizations–
Experiences with producer companies in India. Food policy, 45, 35-44.
Vargo, S. L., & Lusch, R. F. (2014). Evolving to a new dominant logic for marketing. In The
Service-Dominant Logic of Marketing (pp. 21-46). Routledge.
Womack, J. P., & Jones, D. T. (2015). Lean solutions: how companies and customers can
create value and wealth together. Simon and Schuster.