BUSM3322 Business Plan: Online Custom Clothing Apparel

This assignment presents a detailed business plan for launching an online custom clothing app. The plan encompasses various aspects, including market research, target audience analysis focusing on Australian youth and office workers, and a comprehensive SWOT analysis to identify strengths, weaknesses, opportunities, and threats. It outlines a marketing plan with details on the marketing environment, external and internal factors, competitor analysis, and niche identification. The plan also delves into product/service mix, pricing strategies, location considerations, distribution, branding, promotion methods, and customer service. Furthermore, it includes a legal plan covering business name, structure, licenses, regulations, contracts, and intellectual property. The plan incorporates primary research, market surveys, and secondary research from various online sources to support its findings. The ultimate goal is to provide a structured approach for launching a successful clothing apparel business.

Running head: MANAGEMENT
Business Start-up (Clothing Apparel)
Name of the student
Name of the university
Author Note:

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Table of Contents
Statement of Research Findings.................................................................................................5
Primary research.....................................................................................................................5
Figure No 1: Market Share of Clothing companies in Melbourne.........................................5
Figure No 2: Choice of Clothing companies in Melbourne...................................................5
Secondary Research...............................................................................................................6
Conclusion..............................................................................................................................6
Marketing Plan-Marketing Details.............................................................................................6
Marketing Environment.............................................................................................................6
3. External factors..................................................................................................................6
4. Impact of internal factors...................................................................................................7
5. Business SWOT Analysis..................................................................................................8
6. Target Markets...................................................................................................................9
Target Market Two..............................................................................................................11
7. Major Competitors...........................................................................................................14
Identify 3 Competitors.........................................................................................................14
Analysis................................................................................................................................14
3. Type of Competitor..........................................................................................................15
Unique value to customers...................................................................................................15
8. Competitors SWOT Analysis...........................................................................................16
9. Market Niche....................................................................................................................17

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10. Marketing Plan...............................................................................................................17
Product/ServiceMix Describe your product/service and how it benefits the customer.......19
Pricing Strategy....................................................................................................................19
Ranking of Competitors to your business............................................................................20
Place/Location......................................................................................................................20
a. Describe the location selected for your business.......................................................20
b. Distribution/Sales......................................................................................................21
Communication Channels....................................................................................................21
Branding...............................................................................................................................22
Methods of Promotion..........................................................................................................22
Customer Service Areas and Provision................................................................................23
Info graphic of the marketing position.................................................................................24
Figure No 3: Infographic of One Shop Solution..................................................................24
Position Statement................................................................................................................25
Branded Publication.............................................................................................................25
Legal Plan.................................................................................................................................25
Choice of Business Name....................................................................................................25
Business Name Availability.................................................................................................25
Business Structure................................................................................................................26
Rationale for Business Structure..........................................................................................26
Governmental Licences and regulation................................................................................26

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Australian Consumer Law....................................................................................................26
Regulatory Compliance procedures.....................................................................................27
Contracts..............................................................................................................................27
Advantages and Disadvantages of having contract in writing.............................................27
Practical Steps......................................................................................................................28
Negligence and Duty of Care...............................................................................................28
Insurances.............................................................................................................................28
Intellectual Property.............................................................................................................28
References................................................................................................................................30

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Statement of Research Findings
Primary research
The primary research was based on the findings of the competitor analysis and the
analysis of the market. A market survey on some questions like the competitor market
share, industry performance index was provided as the primary research sources
24%
28%14%
34%
Market Share
SHOWPO
THE ICONIC
MISGUIDED
OTHERS
Figure No 1: Market Share of Clothing companies in Melbourne
Source: (As created by the Author)
23%
22%
15%
40%
CHOICE OF CLOTHING
JEANS
T SHIRT
OFFICE APPERALS
OTHERS

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Figure No 2: Choice of Clothing companies in Melbourne
Source: (As created by the Author)
Secondary Research
The secondary research sources have been collected from different kinds of the
research papers as well as the different types of the news articles and other sources. The
business plan has been basically made out of collection of data from different online sources.
Conclusion
The following research has been an informative business planning that promotes a
clothing application to launch business in a structured manner. The clothing apparel business
will be launched to ensure success.
Marketing Plan-Marketing Details
Marketing Environment
3. External factors
Economic factor- in case of recession in the economy the economic condition slows down
and as a result, the situation of the company would led to generate less revenue. Therefore,
the earning from business will decrease along with the stock in the market. On the other hand,
if the Australia dollar devaluates the exports of the clothing stock will be cheaper and will be
a benefit for the business. However, an increase in the exchange rate will make shipping of
goods expensive.
Cultural/Social- the impact of social media trends can affect the market in two ways that is
between the company and the introduction of the product to the public (Magrath and
McCormick 2013). The concept of social corporate responsibility will affect the online store

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and it can attract the top talent. The organization creates the employee satisfaction in case of
retention rate and satisfaction level.
Technology- the change in technology can extract the opportunity and advantage of the
business. It will therefore lead to manufacturing of new products and services. A change in
technology will increase the productivity and reduce the manufacturing cost.
Political/Legal- the impact that the organization would persist with the changes in case of
copyright will protect the company from original expression of an idea in form of creative
work (Aminu 2013).
Seasonal/Climatic- weather can create a negative impact on the business because the adverse
effect can cause damage to property.
Environmental- the cause of recycling adds an environmental benefit as it reduces waste
cost and manages to reduce the amount of waste. It can save the company from paying the
landfill tax.
4. Impact of internal factors
Production facilities- the equipment that is suitable for the production is treated as strength
of the company because in the long run it will its production operation. The process comprise
of separation of raw material, treating and processing the equipment and arrange the facility
that is required for the production of customized clothes. It adds value to the business and
transform the input that is labor, capital, building, equipment and information into output
which is the final goods and service (Frazer and Stiehler 2014).
Financial resources- in case of financial resources the organization can predict the revenue
that can lead to an increase or fall of a disaster. The changes in the market condition are
unpredictable so the unit of financial resources can be a weakness for the company. The
deficit many lead to failure in manufacturing and production of the product.

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Human resources- the department of human resource can be considered as strength because
the entire functioning is depended on the human resource manager who caters to recruitment
process (Doucé and Janssens 2013). Acquisition of proper talent will lead the organization to
determine the employee who are hired and constitute the knowledge that would the
organization to be successful.
Location- the location tends to be one of the primary matters for a business to set up. It acts
strength because the potential success can be determined with the target audience and its
location.
Business image- if the image of the business is made strong the purpose of business image
will help the customer to differentiate between the competitive brands. It forms as strength
for the internal factor that would assist the customers to take decision about their wants and
needs.
5. Business SWOT Analysis
Strategies
S Business Strengths
1. Price of the product will be set at
a reasonable rate.
2. The manufacturers will focus to
produce all variation of sizes.
3. Provide quality product.
How you will maintain these strengths in
your business?
The following strengths can be
maintained in the business with the help
of a supervisor and the management team
who will assist to fulfil all the needs.
W Business Weaknesses
1.Competitive Brand
How to overcome the effects of these
weaknesses?
The weakness can be handled by
considering the problem and taking

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2.Maintainance of stock
3. Changes in behavioural patter of
the customers. initiative to solve it.
O Opportunities
1.Technological impact
2.Cultiral factors
3. Decrease in exchange rate.
How the business might capitalise on these
opportunities?
The opportunity of the online business can
be identified by taking into consideration
the feedback of the customer and the
workers.
T Threats
1. Legal issue with business ethics
2. Wide range of products available
in the market.
3. Impact on sales.
How you might counteract the effects
of these threats on your business?
The business will take necessary step and
mitigate the problems before they cause
disastrous effect.
6. Target Markets
Target Market One
1. TARGET AUDIENCE DESCRIPTION
The Target audience that has been shown in the picture
here shows the Australian youth community. The youth
community has the target to be at the top of their
fashion. The modern youth tend to ensure that they
dress up in the best manner and try to live up to the
modern dressing sense. The company will try to meet
up to these needs as they tend to make the most of the
resources and reach to these youth segment and provide
them the best apparels. The total concentration of the

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management will be the youth who goes to colleges or
are just new to office.
2. LIKES 3. LOCATION
 New Trends  Celebrity
Fashion
The
administrativ
e location of
the office is
Collins Street
and the
company will
be launched
as an online
clothing app
which will
have the
objective of
gaining a
strong ground
in the
Melbourne
market
through its
range of
clothing
products.
 Chequered
innovations
 Ultra-modern
clothing’s
 Fashion
accessories
 Designer
colours
4. BUYER MOTIVES 5. BUYER DECISION MAKING PROCESS
The buyers or the youth of the organization will
try to select the best apparels according to the
modern trends. The modern youths will always go
STEP 1. The first step will involve the buyers to choose
the problems with the current range of products
available from the other competitors and also find the
different types of problems that are present in the

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for the celebrity wears and will always find for
new and innovative designs. The innovative design
process will be the basic choice of the targeted
group of Australian youths. The buyers will also
look for cost effectiveness. However, the buyers
can compromise with the price once the quality of
the clothes is of a superior quality. The superior
choice of the buyers will compel the management
of the organization to produce the best products in
a much better manner.
current set of the products
STEP 2. The second step will feature the search for the
information regarding the products being offered to
them. The product will be analysed accordingly through
different kinds of angels
STEP 3. A number of different alternatives will be
searched by the customers to evaluate the quality and
the basis of the products offered by the management of
the new business
STEP 4. The fourth step will ensure the decision of
purchase. The purchase decision will require a serious
evaluation of all the factors and the determinants. The
proper purchase decision will thus be taken care of in a
controlled manner.
STEP 5. The post purchase behaviour of the customers
will ensure the evaluation of the products after the
purchase and the future of the new business will
involve a proper evaluation process
6. CONSUMER REACTION TO PRODUCTS OR SERVICES BEING OFFERED
The consumer reaction will be evaluated in a stringent manner to ensure business success. The management
of the business will evaluate on whether the clothing apparels sold by the company are up to the mark and
whether they are able to meet the standard of the demand. A survey can be undertaken amongst the targeted
youth who bought the products and the responses can be analysed statistically in a proper and efficient
manner.
Target Market Two
1. TARGET AUDIENCE DESCRIPTION
The second set of target audience selected by the
company will include the likes of the office goers
in Australia. The office goers will basically
involve the likes of the youth who have been
recently appointed or are in between the age
group of 25-45 years. The particular age group is
targeted as because the age group is prone to

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buying trendy office clothing for making a style
statement in the office. The trend has been in
place for quite some years and the online delivery
of the company can easily attract these people as
they have the little time with them to physically
go and purchase clothing accessories.
2. LIKES 3. LOCATION
 Smart Clothing  Blazers
 Formal Wears  Informal Office
garments
 Office Clothing
Accessories
 Others
 4. BUYER MOTIVES 5. BUYER DECISION MAKING PROCESS
The buyer motives in this particular trend will involve
the selection of the particular office clothing through
surfing different websites. The smart and formal wears
which can have a statement in them will be the most
acceptable to these particular segment of working
people. The absence of the proper time to visit different
physical stores makes them prone to use the online
websites and other sources of online purchase to buy
clothing accessories. The purchase decision of the
buyers will also depend on the price, place and other
factors. The meeting of all these criterion according to
STEP 1. Recognition of formal and smart office
wears through regular observation. These
observation can be from social media sites,
advertisements as well as through physical
observations
STEP 2. Searching information on these trends
through online sources or some secondary
sources. This helps to select the possible choices
for the person
STEP 3. The third step will involve the evaluation
of the alternative clothing provided by other
stores or organizational elements
STEP 4. The purchase decision will be made
through the selection of these elements. Thus the
management of the new business needs to present
their office goers range in a unique manner that
can meet all the needs of the people