Market Planning and Control Report: Excelsior Clothing Analysis

This report provides a comprehensive analysis of Excelsior Clothing, a fashion retail company based in Auckland, New Zealand. It begins with an executive summary and table of contents, followed by an in-depth examination of the external environment, including industry review, political, economic, technological, legal, social, cultural, and environmental factors. The report then analyzes Excelsior Clothing's customers and competitors, focusing on the "Great Walking" product range. The internal environment is reviewed, identifying opportunities, threats, strengths, and weaknesses. The report concludes with an overview of the key findings and references. The analysis covers market entry barriers, consumer behavior, and the impact of online shopping and social media on the fashion industry, providing insights into the company's profitability and competitive advantages. The report also discusses the influence of political and economic factors, technological advancements, legal compliance, and social and environmental considerations on the fashion retail sector.

Running head: MARKETING PLANS AND CONTROL
MARKETING PLANS AND CONTROL
Name of the Student
Name of the University
Author Note

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Executive Summary
The report is based on the analysis of the case study that is based on an organization named
Excelsior Clothing. The organization operates in the fashion retail based industry of
Auckland, New Zealand. The report is able to provide a detailed analysis related to the
internal and external environment based factors of the organization. The customer
environment and competition of the organization have also been analysed in detail. The
analysis has further been able to provide a detailed picture of the profitability levels of the
organization and its operations. Two major objectives have been developed based on the
organizational environment and internal factors as well.

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Table of Contents
1. Introduction............................................................................................................................3
2. Analysis of the external environment....................................................................................3
Review of the industry............................................................................................................3
Analysis of the external factors..............................................................................................4
Analysis of the customers.......................................................................................................6
Analysis of the competitors....................................................................................................7
3. Review of the internal environment.......................................................................................9
Opportunities and threats of Excelsior Clothing....................................................................9
Strengths and Weaknesses of Excelsior Clothing................................................................10
4. Conclusion............................................................................................................................11
5. References............................................................................................................................12

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1. Introduction
According to Johnson et al. (2015), the organizations in an industry are able to
develop different strategies with the help of proper analysis of the external environment. The
internal factors can affect the decision making process of modern organizations. The analysis
of organizational environment is considered to be a major part of the decisions and strategies
that are developed by organizations. The strategies need to be formed in such a manner that is
able to support the strategic implementations. The analysis that will be made in the report will
be mainly related to a case study of the clothing organization Excelsior Clothing which
originated in Auckland. The company has started its operations by selling different products
to the general customers through the website.
The various products which are provided by the company are, blouses, tops, trousers,
jumpers and skirts. The product lines of the company are based on different retail products
and exclusive products as well. The organizational division that will be analysed in the report
is “Great Walking” (Kasemsap, 2016). The marketing plan will be formed with respect to the
case study of Excelsior Clothing which can offer a detailed the outer and inner environment
study of the organization. The customers and competitors of the company will be discussed in
the report. The development of competitive advantage of the organization based on its
operations in the industry based on fashion retail is a major part of the report.
2. Analysis of the external environment
Review of the industry
The Clothing Retailing based industry of New Zealand has depicted some major
barriers that are related to the entry of new organizations. The major levels of costs that are
confronted by the organizations based on their entry in the fashion industry of the country
include, rents, wages and the purchases. New Zealand provides a retail environment that

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provides a welcoming environment for the smaller organizations as compared to the larger
ones. The demands of consumers in the industry are premium or lavish in nature and the
expensive products are considered to be more favourable. Levels of competition in the
industry are quite high and the range of the products are mainly available based on style,
quality and price (Kelsey, 2015).
The fashion retail based industry of the country is based on department stores and the
online-only retailers as well. Different products that are offered in the fashion industry
include, women’s clothing, men’s clothing, clothing based accessories and infant’s and
children’s clothing (Li et al., 2016). The Clothing based industry of New Zealand has shown
immense levels of growth in the last few years. The firms have been struggling with
increasing competition related to the prices of products and the demands of consumers as
well. A major shift has also been seen in the consumer behaviour based patterns. The
sentiment of consumers has been used by the retail organizations in order to operate
profitably in the industry. The growth rate that has been shown by the industry is 0.2% from
2014 to the year 2019 (Ibisworld.com.au., 2019).
Analysis of the external factors
According to McNeill and McKay, (2016), political factors have a major impact on
increasing the levels of insecurity in fashion based industry. The different geopolitical events
have been able to rock the fashion based industry in a huge manner. The government of New
Zealand is stable in nature and the regulations and order based situation has been managed in
an efficient manner. Political changes take place in the country every three years and new
regulations and rules are developed by the government. The lending based rates in the
country are great and more taxes have to be paid. Trade and business related freedom is
provided to different organizations that operate in the country. Economic factors -
According to McNeill and Moore, (2015), New Zealand has developed excellent economic

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situation that has a main impact on the per capita based income. The rates of products in the
country are economical and consumers are able to afford the products that are offered by
different organizations. The rates of inflation and unemployment in the country are quite low.
The profits and sales of different fashion organizations are affected in a negative manner by
the economic fluctuations that take place in the country.
As discussed by McQuillan et al. (2018), the technological factors based growths
have a major impact on the operations of fashion organizations. Internet, IT and globalization
have a major impact on the fashion based organizations in New Zealand. Online shopping is
considered to be a major choice of the millennial generation of the country. Customer
services and supply chain related activities have an impact on the profits of fashion industry.
Regulatory or legal aspects – According to Moorhouse and Moorhouse, (2018), the
companies in fashion industry of New Zealand have to face some major legal challenges as
well. Compliance and ethics are considered to be a significant focus of the organizations that
operate in the fashion retail industry. The retail organizations have to follow the regulations
and laws that are related to international trade operations in different countries. The New
Zealand government has aimed at reducing the corruption levels in the society in order to
develop an environment where international organizations can operate in a profitable manner.
Social and cultural factors - As discussed by Murray, (2017), New Zealand has a
wonderful social system and is also dependent on the other countries for business. The
demands in economic structure of the country are quite consistent in nature and different
industries in New Zealand are affected by levels of demand. The fashion retail based industry
of New Zealand is affected in a huge manner by the robust system of banking. The choices
related to fashion that are made by the people in the country are affected by the social and
economic policies that have been developed. Environmental factors – According to (Parker,
2017), the environmental system of New Zealand is unique and high levels of literacy have a

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positive impact on the knowledge that people have based on changes in the environment. The
fashion retail industry and the manufacturing process of the organizations are influenced by
the ecological concerns that have taken place in the last few years. Reduction of pollution
levels have been the most important aim of the organizations that operate in the fashion
industry of New Zealand.
Analysis of the customers
The products that are formed by Excelsior Clothing are based on the demands and
needs of different types of consumers including the upper income level and middle income
level. The expensive and exclusive lines of products are offered to consumers with the help of
different big city type shops and the provincial shops as well. The customers of Excelsior
Clothing are both men and women. The apparel based section of the company mainly offers
various types of products like, trousers, jumpers, blouses, tops, skirts and jackets. The
product lines are sold under the name of a different brand that is name as “Smart Apparel”
(Payne, 2016).
The online platform of the company is able to cater to the needs of diverse types of
customers who belong to the younger age group. The value propositions that are offered by
the goods of Excelsior Clothing are based on the premium pricing based techniques that have
been used by the company. The costs of manufacture of the products are quite high and the
customers need to offer high prices in order to obtain the products. The updated fashion
related requirements of the organization are considered to be an important factor that can
affect the value propositions (Perkins et al., 2019).
The criteria that is implemented by the consumers in order to select a particular brand
in comparison to the others is based on different stages that are a part of the decision making
of consumers. The process of consumer decision making is totally based on the different

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stages that are able to help them choose between the products that are offered by different
brands (Sardar & Lee, 2015).
According to Scuotto et al. (2017), the high value based stores are mostly used for
buying of different products by consumers in the fashion retail based industry of New
Zealand. The consumers in the industry are affected in a huge manner by the services that are
provided to them in different high class based stores. The retail customers form the most
important part of the consumer base of the organization in the industry. Excelsior Clothing
thereby aims at developing the online operations in such a manner that does not compromise
with the services which are offered to the consumers in retail stores.
Analysis of the competitors
The products of Excelsior Clothing that are considered for analysis based on the case
study is the “Great Walking” range. The range is mainly based on the development of
products that can provide competition to major organizations like, MacPac, Bivouac and
Kathmandu that offer travel related clothing and adventure based products. The organizations
will be able to provide tough rivalry to Excelsior Clothing based on the products that the
wishes to offer in the retail industry. The current competitors of the organization will be able
to affect the value propositions that are developed for the consumers (Yeoman & McMahon-
Beattie, 2018).
The travel and adventure related products which are provided by the organization in
the fashion retail industry are based on the ways by which Excelsior Clothing can develop a
separate customer base. The major competitors of the organization are able to affect the
profitability levels and revenues that can be gained in the industry of fashion retail. The
organizations like, Kathmandu Fashion and
Bivouac have already develop a huge and loyal customer base in the market with the help of

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their products and marketing based efforts. This has been able to play a key role in increasing
the competition levels in the retail industry (Zahraie et al., 2016).
Kathmandu Fashion has undertaken major marketing based efforts in order to survive
in the competitive fashion based industry for a longer period of time. Kathmandu Fashion has
also aimed at increasing the online operations in the fashion based industry. The online and
different digital platforms are also used by the organization in order to promote the products
that are offered by Kathmandu Fashion. The online and digital channels have been able to
influence the promotional activities that have been implemented by the organization. The
social media based strategy that has been developed by Kathmandu Fashion has been able to
affect and increase the revenue levels of the organization in the industry (Zahraie et al.,
2016).
The communication levels of consumers with the organization have been developed
effectively with the help of social media pages of Kathmandu Retail Fashion. The major
strengths related to sports and adventure based products that are being offered by Excelsior
Clothing are based on uniqueness and ways by which demands of the consumers can be
fulfilled. The products are quite different from those which are already being offered by
Excelsior Clothing in the industry. On the other hand, the levels of competition that can be
faced by the organization from the other major companies that already offer similar products
are also huge (Scuotto et al., 2017).
The major point of difference that is based on the products provided by Excelsior
Clothing is based on the usage of alpaca and merino fibre that is considered to be suitable on
a technical basis for the development of alpine adventure clothing. The brand name that has
been provided to the new products which are being planned by Excelsior Clothing is also

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quite different. The products will be able to fulfil different types of needs and demands of
consumers based on the adventure and sports based requirements (Perkins et al., 2019).
3. Review of the internal environment
Opportunities and threats of Excelsior Clothing
Excelsior Clothing has been operating in a profitable manner in the industry of
fashion retail Auckland for the last few years. The financial position of the business is quite
strong and has been able to affect the investments that have been made in different operations
of the company. The financial base of the company is thereby able to provide major levels of
growth based opportunities to Excelsior Clothing in the fashion retail industry of Auckland.
The major chances and pressures that have been provided to Excelsior Clothing are as
follows,
Opportunities – (1) The investments that are done by the organization on promotion
and marketing based activities are able to play a major role in the ways by which the
organization can reach the customers within fewer amounts of time. The financial stability of
Excelsior Clothing can be helpful in the investments that can be made by the organization in
effective promotions (Kelsey, 2015). (2) Expansion of the retail based channels and
distribution based activities is also considered to be a major opportunity that can be
implemented by the company in order to enhance the customer base. The growth of
customers in the fashion industry is considered to be a huge chance of improvement that has
been provided to Excelsior Clothing (Sardar & Lee, 2015). (3) Improvement of the
experiences which are offered to the consumers. The organization is aiming at developing its
online operations in the fashion retail industry. However, the retail customer base that has
already been developed by the organization can be used in order to increase the levels of
revenues and profitability in the fashion industry. Excelsior Clothing will be able to

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strengthen its position in the industry by improvement of its services that are offered to
consumers (Sardar & Lee, 2015).
Threats – (1) As discussed by Kelsey, (2015), the regulations which have been
developed in the fashion industry can influence the operations of the organization in a huge
manner. Excelsior Clothing will need to develop the operations and products in such a
manner so that it can comply with the regulatory requirements effectively. (2) The costs
related to raw materials have started growing in the last few years. This change can have an
impact on the prices of products that are offered by the organization to consumers. The
organization is planning to develop the production facilities in diverse countries like,
Malaysia and China. However, the regulations which are implemented in the countries need
to be considered by the organization (Johnson et al., 2015). (3) According to Johnson et al.
(2015), The levels of competitive threats have started growing in the fashion based industry.
Excelsior Clothing is also facing major threats from the major organizations like, Kathmandu
Fashions. The loyal customer base of Kathmandu Fashion is considered to be a major threat
to the operations of the organization. The products which are offered by Kathmandu Fashion
have also developed their own position in the industry (Parker, 2017).
Strengths and Weaknesses of Excelsior Clothing
Strengths – (1) The development of online processes of the company is another major
factor that is able to affect the place of Excelsior Clothing. The organization has also aimed at
increasing its product line by investing in the formation of sports and adventure based
products (Sardar & Lee, 2015). (2) The different brands that have been developed by the
organization have been able to cater to the needs of various customers without creating any
confusion related to the products and their benefits. Excelsior Clothing can take advantage of
the strengths in order to retain the old customer base and further develop a new group of
consumers as well (McNeill & Moore, 2015). (3) The unique types of materials that are being

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used by the company in order to develop the products like, alpaca fibre and merino have been
able to affect the ways by which the organization can operate in the industry of fashion retail.
This has been able to act as a major strength of the company based on its customer base that
has been developed (Mahmood & Kess, 2015).
Weaknesses – (1) The organization has been catering to the retail customers during
the years of its operations. Development of online procedures will be a little tough
(Moorhouse & Moorhouse, 2018). (2) The prices of the products are quite high and this does
not let the organization target a larger group of customers. (3) The development of
manufacture plants in different countries is a major weakness that is able to affect the speed
of processes of Excelsior Clothing.
4. Conclusion
The report can be settled by asserting that Excelsior Clothing can aim at increasing its
profitability levels in the fashion industry by the introduction of new product lines in the
“Great Walking” division. The financial stability of the company will be able to play a key
part in the methods by which Excelsior Clothing can improve its place in the fashion retail
industry.
Two objectives – (1) Increasing the revenue levels within next six months. The
increase of revenues is required for sustainable operations of the organization in apparel
industry. (2) Increasing the reach towards the consumers belonging to different segments.
The increase in consumer base is required for facing the competition in an effective manner.

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5. References
Ibisworld.com.au. (2019). Clothing Retailing – New Zealand Industry Research Reports |
IBISWorld. Retrieved from https://www.ibisworld.com.au/industry-trends/nz-market-
research-reports/retail-trade/clothing-retailing.html
Johnson, K. K., Lennon, S. J., Mun, J. M., & Choi, D. (2015). Fashion/clothing research: an
analysis of three journals. Journal of Fashion Marketing and Management, 19(1), 41-
55.
Kasemsap, K. (2016). Retail marketing strategies and brand management: A global retail
industry perspective. International Journal of Social and Organizational Dynamics in
IT (IJSODIT), 5(2), 66-78.
Kelsey, J. (2015). Reclaiming the future: New Zealand and the global economy. Bridget
Williams Books.
Li, W. Y., Chow, P. S., Choi, T. M., & Chan, H. L. (2016). Supplier integration, green
sustainability programs, and financial performance of fashion enterprises under global
financial crisis. Journal of Cleaner Production, 135, 57-70.
Mahmood, S., & Kess, P. (2015). An assessment of the organization of demand supply chains
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McNeill, L., & McKay, J. (2016). Fashioning masculinity among young New Zealand men:
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McNeill, L., & Moore, R. (2015). Sustainable fashion consumption and the fast fashion
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McQuillan, H., Archer-Martin, J., Menzies, G., Bailey, J., Kane, K., & Fox Derwin, E.
(2018). Make/Use: a system for open source, user-modifiable, zero waste fashion
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Moorhouse, D., & Moorhouse, D. (2018). Sustainability in the fashion industry. Clothing
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