Market Planning and Control Report: CX664801, S5, 2019

This report presents a comprehensive market planning and control analysis for Excelsior Clothing Company, focusing on the New Zealand market. The report begins with an introduction outlining the company's objectives, which include developing a new line of merino fiber-based clothing to cater to tourists engaging in alpine adventures and expanding product lines to complement existing offerings. It then delves into the company's business model, emphasizing cash flow management and the potential of e-commerce. Branding strategies are examined, particularly the 'Great Walking Apparel' brand. The report also provides an external review of the outdoor clothing industry in New Zealand, considering external forces such as political, economic, social, technological, legal, and environmental factors. The analysis includes customer and competitor analysis, internal review, key goals, and monitoring procedures. The report incorporates cultural awareness and critical thinking to formulate marketing objectives and strategies for the NZ market.

Running head: MARKET PLANNING AND CONTROL
Market planning and control
Name of student
Name of University
Author note

1MARKET PLANNING AND CONTROL
Table of Contents
Introduction......................................................................................................................................3
External review................................................................................................................................4
External forces.................................................................................................................................5
Customer analysis............................................................................................................................6
Competitor analysis.........................................................................................................................7
Internal review.................................................................................................................................7
Key goals.........................................................................................................................................9
Monitoring procedures...................................................................................................................10
Conclusion.....................................................................................................................................11
List of reference.............................................................................................................................11

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Introduction
Objective
The objectives of the company are to develop a new range of merino fiber based clothing
so as to suit the needs of visitors who have been interested in alpine adventurous activities. The
company has also aimed at researching new product lines so as to cater the needs of people and
also complement the existing product lines with new ones so as to engage the tourists visiting the
place for walking or tramping on the walking tracks of New Zealand. Though people from all
around the globe visit the place, still some of them are not known to the garments and clothing
items that are needed to suit the weather conditions in that place (Tenhiälä & Helkiö, 2015). Due
to this, the company’s objective is to facilitate the online marketing and ensure providing the
customers with better accessibility to the clothing items. Thus, the goal of Excelsior Clothing
Company is also to make sure that the advertising and promotions are aligned with the inbound
tourism site managed by the company so that the right key words can be used by clients to search
for the good quality Great Walking Apparel quite comprehensively. The company’s profit level
is consistent, but the aim is to put emphasis on the flow of cash and make sure that the credit
arrangements are managed properly too at Excelsior Clothing Company, New Zealand.
Business model
Though the business has been financially quite robust, still, the business model is
intended to focus on the cash flow management so as to prevent any kinds of danger that might
be experienced while making credit arrangements in the future at Excelsior Clothing Company.

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The ecommerce business model could be a viable option for improving the online selling
options and at the same time, bring something new and unique, which should be possible with
the help of sourcing the merino wool from New Zealand, furthermore, introduce new range of
clothing and apparel goods that could suit the needs of people and at the same time, complement
the existing product lines by making those available for the tourists (Keller et al., 2016). From
the case study of the company, it is also found that there are other companies that sell similar
kinds of travel clothing goods like MacPac, Kathmandu, etc. Due to this, the company has also
aimed at introducing the business model by introducing new fiber based outer as well as under
garments that are suitable for both alpine adventure clothing and also for various occasions when
not involved in adventurous activities outside. There is an entire segment of this customer in the
market, which has been involved in online purchases and thus Excelsior Clothing Company
made sure to manage the online selling too (Jenabi et al., 2013).
Branding
The branding has been managed with the help of using a specific logo and slogan for the
products and services that have been aligned with the needs of customers of every segments. The
products and services have been sold under a different brand so as to ensure that it could be
differentiated from the products offered by the company online at present. As the population in
NZ has been increased with multicultural aspects slowly making ground in the place, many
people have been engaged in frequent walking and tramping across the walking tracks of New
Zealand (Akillioglu, Ferreira & Onori, 2013). The branding has been done in such a manner so
as to target these visitors who are often engaged in the walks in The Ten Great Walks and this
has been possible with the help of online selling. The clothing and apparel items have been

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branded as Great Walking Apparel in order to arouse interest among the clients, thereby,
facilitate their purchasing behaviors and increase sales consistently (Romsdal, Strandhagen &
Dreyer, 2014).
Recent history
The recent history of the company is about its approach towards online selling where the
new merino fiber based clothing would be introduced for meeting the needs of people involved
in adventure clothing. Moreover, the entirely new brand name for the products sold, i.e., Great
Walking Apparel, has further helped in grabbing the attention of customers. The company has
been quite profitable, considering the fact that there is good flow of cash and all the products’
orders must be placed three months before delivery (Morgan, 2015). This has allowed the
company to deliver more and more products on time, which raised the level of customer
satisfaction too. Moreover, the online selling also created convenience for the customers to make
purchases.
Success factors
The success factors are based on the robust financial structure of Excelsior Clothing
Company, NZ and also the cultural awareness that has been spread all over the community. It has
been found that with the growing population and New Zealand becoming more and more
ethnically diverse, there are many multilingual people, thereby, increasing the travel and tourism
activities too. The employment patterns and international trade activities have changed
furthermore, which has created scopes and opportunities to more people to know about the
online selling of Great Walking Apparel goods (Queiroz & Oliveira, 2014). The suitability of the

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products with the culture and weather conditions have also made people aware of the products
and this influenced their buying behaviors too largely. Therefore, the products’ adaptability with
the customers because of the fulfillment of their needs and preferences has been considered as a
major success factor. Moreover, the customers visiting the region do not have knowledge about
what kind of clothing and apparel could be suitable for them in that weather or climate condition
and thus the more, the visitors of the place, would remain inclined to the products, the more
would be the success for the company. With this, the sales level has increased for Excelsior
Clothing Company and also the profit level has been above the expected level.
External review
Outdoor Clothing industry overview
For the past few years, in New Zealand, the Government has made sure to transform the
agrarian economy of the nation to a more industrialized one, where there would be easy access to
the outdoor clothing products and accessories. The dynamic growth has resulted in not only
increasing the income for people all over, but also has helped in meeting the needs of people who
have come from outside to visit the place and carry out outdoor walking and tramping activities.
They do not know about what kinds of clothing goods could be suitable for the weather
conditions and off road conditions (Hanuska et al., 2016). Thus, the company, i.e., Excelsior
Clothing Company has made sure to introduce a wide range of new fiber based clothing goods
that are suitable for the customers and also responsible for raising the sales and profit. The sales
of outdoor clothing goods have driven changes in the consumers’ buying behaviors as well as
favored the marketplace conditions by making it susceptible to changes within the industry (v et

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al., 2014). The outdoor products are designed in such a manner that those support the
preservation of environment and also manage sustainable behaviors among people all over NZ.
External forces
The external forces that can affect the specific industry are the political factors, economic
factors, social factors, technological, legal and environmental forces. All these factors are
assessed with the help of doing the PESTLE analysis.
The political factors include the Government influence to encourage the business
organizations to purchase the fabrics and items locally while the Parliamentary democracy has
led to creating an impact on the clothing industry too. Moreover, New Zealand, being a strong
advocate of free trade activities and with tax rates of 33 percent, the purchasing of local
components for the production of clothing goods has been quite convenient (Bocken et al.,
2016). The strict labor laws as well as the expensive labor fare has though created some issues
for hiring new employees as part of the workforce at the clothing companies, which also
sometimes might lead to lower production output. The high rates of lending have also made the
companies pay more taxes. The geopolitical instability and the terrorism activities have further
resulted in uncertainties in the global economy, which also could be considered as political
factors that majorly affect the clothing and outdoor clothing industry in New Zealand, both
positively as well as negatively (Caro & Martínez-de-Albéniz, 2015).
The economic forces that have affected the industry include the high cost of resources
and labor while the fluctuating rates of interest have sometimes favored the companies within the
industry and sometimes affected its sales as well. The consumers’ buying power have though

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increased, which has created greater scopes for employment all across New Zealand and also
allowed the companies to keep up with the latest fashion trends much comprehensively
(Weissbrod & Bocken, 2017).
The social factors are the growth in population and with that, the focus on outdoor
clothing items have increased as well, which created awareness among people about the different
compan9es that hae made outdoor fashion available for the clients in the marketplace. The nation
has also become ethnically diverse, which has also created greater scopes and opportunities for
multilingual people to gain access to the latest fashion goods and services. The travel and
tourism activities have increased, which could also be a major social factor contributing to the
increase in sales for the organization, Excelsior Clothing Company (Fuentes, 2015). There would
also be more employment opportunities for people across the nation and more production would
be possible for meeting the increased demands for outdoor clothing.
With the advancement in technology, the clothing industry has managed to enable
automation processes, which led to quicker production though without compromising on the
quality, whereas the advent of internet has made it easy for Excelsior Clothing Company to
facilitate the online channels for distribution of products and services. The customers could pay
online and it is much easier and convenient for making purchases online rather than visiting
stores and wait in queues. The technological factors have also helped in encouraging social
media marketing, which could also enhance the level of awareness among people and influence
their buying behaviors largely (Mráček & Mucha, 2015). The technological aspects have also
improved the supply chain management activities and enhanced the production so as to ensure

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betterment of marketing and sales along with targeting the larger segments of market comprising
of different kinds of customers of Excelsior Clothing Company.
The management of sustainability and protecting the environment are important within
the fashion industry and so Excelsior Clothing Company needs to prioritize on managing carbon
footprint and market environment friendly products. The good quality merino wool and fur have
been produced sustainably, and then sourced to the manufacturing departments for producing
fiber and create the best quality outdoor clothing and apparel products suitable for outdoor
walking and tramping across the tourist destinations including Queenstown, Milford Sound and
Rotorua and also along the Ten Great Walks (Zhen Wang et al., 2014). The company aims to
produce sustainable fashion items so as to meet the needs of customers and also present a
positive brand image about the company to facilitate cultural awareness and encourage buying
behaviors positively too.
The ethical aspects and compliance are essential aspects of the fashion industry in New
Zealand too and because of this, there are various labor laws, legal obligations and policies
associated with the businesses within the concerned sector. The environmental laws, rules and
regulations have become tight, which has also resulted in complying with the policies, laws and
guidelines for maintaining the organizational standards furthermore (Kim et al., 2014). The laws
and rules are also inclined to the management of international trade, which could promote legal
compliance and establish a positive brand image and name required by the fashion and clothing
brand to flourish in the competitive business environment.

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Customer analysis
The analysis of customers means the targeted market segments consisting of the
customers. It has been found that the micro environmental factors for the customers include the
cultural aspects, values, beliefs and norms along with the demographics and lifestyles. The
clothing companies must make sure to design the styles of clothing goods and apparels in such a
manner that it seems to be appealing to the customers and also for those belonging from different
backgrounds and cultures so as to represent large segments of market. The market segments
that have been targeted by the company mainly include the customers who are avid online
shoppers and those who are often indulged in adventurous outdoor walking and tramping (Faiz
et al., 2017). Thus a significant market portion comprising of the clients who make purchases
from the brand online constitute a major portion of the market that has to be targeted by
Excelsior Clothing Company in NZ.
The target market is segmented by communicating the marketing messages and
information at first and ensure that it can attract the customers comprehensively. The target
market segmentation will also be possible with the help of breaking down the target market into
multiple segments comprising of customers such as those who prefer online purchases and also
the specific segment that is more focused on the purchase of adventure clothing and apparels.
Thu, the behavioral segmentation has been effective as it considers the behaviours of customers
and also how they assess the benefits of making these purchases.
Competitor analysis
Few of the major competitors of the industry are the Swazi, Kathmandu, Outside
Sports and Clothing Company, etc. There are other competitors in the market that sell products

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online too such as the Smith & Wesson, NZ, Cotswold Outdoor, Mountain Warehouse, Actve
Junky, Go Outdoors, etc., all of which are associated with the online selling of outdoor goods
and services. All these companies sell similar kinds of outdoor fashion and clothing items in the
market, due to which, Excelsior Clothing Company might face some competition from these
rivalries within the concerned sector. These companies have been selling outdoor and camping
friendly clothes along with the high performance hunting apparels that are of good use for the
customers who visit the Alpine region for the purpose of trekking, walking and tramping
purposes. Thus, the competitive is quite good within the industry, because of which, Excelsior
Clothing Company needs to implement effec6tive strategies such as the cost leadership and cost
differentiation strategies for comparing the prices of similar kinds of products by competitors
and then set the prices accordingly (Martin & Johnson, 2015). Moreover, the company could also
add some distinguishable features such as the merino and possum fur blend so as to improve the
quality of fabrics used in the products, thereby, make those suitable for alpine adventures. These
innovative features and great quality materials could be supported by sustainable linen and fiber
materials, which should result in zero carbon and also create significant balance in the
environment (Han, 2016). This could help the company to bring something new and unique and
survive in the competitive business environment with ease and effectiveness.
Internal review
Excelsior Clothing Company, being one of the leading companies within the outdoor
clothing industry, has maintained a dominant position in the marketplace by conducting analysis
and review of the SWOT analysis framework, This has helped in building interactive process and

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identify the strengths and opportunities so as to facilitate the marketing, finance, operations and
strategic planning aspects quite conveniently (Shanthi & Desti, 2015).
Strengths and Weaknesses
The company has thrived in the marketplace with the help of entering the new markets
quite comprehensively and at the same time, allowed for business expansion for generating new
streams of revenue. This could also be beneficial for diversifying the economic cycle risk and
enhance the exposure of the brand in the marketplace where the company has been operating.
The good quality outdoor clothing goods is another advantage, which has been maintained with
the help of enhanced supply chain activities and through automation of services (Yan, Song &
Liu, 2017). The company has achieved good rate of return on the capital expenses made, while it
has constantly been aiming to innovate, which could be presented in the form of merino fiber
based products newly introduced in the market. The skilled workforce is also considered as a
major strength of the company, which has also facilitated the production level. A positive culture
has been established among the dealers and the distributors whereas the strong and free flow of
cash further boosted the company’s ability to expand its horizon by undertaking new projects.
The weaknesses though could be the lack of investments for research and development
purposes, which sometimes could hinder innovation perspectives whereas the scale of expansion
could also be prevented due to lack of investments for research and development. Though online
selling by the company seems to be a good option, still there is a lot to do for the facilitation of
marketing activities. The positioning of products and services unique selling proposition have
not been clearly presented, which could result in lack of ability to compete with the rivalries in
business. The company has also been far behind in terms of forecasting the demands of

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marketplace, which also seemed to affect the financial planning properly (Royer, 2013). On the
other hand, the outdoor clothing and apparel company has its organizational structure, which
does not suit the present business model and this might be the cause of limited expansion in
various market segments too.
Opportunities and Threats
The core skills and competencies of Excelsior Clothing Company, favored by the new
technologies, have created huge numbers of scopes and opportunities for the business to
implement differentiated pricing strategy and at the same time, should allow for maintaining a
loyal customer base. The free trade agreement by the Government and the use of new
technologies have further allowed Excelsior Clothing Company to enter into new market
segments as well as facilitate the management of environmental policies, rules, regulations and
guidelines required to gain a bigger market share within the industry (D. Banker et al., 2014).
The shift from traditional marketing channels to online channels for distribution of products and
services have also helped the company to leverage the opportunities of knowing the customers in
a better way, thereby, use big data analytics and promote sustainable behaviors too. The
emergence of multiple visitors in the Alpine region has also helped in the creation of global
scopes and opportunities and ensure global business expansion too.
The Ansoff matrix could be used as part of the marketing planning for facilitating the
market growth and development, furthermore, penetrate new markets to increase customers.

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The company has portrayed these corporate growth strategies for growing the existing
product line and form new products to cater the needs of people. The company could achieve
growth by making the existing products available in new market segments so as to penetrate the
new market segments while at the same time; market development would be possible by
introducing new online channels for distribution of products and services. This intends to be less
risky and also the company would be able to target different market segments quite easily (Ray
Gehani, 2013). The development of the new merino wool based outdoor clothing and apparels
should also help in acquiring the customers in the new market segments and allow for gaining
bigger market share, enhanced sales revenue and profit level attained too. The self mad products
delivered to the existing customers could also help in managing loyalty among them and make
them assured about the new products to be introduced in the marketplace soon.

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Few major threats could be the emergence of substitute products and new entrants in the
market by other companies while the demands for outdoor clothing goods are seasonal in nature.
The lack of skilled labor and liability laws in different countries could also limit the exposure of
brand while entering the global marketplace. The changing behaviors of customers could affect
the supply chain model whereas the new technology usage could pose serious threat for the
company to sustain in the long run (Zehir, Can & Karaboga, 2015).
Key goals
The goals are:
S: To use the merino wool sourced locally and design the best quality outdoor clothing
items for meeting the needs of people who want to visit the Alpine region.

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M: To stay ahead of the business competitors and extend its online channels of
distribution to create a loyal customer base along with aiming to generate higher sales revenue in
business.
A: Aim at gaining a yield of 25 percent of sales after the actual base price and after
deduction of cost of sales.
R: To improve the online distribution and selling of products and services for meeting
customers’ needs and preferences
T: To drive the revenue generation capability and gain competitive advantage in business
within the next few months only
The alpine outdoors possess different climate and weather conditions, which makes it
suitable for the company to introduce merino based fiber clothing that can meet the criteria for
alpine adventure clothing in New Zealand (Semuel, Siagian & Octavia, 2017).
The key performance indicators could be the increase in sales and high amount of traffic
that has been experienced in the website managed by the company. The KPIs also represent the
various aspects where the company has fared well such as the numbers of goods sold to the
customers who are indulged in alpine adventures such as walking along and tramping activities.
Monitoring procedures
Time frame
The progress towards the achievement of goals and objectives could be monitored with the help
of assessment of a time frame.

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Activities Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Setting the
mission and
goals
Marketing
audit
PESTLE
analysis
SWOT
analysis
Marketing
objectives
Forecasting
expected
results
Marketing
budget
To assess
market
conditions
and the
customers’
behaviors

17MARKET PLANNING AND CONTROL
associated
with the
adventurous
activities
To improve
the online
selling
options and
facilitate
Social
media
marketing
Detailed
action plan
Final
product
delivery
This could be measured by assessment of KPIs and also with the help of assumptions
based on the forecasting and demands in the marketplace. The website traffic could also be
assessed to check for the numbers of visitors and how many of them have been influenced at
large.

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The management team could be reported with the help of emails and also by chat
conversations on social media platforms. The management team would then check for the
performances of the employees and make sure to fill any gaps that have been experienced to
ensure that the production remains consistent all throughout.
Conclusion
The report examined the various areas of marketi9ng plan considering the business
organization named Excelsior Clothing Company in NZ. The major objective was to increase its
yield by 24 percent and also facilitate the online selling of fiber based clothing and apparel for
meeting the needs of people who were interested in alpine adventurous activities such as walking
and tramping. The various political, social and economic factors were analyzed which could
affect the clothing industry, while the strengths and opportunities helped in the creation of more
scopes and opportunities. The Ansoff matrix and Porter’s generic strategies were used to make
sure that the company could enter new market effectively and also set the right prices by
differentiating its products from the competitors so as to gain a bigger market share and attain
competitive advantage too.

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