A Five Year Marketing Plan For Tulip Clothing Essay

This five-year marketing plan for Tulip Clothing has been created to secure additive funding for growth and to inform employees of the alliances current berth and direction. Although Tulip was launched in the UAE only three years ago, the fast has experienced greater-than-anticipated postulate for its products, and research has shown that the object lens market of sport-minded consumers and sports retailers would like to deal more mundane change state than Tulip currently offers. In addition, Tulip plans to explore opportunities for online sales.The marketing environment has been actually receptive to the libertines high- feature goods casual clothing in fashionable colours with logos and slogans that reflect the interests of outdoor enthusiasts around the country. Over the undermentioned five year, Tulip can increase its distribution, offer unsandedfangled products, and win new customers. 2. Company DescriptionTulip Clothing was founded three years ago by entrepreneur s Damian Thomas and Geoff Compton. Tulip Clothing reflects Damians and Geoffs passion for the outdoors.The associations original cotton T-shirts, caps and denim jackets bear logos of different sports much(prenominal)(prenominal) as kayaking, mountain climbing, bicycling, skating, surfing, and horseback or camel riding. But every point in time shows off the companys slogan Lets stone. Tulip sells clothing for both men and women, in the hottest colours with the coolest names such as sunrise pink, sunset red, twilight purple, desert rose, cactus green, ocean blue, mountaintop white, and river shake off grey (Thomas 2011). Tulip attire is currently carried by small retail stores that determine in outdoor clothing and gear. Most of these stores are concentrated in Abu Dhabi and malls in the northern Emirates.The high quality, trendy colours, and unique message of the clothing claim gained Tulip a following among consumers between the ages of 25 and 45. Sales have tripled in the last year alone, and Tulip is currently working to aggrandize its manufacturing capabilities. Tulip is similarly committed to giving back to the community by contributing to local anaesthetic conservation programs. Ultimately, the company would like to develop and fund its own environmental programs. This plan will outline how Tulip intends to introduce new products, expand its distribution, come out new markets, and give back to the community. 3. Tulips Mission and ObjectivesTulips tutelage is to be the leading producer and marketer of personalized, casual clothing for consumers who kip down the outdoors. Tulip wants to inspire people to get outdoors more often and get laid family and friends while doing so. In addition, Tulip strives to design programs for preserving the natural environment. During the next five years, Tulip seeks to grasp the following financial and nonfinancial goals Financial ObjectivesObtain financing to expand manufacturing capabilities, increase dist ribution, and introduce two new product lines. Increase revenues by at least 50% each year.Donate at least AED 25,000 a year to conservation organizations. Nonfinancial ObjectivesIntroduce two new product linescustomized logo clothing and lightweight luggage. Enter new geographical markets in neighbouring GCC countries.Develop a successful Internet site, while maintaining besotted relationships with retailers. Develop its own conservation program aimed at promoting environmental sentience in local communities. 4. Core CompetenciesTulip seeks to use its core competencies to achieve a sustainable competitive favour, in which competitors cannot provide the same value to consumers that Tulip does. Already, Tulip has demonstrable core competencies in (1) offering a high-quality, branded product whose visualise is recognizable among consumers (2) creating a sense of community among consumers who purchase the products and (3) developing a reputation among retailers as a reliable manu facturer, delivering the requested build of products on schedule.The firm intends to build on these competencies through marketing efforts that increase the number of products offered as well as distribution outlets. By forming strong relationships with consumers, retailers, and suppliers of stuff and other goods and services, Tulip believes it can create a sustainable competitive advantage over its rivals. No other clothing company can express to its customers with as much conviction Lets Rock. 5. smirch AnalysisThe marketing environment for Tulip represents overwhelming opportunities.It also contains some challenges that the firm believes it can meet successfully. A SWOT analysis of the company highlights Tulips strengths, weaknesses, opportunities, and threats. Drawing the right conclusions from a SWOT analysis is the most cardinal purpose of performing the analysis (Kotler 2009). StrengthsTulips utilize founders understand the target market and product. Tulip has achieved distribution in several markets with quick acceptance. Tulip has very shortsighted debts with great potential for growth. Tulip works with a single manufacturer, allowing high quality control levels. WeaknessesTulips founders may lose sight of the potential range of the business. A limited number of consumers around UAE are aware of the Tulip brand. The firm has limited cash flow.Tulip relies on a single manufacturer which limits the ware capacity if the firm wants to expand. OpportunitiesTulips loyal customers are likely to buy more products.Gaps exist in the UAE market that can be fill with new products such as customized clothing items and luggage. The key challenge in filling these gaps is in the shaping process that allows ideas to move forward to be processed and refined in a way so that guidance can pick the winners (Florn & Frishammar 2012). Tulip has a chance to expand crossways the GCC into new markets. The firm can reach more consumers via a website.ThreatsConsumers may tire of the concept and the firm needs to keep it fresh. Larger competitors such as Marks & Spencer or Timberland may establish a similar product line. Clothing sales have generally been plain over the past few years, even though UAE has the highest fashion outlay in the developed world (Sambidge 2011). Relationships with retailers may deteriorate if they feel immanent competition from the internet site. The SWOT analysis presents a thumbnail sketch of the companys position in the marketplace. In just three years, Tulip has reinforced some impressive strengths while looking forward to new opportunities. Its dedicated founders, the growing number of brand-loyal customers, and sound financial management place the company in agood position to grow.