Task: Marketing Plan for a new street wear (leisure/sports wear) manufacturer who does not wish to distribute goods via traditional retail outlets. Introduction.The purpose of this report is to develop a clearly structured and efficiently detailed plan, regarding the creation of a business producing and distributing leisure/sports wear clothes in UK. The business plan is designed to function under a focus-differentiated strategy, via internal resources. In the sense that growth will be achieved through the resources equally provided by the two owners of the business. The differentiation point of the product, as reflected by the marketing mix, will be the one emphasizing the good quality of the product and quick service of the business. In order to minimise the risks involved in such an attempt it was decided that the plan should be divided into sections. Meaning that at the very first steps of our effort we will focus on our immediate and friendly environment. In order to be able to respond to either circumstance the following plan regarding the business “Fashion Mania”, a name that can be translated to obsession for fashionable clothes, was developed. The company.“Fashion Mania” is a clothing organisation, founded in 1997 by John Williams and Malcolm Pete, two street wear manufactures who mainly designs and distributes via mail order casual clothes to serve young professionals with little free time. The business grew in 1999 with the help of a bank loan (now paid off) and “Fashion Mania” is now selling clothes via Internet and catalogues. Mission Statement.Our mission statement is to provide our customers with a selective range of high quality, well-designed and attractive clothes at reasonable prices. Market Background.When we are referring to street wear we are mainly talking about sports clothing and sports footwear. However, nowadays we observe a distinction between those two (sports c...
