The Blue Turtle Clothing Company is a family owned and operated retail clothing store that sells affordable, trendy, comfortable casual and athletic wear along with complementary products such as children’s clothing, hemp necklaces and emu oil.
Carlie Melcher, owner, spent many summers in the Sauble Beach area and thought this to be the ideal location to operate a retail clothing store and provide her with a modest $1400 per month income during the summer months. The company has thrived to offer products to its customers that are affordable, trendy, and comfortable in a convenient location within the Sauble Beach area, which is a popular tourist attraction in the area of the Bruce Peninsula which boasts 60,000 tourists a week during the peak summer season and was voted “Best Beach in Ontario” by Torontonians in 2003.
The company runs seasonally during the tourist season in Sauble Beach, Ontario from May to September each year and caters its products and services to women aged 14-40. Although the company operates its business during the busy tourist season, it has tried to expand its operations to include off seasons by offering house parties as well as arranging the selling of company products in fitness clubs in the London, Ontario area.
Carlie Melcher was in her second year of business and was disappointed in last year’s sales. With one of her main objectives of providing herself with a modest monthly income, the company realized a loss that year and came to the conclusion that a new marketing strategy needed to be developed and implemented in order for the company to survive and continue its operations.
Blue Turtle Clothing’s current competitors in the Sauble Beach location include eight other beachwear stores along “the strip” and felt she had no distinct advantage over the other clothing stores in Sauble Beach.
Blue Turtle Clothing Company SWOT Analysis (Appendix B)
Blue Turtle Clothing have strived to provide...