Bachelor of Science (Hons)
Business Management
PRINCIPLES OF MARKETING
Group Assignment
MARKETING PLAN
INNOVATIVE SHOES: SWITCHWEAR
Table of Contents
Executive Summary 4
1 Competitor Analysis 5
1.1 Adidas 5
1.1.1 Strength 5
1.1.2 Weakness 5
1.1.3 Competitive Advantage 5
1.2 Nike 6
1.2.1 Strength 6
1.2.2 Weakness 6
1.2.3 Competitive Advantage 6
2 SWOT Analysis 7
2.1 Strength 7
2.2 Weakness 7
2.3 Opportunity 7
2.4 Threat 8
2.5 Strength – Opportunity strategies 8
2.6 Weakness – Strength strategies 9
3 Segmentation – Targeting - Positioning 10
3.1 Segmentation 10
3.1.1 Geographic 10
3.1.2 Demographic 10
3.1.3 Psychographic 11
3.2 Targeting 11
3.3 Positioning 12
4 Marketing Mix 13
4.1 Product 13
4.1.1 Electronic Ink technology 13
4.1.2 Design application 13
4.1.3 “Walk and Charge” technology with eco-friendly batteries 13
4.1.4 Liquid screen protector 14
4.1.5 Water proof and machine washable 14
4.2 Price 14
4.3 Place 15
4.4 Promotion 15
5 Action plan 16
5.1 January to March (2017) 16
5.2 April to June (2017) 16
5.3 July to September (2017) 16
5.4 October to December (2017) 16
6 Conclusion 18
Appendix 19
References 24
Executive Summary
SwitchWear is a company selling smart shoes allowing users to change their own designs as easily as their phones wallpaper or ringtone through a mobile application.
In the initial market, SwitchWear has two main competitors which are Nike and Adidas. By using SWOT and competitor analysis, our company can exploit the strength and opportunity as well as solve the weakness through the weakness-opportunity strategy to compete with competitors.
Within one year, SwitchWear will focus on creating customers’ brand awareness through many types of promotions, advertisements along with expanding its distribution and releasing new products as well as designs.
1 Competitor Analysis
Competitor analysis will focus on Adidas and Nike, which are world’s leading footwear corporations....