University of the District of Columbia
School of Business and Public Administration
Nile River (Sudanese Fashion & Accessory &food)
Marketing plan
Prepared by
Hytham.Z.Elhag
Research Advisor:
Professor Nikolai Ostapenko
November 28, 2011
Contents
Page
I. Executive Summary………………………………………………………… ……………3
II. Situation Analysis………………………………………………………………………… 3
A. Industry Analysis………………………………………………………………..4
B. Competitors Analysis………………………………………………………….7
C. Customer Behavior Analysis……………………………………………….7
III. Marketing Objectives……………………………………………………………………. 8
IV. Marketing Strategy ……………………………………………………………………….8
V. Internal Business ………..………………………………………………………………… 10
VI. Financial Data………………………………………………………………………………. 12
VII. Monitoring performance ……………………………………………………………….13
VIII. Conclusion ………………………………………………………………………………….. 14
Appendix …………………………………………………………………………………….. 15
References…………………………………………….…………………………………….. 16
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EXECUTIVE SUMMARY
Nile river stores have been at the front position of selling Sudanese made products in the Washington D.C. metropolitan area and ocean city Maryland It opened its first store in 2007 selling food, cultural costumes, accessories and handmade in Washington DC Massachusetts Avenue Northwest. 2009 opened its first fashion and accessory's line and becomes well-known in selling Sudanese traditional costume and modern dresses. The store has experienced greater than predictable demands for its products, and study has shown that the target market of Sudanese costume and fashion minded consumers would like to buy more Sudanese fashion and accessories...