Natural Curves Marketing Plan

Contents

1.0 Executive Summary 5

2.0 Situation Analysis 6

2.1 Market Summary 6

2.1.1 Market Demographics 7

2.1.2 Market Needs 8

2.1.3 Market Trends 9

2.1.4 Market Growth 10

2.2 SWOT Analysis 10

2.2.1 Strengths 10

2.2.2 Weaknesses 11

2.2.3 Opportunities 11

2.2.4 Threats 11

2.3 Competition and Buying Patterns 12

2.4 Product Offering 12

2.5 Keys to Success 13

2.6 Critical Issues 14

3.0 Marketing Strategy 14

3.1 Mission 14

3.2 Marketing Objectives 15

3.3 Target Markets 15

3.4 Positioning 16

3.5 Strategies 17

3.6 Marketing Mix 18

3.7 Marketing Research 19

4.0 Financials 19

4.1 Sales Forecast 19

4.2 Expense Forecast 20

5.0 Controls 20

5.1 Implementation 21

5.2 Marketing Organization 21

5.3 Contingency Planning 21

1.0 Executive Summary

Natural Curves is a start-up retail clothing store located in downtown Miami, Florida. The clothing line is designed specifically for plus-size women and is designed for three different age groups, 25-34, 35-44, and 45-54. Miami needs a clothing store that accommodates the needs of plus-size women of different ages, as the majority of clothing lines are designed with tall slim women in mind, regardless of age. The average American woman in the United States is a size 14 or larger, yet there is vey little fashion focus on these sizes. Currently, plus-size women must either order their clothes from catalogs or have them custom made. Younger plus-size women often find themselves purchasing clothing made for older women due to the lack of fashionable designs made specifically in their size. In addition, Miami offers very little options in regards to physical retail stores carrying plus