A Five Year Marketing Plan For Tulip Clothing Essay

This five-year marketing image for Tulip costume has been created to secure additional funding for growth and to inform employees of the companys current status and direction. Although Tulip was launched in the UAE only three years ago, the riotous has experienced greater-than-anticipated demand for its products, and research has shown that the target market of sport-minded consumers and sports retailers would interchangeable to buy more casual garment than Tulip currently rack upers. In addition, Tulip plans to explore opportunities for online sales.The marketing environment has been very receptive to the secures high-quality goods casual clothing in trendy colours with give-and-take and slogans that resound the interests of outdoor enthusiasts around the country. Over the next five year, Tulip can increase its distribution, offer vernal products, and adopt new customers. 2. Company DescriptionTulip tog was founded three years ago by entrepreneurs Damian Thomas and Geo ff Compton. Tulip Clothing reflects Damians and Geoffs passion for the outdoors.The companys original cotton T-shirts, caps and denim jackets bear logos of different sports such as kayaking, mountain climbing, bicycling, skating, surfing, and horseback or camel riding. But every item shows off the companys slogan permits Rock. Tulip sells clothing for both men and women, in the hottest colours with the coolest names such as sunrise pink, sunset red, twilight purple, desert rose, cactus green, ocean blue, mountaintop white, and river disceptation grey (Thomas 2011). Tulip attire is currently carried by small retail stores that specialize in outdoor clothing and gear. Most of these stores are concentrated in Abu Dhabi and malls in the northern Emirates.The high quality, trendy colours, and unique sum of the clothing have gained Tulip a following among consumers between the ages of 25 and 45. Sales have tripled in the hold up year alone, and Tulip is currently working to expand it s manufacturing capabilities. Tulip is also committed to giving back to the community by contributing to local conservation course of instructions. Ultimately, the company would like to develop and fund its own environmental programs. This plan will outline how Tulip intends to introduce new products, expand its distribution, enter new markets, and give back to the community. 3. Tulips Mission and ObjectivesTulips mission is to be the leading producer and marketer of personalized, casual clothing for consumers who go to sleep the outdoors. Tulip wants to inspire people to get outdoors more often and enjoy family and friends while doing so. In addition, Tulip strives to instauration programs for preserving the natural environment. During the next five years, Tulip seeks to achieve the following financial and nonfinancial goals Financial ObjectivesObtain pay to expand manufacturing capabilities, increase distribution, and introduce two new product lines. Increase r dismantleues by at to the lowest degree 50% each year.Donate at least AED 25,000 a year to conservation organizations. Nonfinancial Objectives chisel in two new product linescustomized logo clothing and lightweight luggage. Enter new geographic markets in neighbouring GCC countries.Develop a successful Internet site, while maintaining strong relationships with retailers. Develop its own conservation program aimed at promoting environmental awareness in local communities. 4. Core CompetenciesTulip seeks to use its core competencies to achieve a sustainable competitive advantage, in which competitors cannot provide the same value to consumers that Tulip does. Already, Tulip has developed core competencies in (1) fling a high-quality, branded product whose image is recognizable among consumers (2) creating a sense of community among consumers who purchase the products and (3) create a reputation among retailers as a reliable manufacturer, delivering the requested number of products on schedule.The firm intends to ca-ca on these competencies through marketing efforts that increase the number of products offered as well as distribution outlets. By forming strong relationships with consumers, retailers, and suppliers of fabric and other goods and services, Tulip believes it can create a sustainable competitive advantage everyplace its rivals. No other clothing company can say to its customers with as much conviction Lets Rock. 5. Situation AnalysisThe marketing environment for Tulip represents overwhelming opportunities.It also contains some challenges that the firm believes it can meet successfully. A SWOT analysis of the company highlights Tulips strengths, weaknesses, opportunities, and threats. Drawing the right conclusions from a SWOT analysis is the most important purpose of performing the analysis (Kotler 2009). StrengthsTulips dedicated founders translate the target market and product. Tulip has achieved distribution in several markets with quick acceptance. Tulip has very little debts with great possible for growth. Tulip works with a single manufacturer, allowing high quality control levels. WeaknessesTulips founders may lose peck of the potential scope of the business. A particular(a) number of consumers around UAE are aware of the Tulip brand. The firm has limited cash flow.Tulip relies on a single manufacturer which limits the production capacity if the firm wants to expand. OpportunitiesTulips true customers are likely to buy more products.Gaps exist in the UAE market that can be modify with new products such as customized clothing items and luggage. The key challenge in filling these gaps is in the determine process that allows ideas to move forward to be processed and refined in a way so that management can pick the winners (Florn & Frishammar 2012). Tulip has a chance to expand across the GCC into new markets. The firm can reach more consumers via a website.ThreatsConsumers may tire of the concept and the firm needs to clutch it fresh. Larger competitors such as Marks & Spencer or Timberland may establish a alike(p) product line. Clothing sales have generally been flat over the past few years, even though UAE has the highest fashion spending in the developed world (Sambidge 2011). Relationships with retailers may deteriorate if they feel national competition from the internet site. The SWOT analysis presents a thumbnail sketch of the companys position in the marketplace. In just three years, Tulip has built some impressive strengths while looking forward to new opportunities. Its dedicated founders, the growing number of brand-loyal customers, and sound financial management place the company in agood position to grow.