MARKETING PLAN

Marketing Plan of Foxon's Footwear “Blaze”

Table of Contents

Executive Summary3

Introduction4

Situation Analysis4

Competitive Situation4

SWOT Analysis5

Strengths5

Weaknesses5

Opportunities5

Threats6

Product Life Cycle6

Establishing a Sustainable Competitive Advantage7

Objectives and Strategy7

Sales/Market Share8

Profit8

Product Range8

Exporting8

Maximizing Customer Service8

Marketing Strategies9

Product9

Price10

Promotion11

Place12

People12

Target Markets13

Product Differentiation13

Market Segmentation14

Geographic14

Demographic14

Behavioral (Product related)14

Psychographic14

Implementation, Monitoring and Controlling15

Implementation15

Monitoring15

Control15

Projected Income Statement 2011/201217

Executive Summary

Almost all the top brand shoes are imported by the Australian subsidiary of the parent company. In Western Australia, independent distributors may be used in some cases, while in others, the subsidiaries distribute directly. These subsidiaries are responsible for most of the consumer advertising in the mainstream media (TV, newspaper and magazines). The most regular and heavy advertisers are Nike, Adidas, Asics and Reebok.

Foxon. Co is a wholly-owned Australian company headquartered in Sydney. It is planning to enter into the sports footwear industry. The proposed name of the brand is “Blaze” which will be a top of the range footwear, targeting sports clubs and schools. This is a marketing plan for Foxon. Co, which is planning to distribute Blaze throughout Australia. The footwear provided by Foxon. Co are shoes for sports club members, sporty individuals and students. Initially, Foxon. Co will be selling Blaze shoes in different renowned and independent (non-affiliated) sport stores in Perth and then in the second phase it will be made available in stores across Australia. Items which are incorporated into this plan include:

A situational analysis which incorporates a product lifecycle and the competitive advantages of the business

Marketing objectives and missions of the business

The target markets that Foxon. Co is directing their new line towards

The marketing strategies that will assist in launching the new line. These strategies will be operated during the lifecycle of the business

Implementation, monitoring and controlling of the marketing plan

A projected income statement for 2011/2012 based on the provided data

Introduction

Foxon is a wholly-owned Australian company headquartered in Sydney. Founded in 1950, it started as a small firm contracted to manufacture basketballs, soccer and rugby balls for a multinational company. In 1970, it gained independence and began using its accumulated experience to manufacture and sell basketballs, soccer and rugby balls under the Foxon brand name. The brand soon gained a national reputation for its durability and, therefore, is the number choice for training use and in schools. The quality of its sports balls is equal to any other top-brand products but was never the official game ball because it had never won any contract to supply sports balls for major national competitions (leagues).

Foxon is planning to enter into the sports footwear industry and has contracted a South Korean manufacturer of sports footwear. The proposed name of the brand is “Blaze” which will be a top of the range footwear, targeting sports clubs and schools.

Situation Analysis

Competitive Situation

Presently there are numerous footwear companies in Australia. Therefore Foxon will not have a monopoly of the market. The survey which was carried out recently showed that the preferred brand of footwear for unspecified sport was Nike followed very closely by Adidas. Other brands mentioned were Reebok, Puma, Converse, Asics and New Balance. The competitors of Foxon are situated Australia wide and ...