STRATEGIC MARKETING AND BRAND MANAGEMENT PLAN

Strategic Marketing and Brand Management Plan

Executive Summary

Zenith Sportswear is going to launch the new retailing stores specializing in sporting goods and apparels like sports T-shirts/shorts. Our aim is to launch the stores in Europe focusing on the United Kingdom. This marketing plan is to analyze the current situation of the company in the area of Europe and measure the achievements of the objectives set by management. Currently the market for sportswear apparel in the stage of growth due to the various sports that are practiced and relate to it, making it an attractive business and this increase is expected to continue in the coming years. The sports industry is also considered a growth industry because of the several reasons like it gives emphasis on keeping a healthy lifestyle. Our positioning strategy is based on the experience that has the company.

Marketing Plan for a New Sportswear

Company Name

Zenith Sportswear

Mission Statement

Our goal is to become the number 1 in the sportswear industry and at the same time deploy our core competencies towards development of the society in which we live.

Vision Statement

To promote the sportswear around the globe and to be the industry's leading Sportswear Company.

Values

Strong and smart performance is our core value

We always to be innovative in every work we do

We remain Socially Responsible to our Environment and our People

Situation Analysis

The marketing department of a company is not a single department, which operates separately from the rest of the company. Above any target market is the mission of the company; its definition is given by senior management, which shall identify corporate objectives, i.e. what business we are and which markets we should go. This will be the general framework in which we should work to develop the marketing plan. We can analysis the favourable Zenith Sportswear situation through the examination of the SWOT (strengths, weaknesses, opportunities and treats) analysis (Drucker 1954, 112).

Internal Analysis

The internal analysis of new sportswear mainly based on the current market scenario and the resources we have. Current market approaches are based on the changes that are happenings in the market. The situation of the market needs is to be addressed carefully and strategies are to be made accordingly (Baker 2008, 14). We are also considering expanding our business in other regions too in order to achieve our marketing and brand objectives by 2012.

SWOT Analysis

SWOT Analysis is a strategic planning tool involved in a project or in a business enterprise. It involves specifying the objective of the company's business or project and identifying the internal and external factors that are favourable and unfavourable to achieving that objective (Abell 1978, 27).

Strengths and weaknesses of the Zenith Sportswear

Strengths

Variety of apparels/sportswear is one of the strengths of the firm

Motivated and hard working staff and personnel

Centralized locations of stores

Well trained sales and marketing team

Low staff turnover

Low production costs because of superior technology

Weaknesses

Low awareness of European Markets

Lack in creation of brand awareness amongst the consumers

Initial phase of revenue through sales may be low

Poor marketing and lacking of ...