Running Head: MARKETING PLAN 1

EZCoats Clothing

Final Marketing Plan

Trine University
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Table of Contents
Executive Summary ........................................................................................................................ 3
Introduction: .................................................................................................................................... 4
Mission............................................................................................................................................ 5
Vision Statement ............................................................................................................................. 5
Goals: .............................................................................................................................................. 5
Competitive and Sustainable Advantages ....................................................................................... 6
SWOT analysis ............................................................................................................................... 7
Porters Analysis: ............................................................................Error! Bookmark not defined.
Company Analysis: ........................................................................Error! Bookmark not defined.
Competitor Analysis: .....................................................................Error! Bookmark not defined.
Customer Analysis: ........................................................................Error! Bookmark not defined.
Online Marketing Objective ..........................................................Error! Bookmark not defined.
Target Market................................................................................................................................ 13
Competitive Advantage .................................................................Error! Bookmark not defined.
Positioning .....................................................................................Error! Bookmark not defined.
Product Service Strategy ............................................................................................................... 14
Pricing Strategy..............................................................................Error! Bookmark not defined.
Promotion Strategy ........................................................................Error! Bookmark not defined.
Place strategy: ............................................................................................................................... 15
Financial Data and Projections ..................................................................................................... 15
Organizational Structure ................................................................Error! Bookmark not defined.
Contingency Plan .......................................................................................................................... 19
Emergency Planning: ................................................................................................................ 19
Recovery Plan: .......................................................................................................................... 19
Service Delivery Delay: ............................................................................................................ 19
Financial Risks: ..........................................................................Error! Bookmark not defined.
Appendix A. .................................................................................................................................. 20
References: .....................................................................................Error! Bookmark not defined.
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Executive Summary of EZCoats

EZCoats clothing is a new brand that provides the services to the people of different regions. As

our name suggests that we provide the coats, jackets, casual and formal western wear apparel and

other accessories to the women and men. Currently we are in the prelaunch phase but soon we will

be providing our services not in the US but also in Europe, Australia, Canada, Asia and etc.

Moreover, we see ourselves as the top retail brand who is driven forward to create the brand

awareness and earn the customer loyalty.

We will be the first and only American based brand that is providing the wide range of clothes to

women and men and at the same time we will be offering western and eastern apparels. We are

located in the city of Houston. EZCoats is looking forward to possess 70% market portion and

wanted to develop as integral part of shopping plan of the Americans.

Apart from that, EZCoats is looking forward to create customer value and astonishing brand image

backed by the most effective and latest advertising plan, in order to have gigantic development

and practical budgetary exhibitions. We are aware of the fact that in this era of globalization, the

innovation marketing plan and proper market research is the key to success for any new brand.

Since the competition is very tough in the retail market and retail tycoons like Zara and Ralph

Lauren are very well established, but we are her to challenge them with our effective digital

marketing and brand awareness policy. Except from these our company promises to produce

innovative designs for the customers at the affordable price. This will help us in creating the strong

brand image and earning the customer’s loyalty. We do have some very exciting young designers

at our disposal and just within the month we are about to launch our first wide clothing range for

both male and female.

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Introduction of the Company

EZCoats is intended to become the leading clothing retailer, providing the quality clothes in the

market. We are proficient in fashionable outfits and wear, such as casual and formal outfits, casual

and formal dressing, overcoats, leather coats, leather, jeans, and baseball jackets to the global

market involving the personalities belong to all ages, and people who belongs to all fields of life.

The idea of introducing such a wide range of products and diversity in the business is being made

in order to gain the control over market. In first phase our collection will be sprung in the local

market of US, then it will be expanded for the global market as well. Our respected owner has had

the eight years of experience in working in the retail sector behind his back. He started to sale casul

shirts, t-shirts, sweat shirts and etc containing the group's tag, symbol, and slogan - "Unity shows

power." Later making $5 million back in 2015 he decided to come up with his own retail brand

and now we are about to hit US retail market with power and flair (NATE, 2015).

All that experience of the owner regarding the retail service industry in USA will not only give us

upper hand over our competitor but also a real competitive for EZCoats clothing. This experience

will allow us to amalgamate the creative and competitive strategies for both the organization’s

culture and the marketing approach. Our competitive and highly innovative management team will

help to create a new image of quality. Our unique clothing range is expected to produce better

outcomes for the brand in no time.

Mission

Our mission is to offer quality as we offer wide range of clothing and styles in order to lodge all

different types of body styles and figures at low cost. Moreover, we want to inspire the
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communities by providing them with a quality clothing in respectable manner. Notice that EZCoats

mission is to connect you with your values and that is what brand intended to do for you, as this is

something the brand believes (Kolowich, 2017).

Vision

“EZCoats clothing is keen to achieve sustainability and consistent improvement in terms of

providing products & services in the market and also to the customers. Out high quality texture,

classy designs and on Time Delivery are our most exclusive services and will help us in capturing

the market and huge amount of clients. We are always focused in enhancing the customer’s

satisfaction by providing the quality and value (leonor, 2014)."

Company’s Goals

Our goal is to create a user friendly shopping environment that must have the ability to address the

apparel need and sense of the urban and rural society. Moreover we want to create clothing sense

in both men and women and in order to do that we have the plan to target the people of all age

groups. In terms of revenue, our aim to own the 80% share of the US retail market and then we

will spread our branches globally. EZCoats clothing is very much determined to grow as the top

notch western cultural clothing brand in the city of Houston, USA. Apart from that, we want to

build the brand’s goodwill in the local and international cowboy community.

Our business approach and strategy is to receive a 55% profit fringe during the first financial year

of our launch. Executive leadership is very optimistic to capture customer base of more than 1,000

by the end of the first financial year. Moreover, from the very first day we will focus on adding

value to our customers and also address their core issues. This will help EZCoats to make the final

profit of $70,000 in the second financial year and this ration will increase up to $100,000in third
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year. EZCoats want to make you an important and recognized member of the society by taking

care of your dressing style as we all know that a well-dressed person can attract the people towards

him or her (Dennis, 2017).

Competitive and Sustainable Advantages

EZCoats is very much focused on interpersonal and external communication skills. Moreover, our

organizational structure and culture is built on the ethics and equality. No matter if you are an

executive comity member or a just a impale clerk, here in EZCoats clothing you are free to give

your own point of view. In addition to that, we are very much aware that maintaining the

sustainability is impossible without focusing on the natural environment. So our company is ready

to play our part in the empowerment of green revolution and other environmental duties (UK

ESSAYS, 2015).

SWOT ANALYSIS

The term SWOT Analysis is (is important tool of strategic planning process) and popularly used

to assess the Strengths, Weakness, Opportunities and Threats, which occurs in a task, or some

other condition demanding a verdict. Consequently, in this marketing plan our objective is to

implement this method and determine the scope of the company that is about to launch itself in the

market. SWOT analysis will focus on the company’s ethics, vision and mission to strengthen the

company and will also guide the emerging discipline (Hay, G. J., & Castilla, G., 2006).

Strengths:

 EZCoats have the potential of rapid growth and can open 2000 stores all over the world

just within 4 to 5 years.

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 The brand belongs to one of the biggest retailer sectors of the world.

 EZCoats have a deep-rooted professionals in the company worldwide

 Company’s supply chain management process is very effective and company’s processes

like operations and production are all equipped with highly integrated technology.

 Company is also focused on strong online presence through their own website and other

ecommerce platforms makes.

 Clothes are produced at low coast but the quality of cloth and texture of the clothes has the

ability to preserve the essence of the clothes.

 EZCoats digital marketing team is very professional and extremely creative and aware of

latest fashion trends.

 Apart from these, company also offers free home delivery in all of Huston.

Weaknesses:

 Company resources regarding the marketing are limited than some other brands

 Immense competition from rivals like Zara, Ralph Lauren and etc, shows that limited

market share is available to take.

Opportunities:

 Penalty of other global markets and bright perspectives are there for EZCoats

 They can also enter into other sections like handbags, shoes and expand those areas where

they are currently not operating.

 Online marketing and presence on social media and on other ecommerce is becoming more

and more popular and important which mean EZCoats can attract the people from all

around the globe.

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Threats:

 Other giants and well established names are real threats to EZCoats.

 Economic disasters and recessions are killer factor for EZCoats.

 The large amount of consumer switching can change the dynamic of the retail industry

with an instant.

 Fake imitations and less productive campaigns can decline percentage sales of EZCoats

products and hurt the business.

 This immense competition ever changing global environment and constantly changing

consumer mode are very complex factors are serious threat for the future of the company.

Porter’s Five Forces

This five forces model is another instrument of supply chain management which determines the

competitive rivalry, bargaining power of supplier, bargaining power of customers, threats of new

comers and threats of substitutes (Martin, 2017).

Competitive Rivalry:

EZCoats yet to introduce itself in the market while there are some other world’s biggest and

popular brands like Zara, Gap, H&M and Benton that are present and very popular in the market.

In order to succeed in this competitive retail industry EZCoats has to reasonable and fashionable

so they may be able to stand on the same pedestal as Zara and other brands. Moreover, EZCoats

have to bring in the innovation constantly otherwise they will lose their grip on their customers

and these giants will eat EZCoats alive.

Potential of New Comers:

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The fact of the matter is that nowadays trends in fashion are changing quite rapidly and every

second person is brand conscious, so people are looking for branded cloths at economical prices.

EZCoats has yet to introduce their products in the market, there is great potential of earing the

enormous profits if the clothes are quality and economical. By adopting this policy EZCoats can

become the leader of the market otherwise some other new comer will replace the EZCoats in the

retail sector.

Power of Suppliers:

In this era of globalization where world has become the global village and market has become the

global market, the power of suppliers has decreased because countries like China are offering the

raw materials and finished articles a quite a cheaper price. As the result supplier don’t have the

option to sell the goods at high price. Some top brands have already outsourced their production

operations to countries like Pakistan, India and China, where labor is cheap. EZCoats are also

trying the same.

Power of Customers:

Customers hold the key of power and own all kind of powers, they can bargain and purchase on

their desired price. They can change their loyalty and preference and can dismantle any top brand.

That’s why EZCoats is investing in R&D department to understand and address the needs and

wants of the respect customers. Moreover, the company is also very much focused in adding the

value to their customers because customers are the real competitive advantage.

Threats of Substitute Products:

EZCoats can compete with H&M, Zara, and with Ralph Lauren in the longer run of time. But at

the initial stage EZCoats clothing has to invest in its marketing and advertising so they should
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create the brand awareness and don’t let any other brand to replace them easily. EZCoats needed

to put an enormous amount of efforts to increase the effectiveness of its supply chain management.

EZCoats can become one of the fastest growing retail brand not only in USA but in other regions.

But in order to gain the popularity and sustainability, EZCoats has to be patient and have to work

really hard.

Company Analysis:

One of the biggest advantage that EZCoats have is that the owner of the company himself has the

8 years of retail experience behind his back. Moreover, owner is very well aware of the dynamics

and competition that exists in the retail sector. The company’s idea is to carry the marketing policy

one step ahead and build an entire clothing brand based around that policy and the concept of

"concord." EZCoats are focused on creating the better organizational strategies than its competitors

in order to thrive in the market. The main focus of the company is to form a highly competitive

HR team, this team will eventually provide the EZCoats with the top class executives and highly

created designers for the eye-catching designs. EZCoats clothing will put extra attention to make

the professional culture with highest level communication. Our staff will be trained to overcome

any hazardous impacts and we are here to increase the user experience. We will offer high quality

and well fitted clothing range at the affordable prices and showing higher customer value, which

will make it happen for brand to grow as the new force in the market (Kisner, 2017).

Competitor Analysis:

The retail giants like H&M, Ralph Lauren and Zara are some of the biggest retailers and holds the

power over retail sectors in multiple countries. Currently Zara owns more than 2000 stores in all

across the globe. Same goes with Ralph Lauren. These brands have the flawless supply chain
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management and marketing polices, these competitive advantages have served them very well over

the decades. EZCoats has studies all the rivals with great attention to detail and looking forward

to create the integrated management system so we might be able to compete with these giants of

the retail.

Customer Analysis:

As an upcoming brand we have conducted the multiple surveys and tried to reach out to the

customers. In this modern era customer requires perfection in the clothes. Customers are very

brand conscious and looking forward to wear stylish and exquisitely designed clothes with the

affordable rates. EZCoats are intended to provide all these qualities to their customers. Moreover,

we will create the fashion awareness and educate our customers how dress up in order to groom

their personality. We are looking forward to offer customers a top notch customer support service

in a stratosphere of southern warmth. We will address the customer’s issues and try earn their

loyalty with the utmost quality of our fabric.

Online Marketing Objective

 EZCoats clothing is planning to establish as a presence force on the Internet by developing

a website and social media team.

 . The work on the plans have already been started, along with building the website EZCoats

are also focused on the digital marketing plan.

 Presence on web portal will increase the percentage of sales and also generate the

worldwide audience for the organization.

 . In coming days, online presence will be the company's primary marketing channels.

 Company will also focus on email marketing, and tele-marketing.

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Other Marketing Plan.

 EZCoats clothing is also planning to take help from various other mediums like billboards,

radio station and TV ads, and a street team.

 Better public relations and launch of our very own fashion magazine is also the plan of

future.

 Moreover, we are looking forward to get in touch with some top models and conduct the

fashion shows and walks under the banner of EZCoats clothing (Vandenbunder, 2017).

Our vision is that the use of social and mass media platforms is best way to interact with the public.

Competitive Advantage

In simple word competitive advantage is what makes you better than the rest. In case of EZCoats

clothing we have focused on the following tactics.

i. Leadership

ii. Differentiation

iii. Focus.

iv. Management and distribution of all kinds of resources.

Positioning

To create an image in the market EZCoats clothing has the motive “jut order and we will execute

accordingly”. Our positioning is consumer centric, which is perceived by keeping the customer as

the focal point. As the brand recognizes their consumers the most and positions themselves as

relevant, individual, trustworthy, and emotionally-driven with a long-term relations, has the

definite advantage. In addition to that our focus will also be on ecommerce and internet marketing.
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We are here to empower our customers and want to create brand awareness among the people. Our

positioning strategy will help us to achieve our goals (KANNCOLLECTIVE, 2017).

Product Service Strategy

Our product development strategy is simple but comprehensive. We have hired the professional

designers who will design the latest fashioned coats, jackets, jeans and etc. Our head designer will

check out the quality of fabric and its texture. After the quality control procedure will organize the

fashion walks and fashion shows to introduce our clothing range to our customers. That’s the plan

for the product service strategy.

Pricing Strategy

EZCoats clothing is new brand in highly competitive retail industry where company is facing the

competition from the world’s biggest business tycoons, so it is necessary for us to offer the high

quality product at the highly competitive prices. The strategy is being adopted to enhance revenue

as company wanted to capture the 80% share of the retail market. This will happen if we offered a

quality at affordable price.

Promotion Strategy

EZCoats is the production company so we will promote our company through television ads,

billboards, social media, ecommerce, digital marketing. Apart from these, will conduct the fashion

shows, launch fashion magazines and fashion walks. EZCoats will reach out to the potential

customers through each and every existing medium. In we will also create some very attractive

promotional campaigns. In this modern era of commercialization one simply can’t achieve the

success with our speeding enough amount of resources on the promotion of the products.
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Place strategy:

Initially the EZCoats clothing is planning to open three mega outlets in Huston, USA. Apart from

that, we will launch our website and social media presence at the same time. With the help of

digital media marketing we will make sure that we are present on all social media platforms. Then

steadily EZCoats clothing will spread its outlets all across the USA.

Financial Facts and Figures

Growth Rate Table

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Growth Rate Table

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Balance Sheet
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Organizational Structure

The organizational structure chart of EZCoats clothing brand is a very simple and structured in a

very systematic manner. The above structure is made of clear and imbedded organizational rules

and regulations formed to bring in the ethics and showed that how different working roles and

tasks are divided, organized and coordinated. EZCoats clothing is very much focused on the

internal structures and inter personal communication. This simple structure will help us in dealing

with a number of projects at one time with great attention to detail (Investopedia, 2016)

The above given organizational structure has simply defined a detailed hierarchy within an

organization, and will help to shape up the future of businesses. This structure has also defined the

role of each employee and how it will fit within the overall system. This structure provides the

brand with a pictorial illustration of how it's shaped and how it can best move forward in achieving
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its goals. Finance and HRM department will be structured according to the desire of the executive

committee.

Contingency Plan

The fact of the matter is that unexpected situations, hazardous impacts and risks are associated

with the business, EZCoats clothing has no intentions to allow these unexpected and accidental

risks to ruin the goodwill of the business or slow down the growth of the business. I order to avoid

such risks contingencies plans.

We have analyzed our strategies and prepared the contingency plans by focusing on following

points.

Emergency Planning:

This is the harsh reality that accidental incidents can happen any time and for EZCoats, the human

life is more precious thing in this world. The office equipment other assets have the secondary

importance. Hence, in case of any accidental scenario a safety exit has been provided for the escape

so all the employees of the company may be able to escape from any unpleasant situation.

Recovery Plan:

Company has already formed the recovery plan in order to make recovery from any accidental loss

of the assets. This recovery plan is key component of the EZCoats.

Service Delivery Delay:

We are very much aware that timely delivery of the products is very important when it comes to

making your client happy. So, EZCoats clothing has already added the plan b and c to make the

delivery system more effective.

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Financial Risks:

Company has the team of highly qualified risk management professional on its disposal who will

manage the assets and investment and reduce the risk attached with the retail business.

Appendix A. Biographical Sketches of Key Personnel

President: John Kimber

Mr. John Kimber has finished his MBA with Marketing major from the Cornell University USA

in 2000. After the completion of his degree, he has worked in the retail marketing in his home

town. He has the 8 years of experience behind his back. Moreover has also worked as marketing

executive for the some renowned fashion brands. Now he has decide to launch his own brand

named as EZCoats Clothing Brand.

Head of HR Department: Thomas Fisher

Thomas Fisher has completed his is MBA in HRM from California University in 2005 and worked

in some of the world’s biggest multinationals organization as HR Manager and have 7 years’

experience of working in behind his back. Now he will be hiring staff for the EZCoats Clothing

will also be working out on workers and maintaining ethics in the brand because of this mammoth

leadership skills.

Head of Marketing Department: Corey Murphy

Corey Murphy has done his MBA with Digital Marketing major from Harvard University back

in 1997. Since then has worked for many local and multinational firms and earned the multiple

joined the Suzuki motors as the head of marketing and worked there for three years. Now he is
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on the disposal of the EZCoats Clothing and will be taking care of the company’s marketing and

product development policies.

EZCoats Clothing is very confident that under the leadership of these creative people company

will be able to achieve all of its goals which have been set by the owner.
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References

Dennis, G. ( 2017, September 26). Short-Term Goals for a New Retail Store. Retrieved from

https://bizfluent.com/info-8031519-shortterm-goals-new-retail-store.html

Hay, G. J., & Castilla, G. (2006). Object-based image analysis: strengths, weaknesses,

opportunities and threats (SWOT). In Proc. 1st Int. Conf. OBIA, 4-5.

Investopedia. (2016). What is 'Organizational Structure'. Retrieved from

http://www.investopedia.com/terms/o/organizational-structure.asp

KANNCOLLECTIVE. (2017). How to Position Your Lifestyle and eCommerce Fashion Brand.

Retrieved from http://blog.lemonstand.com/fashion-brand-positioning-strategy/

Kisner, J. M. ( 2017, September 26). How to Do a Company Analysis. Retrieved from

https://bizfluent.com/how-6636313-do-company-analysis.html

Kolowich, L. (2017, November 5). 12 Truly Inspiring Company Vision and Mission Statement

Examples. Retrieved from https://blog.hubspot.com/marketing/inspiring-company-mission-

statements

leonor, K. (2014, August 13 ). ZARA: BRAND STRATEGY ANALYSIS. Retrieved from

https://prezi.com/gnkhmmwaje1p/zara-brand-strategy-analysis/

Martin, M. (2017, June 26 26). Porter's Five Forces: Analyzing the Competition. Retrieved from

http://www.businessnewsdaily.com/5446-porters-five-forces.html

NATE. (2015). Clothing Manufacturer Business Plan. Retrieved from

http://www.bplans.com/clothing_manufacturer_business_plan/executive_summary_fc.php
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UK ESSAYS. ( 2015, March 23rd ). Core Competency And Sustainable Competitive Advantage

Marketing Essay. Retrieved from https://www.ukessays.com/essays/marketing/core-competency-

and-sustainable-competitive-advantage-marketing-essay.php

Vandenbunder, M. (2017, February 28). 17 MARKETING TECHNIQUES TO LAUNCH YOUR

CLOTHING LABEL: THE ESSENTIALS GUIDE. Retrieved from https://www.merchandise-

essentials.com/17-marketing-techniques-to-launch-your-clothing-label-the-essentials-guide/