Marketing and I. Executive Summary

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I.EXECUTIVE SUMMARY
The increase in living standard has led to higher demand for materials in daily life, and especially the expenditure for fashion due to people’s desire for good-looking appearance. Fashion industry seems very profitable and desirable to do business. Ninomaxx is a famous Vietnamese premium fashion trademark that focuses on casual active wears for the youths. It has a large distribution system in both national and foreign areas. Despite how popular its brand name is in domestic market, it has to face many direct competitors such as PT, Blue Exchange and Sea Collection, and indirect competitors selling Chinese, Cambodian and Thai products. Therefore, the preparation for a marketing plan is required to stabilize their position in the market and gain more successes in the future. The purpose of Ninomaxx’s marketing plan is to provide mix strategies with detailed action and control programs to achieve business objectives in the next one year. Firstly, in order to get general information, microenvironment and macroenviroment were analyzed before identifying its strengths, weaknesses, opportunities and threats. Then, we integrated all of the factors to set SMART corporation, marketing and financial objectives for the next year. The most important part in marketing plan is the marketing mix strategies including four “P” : product, price, place and promotion.

Ninomaxx currently has a stable position in fashion industry with popularity of brand name and prestige of quality; thus, there are not many changes in product strategies. Secondly, price strategies are developed very much to achieve target objectives and to be more appropriate with recent fashion market. Thirdly, distribution strategies are considered to alter significantly because the current distribution strategies are inconvenience and slow. Finally, some promotions for Ninomaxx marketing has applied in 2010 which has some things to adjust to attract more customers and achieve the...
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