Marketing Plan

Topics: Generally Accepted Accounting Principles, Asset, Inventory Pages: 21 (5739 words) Published: August 26, 2013
Women Shoe Business

I. Executive Summary

Shoelala is a women-shoe store nationwide. Shoelala have an unmatched, extensive selection of different shoes. Generally, the size of Shoelala' selection is cost prohibitive due to all the different sizes that must be stocked per style. Shoelala has a unique business model that allows them to have an extensive selection at the cost of only stocking one size per style. This is accomplished through a special relationship with the wholesaler so it can receive a customer's needed size within two days. Rush overnight shipping is available at additional cost.

Shoelala will carry only top of the line quality in women's shoes. Our selection will range from the basics of comfortable flats and sandals to the trendy style of stiletto shoes. We will be purchasing through sales representatives and manufacturers in a variety of sizes, colors and style to fit our customer base. It is organized as a partnership, owned by Carla Ecap and Princess Cayabyab. And will be located at #6813 Ayala Avenue corner, H.V Dela costa st., Makati City. The hours of operation will be Monday-Friday 10 a.m. - 9 p.m., Saturday 10 a.m. – 10 p.m., and closed on Sundays. Customers will be able to purchase directly from our website and VIP Showcase Events. There will be extended special hours designated during Christmas holiday shopping season.

All merchandise will be purchased according to the company's mission and customer focus of shoes ranging from sizes 5-13 and accessories. Management will rely on customer’s feedback, suggestions, and sales reports to introduce or eliminate certain brands, styles and sizes.

The Concept

Recognizing that the market for quality shoes in extended sizes is quite competitive using the larger shoe retailers, it will minimize the competition by targeting specific niches, generally focusing on other retail stores whose prices are too expensive, lack quality and are not "shoe size efficient".  

Shoelala has three keys to success. The first is establishing a high quality, high value relationship with its vendors and customers. The second key is to ensure reliable and timely delivery of their products. The last key to success is reliable administration of the organization.

Shoelala leverage extensive knowledge of the women's retail shoe industry to quickly gain market share. Profitability will be reached by month ten and $284,000 will be generated in revenue in year three. 

1.1 Keys to Success

The key to success is to meet the demand for an upscale women's shoe store with a wide selection and focused customer attention.

In order to succeed in the women's shoe industry Shoelala must: * Carry an assortment of shoes sizes and style to fit the personalities of any woman. * Provide customers with top-notch personalized customer service in an atmosphere of southern hospitality. * Advertise and promote in all areas so that our customer base will learn more about Shoelala. * Continuously review our inventory and sales and adjust our inventory levels accordingly. * Most importantly, always stay on top of the latest trends in the style of women's shoes.

1.2 Objectives

The objectives for the first three years of operation include:

1. To create a product-based retail store whose primary goal is to exceed customer's expectation. 2. To increase the number of clients served by 20% per year by serving an unmet need with outstanding selection and customer service. 3. To develop a start-up business, surviving off of its own cash flow.

1.3 Mission

Shoelala mission is to provide an upscale selection of women's shoes and outstanding customer service. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.

II. Description of Products and Services

We will offer the best selection of premium brands and styles, delivering a...
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