Marketing Strategies of Ann Taylot

Topics: Retailing, Outlet store, Pricing Pages: 18 (5902 words) Published: March 31, 2011
Table of Contents
Executive Summary1
Situation Analysis
Global Industry Overview1
Political & Economic Environment2
Social & Cultural Environment2
Competitor Analysis3
Customer Analysis3
SWOT Analysis

Target Market8
Marketing and Operational Strategies8
The Marketing Mix
Product Strategy9
Pricing Strategy10

Promotional Strategy10
Place / Distribution Strategy11
Schedule and Monitoring11


Executive Summary
The purpose of this marketing plan is to outline a complete marketing strategy to introduce a US based special retailer of women’s apparel, shoes and accessories into Malaysia. Live-Well Sdn Bhd has already secured the sole distributorship of Ann Taylor in Malaysia and is yet to be appointed for the Asia-Pacific region. This US based brand is called Ann Taylor (“the company”). The company offers its merchandise under a number of brand names including Ann Taylor, Ann Taylor Factory, LOFT and LOFT Outlet. Ann Taylor also sells products through the Internet. The Company primarily operates in the US. Its headquarters is in New York city and it currently employs about 18,800 people of which 15,400 are employed part-time. As the sole distributor of Ann Taylor products in Malaysia, we would therefore require a detailed marketing plan for the introduction of Ann Taylor to the malaysian public. This marketing plan shall outline an analysis of the global fashion apparels industry and a more detailed analysis of the Malaysian fashion industry, considering the relevant factors within the market, competitors, customers and a SWOT analysis consistent with the company mission statement: “We are committed to meeting the evolving needs of women who want feminine, stylish and versatile fashions that offer great quality and value and that inspire women to look as beautiful as they feel.” Situation Analysis

Global Industry Overview
The global fashion apparel industry is one of the most important sectors of the economy in terms of investment, revenue, trade and employment generation all over the world. Apparel industry has short product life cycles, tremendous product variety, volatile and unpredictable demand, long and inflexible supply processes. The industry has been in a transition over the last 20 years. Some of its major contributors are: * Significant consolidation in retail

* Increasing use of electronic commerce in retail and * Wholesale trade
The clothing and apparel industry produces finished clothing products made from natural and manmade fibers like cotton, silk, wool, lenin, polyester, rayon, lycra and denim. The important segments covered in the apparel industry include kids, mens, women, bridal wear for men and women and intimate wear. The apparels are sold through three major channels which includes, brick & mortar, catalog and through the internet. The Asia-Pacific apparel retail industry had total revenue of $262.8 billion in 2009, representing a compound annual growth rate (CAGR) of 4% for the period spanning 2005 – 2009. Sales of womenswear proved the most lucrative for the Asia-Pacific apparel retail industry in 2009, with total revenues of $127.5 billion, equivalent to 48.5% of the market’s overall value. The performance of the industry is forecast to decelerate, with an anticipated CAGR of 3.2% for the five year period 2009-2014. However, total revenue for the industry by the end of 2014 is still forecast at $307.2 billion (name 2010). Political & Economic Environment

The ruling Barisan Nasional (BN) coalition is expected to maintain its hold on power throughout the coming five years, securing a victory at the next election. The Economist Intelligence Unit expects the BN, which is controlled by its largest component...

References: MITI. Malaysia External Trade Statistics. March 2010. (accessed February 1, 2011).
name, no. Asia Pacific Retail Apparel Industry Profile. Profile, New York: Datamonitor, 2010.
name, no. Company Analysis. New York: Ann Taylor, 2010.
Unit, Economist Intelligence. "Country Forecast Malaysia January 2011 Updater." The Economist, 2011.
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