Week_2_Marketing_Plan_assignment[1][1] - 1.0 Executive...

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1.0 Executive Summary Just for Women is a shoe store that is solely for Women. Randolph, Massachusetts is in dire need of an upscale shore store for women because the current stores have an inadequate selection of women’s shoes. The women of Randolph must travel to Boston or the surrounding areas to find the right shoes. Just for Women will have a selection of shoes that will be unmatched. There will be an extensive selection of different shoes. We have a very unique business model that allows us to have a very extensive selection at the cost of stocking only one size per style. This will be accomplished by having a special relationship with the wholesaler so that Just for Women can receive the sizes needed in one to two days. We will also offer rush overnight delivery for an additional cost. 2.0 Situation Analysis Just for Women is entering their first year of operation. A comprehensive marketing plan is required to reach profitability and ensure future success. Just for Women offers an unprecedented selection of current women’s shoe fashions. There is a current need for an all Women’s shore store in the Randolph, Massachusetts area. There is currently not an upscale shore store in the area at all. Women have to travel to Boston or the surrounding areas in order to buy a descent pair of shoes. 2.1 Market Summary Just for women has captured a great deal of information regarding their market and we have learned a great deal about the common attributes of our most prized
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customers. Just for Women will leverage this information to better understand, who should be served, their specific needs, and how Just for Women should better communicate with them. The profile for Just for Women customers consists of: Geographics The immediate geographic target is the City of Boston with a population of 589,141 http://boston.areaconnect.com/statistics.htm The total target population is estimated to be 432815, which is 21 and over A twenty five mile radius is in need of the products. Demographics Age range 21 and up. 50% of the customers are housewives. 45% of the customers are professionals. The housewives have a household income of $60,000-$130,000. Behavioral Factors Fashion conscious. Are very aware of different fashion trends. Tend to eat out at least once a week. Live the motto “fashion makes perfect”.
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