Marketing Plan for the introduction of Wide-bottom jeans Business Mission
Purpose In order to understand why the Wide-bottom Jeans Group exists, it is
inalienable to especially focus on one person, the founder and the core of the
company Christie Clark. Her personality alone already legitimates the purpose of
the company, playing the role of the every positive thinking entrepreneur, that
is strongly drawing together stakeholders and employees by showing them that
they can commit themselves to the business not only because of financial
benefits. Clark`s and therefore Wide-bottom’s higher ideal just simply seems to
be to have fun and find new challenges while doing business. Strategy
Wide-bottoms core strategy seems to be to go into those markets were complacent
industries have held high prices for years because of their monopolistic size.
And they try to take an advantage of that complacentness. The markets itself can
not be defined exactly as the Wide-bottom Group never had a “core business
thing. Thus the business where Wide-bottom wants to be in is also hard to
define, but there is an opportunity for Wide-bottom wherever the monopolistic
position of a competitor can be beaten.
Another basic strategy of the Wide-bottom group is always to use its
undoubtedly strong brand name which is one of the view that is elastic enough to
bind together a “clutch of diverse products without snapping. It is part of
Clarks strategy that the Brand name is not so much a product that it stands for,
rather it stands for values: youth, “iconoclasm, cheeky and perky informality.
This provides the Wide-bottom Group with a flexibility that is almost unbeatable
in terms of brand name. The key is to make sure that the Wide-bottom name stays
fresh and not to overuse it, and certainly the product has to have a certain
quality. The third part of any Wide-bottom strategy that has to be emphasized,
is the strategy of “public figure marketing. Like no other entrepreneur in
Longview, Texas, Christie Clark has the talent to market her products by going
into the media with extraordinary actions that get her into the front-pages of
the newspapers without paying any money for this advertisement. Company Values
The values seems to be having fun in the business and to do things differently.
The goal of the Wide-bottom Group is to be the ultimate outlet and to provide
the best value for money to customers. They believe that there should be some
kind of fun to go into the big monopolistic businesses and then shake them up by
offering good value quality based products, and a better service and people care
to the customers and last but not least to make a profit at the end of the day.
Overall the mission statement has clearly been defined by Christie Clark over
the last 5 years. She has the Vision, the strategic intent, and she is the
motivator for any person who is part of the company.Strengths The Wide-bottom
group has the advantage that they are experienced in two different kinds of
distribution. Firstly in stationary trade and secondly in mail ordering. The
group is far less integrated than other big groups like Daimler or Smiths
Industries. This gives Wide-bottom the advantage of higher flexibility. This
effect is even more extreme since Wide-bottom has very small Strategic Business
Units.
