Semester “Fall 2011”
Assignment: 02
ENTREPRENEURSHIP (MGT-602)
Total Marks: 30 Due Date: December 27, 2011
Topic: Marketing plan
Lesson: 21-24
Background:
Business plan is an important document that describes the nature and direction of business in future in accordance with its goals. One of the major parts of the business plan is the marketing plan where all the relevant details regarding marketing tools and strategy are designed for future actions. The idea behind putting marketing tools and strategy in business plan is to facilitate entrepreneurs to have a more distinct approach towards business and customers.
Scenario:
In Pakistan, the textile and clothing industry plays an imperative role in fostering the pace of economic development. As per Economic Survey of Pakistan 2009-10, the textile sector has marked immense growth especially in ready-to-wear garment industry. One can observe the emergence of successful local brands that have smashed not only the local market but have also gagged immense popularity and acceptance in international markets. Billboards and increasing outlets depict the mushroom growth of ready-to-wear garment range in Lahore and one of the examples in this scenario is HSY designer range by Hassan Sheheryar Yasin that has successfully captured the local and international market in the said industry.
Task
You are recommended to select any local ready-to-wear garment brand (boutique or any designer range) and closely observe their following marketing practices:
1. Segmentation and target market
2. Pricing strategies
3. Branding strategies
4. The implication of marketing mix
5. Selection of USP (unique selling point) and
a. Value Proposition
b. Creating competitive edge (advantage)
c. Quality
Requirement
You are required to design a marketing plan for selected ready-to-wear outlet covering aforementioned aspects of marketing in comprehensive but concise manner.
