The Marketing Plan

Entrepreneurs Tim Sherwood and Juliet Archie set Green Scape Apparel Company up seven years ago. Sherwood has a postgraduate degree in Marketing and has over ten years’ experience while working for a Geological Apparel Company. Juliet, a doctorate student at a local prestigious University, has ten years’ experience as a Sociologist in a leading company in the United States. Green Scape Apparel focuses on major dam projects within the U.S.A. From Sociological consultations, hydrogeological surveys, rock consultancy and dam construction consultancy services, Green Scape boasts of over three complete government projects and two private contract projects. Timothy and Archie, a married couple for over 10 years, decided to open up an Apparel firm with the aim of providing quality service assurance, affordable and time efficient services within the country. Its main office location is in South of Oroville, California. Green Scape Apparel targets both public and private Institutions as their customers.

Every business considers their marketing environment. This environment comprises of the external supremacies that influence a company’s procurement of inputs (assets, information, and personnel) and outputs (services, concepts, and products). The marketing environment includes an environmental analysis that includes political, economic, social (sociocultural), technological, and evaluation and monitoring forces.  This three-year marketing plan for Green Scape Apparel will secure extra financing, and to update the status and direction of both the business and its employees.  Research shows that there is a greater demand for Green Scape Apparel footwear. This research states that the target market requires more products than Green Scape offers presently. As a part of a new marketing strategy, Green Scape plans to explore online sales opportunities.  Green Scape Apparel commits to contributing to public conservation agendas as a means of giving back to the community (Dibb & Simkin, 2008)

A Green Scape survey discloses that fifty-eight percent of active consumers prefer long-lasting safety shoes that are moderate in pricing. In addition, as a tendency toward health-conscious fears and activities concerning the natural environment continue, customers can progressively relate to the Green Scape philosophy. Green Scape marketing strategy characterizes vast opportunities that accrue various challenges. These challenges are what make the SWOT analysis of the marketing plan, which highlight, the strengths, weaknesses, opportunities, and threats of Green Scape. This analysis is an outline of the current position of Green Scape in the market. Green Scape has put up remarkable strengths while seeking expansion. The dedication seen nby its founders, increasing figure of brand-loyal clienteles, and proper financial management, place the company in an upright growth position.  Nonetheless, Green Scape will have to safeguard and gird its quality to prevent corporate espionage and quality leakage. Building solid retailers, consumer, and supplier relationships will help in combating counterfeits’, duplications and will increase sales through expansion channels such as the internet (Dibb & Simkin, 2008).

The current Green Scape target market footwear comprises of consumers who work within an industrial set up. These shoes are specifically designed as non-oil slippery shoes, which are only to be worn during working hours. These dynamic customers signify a demographic cluster of individuals who receive their pay hourly. They are either married, raising families, divorced or single.  Their annual domestic incomes range between $20.000 and $40,000.  These customers are price conscious thus constantly seek worth and value for money in procurements because of their not so comfortable pay.  These consumers lead a not so active lifestyle irrespective of their age. They tend to spend more time at work, than at home or any other social activities. They are generally not allied to first-class products/ services and therefore are not accustomed to premium services (Dibb & Simkin, 2008). The existing Green Scape clienteles incline to live in Chicago, the Midwestern state of Illinois. However, Green Scape’s prospect is to target consumers in the Southwest and West- Atlantic states as well.

Green Scape currently offers affordable high-quality indoor industrial shoes and socks. These two bear the company catchphrase, “Tough Ware”. Within the next three years, Green Scape plans to enlarge and increase the merchandise line to include custom-made shoes and socks. Clients will be able to select logos, which represent their company interest. These new custom-made apparel can match up with their company logo. As a start, Green Scape will work with seven industrial companies as a way of launching the new product to the market. More products will be added in future.  As a strategy to keep fresh content within the market, there will be introduction and shuffling of new products after every five months. This will enable the company to maintain fresh ideas.

The second means of Green Scape’s expansion will be to introduce production of Safety jackets and helmets. These items will come in two luminous colors (Yellow and green), with companies getting a choice of inscribingtheirown logo.  In addition, each product will bear the Green Scape logo.

At present, Green Scape is mainly advertised through local shops along the Chicago frontier, across the South, East of Chicago and its environs. Presently, there has been no national distribution chain of advertisements through safety products and services. Environmental factors such as weather conditions, seasons and climate do not command the sales revenue as the safety gear is not seasonal but a daily requirement. Green Scape gathers a higher percentage of its information concerning the general trends within the industry in diverse geographic locations and at different wholesale and retail markets within its trade union, and the Safety Industry Association. Over the coming three years, Green Scape will seek to increase its channel of supply and delivery to department shops, franchise supermarkets and retail stores all over the nation. Through this, Green Scape will focus on the Southwest and West-Atlantic States.

As a promotional strategy, Green Scape will communicate with its existing retailers, consumers concerning its variety of products using different methods. First, through Green scape information as is available on the company website, mailing services, in person and through telephone services. The main aim of this method of promotion is to distinguish Green Scape’s products and services from its competitors’ products services. Green Scape relies on retailers and wholesalers personal contacts to institute introduction of products in their stores.  These personal contact(s), aid in transmitting the Green Scape message, build relations and determine/ validate the unique qualities of the products. As a means of training, Green Scape sends sales agents to visit every relevant store twice or thrice a year for new retailers, or retailers who need a refresher course. As distribution expands, Green Scape will adjust as distribution and target markets expand. These adjustments include sales staff increment and more frequent sales visits.

According to Luther (2011), public relations are vital in any marketing strategy, and Green Scape will incorporate it throughout the three-year plan. Sales events, promotions, and contests are a means to involve the public in knowing more about the products (Armstrong et al., 2015). Green Scape will work in conjunction with retailers and wholesalers to ensure the efficiency and effectiveness of the short-term events. In addition, Juliet Archie is presently working with different industry clientele to offer Green Scape items as an advertising plan.  Because of engaging, contributing, and donating nto environmental programs, Green Scape has managed to bag great public relations.

As previous discussions in this plan show, Green Scape focuses its pricing mainly by having competitive prices at heart (Armstrong et al., 2015). The main concern is setting an affordable price that is not too expensive for the common citizen but also bearing in mind, the company’s goals and objectives and selling products of high quality. Value pricing is the key component in this strategy. This pricing strategy benefits both the consumer and the company as it creates a comfortable feel towards the customer without having to affect the profits of the company. The customized footwear sells for $5 to $7 more than the regular Green Scape safety shoe. The customized Socks will retail at $1.8 to$3 more than the regular Sock. This pricing as research shows is very competitive, and thus offers great value against competitors. The expansion timeline, new product introduction, is shown in Figure 1 below. There will be monitoring and evaluation of each strategy execution as a way of performance observation

Year	Objective
Year 1	Three customized shoes and socks
Year 2	Five Customized shoes and socks
Year 3	Seven Customized shoes and socks

Figure 1. Expansion Timeline

Green Scape plans to upsurge its presence in the market.  Presently, there are no plans for any merger with another company, nor is there any plan for an initial public stock offering. Steady, efficient, valuable growth is what drives the company.

References

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.

Top of Form

Dibb, S., & Simkin, L. (2008). Marketing planning: A workbook for marketing managers. London: South-Western Cengage Learning.

Bottom of Form

Top of Form

Luther, W. M. (2011). The marketing plan: How to prepare and implement it. New York: AMACOM.

Bottom of Form