The Schue Case Study
Autor: dublin0015 • November 23, 2015 • Business Plan • 1,726 Words (7 Pages) • 735 Views
Marketing II Assignment
Develop a 2000 word one year marketing plan for the case study “The Schue”
Marketing Plan
This Marketing plan includes:
- Executive Summary
- Introduction
-Current Situation
-Market Needs
- SWOT Analysis
-Strengths and Weaknesses
-Opportunities and Threats
-Key Issues
-Key Opportunities
4. Assumptions
5. Strategy
-Marketing Mix
- Product
- Price
- Place
- Promotion
- Description of Strategy
-Objectives
-Advertising
-Target Markets
-Advertising strategy
-Direct Marketing Strategy
-Sales Promotion Strategy
-Packaging strategy
-Evaluation and Control
-Key performance indicators
-Conclusion
Executive summary
The Schue is a family business managed and owned by a couple on their mid-twenties with plenty of experience in the retail business. The Schue is a women’s only shoe shop that targets women from 16 to 24 years at a very competitive price. It is located in the heart of Dublin, O’Connell Street, Athlone and Galway.
The company will have an extensive variety of styles, materials, designs, sizes and prices on shoes at very competitive prices. Apart from having shops in Dublin, Athlone and Galway, online shopping is also available for The Schue.
The Schue will start gaining market share by the end of the year, after marketing strategies have been implemented and after it creates a representative position in their customers.
The main objective of the company is to satisfy the necessities of its customers by offering stylish and comfortable shoes at affordable prices creating a loyal customer base and creating an international awareness of the company.
Competition: Some of the main shoe shops that are The Schue’s competition are:
- The Office: Opened its first shop in Dublin in 2004. Located on Grafton Street, Henry Street, Liffey Valley Shopping Cente and Dundrum Shopping Centre. The Office has a very strong presence all over Dublin and Belfast. Offering 10% discount off for all students and international deliveries. Very good quality products.
- Arnotts: Located on Henry Street, Dublin 1. One of the best department stores in Dublin, offering clothing, shoes, accessories, homeware, furniture, etc. Very strong presence in Dublin.
Mission
The company’s mission is to make a statement and show personality through a pair of shoes, creating a difference with style and comfort.
...