Gaian Adventure Fabric and Notions
This sample marketing plan was created with Marketing Plan Pro software.
Gaian Adventure Fabric and Notions is a start-up company. Marketing is critical to success and future profitability. The store offers a wide variety of outdoor fabrics and notions to both the Eugene area as well as globally through their website. The basic market need is a comprehensive source for all materials associated with construction of outdoor products and clothing.
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Gaian possesses information about the market and knows a great deal about the common attributes of our most prized and loyal customers. Gaian will leverage this information to better understand who is served, their specific needs, and how Gaian can better communicate with them.
|Internet company customers||8%||1,245||1,345||1,453||1,569||1,695||8.02%|
Gaian is providing its customers with a wide selection of outdoor fabrics, notions, and accessories. Gaian seeks to fulfill the following benefits that are important to their customers.
The market trend for this industry is for increased selection. This trend is fueled by the Internet and ability for anyone anywhere to access an online catalog and order from anywhere at anytime.
Before the Internet there were several different mail order companies that would ship nationally, but their selection was somewhat limited. Since the Internet a few new companies have popped up, however the established mail order houses have not flocked enthusiastically to the Internet for unknown reasons.
So while the trend is to embrace the Internet due to its enormous reach and efficiencies, the established competitors have not embraced the WWW.
In 1999, the outdoor fabric and notions retail industry reached $24 million in sales. The industry is expected to grow at 5% for the next several years. This growth is in part fueled by the desire of people to save money by making products that they need instead of purchasing them. Additionally, people have very custom, unique needs that are not commercially produced. In order for their needs to be met, they make the products themselves to their own specifications.
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats that Gaian faces.
Gaian Adventure Fabric and Notions faces competition from several sources:
Gaian Adventure Fabric and Notions will sell a variety of outdoor fabrics and notions for outdoor applications.
These products include:
Wide selection, a robust website, and outstanding customer service. Additionally, Gaian Adventure will:
Gaian Fabrics and Notions is still in the speculative stage as a brick and mortar retail store and e-commerce site. Its critical issues are to continue to take a modest fiscal approach; expand at reasonable rate, not for the sake of expansion in itself, but because it is economically wise to; and build brand awareness which will drive customers to the store and website.
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