Topshop Marketing Plan

foodstuff OverviewTarget market The Topshop sight focus on the customers of young people, who is between 15 and 30 years old, especially for young females who likes to pubbing, clubbing and have a sense of fun. For this moment, our consumer market niche is not the higher income level notwithstanding the young people on budget. Customer writeOur customer profile is young people driven by a need to be styleable and trendy, they like all trend setting magazines. Our brand as well as appears to students, professionals, appearance taste makers and high profile A-List stars alike. Competitor profileThe principal(prenominal) competitors includes H&M, Zara, French Connection and GAP. These companies are all retailer stools, which has multinational business and online retail repositions, and sizabler market shares in fashion retail market comparing with Topshop.Marketing ObjectivesGoals . The objectives can be divided into devil parts. Firstly, the Topshop Corporation is focusi ng on the external business, the recent objective is built to a greater extent(prenominal) than 100 stores all over the origination in less than quin years to raise the awareness of the brand. Secondly, in order to increase the gross revenue, the Topshop corporation decides to expand their market targeting level, raising the brand position, promoting the cooperation with famous outside(a) fashion designer, the objective is to var. a outside(a) fashion brand with diametric position of sales.Marketing StrategyYour strategy and marketing mix Use this section to summarize the boilersuit strategy and marketing mix (The 8 Ps harvest-time The Topshop corporation will not change fashion robes as its main product, exclusively much accessories will be promoted to the market,Place and Time toll Promotion Process Physical Environment PeopleProductivity and Quality you will do to position yourself within the market to meet your customers needs. Whatever your strategy, you coating should be to differentiate yourself from your competitors to encourage customers to choose your business graduation exercise.Action Steps Top 10 Action Steps Create a list of the Top 10 execution steps that will bring your theoretical objectives (your marketing strategy and objectives) to life. E.g. mop up S.W.O.T. Activity Sheet, complete marketing budget Background AnalysisThe background analysis should perpetrate a snapshot of where you are right now, where you have been and where you want to go. working class this process will help you to define your businesss capabilities and find opportunities within your busy market. Finally, defining your core business elements will ensure that your marketing design and overall business strategy work together seamlessly.Business overview The overview should cover the haywire and bolts of your business includingThe name, structure and date of establishment Topshop is a British multinational retailer which specializes in fashion clo th ing, shoes, make-up and accessories. It was established in Sheffield, UK, in 1964. Details about the owners (their names, roles and levels of experience etc.) What your business is about (your business mission, heap and values) The key business objectives you would like to achieveAn outline of the main products and services exchange A financial analysis of your business including sales and profitability A S.W.O.T. analysis of your business to set a line in the sandSWOT analysisThe military group of the Topshop Corporation is that the owner of Topshop is theArcadia Group, which can provide favorable management and toughened financial support for its subsidiary company. Moreover, the Topshop brand has take a large market share in the British mainland, the influence of the brand is lately among British people, and it has more than 300 stores nationwide and provides many different kinds of choices in product lines and design variety of products with thousands of looks per season cr eatively.The weakness of the Topman Corporation is their international market, the company is global, but it has stores only in a few countries worldwide, the market share is poor in US and china which are the deuce king-sizegest markets in the world. A large number of staff and products make it knockout to manage and increase the management costs. And, big store space lede to weak customer services. On web shopping, there is no incident and size for accessorizes.The opportunity for the Topshop Corporation is the potential market in the marines market. There are lots of young people in chinaware and US, and they have great purchasing power, which is a grievous opportunity for Topshop to invest. And compared with different fashion retailers, it is not just targeting at young people, but withal white-collared workers and a part of mid-aged persons who follow the latest fashion.The threats are from the competitors like Zara, H&M and French Collection. Like Topshop, they are all fashion clothing retailers, the competitors whitethorn have lower market shares in Britain than Topshop, but their sales are mostly from the oversea market, and their brands have been accepted by the local anaesthetic people. If Topshop want to expand the oversea market, it is necessary to show its unique features and remediate quality and retain low price and good design, and face some(prenominal)(prenominal) limitations from government policies and to know about the cultural and demands of the local environment as soon as possibleObjectives Vision and missionThe Topshop Corporation is an international fashion retailer, it has over 440 shops all over the world, more than 300 in Britain, which takes more than50%. For the recent years, the British economy was not very good, so the sell in the mainland was below average. In the age of rapid globalization, scientific innovation, population boom, and environmental change, the need of international marketing are pressing. From t he topshop international segmentations, we can get the point that the international market has not been full developed.US, the biggest sparing entity in the world, only have four topshop stores, and the second biggest economic entity, China, only have one. This market shares is not enough in these two countries. Take Zara as an example, we can know the importance to expand an oversea market. The Zara Corporation is a Spanish clothing and accessories retailer, very similarly with Topshop, but Zara undefendeded more than 150 stores in China, almost every big cities in china, and Zara corporations sales grew with an amazing speed, and became the leader in the fashion clothing industry.The first goal is named explore the new world, which means the Topshop Corporation is aimed at developing the oversea marketing, especially China and US. The plan for the company is to open 50 stores in China and 40 stores in US in the next five years.The second goal is named the social network, the poi nt is aimed at e-commence. In China, E-commerce is becoming more and more popular nowadays, in the date of 11 NOV and 12 declination every year, there will be a large sack online, on those date the sales will be more than 35 billion RMBs, the number is really amazing. The topshop has already had their online stores, and also have international business online, but only takes small shares. Our plan for the company is to build a world level website in different countries, and develop overseas online market.StrategyThere are some steps to finish the strategy, firstly, the advisement.For the customers in China and US, they may not very familiar with the new brand, so a good promotion is very important for Topshop. In the advertisement, we should emphasis our brand is designed for local people, for example, in China, we should highlight that the fashion clothing are designed for the eastern people, and integrated with some local culture cooperate with some famous designers to promote t he new product.To open the Chinese market, the first thing our brand needs is to publish Production Promotion Release congregation in the biggest cities in China like Beijing or Shanghai, and open the first store in the central zone of these cities. In the spend of 2013, US famous fashion retailer brand Hollister open the first store in Salitun, Beijing, which is the popular commercial district in China, and discommode a fantastic fashion model performance, after that the sales of the store was growing very fast. This movement raised the awareness of the brand and gained more popularity among young people, the topshop may learn a lesson from it.