BUSINESS COMMUNICATION

Business Communication: Jason Designs

Business Communication: Jason Designs

Introduction

Jason Designs has done well so far in establishing a strong presence in the Viet Nam's men shirt market. Strong competitor has been catching up and it is necessary for Jason Designs to re-evaluate its current strategies and plans on how to keep ahead in the race.

1) SWOT Analysis of Jason Designs Company:

Strengths

High skills and productivity: Jason Designs has a contingent workforce who had been trained and worked for a long time.

Broad network of agents: more then 400 agents and shops and supermarket chains

Low labour cost.

Jason Designs had received much support from the corporation. Because Jason Designs is is a company within the state-owned Vietnam National Textile And Apparel Group

Larger size: Jason Designs has flexbile size for different type people from size 32 to 48.

Weaknesses

Marketing policies poor: lack of marketing strategies and supporting activities.

Inflexible price polices: there is not much promotion in product's price.

Materials of garment were imported so that make price of products higher.

Product and pattern are not designable. Very less design style.

Opportunities

Viet Nam is a developing economy so that easily to expand the business.

High possibility to increase sales and boost profit margins as Jason Designs's shirt is a high margin product

More local suppliers of fabrics and accessories.

Jason Designs shirt - increasing demand for beautiful clothes-a young category should apply.

High GDP growth correlate with higher income and spending power

Threats

Competitors' aggressive growth strategies.In garment market, Jason Designs's shirt is growing very fast and holding market share

Vietnam economic likely to affect local economy & growth potential. More economical brands trying to cater for lower market segments. The price of men shirt may low down.

Potential competitors - local manufacturers and new players entering Vietnam post WTO - China, or other Asians import to Viet Nam and sell low price.

2) Marketing Objectives

Based on the SWOT analysis for Jason Designs, the plan outline would envisage establishing Jason Designs to be a stronger player in the men shirt market(Kurtz, 2010). The objective would be to:

Maintain 70% market share for Jason Designs brand in the men shirt market for 2009 and to defend against competitor's campaign.

To develop and emphasize on the high school's, university and officer's men shirt uniform and to grow the sales by 20% both in HCMC & Hanoi by end 2009 so as to maintain market share for Jason Designs brand in Vietnam.

To also grow the business in other major cities besides HCMC & Hanoi by improving and open more agent's shop.

3) Segmentation & Targeting

Based on Jason Designs present segmentation and target markets, their market should extend to the following segments besides those presently targeted

Men officer in Vietnam from age 24 - 55 years old

Other industry cities besides HCMC & Hanoi eg. Binh Duong, Da Nang, Quang Ngai,etc.

student market segment between age 14 & above can be Jason Designs's future loyal customers.

4) Positioning of Jason Designs Product

Despite the global financial crisis that is seriously affecting the country's economy, textile and garment industry has seen prices ...