Marketing Plan for Swim Siren

[Name of the institute]

Executive Summary

The paper discusses about the marketing plan of the Swim Siren Company. Swim Siren manufactures swimsuit provides market by several products such as fashion and fitness swimwear, children swimwear, water short, active wear and fitness accessories. The purpose of this report is to outline a marketing plan for the expansion of Swim Siren Ltd. Company in the US by targeting two new markets. A review of current market situation, SWOT analysis and PESTLE analysis in combination to demographical analysis, it has been learnt that the plan of Swim Siren need to focus for continuing the work in market, while positioning its products in accordance with market and customer requirements. The marketing campaigns and advertisement efforts need to be stronger, so that favorable profits margin could be achieved.

Marketing Plan for Swim Siren

Introduction

The swimwear has been a significant part of fashion for the generations and it has become a reflection of the cultural sensitivities at times. Thus, in 1900s, women were comfortable in wearing woolen dresses which were consisted of up to 9 yards of fabric. Moreover, apart from changes in structure and hemlines, another difference has been in who makes the outfits. Previously the swimsuits were made by the seamstresses; however, today bathing suits are being designed and manufactured by the swimsuit makers. Various manufacturers are producing swimwear for many brands (John, 2000).

Propose of the study

The purpose of this project is to develop a marketing plan for a newly non existing company, whereas for this particular project we have selected from the swimwear industry.

About The Company

Swim Siren manufactures swimsuit provides market by several products such as fashion and fitness swimwear, children swimwear, water short, active wear and fitness accessories. Swim Siren aims at becoming the leader swimwear market and to have their presence in over 170 countries across Europe, Northern America, Australia and Asia (Pfeffer, 2011).

Scope of the Research

The purpose of this report is to outline a marketing plan for the expansion of Swim Siren Ltd. Company in the US by targeting two new markets. This report is mainly divided into three parts. The first part relates to conducting environmental evaluation, and analysis of various macro and micro economic and environmental factors, followed by a SWOT analysis of the company along with the company's PESTLE analysis and competitive analysis of the company against its competitors. This also underpins the analysis of Swim Siren in the US market by conducting a comprehensive analysis on the way macro and micro environment links and influences marketing its abilities (Baker, 2010). The second section comprise of explaining target marketing and its importance with relation to further market segmentation factors, such as demographics, psychographics, behaviour and geographical location. This plan also draws upon marketing mix with its all four elements price, product, promotion and place, whilst turning it into an integral part of the report, Brand Positioning. This explains the way brand development plays an important role in Swim Siren. Section three covers the marketing objectives while ...