Marketing Plan Ron's Custom Fits, Inc. TABLE OF CONTENTS EXECUTIVE SUMMARY This five-year marketing plan for Ron's Custom Fits has been created by its two founders to ensure growth with additional funding for and to keep current on our company's status and direction. Although Ron's Custom Fits was launched last year, the firm has experienced greater-than- anticipated demand for its products, and research has shown that there is a sky rocketing demand for our target market of sport-minded consumers and sports retailers. This year's goal is to add more variety by extending their product line as well as adding completely new product lines. In addition, Ron's Custom Fits seeks opportunities in online sales. The marketing …show more content…
COMPANY DESCRIPTION Ron's Custom Fits was founded last year by entrepreneur Ronald Berryhill. Berryhill has an undergraduate degree in Business Administration and worked for several years in the retail clothing industry. Berryhill decided to line of clothing with both a universal and unique appeal to outdoor enthusiasts. The company’s original cotton T-shirts, baseball caps, and fleece jackets and vests bear logos of different sports—such as kayaking, mountain climbing, bicycling, skating, surfing, and horseback riding. But every item shows off the company’s slogan: “The Great Outdoors.” Ron's Custom Fits sells clothing for both men and women, in the hottest colors with the coolest names—such as sunrise pink, sunset red, twilight purple, desert rose, cactus green, ocean blue, mountaintop white, and river rock gray. Ron's Custom Fits attire is currently carried by small retail stores that specialize in outdoor clothing and gear. Most of these stores are concentrated in Southwest Georgia. The high quality, trendy colors, and unique message of the clothing …show more content…
Within the last year, Ron's Custom Fits has developed core competencies in (1) offering a high-quality, branded product whose image is recognizable among consumers; (2) creating a sense of community among consumers who purchase the products; and (3) developing a reputation among retailers as a reliable manufacturer, delivering the requested number of products on schedule. The firm intends to build on these competencies through marketing efforts that increase the number of products offered as well as distribution outlets. By forming strong relationships with consumers, retailers, and suppliers of fabric and other goods and services, Ron's Custom Fits believes it can create a sustainable competitive advantage over its rivals. No other clothing company can say to its customers with as much conviction how much they admire “The Great Outdoors”! SITUATION ANALYSIS The marketing environment for Ron's Custom Fits represents overwhelming opportunities. It also contains some challenges that the firm believes it can meet successfully. Table A illustrates a SWOT analysis of the company conducted by marketers to highlight Ron's Custom Fits’ strengths, weaknesses, opportunities, and