Eileen Fisher (designer clothing): Marketing Plan
How is the market segmented? How do you think the company selected this particular segment to serve? Describe your target market in detail using demographics, psychographics, geography, lifestyle, or whatever segmentation is appropriate. Why is this your target? How large is it? Are there niches within this market? Estimated annual growth rate? Reason for buying (what is the “need”)? Where do they obtain information? What criteria do they use to evaluate? What are their purchasing practices (quantity, frequency, location, time). What is your positioning strategy currently? Should you re-position?
Assumptions:
Is it necessary to make assumptions about the organization’s objectives, competition, environment or anything else? Are they reasonable/valid?
Problem/Decision Statement
What are the symptoms that a problem exists? What decisions must be addressed?