This five-year marketing plan for Tulip Clothing has been created to secure additional funding for growth and to inform employees of the company’s current status and direction. Although Tulip was launched in the UAE only three years ago, the firm has experienced greater-than-anticipated demand for its products, and research has shown that the target market of sport-minded consumers and sports retailers would like to buy more casual clothing than Tulip currently offers. In addition, Tulip plans to explore opportunities for online sales. The marketing environment has been very receptive to the firm’s high-quality goods - casual clothing in trendy colours with logos and slogans that reflect the interests of outdoor enthusiasts around the country. Over the next five year, Tulip can increase its distribution, offer new products, and win new customers. 2. Company Description
Tulip Clothing was founded three years ago by entrepreneurs Damian Thomas and Geoff Compton. Tulip Clothing reflects Damian’s and Geoff’s passion for the outdoors. The company’s original cotton T-shirts, caps and denim jackets bear logos of different sports such as kayaking, mountain climbing, bicycling, skating, surfing, and horseback or camel riding. But every item shows off the company’s slogan “Let’s Rock!”. Tulip sells clothing for both men and women, in the hottest colours with the coolest names - such as sunrise pink, sunset red, twilight purple, desert rose, cactus green, ocean blue, mountaintop white, and river rock grey (Thomas 2011). Tulip attire is currently carried by small retail stores that specialize in outdoor clothing and gear. Most of these stores are concentrated in Abu Dhabi and malls in the northern Emirates. The high quality, trendy colours, and unique message of the clothing have gained Tulip a following among consumers between the ages of 25 and 45. Sales have tripled in the last year alone, and Tulip is currently working to expand its manufacturing capabilities. Tulip is also committed to giving back to the community by contributing to local conservation programs. Ultimately, the company would like to develop and fund its own environmental programs. This plan will outline how Tulip intends to introduce new products, expand its distribution, enter new markets, and give back to the community. 3. Tulip’s Mission and Objectives
Tulip’s mission is to be the leading producer and marketer of personalized, casual clothing for consumers who love the outdoors. Tulip wants to inspire people to get outdoors more often and enjoy family and friends while doing so. In addition, Tulip strives to design programs for preserving the natural environment. During the next five years, Tulip seeks to achieve the following financial and nonfinancial goals: Financial Objectives:
Obtain financing to expand manufacturing capabilities, increase distribution, and introduce two new product lines. Increase revenues by at least 50% each year.
Donate at least AED 25,000 a year to conservation organizations. Nonfinancial Objectives:
Introduce two new product lines—customized logo clothing and lightweight luggage. Enter new geographic markets in neighbouring GCC countries.
Develop a successful Internet site, while maintaining strong relationships with retailers. Develop its own conservation program aimed at promoting environmental awareness in local communities. 4. Core Competencies
Tulip seeks to use its core competencies to achieve a sustainable competitive advantage, in which competitors cannot provide the same value to consumers that Tulip does. Already, Tulip 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...