The document outlines a marketing plan for a fictional startup company called Fayee Designs, established in January 2014, specializing in design wear for all genders and wedding arrangement services. It details the company's history, mission, target customer demographics, unique selling proposition, pricing strategies, and promotional approaches. The plan emphasizes research-backed identification of a target market and outlines the strengths, weaknesses, opportunities, and threats facing the company in the fashion industry.

1. MKT100
(
Presented by:
Student
Course
Date
Remember to use apa
) (
Marketing Plan
Company name
)
Marketing Plan
The marketing plan is a tool used to develop and present a
company’s marketing strategy. At minimum, the plan should
contain descriptive information on the company, its products or
services, target customer, marketing research, advertisement,
promotions, and a list of actions items that is supported with a
strategy plan for execution.
Directions: Create a fictional start-up company that serves the
U.S. market with a product or service.Company Overview
Owner(s):
Company Name:
Product Name:
Location:
History (yrs.):
Section 1: Executive Summary
Provide a detailed description of your company. The description
should include, at a minimum, the company’s name, its history,
founders, business purpose, and mission. This could be written

2. using multiple sentences, but no longer than a single paragraph.
Fayee Designs is Startup Company that can into existence in
January 2014. The company deals with the production of design
wear for children, women and men. It also specializes in the
provision of wedding arrangement services at a highly
competitive price. A group of three designers, James Brown,
Jack Daniels and Jeff Walters, started the company. The three
founders met while in college pursuing major in fashion
technology. The business purpose of Fayee design is to make
profit while providing high-quality services to its customers.
Fayee Designs is on a mission to be among the top players in
the fashion industry.
The company provides services in wedding planning. It
also offers wedding designs for couples who want to use the
same designer to make clothes for the entire wedding. It makes
designer wear for children, women and men. It has a trademark
that is characterized by a black and sketch of the family that
seems to embrace fashion.
t description
Describe, in detail, the product or service the company produces
or services. Include trademark, color, shape, packaging,
labeling, and any characteristics that you deem relevant.
You can also include a picture of the product in this section for
visual aid.
{This section does not require any references or citations}

3. Section 2: targeting customers
Consider who your customers are and identify your market
segment. Analyze the business customers / clients you wish to
target. Your analysis should include, but not be limited to, their
demographic profile (e.g., age, gender, ethnicity, etc.),
psychographic profile (e.g., interests, routine, habits, etc.),
profession (e.g., income, occupation, education), geographic
location (e.g., country, region, city, rural, urban, climate) and
their precise wants and needs as they relate to the products and /
or services you offer.
Demographic profile
[Describe your demographic profile.]
Psychographic profile
[Describe your psychographic profile.]
PROFESSION
[Describe your profession.]
geographic LOCATION
[Describe your geographic location.]
Wants and needs
[Describe precise wants and needs as they relate to the products
and / or services you offer.]
Use at least two (2) quality references cited in APA format to
support this section. Consider how you came up with this
demographic and why this target population would be interested
in purchasing your product.
Example of citing research to support your customer: According
to a report conducted by the SBA (2014), 90% of millennials
prefer technology products that are compatible with social
media.
The company targets people who are interested in designer wear

4. that spells elegance. It targets organizations that would like to
design uniforms for employees and students. It also targets
modelling agencies that require fashionable and unique wear for
the runway. It will target all kinds of people interested in
fashionable designer (Duncan, 2008). It includes men, women
and children. The company produces fashionable wear that fits
every age. It has clothes for the old and the young.
Majority of the consumers targeted by the organization
live in urban areas. It is because people areas are more ready to
spend on clothes compared to people in rural centers. The
company’s potential customers are the working class, who are
required to have a wide range of clothes for different occasions.
It targets people working in banks, courts, fashion agencies and
general offices. These people need clothes that make statements
of what they mean at every occasion (Mittica, 2013). Fayee
Designs is in a good position to develop the best wear for its
potential customers.
Section 3: Unique Selling Proposition
Consider what distinguishes your company from competitors,
their products and / or the price of their products and services.
unique selling proposition (usp)
Describe your unique selling proposition (USP). Next, explain
the key aspects of your business, products, or services that
make them unique when compared to your competition. (e.g.,
Southwest Airlines’ USP is providing customers with low
airfare without compromising service and comfort.)
marketing objectives
Describe the marketing objectives of your company. Your
marketing objectives should, at a minimum, address potential
customer profile and market segmentation. Explain the manner
in which you conducted your secondary market research.
Use at least two (2) quality references cited in APA format to
support this section. Use your references to define your
understanding of USP and depict the importance of describing
your marketing objectives.

5. Section 4: Pricing and Distribution Strategy
You will now consider your company’s strengths and weakness,
along with your product or service price.
My company has the opportunity to benefit from its strengths
which include excellent staff that have a sound knowledge of
their work, great internal communications, great and innovative
minds behind the work and quite excellent internal organization
within the company. The company is however struggling with
quite a number of weaknesses which are mainly what seems to
be out of our hands. First of all, we are currently struggling to
meet deadlines even though we are just the initial stages of our
company. We also lack a good deal of market experience as a
company. Although not in excess, we are lacking successful
marketing strategies in new areas other than those that we have
demonstrated on our working capability. We suppose that we
lack updated market research data too besides not being at a
stable financial position.
Our greatest opportunity is that similar services in the market
are quite expensive compared to what we offer. Besides, we
diversify to the extent of being at a position to cater for every
department of home care. There is also the motivation by the
opportunity to grow since we are only a beginning company
with a huge pool of prospective client base. The recent
Economic down turn from which the whole nation is yet to
recover means that most people are spending less (Swink,
2011). There are also competitors that have similar products and
who have been in the industry for long. They also have a higher
financial muscle than our company.
My firm is a services only organization. This implies that the
supply chain will not involve vendors since will involve tools
and equipment used in offering services and not products for
sale. This, however, doesn’t mean that our firm lacks a logistics
department. Its work involves procuring working tools and then
ensuring that they are in order. Finally, operational aspects are
met by sequencing time and work in such a way that the time
lost between one job and another is as little as possible (Morris,

6. & Morris 2008). Of the available jobs, instead of using outside
vendors (or merchandising rather) we subcontract heavy jobs to
some other firms or if they are just small menial jobs that have
increased beyond our capacity we employ casual workers that
are laid off as soon as the jobs are over.
Internal factors that influence our pricing strategy are mainly
the number of employees with their levels of skills still being
crucial in determining the remuneration and salaries to be
offered. Prices are usually inclusive of production cost and
labor cost is a part of this production cost (Byrd, & Megginson
2013). External factors that influence our pricing strategy are
mainly our competitors and to a smaller extent the prices of the
inputs such as detergents. As our competitors increase or lower
their rates, we also respond accordingly. Basically, being a
begin company, this is very important since we have to always
keep our prices low until when we’ll be well established when
we’ll raise the prices if there will be a need to.
strengths, weaknesses, opportunties and threats (SWOT)
Determine the key strengths and weaknesses of your company,
as well as the opportunities and threats it faces within its
industry.
The SWOT Analysis is a very useful technique for in business.
Go to Mind Tools’ Website and read “SWOT Analysis” for a
better understanding of the topic, located at
http://www.mindtools.com/pages/article/newTMC_05.htm .
supply-chain and operational system
Discuss your critical steps within your supply-chain and
operational system. Explain the key aspects of your strategies
for producing and distributing your products and services to
both your stores and customers. Determine whether you will use
an outside vendor or do everything in-house.
pricing strategy

7. Analyze the company’s pricing strategy relative to its pricing
objective. Examine major internal and major external factors
that could potentially affect the pricing of the company’s
products or services.
Use at least two (2) quality references cited in APA format to
support this section. Use your references to define your
understanding of SWOT and depict the importance of describing
your supply-chain and pricing strategy.Section 5: Distribution
Plan and Promotions Strategy
You will consider mechanisms by which your customers will
purchase your products and / or services (e.g., online,
storefront, direct sells) and the primary manner in which you
intend to reach new customers (e.g., TV, radio, social media,
special events).
Consider the marketing materials that you intend to use.
According to the textbook, marketing materials are collateral
used to promote your business or products. Promotional strategy
may include free trial offers, money-back guarantees, and buy
two (2) for the price of one (1) type of deals.
distribution strategy
Determine the distribution strategy in terms of your target
market, location, and selection of distribution channels. Indicate
whether or not you will leverage the following strategies: use
stores located in different regions, sell online, and / or hire a
sales team to sell directly to suppliers and door to door.
Recommend three (3) strategy options to get your product or
services out to your customer base.
1. Insert strategy option to get your product or services out to
your customer base
2. Insert strategy option to get your product or services out to
your customer base
3. Insert strategy option to get your product or services out to
your customer base

8. marketing goals
Outline your main marketing goals for promotions, offers, and
giveaways. Discuss the key types of marketing materials that
you intend to develop and share.
Use at least two (2) quality references and cited in APA format
to support this section. Also consider including charts, graphs,
tables, and pictures to support your marketing goals as it relates
to promotions, offers, and giveaways.
My company has the opportunity to benefit from its strengths
which include excellent staff that have a sound knowledge of
their work, great internal communications, great and innovative
minds behind the work and quite excellent internal organization
within the company. The company is however struggling with
quite a number of weaknesses which are mainly what seems to
be out of our hands. First of all, we are currently struggling to
meet deadlines even though we are just the initial stages of our
company. We also lack a good deal of market experience as a
company. Although not in excess, we are lacking successful
marketing strategies in new areas other than those that we have
demonstrated on our working capability. We suppose that we
lack updated market research data too besides not being at a
stable financial position.
Our greatest opportunity is that similar services in the market
are quite expensive compared to what we offer. Besides, we
diversify to the extent of being at a position to cater for every
department of home care. There is also the motivation by the
opportunity to grow since we are only a beginning company
with a huge pool of prospective client base. The recent
Economic down turn from which the whole nation is yet to
recover means that most people are spending less (Swink,
2011). There are also competitors that have similar products and
who have been in the industry for long. They also have a higher
financial muscle than our company.
My firm is a services only organization. This implies that the
supply chain will not involve vendors since will involve tools
and equipment used in offering services and not products for

9. sale. This, however, doesn’t mean that our firm lacks a logistics
department. Its work involves procuring working tools and then
ensuring that they are in order. Finally, operational aspects are
met by sequencing time and work in such a way that the time
lost between one job and another is as little as possible (Morris,
& Morris 2008). Of the available jobs, instead of using outside
vendors (or merchandising rather) we subcontract heavy jobs to
some other firms or if they are just small menial jobs that have
increased beyond our capacity we employ casual workers that
are laid off as soon as the jobs are over.
Internal factors that influence our pricing strategy are mainly
the number of employees with their levels of skills still being
crucial in determining the remuneration and salaries to be
offered. Prices are usually inclusive of production cost and
labor cost is a part of this production cost (Byrd, & Megginson
2013). External factors that influence our pricing strategy are
mainly our competitors and to a smaller extent the prices of the
inputs such as detergents. As our competitors increase or lower
their rates, we also respond accordingly. Basically, being a
begin company, this is very important since we have to always
keep our prices low until when we’ll be well established when
we’ll raise the prices if there will be a need to.
action steps (conclusion)
Propose at least three (3) action steps that you can use to move
your plan forward. Consider how, when, and who will be
involved in the execution of this plan. Formally wrap up your
marketing plan.
A conclusion is not traditionally included in a marketing plan,
but a list of action steps are often included within the plan. The
conclusion provides you with an opportunity to reflect on your
plan and support academic level writing.

10. Reference list (APA format)
References
Duncan, K. (2008). Start: How to Get Your Business Underway.
Chichester, U.K.: John Wiley & Sons/Capstone.
Mittica, C. J. (2013). Top Trends for 2014. Wearables, 17(10),
42-48.
How much of a difference can Walmart really make? (n.d.).
Retrieved November 13, 2014, from
http://www.greenbiz.com/blog/2012/04/16/how-much-
difference-can-walmart-make
Kincheloe, J. (2002). The sign of the burger: McDonald's and
the culture of power. Philadelphia: Temple University Press.
Schiffman, S. (2012). The Ultimate Book of Sales Techniques
75 Ways to Master Cold Calling,
Sharpen Your Unique Selling Proposition, and Close the Sale.
Cincinnati: F W Media.
Kotler, P. (2000). Marketing management. Upper Saddle River,

11. N.J: Prentice Hall.
American Marketing Association. (1992). Marketing
management. Chicago: American Marketing Association
Publications Group.
[Date]
Marketing Plan
1
MKT100
(
Presented by:
Student
Course
Date
Remember to use apa
) (
Marketing Plan
Company name
)
Marketing Plan
The marketing plan is a tool used to develop and present a
company’s marketing strategy. At minimum, the plan should
contain descriptive information on the company, its products or
services, target customer, marketing research, advertisement,
promotions, and a list of actions items that is supported with a
strategy plan for execution.
Directions: Create a fictional start-up company that serves the
U.S. market with a product or service.Company Overview
Owner(s):
Company Name:
Product Name:

12. Location:
History (yrs.):
Section 1: Executive Summary
Provide a detailed description of your company. The description
should include, at a minimum, the company’s name, its history,
founders, business purpose, and mission. This could be written
using multiple sentences, but no longer than a single paragraph.
Fayee Designs is Startup Company that can into existence in
January 2014. The company deals with the production of design
wear for children, women and men. It also specializes in the
provision of wedding arrangement services at a highly
competitive price. A group of three designers, James Brown,
Jack Daniels and Jeff Walters, started the company. The three
founders met while in college pursuing major in fashion
technology. The business purpose of Fayee design is to make
profit while providing high-quality services to its customers.
Fayee Designs is on a mission to be among the top players in
the fashion industry.
The company provides services in wedding planning. It
also offers wedding designs for couples who want to use the
same designer to make clothes for the entire wedding. It makes
designer wear for children, women and men. It has a trademark
that is characterized by a black and sketch of the family that
seems to embrace fashion.
t description
Describe, in detail, the product or service the company produces
or services. Include trademark, color, shape, packaging,
labeling, and any characteristics that you deem relevant.
You can also include a picture of the product in this section for
visual aid.
{This section does not require any references or citations}

13. Section 2: targeting customers
Consider who your customers are and identify your market
segment. Analyze the business customers / clients you wish to
target. Your analysis should include, but not be limited to, their
demographic profile (e.g., age, gender, ethnicity, etc.),
psychographic profile (e.g., interests, routine, habits, etc.),
profession (e.g., income, occupation, education), geographic
location (e.g., country, region, city, rural, urban, climate) and
their precise wants and needs as they relate to the products and /
or services you offer.
Demographic profile
[Describe your demographic profile.]
Psychographic profile
[Describe your psychographic profile.]
PROFESSION
[Describe your profession.]
geographic LOCATION
[Describe your geographic location.]
Wants and needs
[Describe precise wants and needs as they relate to the products
and / or services you offer.]
Use at least two (2) quality references cited in APA format to

14. support this section. Consider how you came up with this
demographic and why this target population would be interested
in purchasing your product.
Example of citing research to support your customer: According
to a report conducted by the SBA (2014), 90% of millennials
prefer technology products that are compatible with social
media.
The company targets people who are interested in designer wear
that spells elegance. It targets organizations that would like to
design uniforms for employees and students. It also targets
modelling agencies that require fashionable and unique wear for
the runway. It will target all kinds of people interested in
fashionable designer (Duncan, 2008). It includes men, women
and children. The company produces fashionable wear that fits
every age. It has clothes for the old and the young.
Majority of the consumers targeted by the organization
live in urban areas. It is because people areas are more ready to
spend on clothes compared to people in rural centers. The
company’s potential customers are the working class, who are
required to have a wide range of clothes for different occasions.
It targets people working in banks, courts, fashion agencies and
general offices. These people need clothes that make statements
of what they mean at every occasion (Mittica, 2013). Fayee
Designs is in a good position to develop the best wear for its
potential customers.
Section 3: Unique Selling Proposition
Consider what distinguishes your company from competitors,
their products and / or the price of their products and services.
unique selling proposition (usp)
Describe your unique selling proposition (USP). Next, explain
the key aspects of your business, products, or services that
make them unique when compared to your competition. (e.g.,
Southwest Airlines’ USP is providing customers with low
airfare without compromising service and comfort.)
marketing objectives
Describe the marketing objectives of your company. Your

15. marketing objectives should, at a minimum, address potential
customer profile and market segmentation. Explain the manner
in which you conducted your secondary market research.
Use at least two (2) quality references cited in APA format to
support this section. Use your references to define your
understanding of USP and depict the importance of describing
your marketing objectives.
Section 4: Pricing and Distribution Strategy
You will now consider your company’s strengths and weakness,
along with your product or service price.
My company has the opportunity to benefit from its strengths
which include excellent staff that have a sound knowledge of
their work, great internal communications, great and innovative
minds behind the work and quite excellent internal organization
within the company. The company is however struggling with
quite a number of weaknesses which are mainly what seems to
be out of our hands. First of all, we are currently struggling to
meet deadlines even though we are just the initial stages of our
company. We also lack a good deal of market experience as a
company. Although not in excess, we are lacking successful
marketing strategies in new areas other than those that we have
demonstrated on our working capability. We suppose that we
lack updated market research data too besides not being at a
stable financial position.
Our greatest opportunity is that similar services in the market
are quite expensive compared to what we offer. Besides, we
diversify to the extent of being at a position to cater for every
department of home care. There is also the motivation by the
opportunity to grow since we are only a beginning company
with a huge pool of prospective client base. The recent
Economic down turn from which the whole nation is yet to
recover means that most people are spending less (Swink,
2011). There are also competitors that have similar products and
who have been in the industry for long. They also have a higher
financial muscle than our company.

16. My firm is a services only organization. This implies that the
supply chain will not involve vendors since will involve tools
and equipment used in offering services and not products for
sale. This, however, doesn’t mean that our firm lacks a logistics
department. Its work involves procuring working tools and then
ensuring that they are in order. Finally, operational aspects are
met by sequencing time and work in such a way that the time
lost between one job and another is as little as possible (Morris,
& Morris 2008). Of the available jobs, instead of using outside
vendors (or merchandising rather) we subcontract heavy jobs to
some other firms or if they are just small menial jobs that have
increased beyond our capacity we employ casual workers that
are laid off as soon as the jobs are over.
Internal factors that influence our pricing strategy are mainly
the number of employees with their levels of skills still being
crucial in determining the remuneration and salaries to be
offered. Prices are usually inclusive of production cost and
labor cost is a part of this production cost (Byrd, & Megginson
2013). External factors that influence our pricing strategy are
mainly our competitors and to a smaller extent the prices of the
inputs such as detergents. As our competitors increase or lower
their rates, we also respond accordingly. Basically, being a
begin company, this is very important since we have to always
keep our prices low until when we’ll be well established when
we’ll raise the prices if there will be a need to.
strengths, weaknesses, opportunties and threats (SWOT)
Determine the key strengths and weaknesses of your company,
as well as the opportunities and threats it faces within its
industry.
The SWOT Analysis is a very useful technique for in business.
Go to Mind Tools’ Website and read “SWOT Analysis” for a
better understanding of the topic, located at
http://www.mindtools.com/pages/article/newTMC_05.htm .

17. supply-chain and operational system
Discuss your critical steps within your supply-chain and
operational system. Explain the key aspects of your strategies
for producing and distributing your products and services to
both your stores and customers. Determine whether you will use
an outside vendor or do everything in-house.
pricing strategy
Analyze the company’s pricing strategy relative to its pricing
objective. Examine major internal and major external factors
that could potentially affect the pricing of the company’s
products or services.
Use at least two (2) quality references cited in APA format to
support this section. Use your references to define your
understanding of SWOT and depict the importance of describing
your supply-chain and pricing strategy.Section 5: Distribution
Plan and Promotions Strategy
You will consider mechanisms by which your customers will
purchase your products and / or services (e.g., online,
storefront, direct sells) and the primary manner in which you
intend to reach new customers (e.g., TV, radio, social media,
special events).
Consider the marketing materials that you intend to use.
According to the textbook, marketing materials are collateral
used to promote your business or products. Promotional strategy
may include free trial offers, money-back guarantees, and buy
two (2) for the price of one (1) type of deals.
distribution strategy
Determine the distribution strategy in terms of your target
market, location, and selection of distribution channels. Indicate
whether or not you will leverage the following strategies: use
stores located in different regions, sell online, and / or hire a
sales team to sell directly to suppliers and door to door.
Recommend three (3) strategy options to get your product or

18. services out to your customer base.
1. Insert strategy option to get your product or services out to
your customer base
2. Insert strategy option to get your product or services out to
your customer base
3. Insert strategy option to get your product or services out to
your customer base
marketing goals
Outline your main marketing goals for promotions, offers, and
giveaways. Discuss the key types of marketing materials that
you intend to develop and share.
Use at least two (2) quality references and cited in APA format
to support this section. Also consider including charts, graphs,
tables, and pictures to support your marketing goals as it relates
to promotions, offers, and giveaways.
My company has the opportunity to benefit from its strengths
which include excellent staff that have a sound knowledge of
their work, great internal communications, great and innovative
minds behind the work and quite excellent internal organization
within the company. The company is however struggling with
quite a number of weaknesses which are mainly what seems to
be out of our hands. First of all, we are currently struggling to
meet deadlines even though we are just the initial stages of our
company. We also lack a good deal of market experience as a
company. Although not in excess, we are lacking successful
marketing strategies in new areas other than those that we have
demonstrated on our working capability. We suppose that we
lack updated market research data too besides not being at a
stable financial position.
Our greatest opportunity is that similar services in the market
are quite expensive compared to what we offer. Besides, we
diversify to the extent of being at a position to cater for every
department of home care. There is also the motivation by the
opportunity to grow since we are only a beginning company
with a huge pool of prospective client base. The recent

19. Economic down turn from which the whole nation is yet to
recover means that most people are spending less (Swink,
2011). There are also competitors that have similar products and
who have been in the industry for long. They also have a higher
financial muscle than our company.
My firm is a services only organization. This implies that the
supply chain will not involve vendors since will involve tools
and equipment used in offering services and not products for
sale. This, however, doesn’t mean that our firm lacks a logistics
department. Its work involves procuring working tools and then
ensuring that they are in order. Finally, operational aspects are
met by sequencing time and work in such a way that the time
lost between one job and another is as little as possible (Morris,
& Morris 2008). Of the available jobs, instead of using outside
vendors (or merchandising rather) we subcontract heavy jobs to
some other firms or if they are just small menial jobs that have
increased beyond our capacity we employ casual workers that
are laid off as soon as the jobs are over.
Internal factors that influence our pricing strategy are mainly
the number of employees with their levels of skills still being
crucial in determining the remuneration and salaries to be
offered. Prices are usually inclusive of production cost and
labor cost is a part of this production cost (Byrd, & Megginson
2013). External factors that influence our pricing strategy are
mainly our competitors and to a smaller extent the prices of the
inputs such as detergents. As our competitors increase or lower
their rates, we also respond accordingly. Basically, being a
begin company, this is very important since we have to always
keep our prices low until when we’ll be well established when
we’ll raise the prices if there will be a need to.
action steps (conclusion)
Propose at least three (3) action steps that you can use to move
your plan forward. Consider how, when, and who will be
involved in the execution of this plan. Formally wrap up your
marketing plan.
A conclusion is not traditionally included in a marketing plan,

20. but a list of action steps are often included within the plan. The
conclusion provides you with an opportunity to reflect on your
plan and support academic level writing.
Reference list (APA format)
References
Duncan, K. (2008). Start: How to Get Your Business Underway.
Chichester, U.K.: John Wiley & Sons/Capstone.
Mittica, C. J. (2013). Top Trends for 2014. Wearables, 17(10),
42-48.
How much of a difference can Walmart really make? (n.d.).
Retrieved November 13, 2014, from
http://www.greenbiz.com/blog/2012/04/16/how-much-
difference-can-walmart-make
Kincheloe, J. (2002). The sign of the burger: McDonald's and

21. the culture of power. Philadelphia: Temple University Press.
Schiffman, S. (2012). The Ultimate Book of Sales Techniques
75 Ways to Master Cold Calling,
Sharpen Your Unique Selling Proposition, and Close the Sale.
Cincinnati: F W Media.
Kotler, P. (2000). Marketing management. Upper Saddle River,
N.J: Prentice Hall.
American Marketing Association. (1992). Marketing
management. Chicago: American Marketing Association
Publications Group.
[Date]
Marketing Plan
1