Business plan

Business plan

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Q
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05

M
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F

in
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P
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je
ct

REFORMATI
ON
MARKETING
PLAN

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03 06

02 05

01 04

BUDGET
Loss, Profit & Budget
Statement

MARKETING TRATEGIES
Material
Conversion
Retention Promotion

Executive Summary –
SMART GOAL
Assumptions

MARKET OBJECTIVES

ABOUT US
Company revolution

SITUATION ANALYSIS
Customer Analysis
S.W.O.T Analysis
Marketing mix
differentiation

Sustainable and fast- fashion
clothing brand. Elegant design

fashion from multiple
products.

R
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OUR EVOLUTION

2009
Reformation was created

2013
Opened a factory in LA and

sold directly to the
customers

2020
264 Millions in revenue

O
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V
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1 2 3

W
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WHAT SETS US
APART?

5

sustainable resources
and reduce the

endangered resources
requiring proactive

solutions and
maintenance

four seasons,
workplace-friendly clothing

where the consumers can find
items that are suitable for any
time of the year, remain the

elegance but comfort.

We care about the
clients’ shopping

experience

SUSTAINABILITY MORDERN CARENESS

6

GOALS

GOAL 3
We will publish our vendors and
suppliers that are already certified

GOAL 4
Wholesale in the next two years
must improve stably by 20%

GOAL 1
By 2023 our fabrics clothing will

be from preferred plan-based or
recycled fibers

GOAL 2
The revenue increases >15%

annually (Prior year to 2020). Our
goal is to reach 2,4% higher

LONG
TERM

G
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BUDGET

B
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D
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E
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7

35%
General and

Administrative

10%
Depreciation

35%
Sales &

Marketing 20,000,000
Annually dget

20%
Research and
Development

8

P
ro

fi
t

an
d

L
os

s
St

at
em

en
t

BUYER JOURNEY

Awareness

Decision

B
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E
Y

9

Consideration

10

FAST-FASHION
CONCEPT

INTERESTS

BUYING SITUATION

EMOTIONAL BUYING
HABIT

SHOPPING CHOICES

Customers who engage with
influencers and Reformation

brand ambassadors.

CUSTOMER
ANALYSIS

Simple choice

High quality
clothes

Is aware of climate change

Minimalism

Encourages local businesses
Online Store

1

80
% 20

%

Customers who buy the
above-average price as a

gift.

2

Customer who live in the
Metropolitan area

3

B
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Y
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SO
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SWOT ANALYSIS

Strengths
One of the pioneers in using recycled material in the

fashion industry. Develop the methodology of
incorporating sustainability The internal system of

employees development is stable and opens for
innovation and goal.

Opportunities
Partnership with resale platforms by the recycling

criteria. Introduce the concept in the new markets: Asia,
Australia, and Canada. Establish more REF’s factories

and occupations in the U.S.

SW
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Weaknesses
70% of the sale comes from

online shopping. High pricing
leads to the least flexible
segment of customers.

Threats
Develop the message of zero waste and

recycle clothing to the general community
is challenging. Established fashion

companies are getting into the
methodology as well.

S W O T

Zara
Yes, this is the ringed one.
It’s a gas giant, composed
mostly of hydrogen and
helium

Everlane
Venus has a beautiful
name, but it’s terribly hot,
even hotter than Mercury

Reformation
Mercury is the closest
planet to the Sun and is
only a bit larger than our
Moon

Pretty Green
Despite being red, Mars is
a cold place, not hot. It’s
full of iron oxide dust

•Reformation overcomes the competitive barriers. We
hold 13% overall the currently market 160M over
1143.38M total.

MARKET SHARE

M
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12

Reformation
160.M

Everlane
202.3M

Nasty Gal
98.8M

Pretty
Green

51.49M

Joules
Group

55.79M

Tobi 75.M

Zara 500.M

Marketing Objectives

Goal
To increase
15% annual

revenues

Key Action 1
To expand the
international

market

Key Action 2
To connect customers

and employees via
environment

educational resources

To contribute to the
sustainability branding
process.

Jupiter
It’s a gas giant and the biggest
planet in our Solar System

To build partnerships
with ThredUP and other
resale platforms

Collaborate with public
figures who influence
wisely in the fashion
trend.

ST
R

A
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G

Y

13

01

02

03

04

Marketing Strategies

C
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IT
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Material Conversion Retention Protion

15

THANKS

T
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A
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15

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