SAMPLE MARKETING PLAN
The following pages contain an annotated sample marketing plan for Blue Sky Clothing. At some
point in your career, you will likely be involved in writing—or at least contributing to –a marketing
plan. And you’ll certainly read many marketing plans throughout your business career. Keep in
mind that the plan for Blue Sky is a single example; no one format is used by all companies.
Also, the Blue Sky plan has been somewhat condensed to make it easier to annotate and
illustrate the most vital features. The important point to remember is that the marketing plan is a
document designed to present concise, cohesive information about a company’s marketing
objectives to managers, lending institutions, and others who are involved in creating and carrying
out the firm’s overall business strategy.
Five-Year Marketing Plan Blue Sky Clothing, Inc.
TABLE OF CONTENTS
EXECUTIVE SUMMARY The executive summary
outlines the who, what ,
This five-year marketing plan for Blue Sky Clothing has been created by its two founders to secure where, when , how, and
additional funding for growth and to inform employees of the company’s current status and direction. why of the marketing
plan. Blue Sky is only
Although Blue Sky was launched only three years ago, the firm has experienced greater-than-anticipated three years old and is
demand for its products, and research as shown that the target market of sport-minded consumers and successful enough that it
sports retailers would like to buy more casual clothing than Blue Sky currently offers. They are also now needs a formal
interested in extending their product line as well as adding new product lines. In addition, Blue Sky plans marketing plan to obtain
additional financing from
to explore opportunities for online sales. The marketing environment has been very receptive to the firm’s a bank or private
high-quality goods—casual clothing in trendy colors with logos and slogans that reflect the interests of investors for expansion
outdoor enthusiasts around the country. Over the next five year, Blue Sky can increase its distribution, and the launch of new
offer new products, and win new customers. products.
COMPANY DESCRIPTION The company description
Blue Sky Clothing was founded three years ago by entrepreneurs Lucy Neuman and Nick Russell, Neuman summarizes the history of
has an undergraduate degree in marketing and worked for several years in the retail clothing industry. Blue Sky—how it was
founded and by whom,
Russell operated an adventure business called Go West!, which arranges group trips to locations in what its products are, and
Wyoming, Montana, and Idaho, before selling the enterprise to a partner. Neuman and Russell, who have why they are unique. It
been friends since college, decided to develop and market a line of clothing with a unique—yet universal— begins to “sell” the reader
appeal to outdoor enthusiasts. on the growth
possibilities for Blue Sky.
Blue Sky Clothing reflects Neuman’s and Russell’s passion for the outdoors. 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: “Go Play Outside.” Blue Sky 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.
Blue Sky attire is currently carried by small retail stores that specialize in outdoor clothing and gear. Most
of these stores are concentrated in northern New England, California, the Northwest, and a few states in the
South. The high quality, trendy colors, and unique message of the clothing have gained Blue Sky a
following among consumers between the ages of 25 and 45. Sales have tripled in the last year alone, and
Blue Sky is currently working to expand its manufacturing capabilities.
, Blue Sky 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 Blue Sky intends to introduce new products, expand its distribution, enter new
markets, and give back to the community.
BLUE SKY’S MISSION AND GOALS It is important to state a
firm’s mission and goals,
Blue Sky’s mission is to be the leading producer and marketer of personalized, casual clothing for including financial and
consumers who love the outdoors. Blue Sky wants to inspire people to get outdoors more often and enjoy nonfinancial goals. Blue
family and friends while doing so. In addition, Blue Sky strives to design programs for preserving the Sky’s goals include
natural environment. growth and profits for the
company as well as the
ability to contribute to
During the next five years, Blue Sky seeks to achieve the following financial and nonfinancial goals: society through
conservation programs.
Financial Goals
1. Obtain financing to expand manufacturing capabilities, increase distribution, and introduce two
new product lines.
2. Increase revenues by at least 50 percent each year.
3. Donate at least $25,000 a year to conservation organizations.
Nonfinancial goals
4. Introduce two new product lines—customized logo clothing and lightweight luggage.
5. Enter new geographic markets, including southwestern and Mid-Atlantic States.
6. Develop a successful Internet site, while maintaining strong relationships with retailers.
7. Develop its own conservation program aimed at helping communities raise money to purchase
open space.
This section reminds
CORE COMPETENCIES employees as well as
those outside the
Blue Sky seeks to use its core competencies to achieve a sustainable competitive advantage, in which company (such as
competitors cannot provide the same value to consumers that Blue Sky does. Already, Blue Sky has potential lenders) exactly
developed core competencies in (1) offering a high-quality, branded product whose image is recognizable what Blue Sky does so
well and how it plans to
among consumers; (2) creating a sense of community among consumers who purchase the products; and achieve a sustainable
(3) developing a reputation among retailers as a reliable manufacturer, delivering the requested number of competitive advantage
products on schedule. The firm intends to build on these competencies through marketing efforts that over rivals. Note that
increase the number of products offered as well as distribution outlets. here and throughout the
plan, Blue Sky focuses on
relationships.
By forming strong relationships with consumers, retailers, and suppliers of fabric and other goods and
services, Blue Sky believes it can create a sustainable competitive advantage over its rivals. No other
clothing company can say to its customers with as much conviction “Go Play Outside”!
The situation analysis
provides an outline of the
SITUATION ANALYSIS marketing environment.
The marketing environment for Blue Sky represents overwhelming opportunities. It also contains some A SWOT analysis helps
marketers and others
challenges that the firm believes it can meet successfully. Table A illustrates a SWOT analysis of the identify clearly a firm’s
company conducted by marketers to highlight Blue Sky’s strengths, weaknesses, opportunities, and threats. strengths, weaknesses,
opportunities, and threats.
The SWOT analysis presents a thumbnail sketch of the company’s position in the marketplace. In just Again relationships are a
focus. Blue Sky has also
three years, Blue Sky has built some impressive strengths while looking forward to new opportunities. Its conducted research on the
dedicated founders, the growing number of brand-loyal customers, and sound financial management place outdoor clothing market,
the company in a good position to grow. However, as Blue Sky considers expansion of its product line and competitors, and
entrance into new markets, the firm will have to guard against marketing myopia (the failure to recognize consumers to determine
how best to attract and
the scope of its business) and quality slippages. As the company finalizes plans for new products and keep customers.
expanded Internet sales, its management will also have to guard against competitors who attempt to
The following pages contain an annotated sample marketing plan for Blue Sky Clothing. At some
point in your career, you will likely be involved in writing—or at least contributing to –a marketing
plan. And you’ll certainly read many marketing plans throughout your business career. Keep in
mind that the plan for Blue Sky is a single example; no one format is used by all companies.
Also, the Blue Sky plan has been somewhat condensed to make it easier to annotate and
illustrate the most vital features. The important point to remember is that the marketing plan is a
document designed to present concise, cohesive information about a company’s marketing
objectives to managers, lending institutions, and others who are involved in creating and carrying
out the firm’s overall business strategy.
Five-Year Marketing Plan Blue Sky Clothing, Inc.
TABLE OF CONTENTS
EXECUTIVE SUMMARY The executive summary
outlines the who, what ,
This five-year marketing plan for Blue Sky Clothing has been created by its two founders to secure where, when , how, and
additional funding for growth and to inform employees of the company’s current status and direction. why of the marketing
plan. Blue Sky is only
Although Blue Sky was launched only three years ago, the firm has experienced greater-than-anticipated three years old and is
demand for its products, and research as shown that the target market of sport-minded consumers and successful enough that it
sports retailers would like to buy more casual clothing than Blue Sky currently offers. They are also now needs a formal
interested in extending their product line as well as adding new product lines. In addition, Blue Sky plans marketing plan to obtain
additional financing from
to explore opportunities for online sales. The marketing environment has been very receptive to the firm’s a bank or private
high-quality goods—casual clothing in trendy colors with logos and slogans that reflect the interests of investors for expansion
outdoor enthusiasts around the country. Over the next five year, Blue Sky can increase its distribution, and the launch of new
offer new products, and win new customers. products.
COMPANY DESCRIPTION The company description
Blue Sky Clothing was founded three years ago by entrepreneurs Lucy Neuman and Nick Russell, Neuman summarizes the history of
has an undergraduate degree in marketing and worked for several years in the retail clothing industry. Blue Sky—how it was
founded and by whom,
Russell operated an adventure business called Go West!, which arranges group trips to locations in what its products are, and
Wyoming, Montana, and Idaho, before selling the enterprise to a partner. Neuman and Russell, who have why they are unique. It
been friends since college, decided to develop and market a line of clothing with a unique—yet universal— begins to “sell” the reader
appeal to outdoor enthusiasts. on the growth
possibilities for Blue Sky.
Blue Sky Clothing reflects Neuman’s and Russell’s passion for the outdoors. 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: “Go Play Outside.” Blue Sky 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.
Blue Sky attire is currently carried by small retail stores that specialize in outdoor clothing and gear. Most
of these stores are concentrated in northern New England, California, the Northwest, and a few states in the
South. The high quality, trendy colors, and unique message of the clothing have gained Blue Sky a
following among consumers between the ages of 25 and 45. Sales have tripled in the last year alone, and
Blue Sky is currently working to expand its manufacturing capabilities.
, Blue Sky 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 Blue Sky intends to introduce new products, expand its distribution, enter new
markets, and give back to the community.
BLUE SKY’S MISSION AND GOALS It is important to state a
firm’s mission and goals,
Blue Sky’s mission is to be the leading producer and marketer of personalized, casual clothing for including financial and
consumers who love the outdoors. Blue Sky wants to inspire people to get outdoors more often and enjoy nonfinancial goals. Blue
family and friends while doing so. In addition, Blue Sky strives to design programs for preserving the Sky’s goals include
natural environment. growth and profits for the
company as well as the
ability to contribute to
During the next five years, Blue Sky seeks to achieve the following financial and nonfinancial goals: society through
conservation programs.
Financial Goals
1. Obtain financing to expand manufacturing capabilities, increase distribution, and introduce two
new product lines.
2. Increase revenues by at least 50 percent each year.
3. Donate at least $25,000 a year to conservation organizations.
Nonfinancial goals
4. Introduce two new product lines—customized logo clothing and lightweight luggage.
5. Enter new geographic markets, including southwestern and Mid-Atlantic States.
6. Develop a successful Internet site, while maintaining strong relationships with retailers.
7. Develop its own conservation program aimed at helping communities raise money to purchase
open space.
This section reminds
CORE COMPETENCIES employees as well as
those outside the
Blue Sky seeks to use its core competencies to achieve a sustainable competitive advantage, in which company (such as
competitors cannot provide the same value to consumers that Blue Sky does. Already, Blue Sky has potential lenders) exactly
developed core competencies in (1) offering a high-quality, branded product whose image is recognizable what Blue Sky does so
well and how it plans to
among consumers; (2) creating a sense of community among consumers who purchase the products; and achieve a sustainable
(3) developing a reputation among retailers as a reliable manufacturer, delivering the requested number of competitive advantage
products on schedule. The firm intends to build on these competencies through marketing efforts that over rivals. Note that
increase the number of products offered as well as distribution outlets. here and throughout the
plan, Blue Sky focuses on
relationships.
By forming strong relationships with consumers, retailers, and suppliers of fabric and other goods and
services, Blue Sky believes it can create a sustainable competitive advantage over its rivals. No other
clothing company can say to its customers with as much conviction “Go Play Outside”!
The situation analysis
provides an outline of the
SITUATION ANALYSIS marketing environment.
The marketing environment for Blue Sky represents overwhelming opportunities. It also contains some A SWOT analysis helps
marketers and others
challenges that the firm believes it can meet successfully. Table A illustrates a SWOT analysis of the identify clearly a firm’s
company conducted by marketers to highlight Blue Sky’s strengths, weaknesses, opportunities, and threats. strengths, weaknesses,
opportunities, and threats.
The SWOT analysis presents a thumbnail sketch of the company’s position in the marketplace. In just Again relationships are a
focus. Blue Sky has also
three years, Blue Sky has built some impressive strengths while looking forward to new opportunities. Its conducted research on the
dedicated founders, the growing number of brand-loyal customers, and sound financial management place outdoor clothing market,
the company in a good position to grow. However, as Blue Sky considers expansion of its product line and competitors, and
entrance into new markets, the firm will have to guard against marketing myopia (the failure to recognize consumers to determine
how best to attract and
the scope of its business) and quality slippages. As the company finalizes plans for new products and keep customers.
expanded Internet sales, its management will also have to guard against competitors who attempt to
