Title

A Two-Year Marketing Plan for a Startup Women's Apparel E-retailer in Taiwan

Date of Award

6-3-2010

Document Type

Capstone Project

Disciplines

Applied Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Timothy Walters

Keywords

e-auction; female apparel; marketing plan; Taiwan; Yahoo! Auction Taiwan

Abstract

Through a two-year marketing plan, an online women's clothing store, Sexy Twenty, will build its reputation, reach target customers and grow clientele on the Yahoo! Auction Taiwan site. Moreover, in the long term, the store owner aims at introducing her exclusive apparel design collections in order to distinguish the store's offerings from other e-retailers in a highly competitive e-auction market. The marketing plan consists of situation analysis, market analysis, consumer analysis, marketing program, financial data and projection to provide the owner with a roadmap to achieve her objectives. As the strategies are successfully implemented, Sexy Twenty will stand out from its equivalent competitors, increasing visibility and sales in the short term, and hence move toward achieving its long-term objective.

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