Marketing plan for Xekeway

Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2017-2018In this paper I have tried to show how Xekeway, clothing shops, operate in the market. This business was created in 2004 and it has managed to obtain the necessary resources and capabilities to become an efficient company and a survivor in the clothing industry characterized by a very high level of competitiveness. The company XEKEXAFA S.L, has a commercial brand Xekeway (in the clothing sale sector) and Xafaxafa (in the shoe sale sector). This enterprise was created by José Francisco Colomer Llorens, and presently it has 3 shoe shops (Xafaxafa) and 4 clothing shops (Xekeway). They have been trading for several years now in the textile industry. Since then, the firm has change its trading ways, as to achieve to sale fashion clothes at low cost for a demanding public. Their main objective is to assure the best possible price following the latest fashion in the market. The company’s goal is to transmit a commitment to the clients in design, update products, quality and low prices. Moreover Xekeway tries to convey a proximity link with the objective of creating trust, as to obtain a certain emotional relationship with their clients. Xekeway trades a varied collection of cloths and accessories, the brand Xafaxafa also has got an ample collection of shoes and accessories. Thus, their business trades both in the textile sector and shoes and accessories sectors. As they like to comment “All our products are seasonal, with regular collection changes, as to always be with the latest fashion and following the latest trends, always keeping an excellent quality-price ratio”. In relation to the company’s prospective buyer, Xekeway sales clothing for both men and women of all ages. They are targeting a public that values positively the quality - prices of their products. This is why they search for products that are trendy and adapting to the clients’ needs and expectations. Thus, with these two brands, the business gets clients’ fidelity and also they can obtain updated fashion items to a relatively affordable prices. So, this company follows a cost strategy due to its main objective, which is to have products affordable to most costumers, and to show a good quality-price combination. Moreover, this company has another objective, to expand and to open many more shops. The different company’s franchises can be seen online, on the company’s own website. This paper will analyse all the company’s characteristics in each different section