Marketing plan of Vips Jeans

Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs: 2014/2015The following work shows the Marketing Plan of Vips Jeans, this company is specialized in the commercialization of fashion-forward. His shop in the street ‘En medio’ in Castellón sells clothing, shoes and accessories of the best current brands. This company has been operating since 1988 and their main Competitive Advantage is the social prestige among Castellón consumers, acquired during these 26 years. The main feature of Vips Jeans is that adapt at all times to fashion trends of female and male markets, selling premium brands. Currently it sells more than 10 different top brands, such as G-Star Raw, Munich or U.S. Polo Assn. The following Marketing Plan expects to increase sales of the company. To achieve the objective, the Marketing Plan raises a Marketing Mix to improve customer perceived value. Necessary to adapt products to fluctuating demand, improve the service and facilitate costumer communication. Marketing plan helps to achieve these objectives, as it helps to planning and managing the necessary actions. This helps the company to be competitive in the market, minimize risk and avoid wasting resources and efforts. It is essential for the success of the company, as it provides a clear vision of the objectives and inform competitive business environment. Vips Jeans competes in a mature market but it offers many possibilities for the future. Fashion market has undergone a significant change in recent decades, before there was an elitist product, now it is a consumer product. In addition, clothing consumption has been generalized thanks to the reduction in the average prices and the incorporation of numerous consumers to the market. At the same time, customer tastes are widespread. Offer is concentrated in two groups: companies specializing in fashionable clothing (as Vips Jeans) and companies specializing in clothing at low prices