Executive Summary
Thai Lay is a fast-moving Garment Export Manufacturing unit for men, women, and children.
Over the years, this company has produced innovative, attractive, and colorful clothes to suit different tastes, designs, choices, and preferences, including half and full sleeve T-Shirts for men, women, and children, woolen products, and casual wear. Their woolen sweaters and cashmere products are well sought after in European markets.
It now wishes to make forays into the e-commerce market.
Background of the Company
Thai Lay is a limited company headquartered in Hong Kong with its manufacturing unit in mainland China. This location has been a strategic choice for gaining quality raw materials, lowered labor and overheads costs (that substantially form part of manufacturing costs), and economies of scale, since the company is operating in a competitive market where it may not be possible to hike sales prices without affecting quantum and volume of sales. Cost controls and market development has been key ingredients that incorporate planning for the “last 20 years “of their existence. (Thai Lay Fashion Co Ltd. 2008).
It is necessary that Thai Lay develop niche products like woolen sweaters and cashmere products, which are its main selling product lines. This can be achieved by making innovative designs, attractive color combinations, and fiber blending which has not to be carried out, as yet, by any of its present competitors.
It is necessary that Thai Lay concentrate on the production of premier products that could be sold online.
There is tremendous demand for the kind of products that Thai Lay manufactures and the present market of “China’s share of US and EU clothing imports will double or even treble in the next five years.”(Survey of Chinese Garment Company Strategies: Summer 2005 Buying Season).
For the sake of a robust Marketing Plan for the future, Thai Lay needs to break up its marketable products into five segments namely: Casual wear, Formal wear, Sports and Swimwear, winter wear, and Party wear. For each of these product lines, it is needed that a company proposes a Market Plan based on past performances, future expectations, and market standings. It is needed that an accurate pulse of the present market is made and battle lines are drawn accordingly, taking into account the future trends and how well Thai Lay could exploit market opportunities and trends in terms of capturing and retaining market shares, through strategic planning and execution.
Proposed profits for tears 2008 – 2011
Market forecast for Thai Lay Garments Products
Demographics and bestsellers
The demographics regarding the distribution of high-quality garments would be an equal ratio between males and females for T-shirts, jeans etc. The niche market for Thai lay in the winter wear which comprises woolens, sweaters, cardigans, pullovers, cashmere shawls, mufflers, etc. Their woolen cardigans are bestsellers because of their attractive design (Computer-aided) color combination and textures.
Their Sports range covers the gamut of needs of young people from early teens to vigorous adults and also the widest age and price ranges. The formal wear is also well accepted and is worn by adults in the earning groups of £ 48,000 per year.
SWOT Analysis
SWOT Analysis of M/s.Thai Lay Garment Export Company
A SWOT analysis is used for understanding the organization. (Swot Analysis-Matrix, Tools Templates and Worksheets: How to do a Swot Analysis. 2008).
Main strength and weaknesses
The main strength of this company would be in terms of its robust marketing experience and the team of professionals well versed with various facets of export trade. Its principal weakness is the lack of a good brand image.
Competition
Being in a highly competitive garment export business, it is believed that its forays into the internet and eCommerce deployed selling would expand the vistas of its trade and reinforce selling on an international basis. This would also offer opportunities to gain deeper and intensive market knowledge so that new products could be developed and presented to valued customers. In garments, “Uniqueness is important as it creates individuality, whilst plain generic is also important to the extent that they can be dressed up, dressed down or teamed up with a unique item to create an over all individual look.” (Target Market: Public market: Zenovia/Business Plan/ Marketing Plan).
Marketing objectives
The main goals of this Marketing Plan are resource planning and allocation of resources according to budgets. The main aspects of revenue generation, cost controls, customer satisfaction, and new product development are critical areas within the ambit of marketing plans. (Principles of Marketing: How to Write a Marketing Plan: Part 1: Purpose and mission).
Conclusions
It is seen that new product development is a critical area in that market sustainability and acceptance are also important factors that need to be addressed to Garment business is all about monitoring and controlling overheads to ensure that expenses are below incomes and long-term business objectives are realized from time to time.
Bibliography
Target Market: Public market: Zenovia/Business Plan/ Marketing Plan. [online]. 2008. Web.
Thai Lay Fashion Co Ltd. (2008). [online]. eSource Apparel: Revolutionizing the Business of Fashion. Web.
Principles of Marketing: How to Write a Marketing Plan: Part 1: Purpose and mission.[online]. KnowThis.com. 2008. Web.
Swot Analysis-Matrix, Tools Templates, and Worksheets: How to do a Swot Analysis. (2008). [online]. Rapidbi: Knowledge Understanding Action. Web.
Survey of Chinese Garment Company Strategies: [online]. 2008. Web.