BUS 599 Marketing Plan and Sales Strategy Paper Example
BUS 599 Marketing Plan and Sales Strategy Assignment Brief
Assignment Instructions Overview
This assignment requires you to develop the marketing plan and sales strategy section of your business plan. You will build on your Week 3 and Week 4 discussions and incorporate feedback from your instructor and peers. The paper should be 3–5 pages (excluding title and reference pages), written in SWS format, and demonstrate a clear, professional structure.
Your plan will describe the target market in detail, assess the top three competitors, explain how your company will differentiate itself, outline your value proposition, and present your finalized marketing vehicles with a rationale for each choice. The goal is to create a strong, evidence-based strategy that communicates how your startup will stand out and succeed in the marketplace.
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Understanding Assignment Objectives
By completing this assignment, you will:
- Clearly define your target market using demographic, geographic, lifestyle, psychographic, purchasing patterns, and buying sensitivities.
- Evaluate and compare competitors to understand the strengths and weaknesses of their specific products or services.
- Develop differentiation strategies that highlight how your business will stand out now and in the future.
- Craft a value proposition that clearly communicates the benefits of your product or service to customers.
- Select and justify marketing vehicles that will be most effective for brand promotion and sales growth.
This assignment strengthens your ability to create a persuasive and realistic business plan that can attract investors, guide operations, and drive customer engagement.
The Student’s Role
As the CEO of a startup, you are expected to approach this assignment as if you are presenting your company to potential investors or partners. Your role is to:
- Synthesize feedback from prior discussions into a stronger, more refined plan.
- Apply critical thinking when assessing competition and positioning your company.
- Demonstrate strategic decision-making by selecting marketing approaches that align with your brand, audience, and financial goals.
- Write professionally using clear academic language, proper structure, and citations to support your claims.
Competencies Measured
This assignment evaluates your ability to:
- Analyze markets and consumer behavior by identifying target segments and their buying patterns.
- Assess competition strategically, focusing on product or service comparisons rather than broad categories.
- Develop differentiation and value propositions that are compelling and unique.
- Design practical marketing strategies, including the effective use of digital and traditional vehicles.
- Communicate in a professional academic format, adhering to SWS standards, with accurate citations and references.
BUS 599 Marketing Plan and Sales Strategy Paper Example
Target Market
A strong marketing plan requires a clear understanding of the target market. Modesta Fashion Co. positions itself as a hybrid fashion styling and clothing service designed to help individuals achieve elegance and confidence in daily life. The target market analysis includes demographic, geographic, lifestyle, psychographic, purchasing patterns, and buying sensitivities, which together define the ideal customer base.
You Can Also Check Other Related Assessments for the BUS 599 Strategic Management Course:
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Demographic Description
The core demographic for Modesta Fashion Co. consists primarily of women between the ages of 25 and 45. This age group represents individuals in their professional and family-building years, with stable incomes and consistent purchasing power. Household incomes typically range from $50,000 to $120,000 annually, with most customers falling within middle- to upper-middle-class categories. A large portion of this group includes professionals, entrepreneurs, and stay-at-home mothers who value clothing as both a necessity and a means of self-expression. Education levels are generally college degree holders or higher, reflecting individuals who appreciate thoughtful and curated fashion services (Mitterfellner, 2019).
Although the focus is women, Modesta Fashion Co. also anticipates future expansion into services tailored for men in similar age and income ranges, especially professionals seeking efficient wardrobe solutions. However, the initial core focus remains female consumers who already dominate demand for fashion styling and personalized clothing services.
Geographic Description
The company will begin operations in urban and suburban metropolitan areas of the United States, focusing initially on cities such as New York, Los Angeles, and Chicago. These locations have dense populations of fashion-conscious individuals with disposable incomes that support discretionary spending on style services. Urban residents often have fast-paced lifestyles, making convenience and efficiency essential, while suburban customers seek services that simplify fashion decisions and enhance lifestyle.
The climate in these areas allows Modesta Fashion Co. to provide diverse seasonal styling—from light and vibrant spring/summer collections to layered autumn/winter looks. Climate-based fashion adjustments offer further value to customers by curating wardrobes that fit both lifestyle needs and seasonal demands.
Lifestyle Description
The target lifestyle segment includes fashion-conscious women who balance professional commitments, social events, and family obligations. These individuals typically shop in department stores, online boutiques, and brand-specific retailers. They are active on social media platforms such as Instagram and Pinterest, often following influencers and brands for style inspiration. Leisure activities include attending social gatherings, engaging in fitness and wellness programs, traveling, and exploring cultural activities such as art shows and fashion exhibitions (DePhillips & Son, 2017).
They value services that save time and reduce the stress of outfit decisions. Many are early adopters of technology, willing to integrate virtual styling consultations and AI-assisted closet organization into their daily routines. Driving luxury or mid-range cars, wearing trendy but practical clothing, and seeking premium shopping experiences characterize this segment’s lifestyle.
Psychographic Description
Psychographically, Modesta Fashion Co.’s target market consists of individuals motivated by self-expression, confidence, and social perception. They see fashion as an extension of their identity. These customers are socially responsible, often choosing brands that reflect values of sustainability, ethical sourcing, and inclusivity. Many in this segment are trendsetters who influence peers through social media or personal networks. They appreciate fashion-forward services that balance innovation with personal relevance (Mitterfellner, 2019).
These customers want personalized services that align with their lifestyles. They are not just buying clothes—they are buying the experience of confidence, self-improvement, and belonging to a fashion-conscious community.
Purchasing Pattern Description
The purchasing behavior of this market includes both in-store and online shopping. Consumers frequently combine subscription services, such as monthly curated boxes, with occasional one-time purchases. The frequency of purchase varies but typically involves seasonal updates, monthly subscription renewals, or biannual closet refreshes. Digital payment methods dominate, including credit cards, mobile wallets, and buy-now-pay-later services.
Importantly, this group demonstrates strong brand loyalty when companies consistently deliver value and personalization. According to Tran and Chang (2022), loyalty increases when brands provide tailored recommendations and establish emotional connections with customers. This reinforces Modesta Fashion Co.’s emphasis on customized wardrobe solutions rather than mass-market approaches.
Buying Sensitivities Description
Buying decisions for this target market depend on factors such as quality, personalization, convenience, and price. Customers are moderately price-sensitive but prioritize uniqueness, durability, and time-saving benefits. Packaging, customer service, and the overall brand experience also influence purchasing. For instance, a stylishly packaged clothing box curated for the customer’s personal taste increases satisfaction and loyalty. Customer service responsiveness, particularly through virtual consultations, plays a significant role in retaining clients who expect efficiency and respect for their time.
Essentially, Modesta Fashion Co.’s target market is a well-defined segment of professional, style-conscious women seeking personalized fashion solutions that combine elegance, convenience, and confidence.
Market Competition
Understanding the competitive environment is critical for Modesta Fashion Co. The fashion styling and subscription market is rapidly expanding, with several established players already attracting loyal customers. Modesta Fashion Co. identifies three top competitors: Stitch Fix, Trunk Club (a Nordstrom subsidiary), and Le Tote. Each provides distinct offerings, and the analysis below focuses on their products and services most directly competing with Modesta Fashion Co.
Competitor 1: Stitch Fix
Stitch Fix offers personalized clothing boxes delivered to customers’ homes based on data-driven algorithms and stylist input. Customers complete a style profile, and Stitch Fix sends five curated items per box. The company’s strength lies in its extensive use of data analytics and machine learning to tailor clothing selections. However, while Stitch Fix provides convenience, its model lacks a highly personal stylist-client relationship. Many customers note that while the algorithm is effective, it cannot fully capture individual preferences and emotional elements of style.
Competitor 2: Trunk Club (Nordstrom)
Trunk Club, now integrated into Nordstrom, provides a personalized shopping experience where customers receive curated clothing trunks from stylists. Customers can either interact virtually or visit Nordstrom locations for in-person fittings. The advantage lies in Nordstrom’s strong retail infrastructure, brand recognition, and high-quality merchandise. However, Trunk Club’s services often cater to higher-income customers, making it less accessible to mid-range consumers. Furthermore, its integration with Nordstrom emphasizes sales of Nordstrom-exclusive items, limiting the variety of independent fashion options.
Competitor 3: Le Tote
Le Tote offers a rental subscription model, allowing customers to borrow and rotate clothing items for a monthly fee. This appeals to budget-conscious fashion enthusiasts and those who prefer access to variety rather than ownership. While this model offers affordability, it lacks the personalized and lasting experience of owning curated wardrobe pieces. Customers who value personal identity and attachment to clothing may find rental services less appealing over time.
Differentiating from Competition
To achieve success in the competitive landscape, Modesta Fashion Co. must differentiate itself from these existing players.
Current Comparison
Compared to Stitch Fix, Modesta Fashion Co. emphasizes a stronger personal connection with clients. Instead of relying primarily on algorithms, the company blends data analytics with real human stylists who engage in live consultations. This dual approach provides both efficiency and personalization.
In relation to Trunk Club, Modesta Fashion Co. offers a more accessible price point while still delivering high-quality services. Unlike Trunk Club, which primarily promotes Nordstrom products, Modesta Fashion Co. maintains independence and curates from a wider range of brands, including sustainable and emerging designers.
Against Le Tote, Modesta Fashion Co. differentiates itself by focusing on ownership rather than rental. Customers value building a wardrobe that reflects personal identity rather than continuously returning items. This ownership-based model fosters loyalty and long-term customer satisfaction.
Future Differentiation
Future differentiation will center on technological innovation and community building. Modesta Fashion Co. plans to integrate artificial intelligence into its virtual styling platform, offering predictive recommendations based on lifestyle events, past purchases, and trend analysis. Live video consultations will allow stylists to engage directly with clients, enhancing personalization beyond algorithmic predictions.
Additionally, Modesta Fashion Co. intends to build a community through styling workshops, exclusive events, and social media engagement. These initiatives will help clients connect with the brand and with one another, reinforcing a sense of belonging. By emphasizing sustainability and partnerships with ethical brands, Modesta Fashion Co. will also appeal to socially responsible consumers, further differentiating itself from competitors.
Stand-Out Strategy
Modesta Fashion Co.’s stand-out strategy is rooted in blending personalization, technology, and values. By offering real stylist connections enhanced by AI recommendations, emphasizing sustainable fashion, and fostering community engagement, the company positions itself as more than just a clothing service. It becomes a lifestyle partner, helping clients achieve both confidence and convenience in their wardrobes.
Value Proposition
Modesta Fashion Co. provides personalized fashion styling and wardrobe solutions that save time, enhance confidence, and reflect individual identity. The company’s value proposition rests on three pillars:
- Problem Solving: Many professionals struggle with daily outfit decisions, wasting time and experiencing decision fatigue. Modesta Fashion Co. solves this by offering curated, personalized wardrobes designed around lifestyle and preferences.
- Customer Benefits: Clients receive high-quality clothing styled by professionals, supported by AI-enhanced recommendations. They save time, reduce shopping stress, and improve their overall appearance. Additionally, customers benefit from owning clothing that reflects their style rather than renting temporary pieces.
- Competitive Edge: Unlike competitors, Modesta Fashion Co. integrates both human touch and technology, prioritizes sustainability, and builds community. Customers should choose Modesta Fashion Co. because it combines convenience, personalization, and ethical values in a way competitors do not.
Evidence supporting this value proposition comes from industry research, which shows that consumers increasingly prioritize personalization, sustainability, and convenience in fashion purchases (Tran & Chang, 2022).
Marketing Vehicles
Marketing vehicles play a central role in building Modesta Fashion Co.’s brand awareness and customer loyalty. The table below outlines key vehicles, their frequency, and estimated costs.
Marketing Vehicle Frequency Cost/Month
Social Media Advertising (Instagram, Pinterest, TikTok) Daily posts and ads $800
Influencer Partnerships Monthly collaborations $1,200
Email Marketing Weekly newsletters $300
Fashion Blog and SEO Content Biweekly posts $500
Website (initial setup + maintenance) One-time $2,000 + $200/month $200
Pop-Up Events & Styling Workshops Quarterly events $1,000
Free Samples/Trial Styling Monthly promotions $400
Rationale
- Social Media Advertising: The target market is highly active on Instagram, Pinterest, and TikTok, where fashion inspiration dominates. Regular posting and targeted ads increase brand visibility and engagement.
- Influencer Partnerships: Collaborations with micro-influencers aligned with the brand values increase credibility and reach. Customers are more likely to trust recommendations from influencers they follow.
- Email Marketing: Personalized newsletters with style tips, promotions, and updates maintain engagement and foster loyalty.
- Fashion Blog and SEO: Original content enhances search engine rankings and drives organic traffic, positioning Modesta Fashion Co. as a thought leader in fashion styling.
- Website: A professional, user-friendly website is critical for online consultations, orders, and community engagement.
- Pop-Up Events & Styling Workshops: These build community ties and provide hands-on experiences that reinforce brand loyalty.
- Free Samples/Trial Styling: Introductory services reduce risk for first-time customers and encourage them to commit to longer-term subscriptions.
Together, these vehicles create a balanced marketing approach that combines digital and experiential strategies.
Conclusion
Modesta Fashion Co. enters the market with a clear understanding of its target audience, competitive environment, and differentiation strategy. By focusing on professional, fashion-conscious women, the company addresses a market segment that values personalization, convenience, and confidence in style. Competitor analysis highlights gaps that Modesta Fashion Co. fills through its emphasis on personal stylist connections, AI integration, and sustainability.
The value proposition—personalized wardrobe solutions that save time, enhance confidence, and reflect identity—resonates with modern consumers. The marketing vehicles outlined ensure visibility, engagement, and loyalty across digital and physical platforms. By blending technology, human connection, and social responsibility, Modesta Fashion Co. is positioned not only to compete but to stand out in the fashion styling and clothing services industry.
With this comprehensive strategy, Modesta Fashion Co. can expect steady growth, increasing brand recognition, and a loyal customer base that views the company not just as a clothing provider but as a partner in personal expression and lifestyle improvement.
References
DePhillips, A., & Son, J. (2017). Millennials’ fashion consumption: Who are fashion opinion leaders in social media? International Textile and Apparel Association Annual Conference Proceedings, 74(1), 1–3. https://doi.org/10.31274/itaa_proceedings-180814-1813
Mitterfellner, O. (2019). Target market and segmentation. In Fashion Marketing and Communication (pp. 97–113). Routledge. https://doi.org/10.4324/9780429451591-6
Nordstrom. (2024). The next evolution of Trunk Club. https://press.nordstrom.com/news-releases/news-release-details/next-evolution-trunk-club
Tran, L.-A. P., & Chang, T.-Y. (2022). What makes customers loyal to an online booking brand? The effects of online brand experience and brand attachment. Journal of Quality Assurance in Hospitality & Tourism, 25(2), 187–214. https://doi.org/10.1080/1528008x.2022.2109239
Detailed Assessment Instructions for the BUS 599 Marketing Plan and Sales Strategy Assignment
Paper details
In MS Word, write the 3–5 page marketing plan and sales strategy section of your business plan, in which you:
Complete the company’s target market description you developed in the Week 3 Discussion based on the instructor’s feedback.
Be sure to include demographic, geographic, lifestyle, psychographic, purchasing patterns, and buying sensitivities in the target market description.
Assess the company’s top 3 competitors.
The assessment needs to include a brief description of the exact company and particular product or service you are competing against. For example, Coca-Cola offers a portfolio of products, such as water, fruit juice, and cola. Are you competing against Coca-Cola’s fruit juice product? Or its cola product?
Develop a plan that includes how you compare your business to your competitors currently and how you will differentiate yourself from the competition in the future.
How will you stand out and why?
Outline the company’s value proposition.
The value proposition tells your customers why they want to do business with you.
Detail the marketing vehicles you will use to build your chosen company’s brand.
Provide a rationale for selecting the vehicles and why you believe they will be effective in promoting your business.
Document Instructions
Delete the instructions in red before submitting the assignment!
Due: Week 5, worth 125 points
Length: The assignment should be 3 to 5 pages, excluding title page and reference page
Important:
- Review the description of this assignment in Canvas and use the tips provided along with this template to help you write.
- Be sure to review the guidelines provided For-Profit Startup Company Guidelines
- Use the textbook and review the recommended pages. Note that your textbook has sample plans at the end of each paper.
- Review the grading rubric before writing. Know what you are graded for. Always look at the “exemplary” section.
Notes:
- Leave the text in black as it is. You are required to have a heading for each section.
- Use SWS format. Your will respond to each question using indented paragraphs. The preferred font is Times New Roman, size 12.
- The references must be on a separate page at the end of the paper.
- Check your paper for grammar, spelling, and organization in Microsoft Editor (https://library.strayer.edu/editor) before submitting it.
- Check your paper in Turnitin Draft Review (located after the Week 11 Module) for plagiarism. You should have 100% original content, paraphrase, and cite all sources (in-text citations and sources at the end).
Marketing Plan
Target Market
Describe your target market (customers) in demographic terms (age range, income range, gender education, etc.) as well as the geographic, lifestyle, psychographic, purchasing patterns and buying sensitivities description.
- You have addressed this topic in week 3 discussion. Be sure to check the feedback provided by the instructor and make changes as needed. Check the suggestions made by other students as well.
- Use the bold subheadings below.
Demographic Description
Age range, income range, gender, family size, education, occupation, et cetera. Example: A likely user for X product is a male aged 25–34 who earns between $35,000 and $55,000 per year and has a four-year college degree.
Geographic Description
Area you would like to serve, density (urban, rural), nature of location (mall, business center, et cetera), climate condition. Example: Atlanta.
Lifestyle Description
Where do your customers shop, what do they do for leisure, what kind of clothes do they wear, what type of cars do they drive, et cetera?
Psychographic Description
How would you describe your target market, for example, socially responsible, trendsetters, or fun-seeking?
Purchasing Pattern Description
How will your target market use the product, how many times will they buy it, where do they buy the product, how do they pay for it, et cetera?
Buying Sensitivities Description
What factors are important to the customer before they buy (price, quality, customer service. packaging, et cetera)?
Market Competition
- Identify and describe your top 3 competitors.
- When assessing the competition, specify the exact company and particular product or service you are competing against. For example, Coca-Cola offers a portfolio of products, such as water, fruit juice, and cola. Are you competing against Coca-Cola’s fruit juice product? Or its cola product?
Differentiating from Competition
- Explain how you compare yourself to each of your competitors.
- Detail a plan to differentiate yourself from the competition in the future. How will you stand out and why?
Value Proposition
- Outline the company’s value proposition (be specific to the product or service you plan to sell). The value proposition should be a brief description of how your product or service solves a problem the customers may have (or provides an improvement), should list the benefits the customers can expect, and why customers should buy your product or service instead of other similar ones on the market. You should also consider providing some evidence of your claims. The value proposition tells your customers why should they buy from you.
Marketing Vehicles
- Insert the final version of the marketing vehicles table adjusted per the feedback received from week 4 discussion.
- Provide a rationale for selecting each marketing vehicle, clarifying why you believe they will be effective in promoting your business.
| Marketing Vehicles Table | ||
| Marketing Vehicle | Frequency | Cost/Month |
| Example 1
Social Media: Facebook and Instagram |
2–3 times per week | $600 per month |
| Example 2
TV Stations: Local Station, WTC |
1 time per week | $1,000 per month |
| Example 3
Free Samples |
2 events | $500 per month |
| Website | $2000 (one time) | |
Sources
- Be sure to cite all your sources.
- Use SWS to format all the references.
- Wikipedia and other similar websites (blogs, opinions) do not qualify as academic resources.
- You can use websites as long as the source is reliable (company websites, forbes.com, fda.com, census.com, etc.)
- For each reference you must have a corresponding in-text citation.
Below are examples of references (please delete and replace them with yours).
- U.S. Environmental Protection Agency. 2016. Causes of Climate Change. https://19january2017snapshot.epa.gov/climate-change-science/causes-climate- change_.html
- National Aeronautics and Space Administration. 2008. Graphic: The Relentless Rise of Carbon Dioxide. https://climate.nasa.gov/climate_resources/24/graphic-the- relentless-rise-of-carbon-dioxide/
- Ellie Zolfagharifard. 2014. Tree Roots Act as ‘Earth’s Thermostat’: Mountain Forest
Growth Has Stabilized the Earth’s Climate for Millions of Years. http://www.dailymail.co.uk/sciencetech/article-2552933/Tree-roots-act-Earths-
thermostat-Mountain-forest-growth-stabilised-Earths-climate-millions-years.html
- Ronnie Cummins. 2013. How Factory Farming Contributes to Global Warming. https://www.ecowatch.com/how-factory-farming-contributes-to-global-warming-
1881690535.html
COMPANY GUIDELINES
- You will create a business plan for a for–profit startup company of your choice and you must adhere to the guidelines in this document.
- You will be the CEO of the new business.
| Explanation | |
| Business Size | · Your business is a for profit startup starting operations in January of the current year.
· Your sales must be over $1 million by the end of the second year in business. |
| Product or Service | · Be specific about the product or service you plan to sell and how you will differentiate yourself from similar products or services in the marketplace.
· You will list any variations of the product (product lines) or services you sell (service lines) |
| Market Size | · You will start marketing and selling the product or service in your geographical area within a 100-mile radius from your home and/ or online. |
| Intention to Raise Money | · You will develop the business plan with the intention to raise funds from investors and grow the business.
· You will raise funds from outside investors, either angel investors or venture capitalists and you will give equity in your business in exchange for the money you raise from investors. |
| Facility | · You will rent or purchase. You will need to identify the cost of rent or purchase price and the cost of utilities.
· You cannot operate from your home. |
| Employees | · You will have employees, a management team, and you will develop your own organizational hierarchy.
· You will have more employees and managers in the second year than in the first year as your sales are increasing.
|
| Equipment | · You will need to purchase equipment, computers, furniture, vehicles (etc.), as applicable, to run your business. |
Key Business Plan Parameters
*The instructor will approve your company in a reply to your Week 1 discussion post in which you will describe this business.
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