Buffalo Jackson Trading Co. Classic American Clothing for Men “Slow and steady wins the race”

Analyzing the Situation New clothing company Based out of Jackson Hole WY Began on a college leadership trip American Style clothing for men Looking to compete with high end men’s clothing companies Coastal Tradition, Ralph Lauren, Brooks Brothers

Analyzing the Organization Small men’s clothing company Clothes made in South Carolina Trying to reestablish a classic style that has an emphasis on masculinity. ( This is not your typical A&F) Compete with other clothing companies

SWOT Analysis Strengths Small A close niche group of consumers Competitive prices Made in U.S.A Rep program- if interested in brand there is someone directly on campus for them to ask their questions. Weaknesses Competitive market No retail stores No women’s line Little brand recognition

SWOT (continued) Opportunities Since a new company, have the opportunity to go anywhere Bridge a gap between style and utility Threats Small demographic could cause little profit margin College students tend to be low on funds Bigger company could steal their vision Steal product idea’s

Comparable

Analyzing the Publics Targeting college aged men (18-24 yrs) Fraternities White collared professionals Women Buying gifts for their males significant others for various occasions.

Goals and Objectives Goals: Have campus reps at every division one school Increase insights by 5,000 people Increase sales by another 15% Objectives: Establish themselves as a reputable outfitter in men’s high end clothing and rugged wear. Be recognized as being on the same playing field as Ralph Lauren.

Action Strategies Campus rep program Pick campus reps that have the same attitude as the company Each college rep has a discount code Rep refers customers to the website and at check out they have can enter a code given by the rep for 20% Rep gets commission. Advertising through TFM TFM Grass roots

Developing the Message Strategy Grass root campaign that works on referrals and campus representatives Cater to grass root supporters Founder gives speeches to college and high school men’s groups about style, heritage, and chivalry.

Tactics/Implementing The Strategic Plan Require all campus representatives to have a Facebook and Twitter page for the schoolFacebook Twitter Word of mouth referrals Host a backpacking trip for loyal customers and reps Monthly updates on product through s Give-a-ways and caption contestscontests

Media Buying Identify the ten largest Greek systems Then advertise in those campuses newspapers and T.V stations Bi monthly Internet advertising on TFM, hunting websites Cabela’s, Scheels, Dicks Sporting Goods. A pay per click on websites Magazine advertising Men’s Health Cigar Afaciando Bi monthly

Evaluating Strategic Plan Number of new colleges interested in having a college rep Number of people that are visiting the website and making purchases Profit raised after the campaign has been launched