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The rationale of the marketing plan is to delve into a new entrepreneurial venture called Over-the-Top-Creative located in Toowong, Brisbane, Australia. The overview of the marketing plan reveals that the firm marketed apparel manufactured by local designers. The introductory section however, did not give a proper account of the business. It goes on to describe the description of the store layout of the outlet of Over-the-Top-Creative.
The internal analysis of the firm consists of mission, resources, offering and business relationships. The marketing plan has clearly mentioned the mission and products or offerings. The marketing plan has not mentioned resources and business relationships.
The internal analysis of the firm namely, Over-the-Top-Creative throws light on the importance of the internal environment of the organisations on their operations. The marketing plan clearly mentioned that the vision of the firm is to emerge as an important player in the fashion industry in Australia.
The owners have arrived at the choice of allocating around 70 percent to female customers in their Segmentation, targeting and positioning strategy by studying the increasing population of the females in Australia as shown in the table below.
Figure 1.Sex ratios and median ages - Greater Capital City Statistical Areas (GCCSAs)
The management of Over-the-Top-Creative could have increased the share of male customers in its STP strategy.
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