Buffalo JacksonTrading 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

•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 school •Word of mouth referrals•Host a backpacking trip for loyal customers and reps•Monthly updates on product through emails •Give-a-ways and caption contests

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