Movida Boutique

Bianca KirkpatrickKevin Morykwas-Valle

Brenda RuizNatalie Sereseroz

Background

• Dallas’ Mockingbird Station, below Angelika Theater

• Women’s clothing and accessories• Everything from dresses, skirts, jewelry to

belts• Open for 10 years

Movida Boutique

• Target Market: Fashionable women 20’s-30’s• Competitors: Francesca’s, Urban Outfitters,

American Apparel, Snider Plaza• Pricing:$40-$100• “Owner Gladys Contreras, envisioned not only

creating a world-class boutique but a destination location for all Dallas sites seeking a fashion oasis”

Current Marketing Strategies

• Facebook• Website• Loyalty Card• Limited Groupon use

Current SWOT AnalysisStrengths: 10 years of business, customer loyalty, location, unique brand names

Weaknesses: Website lacks correct information, only 1 location, needs more social media exposure

Opportunities: Expand, (Shops of Legacy, Highland Village), shoes, Living Social, Groupon, Svpply

Threats: Francesca’s, Urban Outfitters, American Apparel, Snider Plaza, Northpark

“Holes” in Current Strategy

• Facebook page is outdated along w/ contact info

• NO customer interaction with the brand• Website is difficult to manage and confusing• Website is also very blank and plain• Very low participation in Twitter and Tumblr

accounts• Lacks a strong presence in digital marketing

Proposed SWOT AnalysisStrengths: 10 years of business, customer loyalty, location, unique brand names

Weaknesses:

Opportunities: Threats: