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Executive Summary

Mondetta is a young and growing company, which will be launching products as well as expanding into to countries, territories and regions. They will be focusing on market penetration and expansion. Our case study talks about how, where and when will they do this?

Customer Profile and Market

The customer profile for Mondetta would be people from;

* Canada

* America

* Europe

These people would be between the ages of 13 to 30, who would have enough money to spend on High end clothing. They target wealthier clientele (kids or young adults.), who want quality and brand name products. Their target market is not the average Jack or Jill. Their market, is spread out through

out Canada, their major customers are-

* Bootleggers (nationwide)

* Below the Belt

* Off the Wall (western regional chains)

* Easton's in Winnipeg

Their market is vast, competitive and always growing.

Macroeconomics

* The clothing industry is a highly competitive one and Mondetta Everywhere has to compete with well established brand names. These brand name companies have been in the clothing industry for many years and have a well established reputation with their consumers. They also have better channels of distribution in all the markets - local, international, regional than Mondetta Everywhere. Guess, Request and B.U.M are just a few examples of the various companies in their clothing industry and are main competitors of Mondetta Everywhere.

Microeconomics

Product

* Clothing that is up to date and a new line of clothing that is unique and has the potential to become a trend. Also a separate line of clothing (3-piece suits) made with higher quality fabrics, like the ones used by other high class companies such as Versace etc.

Promotion

* For college students:

1. Buy 1 and get another half price.

2. Student discount cards.

3. Name drawing for the newest game console and game titles (they would get a ticket at the cash register). name drawing for scholarship of $1000 which would take place before a month before the start of the postsecondary year.

4. Buy any shirt and receive a 15% discount coupon on your next purchase. (perfect for Christmas buy a gift for a loved one and reward yourself at the same time)

5. Buy a dress shirt and get the second one for half price. (also perfect for the Christmas season)

6. Buy any 3 or more shirts and receive free shipping when purchasing on-line.

* For people that want to buy the high quality products:

1. Draw for a $500 coupon to use in store (ticket given by the cashier, after transaction)

Price

* Always a bit lower than major competitors such as Versace (when it comes to suits) and other companies that produce "street clothes" or "casual clothing" such as FUBU, RocaWear, Phat Farm and West 49 etc.

Place

Distribution channels

* Independent retail stores

* Chain Stores

* Department Stores

* Throughout North America and Europe

* Develop a web site (Buy on-line) - Having an online store will make it easier for customers to buy products.

SWOT Analysis

Strengths

* Mondetta is a young company, which focuses on quality and its design, which is a major strength for people who want both those qualities in their purchases

* Their products offer a unique style

* They have direct competition with famous labels such as Guess jeans, Pepe and BUM.

* They offer their products all over, in department stores, at malls and now are expanding to other parts of the world.

* They are a successful small business, and have received awards (Small business Achiever Award)

* The company is fairly young, but has a lot of potential and motivation to grow. They are ready to face new challenges in expansions and are willing to evolve to satisfy their customer needs

Weakness

* Competition from well established clothing company's such as Guess, who are much more famous then Mondetta, and the target market 13 to 30 is more attracted to famous labels.

* They have not expanded yet, and nor do they advertise their product as much as their competitors; they also sell at departmental stores, compared to having their own boutique.

* Their a bit pricier compared to their competition, they have direct competition with Passport International, who competes with them head on, in price, promotion and even place (Fairview mall).

o Passport jeans sells for $64.99 and while Mondetta is for $79.99

* They have not yet made enough profit to advertise or expand as much as they would like to.

* American and European competitors

* Canadian department stores are less flexible with them. For example bay and the sears, in their buying quotas etc.

* Their product's exclusivity is a weakness and strength, most people enjoy exclusivity, while it decreases the chances for them with other consumers, it condenses their market, instead of saturating or penetrating it.

Opportunities

* They have many new markets to expand into, for example in America and in Western Europe as well as Eastern Canada

o Gradual reduction of trade tariffs and NAFTA.

* They