STRATEGIC BUSINESS PLAN

for

Mercedes-Benz Week Swim

for Period

January 2013 to July 2013

SWOT ANALYSIS

STRENGTHS • Efficient organizers (private persons) • Help and support from city authorities and private sponsors • Swim Week targets the trend styles for the season • Good offer for young, promising designers, on the other hand, an interesting event for well- established fashion houses and clothing companies (hunting for new trends and talents) • Our designers provide numerous choices in product lines • Swim week welcomes all publications, bloggers and reporters to have access to all shows • Company allows for the public to purchase tickets on the website

WEAKNESS • It is a complex business hence difficult to manage • Dependence on rented premises, lack of own premises • Some ideas of fashion trends may be duplicated by designers from top brands • A business this vast may not be always able to foresee personal care like that of a small concentrated • Accessibility takes away the exclusive and uniqueness in styles-cloned and uniformed styles • Top international fashion weeks dominate the market

OPPORTUNITIES • A business this vast can enable us to contribute a considerable amount to economy • Targeting young consumers – very fashion cautious group that will spend considerable amounts on fashion • We intend to open over 100 stores nationally and worldwide by 2020 where consumers can purchase pieces from different designers • Worldwide store expansion – increase revenue and profits and nations foreign currency • Providing employment in the textile sector of the economy • We have partnered with inscape design school in order to develop the skills of our designers by giving study bursaries every season

THREATS • Competition from larger retails and already established international fashion weeks in New York, Milan and London. • Competition from newly entered foreign brands and designers that offer very fast fashion styles at very affordable prices • Overseas store locations might hinder growth of the company, as it has to find good accessible areas to expand brand knowledge and image.

SITUATION ANALYSIS

COMPANY • Designer swim suit showcase • Trendy and contemporary image in the market • Culturally diverse in our target market • Goals: o To become as great as the fashion weeks in New York, Milan and London o To attract an increase in buyers and tastemakers o To concentrate on the fans via social media networks

CUSTOMERS • 35% in increase of buyers in attendance at top designer fashion shows • Consumer benefits from our in-house sponsors and partnerships • Make consumers feel like they are living the affluent lifestyle by attending our event and receiving the benefits offered at the shows • Attendees are able to purchase all designer swim suits from their own seat at the fashion show by using the designers Swim Week app • All swim suits are great for the summer in Miami; therefore, making each buy a great purchase for the consumer

COMPETITORS • Foreign country fashion weeks attracting high fashion tastemakers o Milan o o London Fashion Week o Australia Fashion Week o Canada Fashion Week • Position Miami Swim Week to be the best fashion week to hit the United States • The strengths in consumers and buyers varies between the selection of designer bikinis at each show • The weaknesses of the consumers and buyers varies between the types of benefits the receive throughout the week of the event

CLIMATE • The amount of good calibre celebrities that attend the designer fashion shows and are seated front row • An increase in the amount of times Miami Swim Week can be advertised in top magazine publications o Ocean Drive Magazine o Miami Magazine o Glamour Magazine o InStyle Magazine o Elle Magazine • The new Miami Swim Week app that is provided for the guests to purchase the designer swim suits throughout the time they are watching the show

STRATEGIC COMMUNICATION PLAN

GOAL: Increase attendance of buyers at Mercedes-Benz Fashion Week

OBJECTIVES: 1. Get 20 new buyers to be seated front row at 3 top designer fashion shows 2. Have 40 buyers buy the American Express VIP Package for this year’s Miami Swim Week 3. Have 50 new Instagram followers per week up until the week of the event

STRATEGIES: 1. Utilize the Mercedes-Benz Fashion Week venue to organize pre-swim week events for potential buyers 2. Meet with Mercedes-Benz Fashion Week sponsors and partnerships to create buyer friendly VIP packages for the event 3. Utilize followers on social media to share and create explore of our social media outlets allowing for more followers

ACTIVITIES: 1. Host one pre-Mercedes-Benz Swim Week Mix & Mingle soiree each weekend up until the event for potential buyers 2. Offer promo packages to potential buyers for an prolonged period of time 3. Have weekly contests for followers on all social media networks with prizes related to Swim Week as an award

INDICATORS: 1. Continual increase in the amount of guests each week at our Mix & Mingle events 2. An increase in the time frame it takes for us to sell out the VIP and promo packages for the event 3. Significant increase in social media follows on all Swim Week social media networks

MEASURES: 1. During each Mix & Mingle, set up a Step & Repeat where each guests takes a photo as soon as they walk into the venue and have each individual record their email for the photo to be emailed to them. This will allow us to track how many guests attended the event and use emails for further invites to future events. 2. In the VIP Promo Packages, include free entry to 3 top designer’s after-parties with complementary alcoholic beverages all night and we will monitor how many packages are being sold 3. Encourage all followers on our social media networks to share and re-post all of our posts while using our special hash tag (#MBFWSwim) and the individual with the most posts using our hash tag will win an exclusive Swim Week prize. The prize will be anything from a free entry to their designer or choice to the opportunity to be backstage at a show of their choice with a Meet & Greet with the designer. At the end of the contest we will be able to track how many times each individual used our hash tag.

GOAL: Increase attendance of buyers at Mercedes-Benz Fashion Week

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6. 3. Have 50 new 6. 3. Utilize followers6. 3. Have weekly 6. 3. Significant 6. 3. Encourage all Instagram on social media to contests for increase in social followers on our social followers per week share and create followers on all media follows on media networks to share up until the week explore of our social media all Swim Week and re-post all of our of the event social media networks with social media posts while using our outlets allowing for prizes related to networks special hash tag more followers Swim Week as an (#MBFWSwim) and the award individual with the most posts using our hash tag will win an exclusive Swim Week prize. The prize will be anything from a free entry to their designer or choice to the opportunity to be backstage at a show of their choice with a Meet & Greet with the designer. At the end of the contest we will be able to track how many times each individual used our hash tag.