Victoria's Secret Marketing Plan

6232 words 25 pages
Victoria’s Secret

Dominika Wolfova MK 300 – Principles of Marketing
Ivan Žáry
Marketing Plan
Jun 4, 2010

Table of Contents

Executive Summary Marketing Objectives Products or Services Resources Needed Projected Outcomes

Company Description

Strategic Focus and Plan Mission/Vision Goals Core Competency

Situation Analysis Internal Focus Strengths Weaknesses External Focus Opportunities Threats Industry Analysis/Trends Competitor Analysis Company Analysis Customer Analysis SWOT Analysis Summary

Market – Product Focus Marketing and Product Objectives Target Markets Points of Difference Positioning

Marketing Program Product and Product
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From coast to coast. From us, to you. We touch lives with quality products, memorable experiences and exceptional services” (Limited Brands, n.d., p.1). Victoria’s Secret is a part of Limited Brands Company whose mission statement is to be committed to developing a group of one of the best fashion brands in the world. Their mission is to offer satisfying and appealing experiences for their customers, which lead to long term and loyal relationship in order to bring sustainable growth for its stakeholders.
Victoria’s Secret has already accomplished many of its goals. However, Victoria’s Secret is planning to achieve these goals in few up-coming years: • Be the only one and #1 Remain a monopoly in the United States and the best store offering luxury lingerie for affordable prices • Travel and Shop To achieve the success and profits of test stores opened in international destinations and also in duty-free shops. Moreover, gain profitability and triumph in Canada by opening new stores specialized on Victoria’s Secret line Pink and new Victoria’s Secret stores. • Developing Victoria’s Secret Direct The opportunity of selling Victoria’s Secret products online is already very successful but in order to gain more growth, the company is exploring the possibility of setting up more and new Victoria’s Secret online retail web sites to reach specific international markets. • Sustainable Growth To achieve


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