g on a niche market, which is young professionals (male and female) aged 25-45 with a lot of money but without free time to go shopping and the need to be athletic and keep in shape. We can clearly understand from the positioning map below why I choose such a market segment. Positioning map.High QualityCheap Expensive.Low QualityFrom the map above we can understand that “Fashion Mania” is a company that produces high quality clothes in reasonable prices. Marketing Mix Product:As previously mentioned the product will consist of premium quality leisure/sports clothes. However, the product range will be narrow in the sense that only specific types of clothes will be produced (i.e. sweat suits) and only under order. Exceptions may apply in the future as the business establishes its position in the market place. Cancellations will be accepted only under a 48h previous notice, otherwise the full payment made in advance will not be returned. Packaging will be available for all sizes of order, including both plain and gift wrappings depending on the purpose of purchase. The warranties available will cover refund or exchange in damaged goods. However, customers' views and perceptions will always be our primary concern and that is why any dissatisfaction will be handled accordingly (e.g. discounts, 2 for the price of 1 etc) Price: At the beginning where the products available will be very specific and few in number prices will be equal to 18 for footwear and 22 for clothes respectively. As far as it concerns exceptional orders, prices will be respectively adjusted Full payments will be required in advance as a quarantee. Whereas, credit and discounts will not be accepted, as an effort to maintain the smooth running of our business where sales will be the only source of income and profit. Place:The company's delivery system will be provided f...
