Close Connection to the Main Elements Impacting

¶ … close connection to the main elements impacting the company's evolution over the subsequent period of time, most notably the demographic, natural, economic, political or cultural factors that are likely to impact on the overall strategic plan that the company is most likely to implement over the next period of time.

In terms of demographic and social factors, the product is clearly targeting a segment of consumers aged between 11 and 23 years of age, socially active (this is due to the fact that these are consumers conscious about their external image and willing to purchase a product that is likely to influence and activate their presence in the society they are acting in) and, perhaps, with a keen interest in fashion evolution in time. Additionally, this is a segment of consumers that is more likely to be included in the lower income category, despite the fact that some of the consumers may benefit from the financial support of the family,

Of course, we need to point out towards the fact that such a product as a push up bra is less likely to be influenced by many of the key factors we may refer to. Indeed, while natural, technological or political factors are less relevant in this case, we may relate to cultural or economic factors.

The cultural factor is probably the most important in this particular case. We are referring here to fashion and, especially to trends in fashion. Breasts have not necessarily been regarding as needing to have a certain size in order to be attractive. This is a trend that comes again and again throughout the years. However, the promotion and evolution of the market deeply depends on how this trend is determined by important celebrities. It may be the case that wearing a push up bra will not be fashionable at a certain time, which will mean that the sale of push up bra are likely to decrease.

The objectives for the company in the short run should not necessarily be related to the increase or decrease in sales, but to laying the proper foundation in determining a sustainable and profitable market share for the next period of time. This will imply a solid marketing and promotion campaign. Nevertheless, in the case of push up bras, it is also a difficult assignment to create a promotional campaign without actually damaging the interests of the consumer segment that is being addressed (teenagers are always likely to be easily embarrassed, so that a marketing campaign in this case is always more difficult to determine).

The first objective is related to creating a brand. This would mean creating several models of push up bras that will be able to become and determine a certain trend in the industry, A brand obviously needs to have something that will pop up in consumers' minds whenever the overall category is mentioned. It can also relate to an inspired commercial that will promote the push up bra idea to the consumers.