Strategic Plan

Horizontal Paths of Dichotomy

Strategic Plan

Questions:

• What are the underlying currents fueling the spirit of the times?
• How does the context of the times affect what consumers spend their money on?

We will begin by gathering date concerning the context of the macro environment in both 1986 and 2008. This includes the major social, cultural, political and economic issues of both years. Information will be collected through various mediums and publications including: WSU libraries; The Lifestyle Market Analyst (LMA); the United States Census Bureau, American Factfinder; Academic Search Complete; current newspapers; current and archival fashion and lifestyle magazines; and internet news websites including CNN.com and FoxNews.com. Taking photos of our surroundings to include inspiring people, accessories, nature, colors, shapes, textures and architecture will aid in our search for the underlying currents fueling the spirit of the times, and also in understanding the context of our society here in Pullman, which is a cross-section of primarily students and faculty from around Washington State and from across the world, spanning several generations.

Macro Environment Research:

• Political

Is the political atmosphere including the extreme political division among conservatives and liberals affecting shopping habits?

• For example: Do the underlying principles and values reflected by a political party determine decisions such as what to wear, how much to spend on an item, where to purchase it and why it was purchased? If a someone is classified as a liberal and cares about the environment, will it change their spending habits and the items they purchase?
• Economic
• What is the consumer reaction to the current U.S. financial crisis? Is it affecting spending habits including: stores people shop at, how much they spend on an item, what they are purchasing and why they are purchasing it?
• Social
• Why is a consumer driven to buy and what are they buying? Is it a reaction of the pressures of society and status?
• What product sales are driven by the lifestyle a consumer chooses to live?

• Cultural
• Why are consumers purchasing a specific product? What meaning does the product embody for the end user?

Products in the Marketplace

We will analyze the current market to determine the major designers and their price points, then collecting information about the styles and designs offered, as well as the fabric used to create the desired aesthetic, the finishing processes, colorways and the manner in which they are marketed utilizing accessories and styling.

End Users

• Geographic
• Does the location of a consumer determine their buying patterns or habits? Why?

• Psychographic

How does a person’s value system and personality affect their spending habits and specific product needs

• Behavioral
• Where do consumers shop and why?
• Why are they satisfied with a particular shopping experience and continue to shop in a specific store, city or medium (online, in store)?

Demographics

• What are the classifications of various demographic groups determined by age, gender, education level, occupation and income?

Responsibilities:

In an effort to collect the most possible data and eliminate blind spots, we will be conducting the research as follows:

• Alex Kerouac and Ashley Musselman will gather data concerning the context of the macro environment. This includes information concerning political, economic, social and cultural issues within 1986 and 2008.
• Kristine Skelton, Melissa Stowe and Anni Woo will gather data concerning the product and the correlating end users in the macro environment. This will focus on information for 1986 and 2008 including: color; fabric, fiber and finish; raw materials; design and styles; major designers and competition; price points; merchandising; marketing; geographic trends; psychographics; consumer behaviors; and demographics.

Deadline: Through the blogging tool we will discuss and analyze the data everyone has collected. Group members must begin gathering research and upload it to the group blog as it is collected, or by Monday, 29. September 2008 at the latest.