Identify+Problems+&+Opportunites

Ukamaku’s ongoing objective is to increase their bottom line profit by increasing the end-customer’s purchases. Based on that objective, we identified the company’s main strengths, weaknesses, threats and opportunities that might help or hinder its fulfillment in the present and future. //Strengths// Ukamaku’s strength, and also their main differential, is that they are the only exclusively Canadian fashion store online. Ukamaku’s main competitive advantage is therefore its uniqueness in the field. While there are many online outlets for fashion apparel world wide, none of them focus solely on the Canadian fashion industry. This strength provides an important basis for a marketing strategy that focuses on increasing brand awareness. Ukamaku’s strength however, is also a foundation for its main threat: competitors. //Threat// Ukamaku’s main threat is the possibility of new entrant. The uniqueness of their services might be appealing as a business opportunity to new companies. This becomes even more of a concern when there is a global trends of international companies to aggressively target the Canadian market in any way they deem profitable (bib 1). These new, international, entrants may adopt Ukamaku’s business model as a way to better fit into the Canadian e-commerce scene. Another form of threat for Ukamaku are International fashion e-stores that ship world-wide (such as urban outfitter and mod cloth). Even though they are unique in their products, Ukamaku still has to deal with the competition from all the other e-commerce fashion outlets on the web, regardless where the products are from. Canadian consumers can access these competitors and purchase their products just as easily as they can purchase Ukamaku’s. Therefore, once again we stress that it is important for Ukamaku to increase their brand’s presence and create a differential for their target market that will turn them into loyal consumers. //Weaknesses// Ukamaku’s main weakness is their current promotional strategy. The company is new and relatively unknown and hasn’t had much progress in terms of being recognized in the industry. The promotional initiatives so far are valid but not strong enough for a start-up in the fashion industry. The target market does not know about the company’s existence, its mission to promote Canadian fashion and its commitment to high-end, quality and exclusive designs. Promoting their differentials should be the core of their marketing strategy, to increase Ukamaku’s brand awareness. //Opportunities// As an online retailer, with a solid business model, Ukamaku has the opportunity to expand its services world-wide. Based on our research on the industry, we can affirm that there is definitely a market for Canadian fashion and high-quality clothing over-seas. International shipping is, therefore, a big opportunity yet to be explored by Ukamaku. //Conclusion// From the SWOT analysis, we concluded that Ukamaku’s main opportunity is being hindered by their weakness. Ukamaku cannot begin shipping internationally until they reach a larger share of their current target market. It could be fatal for the company to attempt a world-wide strategy before succeeding locally. However, because of their low brand awareness and weak marketing strategies, Ukamaku is currently struggling to reach a substantial portion of their current target market. Thus, as a solution, we propose that the company focuses on its strength: uniqueness. Ukamaku has an amazing marketing opportunity to hail their target consumers by emphasizing their exclusively Canadian content. Their strong national identity can be the ideal tool to promote the brand, increase traffic to the site and bottom-line proffits. Using this approach to marketing Ukamaku will gain enough stability to penetrate international markets and start selling world-wide once they establish a solid costumer base in Canada. Based on this conclusion, we propose a new focus for Ukamaku. This marketing plan sets the foundation for the company to pursuit this new objective.
 * S.W.O.T Analysis**

Ukamaku’s objective is to gain enough stability so that it is viable for it to start shipping its products globally. However, in order to reach that stability they first need to gain enough visibility in the industry and within Canadian borders, guaranteeing that they are fully attending their current target market. Therefore, before focusing on targeting an overseas market, Ukamaku’s new objective will be an intense promotional campaign to raise brand awareness and increase their Canadian customer base. Bibliography 1 - http://www.ksleconsulting.com/selling-fashion-online/2010/12/whats-next-for-canadian-specialty-fashion-retailers-the-2011-e-commerce-agenda.html
 * New Objectives**

5) The Marketing Plan --> Our marketing plan so far: Attract consumers with kits/free giveaways => create profiles, use CRM => use online communities strategies inhouse (wishlist, create lookbooks, recommend looks, integrate their ukamaku profiles with FB/Twitter)

recommendations target 18-22 using parents money lack of visibility measuring kit add sizing specs as user attribute create lifers create online closet of what's been purchased and wish list tie in with facebook feed (purchases/wishlists stories)

at trade shows have ladies sizing you and creating your account with free $5 coupon

worry free shopping

show my fits only