Qualitative Strategic Plan

Group Name: Peaceful Shipwreck

Group Members:
Kim Armentrout

Andy Bennett

Jamie Carver

Sierra Cook

Siena Moore

Qualitative Strategic Plan

Color

• Forecast

~Color Cycles/ Identifying cycles color went through (1978-2009)

-Siena: 1978, 1980, 1982
-Jamie: 1984, 1986, 1988
-Sierra: 1990, 1992, 1994, 2009
-Kim: 1996, 1998, 2000, 2008
-Andy: 2002, 2004, 2006

*Each person will identify the beat of their three years and correlate the beat with the year’s color palette. Also, we will stick to our original strategic plan and identify the forecast for the context, product, and consumer for 2009.

** Each group member will identifying the gender and demographic influences on color within their delegated years. Each member will also identify the color inspiration and how it relates to the color’s name.

***Each member will identify the color life spans, flops, and successes within their assigned years.

• Products/ Identify the role color played in accessories, bags, cosmetics, automobiles

-Sierra: Accessories
Shoes, necklaces, earrings, hair, belts, sunglasses, rings, bracelets, anklets
-Siena: Cosmetics
Skin products, eye liner, powder, mascara, eye shadow, fake nails, lotions, perfumes
-Kim: Interior Design
Pillows, sheets, furniture, drapes, carpet, paint, bedding, wallpaper, towels
-Jamie: Food Industry
Restaurants, Fast Food, Grocery, Cafeterias, Organic, Healthy, Meats, Vegetables
-Andy: Auto Industry
Cars, Motorcycles, Car Paint, Car Interior, Car Technology

• Color Board
  *After zooming in on the macro-environment the team will combine the data to prepare a forecasted color board for 2010. As a team we will bring together our: inspirations, themes, photos, to develop our forecasted 2010 color palette for Butler Bag.

2008 Momentum

• The Context

~Siena: Political

--Presidential Race
- -Democrat VS Republican
--Recession
--Disposable Income
--International Issues

~Kim: Economic

--Inflation
--Consumer Spending
--Unemployment
--Imports/Exports
--Interest Rates

~Jamie: Social

--Social Movements
- -Aids Awareness, Going Green, Voting
--Equality
--Lifestyle

~Sierra: Cultural

--Media/ Entertainment
- -Movies, magazines, newspapers, TV, commercials
--Celebrity Culture
--Arts

• The Product

~Andy: Design, Color, Fabric

--Trends
--Styles
--Materials
--Technology
--Price Points
--Major Designers

• The Consumer

~Sierra: Qualitative data about end user

--Psychology
--Demographic
--Behavioral
--Why consumers buy
--Perceived value/ willingness to pay

*Each group member will take pictures of observations of the consumer/trend setters/ outliers/ ugly/ and other

**The team will further investigation the hidden currents in the social and cultural movements.

***The team will also test the hidden currents and previous synthesis for accuracy and update data if needed.

Testing

* In using the data gathered and forecasted through 1978- 2009 the team will create a Butler Bag prototype to be tested.

• Surveys

--Create and randomly distribute surveys to obtain information about the consumer preference.
--Discover the consumer Perceived Value/ Willingness to pay.

• Focus Groups

--Personally interview groups/ individuals
--Discover Perceived Value/ Willingness to pay
--Test Prototype/ Color/ Prices

• Field Trip (Consumer Watch)

Travel to different destinations to observe consumers

*This data combined with our consumer data will help identify our target market.

**Make adjustments to prototype based on the data tests.

Understanding Butler Bag

• Company’s Mission


• Price Points


• Colors


• Competitors- Identify direct completion


• Product Lines

*The team will adjust the prototype to meet the Butler Bag image.

Develop Forecast

* Combine all our data to create a line of bags with a color forecast. Using this data we will identify materials, finishes, price points, target market, and competitive analysis for our forecast of 2010 for Butler Bag. The team will identify how the forecasted bag meets the needs of the market or whether the forecast identifies a new market. Peaceful Shipwreck’s forecasted line of bags will be new and innovated but inspired by the classic style of Butler Bag.