Executive Summary Stella and Dot is one of the Inc 500 companies that lead in sales for selling premier jewelry. With a signature line of innovative, premium and affordable jewelry, Stella and Dot targets consumers of all ages and backgrounds. Stella and Dot has reinvented the jewelry shopping experience for individuals, groups of friends and families, by selling high quality jewelry at a reasonable price, while being in the comfort of someone’s home. Stella and Dot are known for their home networking technique, in which consumers are able to work as an independent sales representative, selling their favorite jewelry. Our marketing plan will design a product strategy, marketing goals, competitive analysis and different tactics that we will use as a company to achieve a more profitable goal for the upcoming years. With this new marketing plan, we will lay out our budget for the next year to ensure we are utilizing our marketing budget in the best way possible for Stella and Dot.
Situational Analysis Stella and Dot is known for their high end, yet very reasonably priced fashion jewelry at home shows. Stella and Dot cliental is primarily woman, since all of Stella and Dot’s jewelry and accessories are for women’s fashion. Stella and Dot have a price range that is reasonable for the working adult that enjoys high quality fashion at a lower cost than shopping at an expensive boutique or store. In today’s business world, finding out who a targeted customer is for a product or how many people in a certain region are going to be your targeted consumer is not difficult. A matter of fact, with psychographic profiling, it is very easy for businesses to find out exactly how many people in certain demographic have the stats that are needed to sell a product. A traditional marketing profile might show someone’s sex, age range and household income, but a psychographic