Executive Summary
This report was commissioned to examine why the sales volume of pocket bras. Women love to put cell phones in there bras, there is no good bra design that will hold the radiation of the cell phone. Need to recommend ways of improving the bra so that the volume can become increasing in sales.
The research draws attention to the fact that people do not want their cell phones out or in their pockets especially now that the cell phones are being made smaller to fit anywhere. Over the next two years, although cell phone in bras retained its market share the volume of sales in the whole market decreased because of being skeptical of buying bras due to radiation from the cell phone. Revealing information in further investigations states that this market shrinkage coincided with an increase in health awareness amongst consumers. These claimed to offer the consumers a healthy alternative. These factors appear to be the major causes of the decreased sales volume of cell phone in bras.
Joey Bra is the latest put forward by Mariah and Kyle, two students who came up with the idea. The report evaluates this range and concludes that it would be an ideal candidate to meet the challenge presented by the market and could satisfy the new consumer demand since it uses significantly reduced purchases because of the radiation in the bra.

Situation Analysis
Bra's make women look different when wearing them because their bodies are made differently and women do not have the same shape. Bras have been around for many years, just been upgrading them to look and feel better. Now in this day and time, women love to carry their phone around the bra area for convenience. This is true for all women especially young ones because they want to be hand free when moving around. Whether going shopping or going to parties, women have to be free. Allowing women to leave their purse at home or if they are going to a party or the dress has no pockets, the pocket bra will allow them to carry everything they need and still stay comfortable. The pocket is a perfect place to stick money or your keys," Renner said. Although the first patent was obtained by a man, women have been instrumental in the design and development of the bra. (Emling, 2002)
Market Summary
There is little reason to doubt that this market is a reflection of the national market when it comes to a growing interest among women for intimate apparel. This coupled with the continued economic strength and geographic portion of the market lends further credence to the great potential for the Joey pocket bra. This portion of the plan will explore the key target audiences we have identified as best prospects for the products and services the Joey pocket bra will provide.

SWOT
Strengths
The Joey pocket bra is distinct strength is that differentiate it from its competition these are diversification and specialization which are supported by its organizational structure, a crucial strength to their success. They are also continuously investing on adding value to their products so as to cater to customer needs and wants and also to satisfy them. The products that they offer are of high quality and are also very trendy and fashionable.
Weaknesses
Weakness for the Joey pocket Bra is that the bra has to be returned with the original package in order to receive the full amount back if expectations are not met. Also they do not have retail outlets which mean that they have not optimized expansion into other parts of the world. This would mean that they are losing the opportunity of increasing their global market share.
Opportunity
One main opportunity that Joey Pocket Bra could think of is to have more retail outlets in other countries and not just online purchases. The demand for pocket bras is quite high, doing so they will be able to attract a wider market which in turn would help them to increase the sales revenue as well as to make healthy profits. There should be more than just one color. Make sure that the bras are all different shapes and sizes.

Trends
Therefore they will have to be pro active and come up with new strategies so as to keep the brand strong and to continuously innovate and produce products which are of high quality. Due to low barriers to entry and the fact that this industry is quite competitive, they will have to face strong competition in the years to come.
Competition
All companies compete with one another; they strive for excellence and to be the best. They have to compete with each other to win over markets and to be the one who ends up on top. The outlets for intimate apparel purchases are much more limited than markets of similar size. There are mass merchandisers and discount stores that offer mass produced and lesser quality brands; department stores that offer better brands, but in limited sizes and with varying degrees of customer service; most stores cater to the 18-34 age groups.
Product (Service) Offering
Three key target groups are identified in Sections 4.1 and 4.2 of this business plan, based on lingerie spending patterns. The three target groups are:
1. Women 25-59 with a household income of $75K+
2. Women 18-24
3. Adolescents 12-18
3. Brides

Common psychographic components that the Joey Pocket Bra is targeting amongst all four groups. There are large numbers of potential customers who fit these target descriptions.

Keys to Success
Offer superior quality products with cutting edge designs that are not available in other outlets. Secure a great store location that offers high customer traffic for impulse purchases caters to desirable demographics includes compatible stores (e.g. Bridal, women's apparel), and is in an easily accessible, known destination other than website access. Understand Joey Pocket Bra target customer to ensure that the correct product mix is available to meet their needs.
Offer an assortment of sizes (especially in the larger sizes to meet the needs of the growing plus size market).Continuously monitoring inventory levels, and make adjustments as needed. Educate and advise customers on proper fitting and the quality/value relationship of some of the higher priced brands.
2.6 Critical Issues
Joey Pocket Bra will solve every woman's dilemma by offering a wide range of styles and sizes that she will not find elsewhere. The moderate to more expensive lines bras offered by Joey Pocket Bra are known for quality silks, hand finished laces and superior craftsmanship. Joey Pocket Bra will have highly trained personnel that will get to know each customer's individual needs, and will offer personal bra fittings.