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Marketing Plan

In: Computers and Technology

Submitted By ris0216
Words 1053
Pages 5
Market Growth
Wal-Mart, Target, and Kohls are the company's largest customers, accounting for 24%, 17%, and 5% of 2014 sales, respectively. Mass merchandise stores are vital to the company's performance, accounting for about half of Hanesbrands' total sales. Hanesbrands also allies with mid-tier stores, including J. C. Penney, Macy's, and Kohls, which are adding its lower-priced labels. It's L'eggs and Hanes brand underwear are also sold in food, drug, and variety stores. Hanesbrands also sell apparel to the US military for sale to soldiers and through discount chains, including Dollar General and Family Dollar Stores.
Looking to grow abroad in 2014, Hanesbrands acquired DBApparel Group of France, a maker of intimate apparel in Europe, from investment firm Sun Capital Partners. DBApparel holds the license to manufacture and sell apparel under the Wonderbra and Playtex trademarks in the European Union, as well as several other nations in Europe and South Africa ("Hanes Brands Inc.", n.d). Hanesbrands hopes to identify and capitalize on the long-term megatrends related to their top product lines over the next five to 10 years. To this end, in early 2015, the company purchased Knights Apparel to expand its sports licensed collegiate apparel business with a goal of appealing to college students as that market grows over the next years and decades. In 2012, after success with its Tagless undershirts, Hanesbrands brought its Tagless platform to its male underwear bottom products after consumers named itchy tags as their number two complaint when it comes to underwear. ("Hanes Brands Inc.", n.d).
Potential Competition
There is a high degree of confidence in the defensibility of Hanesbrands' competitive position, given advantages that are difficult for competitors to replicate: The firm's large owned and controlled supply chain, core product positioning in a space where brand is more important than price, and economies of scale achieved through a growing portfolio of synergistic brands. Earnings per share could double in the next four to five years on pricing premiums, further leverage of the global supply chain, and additional acquisitions synergistic to core products. Competitors include Fruit of the Loom, Jockey, Warnaco, Victoria's Secret, and Gap. Gildan not only is a direct competitor in both the innerwear and active wear categories, but also has a highly vertically integrated manufacturing capability. That being said, consumers have shown a willingness to pay up for innovation, which plays to Hanesbrands' strength. For example, at Wal-Mart, a seven-pack of Hanes men's briefs is priced at $9.96 versus Fruit of the Loom at $7.44 and Dickies at $8 for a three-pack (Weishaar, 2015). The price range is definitely more range-bound than more luxury brands such as Victoria's Secret, but is still high enough to be consistently profitable.
Given the success Hanesbrands has achieved in integrating prior acquisitions (Maidenform and DBApparel) as well as the steady pace of acquisitions (roughly one a year), acquisitions will be a core driver of returns for shareholders going forward. Overall, it is predicted that acquisitions as a way to both leverage its manufacturing platform to drive cost savings and to increase exposure to high growth, high margin product lines (Weishaar, 2015).
SWOT Analysis

Strengths | Weaknesses | Hostar LtdPowerful product. Developing capabilities. Sophisticated production equipment.Advanced technical capabilities Strict quality control standards.Credibility and recognition. Customers in North America, South Pacific, and Asia. HanesAd campaign that promotes new products.Money back comfort guarantee.Visibility. | Hostar LtdCultural differences. Customer service.Language barriers.HanesLimited degree of penetration within emerging markets.Depends mostly on under garments for the bulk of revenue. |

Opportunities | Threats | Hostar Ltd Increased productivity.Infrastructure.Growing market.HanesDiversify product line.Ability to extend brand portfolioEnvironmental campaign. | Hostar LtdImpact of growth on environment.HanesPiracy.Volatility in apparel market.Brand loyalty. |

Product Offering and Product Identification

Product Offering meaning something produced by effort:

Hostar Ltd. offers nonwovens and currently produces 40,000 metric tons of non-woven fabrics annually. Hostar product offering is also applied in numerous applications such as medical, protective and industrial. Hostar also offers and produces surgical gowns, a surgical drape, sterilization wraps, protective apparels and face masks.
Product Definition meaning something that is made to be sold or something that is the result of a process.
Products that Hostar produces to be sold includes needle point stocking, shopping bags, SMS overalls, cooler bags, vest bag, surgical face masks, advertising shirts, storage boxes, nonwoven shopping bags, garment bags, bottle bags, surgical gowns, surgical drapes, surgical masks, surgical gloves, etc.
Productive Offering meaning something produced by effort.
Hanesbrand offers men's innerwear, socks, T-shirts; women's intimates, T-shirts, apparel and boys’ and girls' innerwear, T-shirts, pants, shorts, infant and toddler.

Product Definition meaning something that is made to be sold or something that is the result of a process.
Hanesbrand manufactures and sells men's undershorts, boxers, briefs, thermals, pajamas and lounge, sweats polo shirts, pants and shirts. Hanesbrand produces women's bras, panties, shape wear, leg wear, hosiery, tights, socks, slippers, thermals, sleep wear, lounge, T-shirts which includes V neck, boat neck and tank tops graphic tees and polo’s. Hanesbrand produces boys' undershorts, boxers, briefs, socks T-shirts, sweats, pants, shorts infant and toddler. Hanesbrand produces girls' bras, underwear socks, tights, thermals, T-shirts, sweats, pants, shorts infant and toddler.
Product identification
Hanes Brand:
Product brand identification includes T-shirts, bras, panties, men's underwear, children's underwear, active wear, socks and hosiery.
Hostar Ltd.:
Product identification for Hostar Ltd. include fabrics surgical gowns, surgical drapes, sterilization wraps, protective apparels, face masks, shopping bags, gift bags, insulated bags, suit bags, storage bags, pillow covers, headrest covers, absorbent sheets, adults diapers, etc.

References
Hanes brand Inc. LinkedIn [2015]. Retrieved on April 10, 2015 from https://www.linkedin.com/company/hanesbrands-inc. hktdc.com Hostart Ltd. Hong Kong. Hong Kong Trade Development Council [2015]. Retrieved on April 10, 2015 from http://www.hktdc.com/manufacturers-suppliers/Hostar-Int-l-Ltd/en/1X003AGQ/
GuruFocus. [2004-2015]. Hanesbrand Inc. Retrieved on April 10, 2014 from http://www.gurufocus.com/stock/HBI Hanes Brands Inc.. (n.d). Retrieved from http://www.vault.com/company-profiles/retail/hanesbrands-inc/company-overview.aspx
Weishaar, B. (2015). Hanesbrands' acquisition integration, innovations, and owned supply chain drive margin expansion.. Retrieved from http://analysisreport.morningstar.com/stock/research?t=HBI&region=USA&culture=en-US&productcode=MLE

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