F4G is a spunky, imaginative sunglasses and glasses manufacturing company aimed at offering high-quality, moderately priced, unusual frame using only wooden. We view ourselves as partners with our customers, our employees, our community and our environment. We aim to become a regionally recognized Canadian own brand name. Our goal is moderate growth, annual profitability.
In the past few years, there has been a slow decline in economy. However, the decline in economy does not affect the sunglasses and glasses market. More and more consumers are paying close attention to environment today. As a result, the market of sunglasses and glasses increase so fast that our product totally has opportunities to get into the market. In addition, our brand is a potential Canadian own brand and has a good enterprise image by using wooden frame for all our products.
Industry Environment 1. Threat of substitute products: the existing sunglasses and glasses companies have provided a Wide range of alternatives, consumers are used to the normal frame products and do not accept our fashion and creative products. 2. New competitors: since we are the first manufacturing company which produces wooden frame, we do not have any competitors in wooden frame market. However, this wooden frame market has no barrier to inter, the existing sunglasses and glasses companies may want to share our wooden frame market and become our new competitors.
Competitive Advantage Factors
By focusing on wooden frame sunglasses and glasses, Frames for Good will offer a series of imaginative, fashion and high-quality product, unmatched by other general sunglasses and glasses brands in Canada. Also, our websites will be offered in both English and French.
--Notable product attributes: Our products are the first brand using wooden frames which have attraction and potential.
--Accessibility: Our products are improved products which are uncomplicatedly accepted by consumers.
Our company will use age segmentation.
18-22: People in 18-22 years old are almost students in university and college. They are willing to accept new things and purchasing power is strong.
22-35: People in 22-35 years old are almost worker and business man. They are approximately 7 million in Canada. There is several times purchasing power than students.
35-up: Age at 35-up, they may be laggard for our product because our product use wooden framed and can also change lenses.
Our target people will focus on 18-22 and 22-35. These two age group are both accept new things quickly and willing to try new things. In addition, people who want to protect environment and are allergic to metal frame will purchase our product.
Our company offers sunglasses and glasses which use wooden frames and changeable lenses. We offer our products to Sunglass and Glass stores; also, we have our own website and support online shopping…