Kelsey Buehler, Simone Haywood, Mike ManginClay Oliver, and Nick Pautler

Brief Overview

T-Shirt company

Started in 1973

Located on University Ave across from Middlebush

Focus on customer service

Mission Statement: “Give our customers what they

want, when they want it”

Purchases can be customized or bought off shelf

Owner: Jeff and Barbara Glen

Contact: Mallorye, Customer Service Director

Situational Analysis

The 5C’s

Company Founded in 1973 under the name “Greek World”

In 1996, changed name to “Flying Cow”

Mission Statement: “Give Our Customers What They Want,

When They Want It”

Services:

Screen Printing

Embroidery

Graphic Design

Products:

Apparel

Signs & Banners

Promotional Items

The 5C’s

CustomersResidents of Columbia, MO

Sororities and fraternities at the colleges

Organizations for high school and college

students in Columbia, MO

Context Local economy

Fashion trends

Technology

T-Shirts for events shirts

Collaborators Columbia Public Schools

Middle and High Schools

Greek Community in Columbia, MO

Women’s and Children’s Hospital

MU Wrestling

5 C’s: Competitors

Diggit Graphics

Acme Hot & Fresh T Shirts

Fast Yeti Custom T’s

Top Drawer Custom Design & Apparel

Custom Ink

Uber Prints

Rush Order Tees

Whoop Tee

SWOT

Strengths● Location

● Staff value

● Strong website content

● Focus on customer service

Weaknesses● Name

● Website design

● Lack of keeping up with trends

● Brand awareness

Opportunities● Collaboration with local businesses

and organizations

● Technology

● Promotion strategies

● Rebranding

Threats● Online competition

● Local competitors

● Economic restraints

● University enrollment

Strategic Development: STP

STP: SegmentationSidewalk Shopaholics Columbia Classmates Education Enthusiasts

Columbia residents and

visitors who shop

downtown and will walk

by the store front

Online Occupants

University of Missouri students that

are members of organizations on

campus

Internet users who are

looking for custom

orders

Columbia Public School athletic

wear and spirit attire

STP: Targeting

Sidewalk Shopaholics Education Enthusiasts

STP: Positioning

Brand Essence

“To increase our

business by giving

customers what they

want & when they

want it.”

Functional Emotional

Brand Personality

Consumer Values

Brand Reasons to Believe

● Friendly staff

● Customer service oriented

● Energetic atmosphere

● Confident

● Whimsical

● Connecting

● Inspiration

● Satisfaction

● Trends

● Columbia born company

since 1973

● Positive customer feedback

● Creating a unique customer

oriented process of

customizing and designing

products

Tactical Action Plan

Tactical Action Plan: Current vs. Future

Current

Future

Tactical Action Plan: Product

Current:

Overwhelming online options

Misleading name

Future:

Limit online options

Name change

Tactical Action Plan: Price

Current:

Price based on each individual order

Quantity, style, color and amount of ink used

Online quote

Online shopping cart

Fundraising

Future:

Group discounts

Rewards program

Tactical Action Plan: Place

Current:

Great location

Rely on walkins

Future:

Use location as advantage

Expand store to outdoor area

Pop-up locations

Sell in speaker’s circle

Address: University of Missouri, 907 University

Ave, Columbia, MO 65201

Tactical Action Plan: Promotion

Current:

Poor/minimal social media presence

Future:

Increase social media presence

Flyering

Brand ambassadors

Sidewalk sales

Seasonal sales

Promotion Timeline

Jan Feb Mar April May June July Aug Sept Oct Nov Dec

Sidewalk

Sale

Social

Media

Flyering

Brand

Ambassa

dors

Questions?