objectives

1. alternative plans

1.1. price

1.2. costly advertising

1.3. introduce more preferred brands

2. strategy

2.1. segment the target audience

2.2. shopping experience

2.2.1. Live support

2.2.2. website update

2.2.3. window display

2.2.4. staff training

2.3. interaction with customers

2.3.1. facebook content

2.3.2. facebook giveaway

2.3.3. email database

2.3.4. baby show

2.4. pricing strategy

3. contingency plan

4. competitive activity

5. swot

6. evidence research

6.1. primary

6.2. secondary

7. competitive advantage: brand recognition for satisfying self-esteem

8. monitoring process

8.1. stock

8.2. staff

8.3. Facebook

8.4. email database

8.5. webstite