Executive Summary Hi-tech Outlets, which is a hypothetical company currently operating in Europe and USA, wishes to become a global organization in the retail sector. The company has 2700 retail stores situated across Europe. Hi-tech Outlets Company has ventured into a new international market in an era when technological environmental factors are essential in fostering competitive advantage of any organization that seeks to build a unique brand in a new market. One of the top priorities in the list of marketing strategies of the company is the use of new media in marketing. Selling online is an option that is considered by the company in its efforts to ensure rapid distribution of its products. Objective and Goals The main objective of this project is to develop a marketing plan for Hi-tech Outlets Company. Marketing planning involves market research, market segmentation, setting of marketing strategies, evaluation of the marketing environment, and even positioning of marketing strategies among others (Kotler and Armstrong 56). This concern of marketing constitutes the goal of this marketing project. The goal is to discuss Hi-tech Outlets Company’s suitable marketing plan to help it gain competitive advantage and growth in the global retail industry. Competitive Strengths and Competitive Weaknesses Competitive analysis assists in identifying and comparing organizational strengths and weaknesses. This strategy ensures development of an effective marketing planning that capitalizes on organizational strengths while curbing any organizational weakness (Westbrook 48). Hi-tech Outlets Company’s strengths include the ability to offer high quality products, pursuit of low-price strategy, and ensuring minimal operation costs. The company has also managed to establish a strong presence in the German market. Amid the above strengths, Hi-tech Outlets Company encounters some weaknesses such as a relatively small brand in regions where competitors have managed to establish higher presence. For instance, while Hi-tech Outlets Company has 1200 openings in Germany, Aldi has 8000 outlets. Hi-tech Outlets Company has also not established any presence in global markets. Pursuing the low-cost strategy makes customers perceive Hi-tech Outlets Company as an outlet for cheap and low quality products. Product Description and Product Life Cycle Hi-tech Outlets will be introducing a new brand in the Asian market starting with the Chinese retail market. Hence, the organization has to maintain strong brand inventories. Brand inventory constitutes one of the essential elements of brand audits that permit the examination of the origin of brand equities of an organization (Keller 105). The Hi-tech Outlets China brand inventories will highlight the brand elements utilized to build brand loyalty together with the manner in which this goal is accomplished and/or how it is reflected on any necessary marketing programs to win the confidence of Chinese retail shoppers. Immediately Hi-tech Outlets Company opens its outlets in China, the reception of its brand is expected to be low. Thus, at the infancy phase of its brand development life cycle, low sales levels are expected. However, following intensive marketing campaigns, consumers will b