...DIGITAL May 8, 2014 Authored by: Aaron Table of contents Summary Introduction A marketing plan helps you stay focused. This marketing plan is a map to guide business toward their goals. This plan will help coordinate efforts and be proactive. With it, they need to be realistic about task, time and energy. A plan will help stay organized and on track throughout the timeline. This plan will map out every stage of the task ahead. 1. Introduction 1 2. Executive Summary 2 3. Organisation Mission & Marketing 2 4. Situation Analysis 2-3 5. Organisation & Marketing Objectives 4 6. Strategy & Tactics 4 7. Activity Plan & Implementation 4-6 8. Control and Evaluation 6 9. Conclusions 6 9. Bibliography & references 6-7 N/B I do not work for any business mentioned, I have no access to any internal data 2. Executive Summary A marketing plan clarifies the key marketing elements of a business and maps out directions, objectives and activities for the business and its employees. The proposal marketing plan draws on the broader perspectives outlined Aldi's business plan. The marketing plan focuses on issues related to (SOSTAC) and the four Ps: product, price, promotion and place. Addressing these issues and putting them into written form can be useful for Aldi’s marketing objectives. A timeline plan can be a source of motivation to achieve objectives. ALDI Overview ...
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...AO3: Secondary Research- Introduction- Starbucks is a global coffee company that currently has a relatively small product range. They offer a group of different coffees, snacks, cold drinks and even coffee accessories (merchandise). However, after doing a lot of research I feel that they have a gap in their market. I feel that adding a food hall to their chain of stores would be successful. This could potentially be very risky for the business as it means they are entering a market they don’t really have any experience in with products they aren’t used to. The food halls will not be an extension onto the existing stores; they will be a completely different brand, following in the footsteps of John Lewis and Waitrose. Though, it won’t be completely rebranded – I will still use the same logo and colour scheme as this would draw customers as it is already a well-recognized global brand. As Starbucks is already quite a high-end coffee store, the food halls would follow in the same direction to keep up the “high quality” image. This means that the competitors will be the likes of Marks and Spencer’s, Waitrose and Sainsbury’s. Using this information the food halls would have to appeal to the target audience of middle aged families. Though, Starbuck’s is different as it has a huge loyal younger audience; people ages 16-25. Students fall into this age bracket – to ensure that they are able to shop in the food halls there will have to be strategies in place such as a “student range”...
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...Tesco Company Review Tesco is an international distribution based primarily in the UK, in Ireland and Asia. Its capitalization is 34.84 billion at 11 July 2008 and its turnover is 80 billion Euros in 2008. Tesco is British distribution group and 3rd World Group. Its activity revolves around three areas: distribution in the UK, international distribution and financial services. (Pagano, Margareta, 16 May 1987). The Macro Business Environment of Tesco Group The Macro-Environment consists of factors that may influence an organization externally. This is usually outside of the control of corporations. Examples of factors that may influence a business are changes in interest rates, changes in cultural trends and tastes, more competitors in surrounding areas as well as greater regulations or changes to government laws. (Pagano, Margareta, 16 May 1987). A popular method used to analyze the macro-environment is through a PESTLE analysis which stands for political, environmental, sociological, technological, legal, and ethical issues. Factors That Will Have Significant Impact on Tesco Political Factors The political environment includes all government actions that affect the business in the retail trade. This effect may be through formal legislation, such as the law on the sale of goods, as well as through competition policies and planning systems. For example, the recent developments relating to food safety and sale of genetically modified foods also influence and...
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...Various Elements Of The Marketing Process Introduction [pic]This assignment will discuss and summarise key issues and elements of the Marketing process. It generates the strategy that underlies sales techniques, business communications, and developments. It is an incorporated process that can be modelled in a sequence of steps: the situation is analysed to identify opportunities, the strategy is formulated for a value proposition, tactical decisions are made, the plan is achieved and the results are monitored. TASK ONE • Explain the various elements of the marketing process Marketing Marketing is the social process by which individuals and organisation obtain what they need and want through creating and exchanging value with others. (Kotler & Armstrong, 2010). The marketing process of accompany typically involves identifying the viable and potential marketing opportunities in the environment, developing strategies to effective utilise the opportunities, evolving suitable marketing strategies, and supervising the implementation of these marketing efforts. (M. Patidar, 2012). Upload Your Assignment 1. Discuss and summarise key issues and element of the process Sainsbury’s which is one of the most prosperous companies in the world has been chosen for case study. There are four key elements of marketing process, environment analysis, and strategy development, the choice of the marketing mix and implementation and control. The Marketing Process Marketing process has several steps...
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...2.1 The retail marketing mix Marketing is an underlying philosophy that guides business activities, but how does a retailerdo marketing? A retailer must engage in planning, research and analysis before implementing a marketing strategy. At the core of any retail marketing plan is the mix consisting of the four Ps (Product, Price, Place and Promotion) of marketing. The following images show retail examples of each of the elements of the mix and the next activity describes each element of the mix further. Figure 4 ------------------------------------------------- Activity 5: Reading about the mix Allow 30 minutes for this activity Purpose: this task will help you explore the elements of the marketing mix and develop your understanding of how the mix applies to retailing. Task: The marketing mix is often called the four Ps and it represents four discreet areas of business planning and marketing decision-making. The four Ps are: Product, Price, Place and Promotion. Find out what is involved and how these concepts relate to retail management by reading the following extracts in Box 1. Then make some notes on what each element of the mix means to the retailer. Box 1: The four Ps of the marketing mix Product In general marketing terms, the product decision involves deciding what goods or services should be offered for sale to a particular group of customers. An important aspect of this element of the mix is new product development. As technology and tastes change, products...
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...2013 Organizational Change Management By Seyed Jafar Payandeh College of London, UCK Tutor: Professor Kay Crewe Student of PGDip in Strategic Management and Leadership Final assignment submission date: 07/02/2013 Table of Content Subject Page Task 1…………………………………………………………………………………………………………………………………………...2 1.1 Three models of strategic change…………………………………………………………………………………………...2 1.2 Evaluating the relevance of the models in organizations in current economy……………………....…6 1.3 Assessing the value of strategic intervention techniques in organizations……………………………….7 Task 2…………………………………………………………………………………………………………………………………………...8 2.1 Examining the need for strategic change within Tesco…………………………………………………………..…8 2.2 Assessing the factors that driving the need for change within Tesco………………………………………..8 2.3 Assessing the resource implications of an organization not responding to a changing market..9 Task 3………………………………………………………………………………………………………………………………………….10 3.1 Develop systems to involve stakeholders in the planning of changing and show how you would evaluate these systems……………………………………………………………………………………………………………….10 2.2 Develop a change management strategy with stakeholders and how you would create a strategy for managing resistance to change…………………………………………………………………………………11 Task 4………………………………………………………………………………………………………………………………………….14 4.1 Three models of strategic change………………………………………………………………………………………….14 4.2 Evaluating the relevance of the models...
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...A09-04-0012 Wal-Mart Stores Inc.: Dominating Global Retailing Mr. Lee Scott could afford the look of confidence. He had just spoken to investment analysts about the phenomenal results from the second quarter of 2003. Despite the general weakness in the world economy and the uncertain environment that prevailed, Wal-Mart had reported sales growth of 11%, amounting to $6.4 billion. The company’s associates were indeed doing the Wal-Mart cheer in faraway places like Germany, South Korea, China, and the United Kingdom. In three decades, it had grown from its rural Arkansas roots to become the world’s largest company, and quite possibly the most powerful retailer. The meteoric growth did bring with it a fair share of problems. At a macro level, there had always been questions about the ability of Wal-Mart to sustain the pace of growth it had demonstrated in recent years. Once the company vaulted over the $200 billion level in annual sales, it was clear that incremental growth would be challenging. There was a nationwide backlash against big-box retailers, and Wal-Mart was front and center in that controversy. Some of the upstart chains such as Dollar General were gearing up to nip at the heels of Wal-Mart. They claimed that customers felt lost inside the cavernous stores of Wal-Mart and that they would gladly shop at Dollar General stores, which, although much smaller, offered comparable low prices. The emerging markets that held a lot of promise were being bitterly contested by...
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...With reference to examples, evaluate the success or otherwise of urban regeneration schemes in combating the causes and consequences of urban decline (40) Urban decline is defined as the deterioration of the inner city. It is normally caused by a lack of investment and maintenance as well as social reasons and government policy and these declining areas are characterised by the low economic status, social and environmental decline and problems. Even with this decline, there are ways of regenerating the inner city, such as Urban Development Corporations and City Partnerships. The de-industrialisation of UK inner cities led to unemployment in the area, meaning there was a lack of disposable income and therefore and therefore a lack of expenditure in the local economy. This decreased income and expenditure means that rent prices would be lowered in the area and therefore landlords would not be motivated to carry out repairs and refurbishments, leading to a decline in the standard of living as well. The lack of expenditure meant that mass disinvestment from local businesses occurred as they decided to move to more prosperous areas to further their business ventures. This in turn creates more unemployment and a further lack in expenditure and more disinvestment; and the cycle continues. The local government collect less tax, while in turn having to shell out more in unemployment benefits, leading to further economic decline in the area, as well as a physical decline. This pushes...
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...MARKETING COMMUNICATIONS To Caroline, Arthur, Dan and Becky MARKETING COMMUNICATIONS JOHN EGAN Australia G Canada G Mexico G Singapore G Spain G United Kingdom G United States Marketing Communications John Egan Publishing Director John Yates Production Editor Lucy Mills Typesetter Newgen, India Text Design Design Deluxe Ltd, Bath, UK Publisher Jennifer Pegg Manufacturing Manager Helen Mason Production Controller Maeve Healy Printer Rotolito Lombarda S.p.A. Italy Development Editor Tom Rennie Marketing Executive Leo Stanley Cover Design www.mulcaheydesign.co.uk Copyright © 2007 Thomson Learning The Thomson logo is a registered trademark used herein under licence. For more information, contact Thomson Learning High Holborn House 50-51 Bedford Row London WC1R 4LR or visit us on the World Wide Web at: http://www.thomsonlearning.co.uk This edition published 2007 by Thomson Learning. All rights reserved by Thomson Learning 2007. The text of this publication, or any part thereof, may not be reproduced or transmited in any form or by any means, electronic or mechanical, including photocopying, recording, storage in an information retrieval system, or otherwise, without prior permission of the publisher. Every effort has been made to trace all the copyright holders, but if any have been inadvertently overlooked the publisher will be pleased to make the necessary arrangements at the first opportunity. Please contact the...
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...these are two of the heavy weights in the global retail industry. The organised sector in an effort to retain customers have introduced a variety of loyalty programmes and schemes, however due to the dominance of the unorganised sector in India the effectiveness and the consumer’s perception about such schemes have not been studied comprehensively. Therefore this dissertation aims to understand the consumer’s perception towards such loyalty schemes, how effective they are in building loyalty amongst the organization and the consumer, and to also understand the future and roles of the two retail sectors in the Indian retail industry. Key literature regarding this topic has been reviewed by the author, which focuses on: 1. Relationship Marketing. 2. The constructs in building a relationship. 3. Customer Loyalty 4. Customer Loyalty and Behaviour 5. Customer Satisfaction and Service quality 6. Loyalty Programmes & its effect on Customer loyalty These have then been conceptualized...
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...Research at The Customer Framework. He is author or co-author of many articles and thirty books and also on the editorial advisory boards of several academic journals. He has a first class honors degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career, holding senior posts at various universities. He is now a visiting professor at De Montfort, Oxford Brookes and Portsmouth Universities, teaches economics for the Open University and marketing for Exeter University. Jane Fae Ozimek The author is a writer and researcher in the areas of IT, Business and the Law. Jane is currently editor of the Journal of Database Marketing and has previously published works on the use of statistics in business and Marketing Resource Management. Recent research papers include publications on the misuse of security protocols by major corporations, and a re-evaluation of the Loyalty Ladder concept in marketing theory. Jane was also co-author of the recently published Carbon Trading and the Effect of the Copenhagen Agreement (published by Business Insights, 2010). 2 Disclaimer Copyright © 2011 Business Insights Ltd This report is published by Business Insights (the Publisher). This report contains information from reputable sources and although reasonable efforts have been made to publish accurate information, you assume sole responsibility for the selection, suitability and use of this report and acknowledge that...
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...COMPETITIVE ANALYSIS OF THE RETAIL SECTOR IN THE UK DEPARTMENT OF TRADE AND INDUSTRY: COMPETITIVE ANALYSIS OF THE RETAIL SECTOR IN THE UK Report submitted to The Department of Trade and Industry (Tender CGS/1239) Professors Steve Burt and Leigh Sparks Institute for Retail Studies University of Stirling Stirling FK9 4LA Scotland, UK Phone: 44 (0)1786 467386 Fax: 44 (0)1786 465290 E-Mail: s.l.burt@stir.ac.uk ; Leigh.Sparks@stir.ac.uk Revised for Seminar - January 2003 DEPARTMENT OF TRADE AND INDUSTRY: COMPETITIVE ANALYSIS OF THE RETAIL SECTOR IN THE UK Contents 0 Executive Summary I Background and Framework for Analysis II Competitive Analysis – the UK Retail Sector III Summary and Policy Recommendations IV Appendix – Analysis of Retail Sub-Sectors EXECUTIVE SUMMARY 0.1 Background and Framework for Analysis In early 2002 the Institute for Retail Studies at the University of Stirling was commissioned to carry out a ‘Competitive Analysis of the Retail Sector in the UK’ (tender CGS/1239) based on secondary sources and restricted to the UK rather than international comparisons. The project had three objectives: · to define and map the sector in terms of size and composition of the businesses which operate within it; · to analyse the competitiveness of the sector now through SWOT, PEST and Porter's 5 forces and any other appropriate means and summarise the key issues facing the sector as a whole, and also sub-sector specific issues;...
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...make a note if this teammate did not contribute during the project, has not replied to emails, etc.). La’Keisha Shaw United States-NC Logan Healy United States-DC Renata Ortiz Jafet Brazil Hafiz Asjad Ali Pakistan Did Not Participate Chye Boon Check Malaysia Table of Contents: 1. Executive Summary 3 2. The Organization 5 3. Product/Service 9 4. Market Opportunity Analysis 11 5. Basic Characteristics of the New Market 18 6. Economic Environment 21 7. Political and Legal Environment, Government 26 8. Cultural Environment 29 9. Entry Mode 32 10. Staffing 34 11. Marketing 37 12. Appendices 38 Executive Summary • The organization: We would like to develop an economically viable international business proposal for Wal-Mart. • Product/service: We are proposing Wal-Mart to build a new store in a location that consumers do not have access to one. In this particular store, we want Wal-Mart to focus on grocery goods that are specific for that area, paper goods, chemicals, and pharmacy. We will also be proposing using this location to test the effects of Square Wallet application on sales. • Key market characteristics needed for the product/service to be successful: The key market characteristics needed for this...
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...Strategic Marketing Planning SOUTH WEST ARTS MARKETING APRIL 2002 STRATEGIC MARKETING PLANNING Introduction Strategic Marketing Planning is one of a series of publications produced by South West Arts Marketing for South West Arts and Bristol City Council. The guides are intended as an introduction to arts marketing and as a practical guide for artists and organisations working with very limited resources. Further information and advice on any of the topics covered in this guide or any other issue related to arts marketing, training, audience profiling, research or regional support networks are available from South West Arts Marketing on 0117-927 6936. South West Arts Marketing is an independent agency established to add value to arts marketing activity in the South West by providing strategic services and support to artists and arts organisations wishing to increase and broaden their arts audiences. For further information about the range of support and services available contact: South West Arts Marketing St Nicholas Church St Nicholas Street Bristol BS1 1UE Tel: Fax: e-mail: 0117-927 6936/41 0117-927 6936 info@swam.org.uk South West Arts Marketing is funded by South West Arts, Bristol City Council and Arts Council of England. STRATEGIC MARKETING PLANNING What is Marketing? To be successful, an organisation must constantly try to match its own capabilities to the needs of its customers both current and potential as well as all of its stakeholders. Over the years marketing...
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