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Visionary Design Systems

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Harvey Nichols Strategic Marketing Plan for Norfolk
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[Date]
Mission To establish outlets in Norfolk so that the company’s high quality luxury clothing and other products will become accessible to the people of Norfolk and other parts of East England. The company wants to bring closer to the people of Norfolk the high quality products Harvey Nichols offer to its customers around the world.
Ambition
To provide the people of Norfolk in the eastern region of England with high quality luxury clothes and inspire the region’s residents to become highly fashionable.
Financial Objectives The company aims to establish up to three outlets in the next three years in Norfolk, Eastern England with an objective of garnering at least 10% of the market in the county. In financial terms, the outlets are expected to contribute significantly in the company’s revenue and profit-generation.
Market Audit Norfolk is a shire county in East England with an estimated population of 840,700 (Norfolk County Council 2008). It is the fifth largest county in England exhibiting the fastest growth in population. The county has seven local districts, the three biggest of which in terms of population are King’s Lynn and West Norfolk, Norwich and Breckland. Norfolk is governed by a county council dominated by the Conservatives. Norfolk’s main industries are agricultural production and food processing. These industries compose the bulk of employment in the county. In 1998, Norfolk had a £9.3 billion gross domestic product, equivalent to 1.5% of England’s GDP and 1.25% of the entire United Kingdom. On the same year, the individual GDP per capita income in the county is £11,825 (Office for National Statistics 2001). The county of Norfolk has a significant portion of elderly population, which in 2007 around 20.5 percent were aged 60 and

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