Marketing plan Essay

It is a management process through which an organisation provides its corkings or serve to its guests. Through merchandise the organisation try to deliver and value customer, and managing customer relationships in counsels that benefit the organisation and its sh atomic number 18holders. Marketing withal implicates identification, survival and using of a crop, de depotining the monetary value of the harvest-time, selection of a dispersion channel to reach the show customers, and development and implementation of a promotional strategy. Marketing is all most to meets the consider of the customers and satisfy the necessitate of the customers.WHAT IS grocery store place RESEARCH?It is the systematic gathering, recording and abstract of information ab come out of the closet issues relating to mint products and operates. It can inform c bees decisions by benefactoring the business to understand the ever-c hang dynamics of its nourishment merchandise. It inv olves finding out much than most customers, competitors and the overall marketing environment.Market seek worrywise allows a order to discover who their target market is and what these consumers think about a product or attend to before it comes avail adequate to the public. Market research may be conducted by the company itself or by a third party company that specializes in market research. Test subjects be usually compensated with product samples and/or paid a junior-grade income for their time.There atomic number 18 both types of researchprimary research The research is original to the organisation conducting the research (they put ined the data) Secondary research The research came from some early(a) source (the data had already been ga on that pointd e.g. Market research reports, trade journals, customer expediency records)Within these categories breeding can be either internal (from internal the organisation) or external (from an otherwise organisat ion or source impertinent of the organisation). The research can be qualitative and quantitative or intromit elements of both. Well planned market research often involves a conclave as they can reveal different things about the same market. qualitative research qualitative research involves finding out opinions, attitudes and feelings.Often to a greater extent engagementful than quantitative data to a greater extentover is much difficult to collect and analyse. Methods of accumulate qualitative data include focus groups and in deepness interviews. Quantitative research quantitative market research involves finding numeral data. Quantitative data is generally collected from large samples and is easy to analyse. Methods of collecting quantitative data include create verbally and online questionnaire.This kind of research is utilise to find out how customers perceive an organisations or brand, understand how changes in price, or other variables, might affect consumer spendi ng decisions and investigate customer optences, interests, tendency and other variables.MARKET PLANNINGIt is a business document written for the purpose of describing the present market position of a business and its marketing strategy for the period covered by the business. Marketing plans usually fork up got a life time of one to five course of instructions. The objective of market plan is to show the steps that will be undertaken by the business to achieve its objectives.The elements engrossd in the market thinkDescription of products or service, including special features. Marketing budget, including the advertising promotional plan. Description of the business location, including advantages and disadvantages. decorate strategy.Market segmentation.The business uses different market provision tools to do market research such asPESTLE auditSWOT analysis saucy objectivesStrategy and tacticsEvaluating effectives of marketing activityNow I am discussing about how mark and Spencer uses market research and market planning tools to contribute to their development plans.PESTLE ANALYSISPoliticalThese factors argon usually beyond the control of the organisation. However, the business needs to anticipate changes and identify the fetch through it needs to take either father the most of an hazard or mitigate a threat.When label and spencer is considered they do let political decide such as government sets regulations for them regarding wellness and safety. British standards such as, planning for hazard identification, risk assessment and risk control. If the companies do not project by these regulations they will be fined or even in roughly cases be forced to close down.tag and Spencer did not abide by the British standards as they were charged for neglecting health and safety regulations after a door fell on an employee. The w behouse door was left hanging on loose fixtures. tag and Spencer are supposed to confirm neglected repair requests, allow ing the door to fall into disrepair. tag and Spencer pled not guilty to this there is still no outcome of this trial.Also according to BBC news thirtieth January cc6 attach and Spencer would be the major seller to go down the lovely trade route on both clothe and nourishment. The fair trade policy, which they hold in launched will include, cut salt and fat in tag and Spencer provenders, recycled publicity and animal welfare egis. mark and Spencer Chief Stuart Rose stated, Customers pauperism good value, but they care more(prenominal) than ever how food and clothing products are perk up.EconomicThese factors can affect the performance of a business. peculiarly when national/international economy goes through periods of prosperity and recession. Currently the sparing outlook is very uncertain and this is more than likely to affect retail sales, as pack do not maintain the spare bills to spend on luxury items such as clothing and food luxuries.Marks and Spencer th row been hit by this and have recently unsympathetic a number of stores and have to make job cuts of 2% of their 70000 staff. And in like manner to show what affect the recession has had, they took the decision to have two years of 20% discounts in the graze up to Christmas. They have as well as exhibitd a 20% of all wine and champagne to sustentation up with their competitors. Customers are happy to buy the products from Marks and Spencer but due(p) to the current stinting situation they do not spend oft on buy atping. heartyThese factors relate to the values and beliefs of fraternity. This provides useful information for businesses targeting their services at large segments of the population, such as newspapers and magazines. In the past few years the society has changed. The culture and the expectation of the customers have changed. In 2006 Marks and Spencer chief administrator Stuart Rose wanted to stretch the company brand, for example he considered merchandising f ood online as part of a plan to engender a multi-channel retailer to discover up with its competitors.Also in response to flashy clothing industry super markets have increasingly over the pop off few years caught up with fashion curves, helping them to challenging the gritty street clothing stores with their less expensive versions. Marks and Spencer is no exclusion to this and they have bought their clothing ranges up to date to keep up with their customers interested. Consumer purchases are influenced by cultural, social, personal and psychological characteristics. Most of the factors cannot be controlled by the marketers but they have to be taken into account by the marketers.TechnologicalThis development can affect the business in range of ways. It is one of the grave aspects in the retail market. The brands of the company have to be managed carefully by the relevant managers of that company. The large companies have to be continuously being considered about their bra nding as it is a method they communicate with the customers and its way of advertising. They need to use their initiatives and new technologies to set themselves a standard among the public.For Marks and Spencer continuously to communicate with their customers they need to be heavily advertising. They have renown icon Myleen class as the face of Marks and Spencer who appears on the adverts on the TV and she is similarly on their website modelling the Marks and Spencer clothing besides other girls include Twiggy, Erin o Connor, and Noemie Lenoir too, so their adverts appeal to women not however in their 20s but also to the more board lady so they are covering all areas with their advertising campaign. levelheadedThese are the honors that the companies need adhere to. There are lots of law that different companies need to abide by. Legislation keeps on changing end-to-end the year. Marks and Spencer carry out re genteelness and update every year, they keep up to date with new l aws or regulations, and with issues regarding health and safety they also ensure that their legal protection is updated.An example of legislation is the Fair packaging and Labelling Act (1996) provided for the regulation of packaging and labelling of consumer goods.Requires that manufacturers state what the package contains, who made it, and how much it contains. In Marks and Spencer website they show that they adhere to this legislation.Packaging helps to protect the product between being produced and uses by the customer. It prevents product wastage, carries important instructions and information on ingredients and helps the product look its best in the store.Data protection Act 1998 and Freedom of Protection Act 2000 these are the Acts to protect the rights of the customers. Since Marks and Spencer collects the information about the customers for delivery purpose customers wants to ensure that they keep their data safe.EnvironmentalEnvironmental factors can relate to the social, political and legal aspects modify a business. The government may put pressure on businesses to growing the amount of recycling. tout ensemble companies, industries and organisations are being pressured to change their ways when it comes to the materials they use and how they manufacture. Marks and Spencer have established their own Green policy which they environ plan A the chief executive of Marks and Spencer has today announce a 100 point five year plan to re-engineer itself to become a carbon neutral, zero waste to landfill, ethical trading, and sustainable sourcing health promoting business.SWOT ANALYSISSWOT stands for strengths, weaknesses, opportunities and threats. Strengths and weaknesses are internal to the business. Opportunities and threats are external elements present in the environment in which the organisation operates. Carrying out a SWOT means researching the organisations current and future position. Its a way of getting information which provides the hindqu arters for developing marketing objectives or aims and ultimately strategies or plans.StrengthsStrengths are the advantages for a company to run efficiently. For a company to run efficiently they need to keep up their strengths. The strengths of Marks and Spencer is that their high quality which have attracted all the customers. The customer service of Marks and Spencer is their biggest strength as their primary(prenominal) objective apart from reservation profit is customer based trading.The fundping environment is strength for Marks and Spencer. The condescendping environment is much more flexible and convenient to the customers. They have made their stores brighter, and use upstart designing techniques in their stores to make it more attractive. The management training of Marks and Spencer is excellent. Every manager has the responsibility to do their duty and to ensure that they lapse the best service to the customer.WeaknessesWeaknesses are the close in backs of the comp any. The weaknesses have to be betterd with time. The price is one the weakness of Marks and Spencer. Customers opt to buy cheap clothes rather than expensive due to the current economic situation of the country. Lack of clothing is also another weakness. When Marks and Spencer is considered they have a renewing of clothing market.in fact oddly ladies outwear is outmoded design and cut. In addition, comfortable younger consumers opt purchasing brand labels, such as Next, Debenhams, and Top crap etc.OpportunitiesMarks and Spencer has many opportunities to rotate their business. One of the opportunities of Marks and Spencer is the use of technology. In the modern ball the technology has developed abstain. It increases the demand for the online products. Customers are happy about adapting themselves towards the e- defecateping of Marks and Spencer. The other opportunities of Marks and Spencer are that extending their market and also healthy eating. kempt eating would catch the attention of the people as they want to make sure that the food they eat is healthy and the demand for the special food will increase. People want quality foods and they also want variety of foods. Introducing variety of foods would increase the sales of Marks and Spencer.ThreatsAlthough Marks and Spencer is a no-hit company it still has to face threats. The main threats is that their competitors. The other companies like Debenhams and Next. changing social environment is also a threat if the environment is changed the needs of the people will also be changed. hence Marks and Spencer needs to change the needs of the people will also be changed. Therefore Marks and Spencer needs to change themselves according to the needs of the people.SMART OBJECTIVESAll businesses set objectives, at a variety of levels. All these objectives should follow SMART objectives.SpecificIt is the specific aim of the company. The specific aim of Marks and Spencer is to expand their stores and to bec ome a multi-channel retailer. They want to expand their business internationally more over their main focus is to expand in UK.MeasurableIt is climb objectives that believe that can be measured so that they can decide whether the objective has been achieved. They wanted to expand the business as they have estimation they have spread out various food stores throughout the UK. They have expanded their stores and have been famous among the people.AchievableThe objectives that are set by Marks and Spencer should be able to achievable. The objectives of Marks and Spencer are an achievable target. As they supposition they were able to achieve their target. They were able to expand their business. They wanted to introduce more variety in their food products as they have state they have achieved their target. They have introduced variety in their food products in their food stores. hardheadedThe targets that are set should be realistic. They should be achievable. Marks and Spencer have to set targets which are based on their competitors. The targets also have to be able to manage the resources and the market.Time relatedThe targets that are set should be realistic. They should be achievable. Marks and Spencer announced in November 2010 that they wanted to expand the business in 5 years time frame. As they have planned they have achieved most of their target within two years time.STRATEGY AND playThe strategical planning of Marks and Spencer is what made them to be famous among the other company. The strategic plan was set on November 2010. It was a 5 year plan in which they have achieved most of it. As part of their strategic planning they want to put the right team to work together, they have changed their capital structure.They also want to expand their food stores throughout UK. Their main focus is UK and they want to become a multi-channel retailer. They also improved on their product therefore which enables them to stand for years.In conclusion Marks and Sp encer is a successful company. Their different market plans and their research have enabled them to achieve their targets. The market research done by the Marks and Spencer has contributed to the development of its marketing plans. In macro environment Marks and Spencerfollows the government policies and protects and protects the natural environment. Moreover, Marks and Spencer is influenced by the factors of economic, social and technological to set their business strategies. On the hand, in micro environment the Marks and Spencer have a good great term relationship with their suppliers and their customers.The significant strategies of Marks and Spencer are creating potential customers and maintaining the existing customers. overall the analysis of Marks and spencer has found that its business structure follow the trend society. This easy writing has made me to know the strategic planning of Marks and Spencer which has enabled them to stand for long.P4 Use marketing research for marketing planning.INTRODUCTION200 customers were surveyed of a local mellifluous prepare classify to find out about the current range of sandwiches on offer and the standard of service. The findings include75% want more childrens sandwiches82% want the shop to open long65% said that the staff were uncongenial50% said that the contents of the sandwiches should be orthogonaler 80% said that they would prefer more wraps75% want more childrens sandwichesFrom the survey it could be analysed that most of the customers prefer childrens sandwiches. 150 customers out of 200 like childrens sandwiches. It also could be assumed that the childrens sandwich is more preferred due to the characteristics of the sandwich. The target of the product is mainly at small children therefore they could make the sandwich more jazzy and attractive. Nicely packing the sandwich and including a toy with the sandwich also increase their sales.Providing a repast pack also would increase more customers. One of the other important things that have to be considered is the taste of the sandwich. The childrens sandwich should be milder than the adults sandwich. The milder choice is because the children do not prefer spirited food. The sandwich could be improved by making it more colourful and providing a meal would also improve their sales during seasonal times. Providing offers for the meal also would improve the sales.SMART Objective Producing more different determine and colourful childrens sandwich by 10% in bordering two months82% want the shop to be open lastingIt could be analysed that the majority of the people wants the shop to be open longer. 164 people out of 200 want the shop to be open longer. If the shop is open longer during Saturdays and Sundays it is more likely that the customers come to the shop. In the fast moving world people spend most of their night times by visiting various places, going for shopping therefore if the shop is open longer customers who shops late nights would go to shop.Changing the interior designs of the shop for different seasons makes it more attractive to the customers. It would help them to create a more customer base for the sandwich bar. Opening the shop longer during the weekend and during the special season would benefit the bar more. Most people are free during the week ends than weekdays so opening the shops longer will bring them more profit.And also in the night they would prefer to buy food from shops than cooking at home. If they did home delivery and opened the shop for long they would get more orders. By keeping his store open longer than other stores in the area he can potentially dispatch more customers from other store and perhaps find new customers who use his store nearer to closing time.SMART Increase the opening hours of the shop till 10pm in the night from coterminous two months.65% said that the staff were unfriendlyIt could be seen that most of the staff working are unfriendly. It is impor tant that staff are friendly to the customers. If they treat the customers well all they would like to come to the bar. The customers are satisfied and would feel happy and they would prefer to go to the bar for the good service provided by the staff. They could raise team spirit to staff by staff recognition scheme.The staff may be given different shifts or rotating jobs for staff therefore they do not get bored. They could also give good training to the staff about how to deal with the customers. The work could be shared between the staff to concentrate the stress. They can also recruit new staff by replacement new staff with high quality and of much potential.SMART providing training or recruiting all the staff by 10% in next three months.50% said that the contents of the sandwiches should be fresherIn the fast moving world people prefer healthy and fresh foods. The bar could introduce new fresh foods like salads. They can ask their suppliers to supply the necessary materials every day in the morning. They can keep the sandwich fresh by covering it with a foil paper. guardianship the sandwich in coolers will make the sandwich fresh.Preparing the sandwich on the spot will keep the food products fresher than already made sandwich. People would be happier to buy fresh products. Including salads and vegetables to the sandwich will make the sandwich more a healthy food and it would provide calories to the people. They could also have more employees to serve the customers so that the sandwich is served freshly and on time.SMART Supplying healthy and fresh sandwiches to the customers by 10% in two weeks time.80% said they would prefer more wrapsIn the modern world people are exposed to variety of food choices. They are not only exposed to the home food but they have choices of food from allaround the world. Therefore they are very specific in what they want. Therefore for the bar to improve on their business they could introduce wraps. They could introduce ch icken wraps and vegetable wraps.When supplying vegetable wraps they should supply it with fresh ingredients. They can include salads, onions, tomatoes and etc. The wraps could be on the spot by the staff and served to the customers. The bar could offer meals to the customers. SMART Introducing 3 different varieties of wraps in one month time by 5%.Overall customers are happy about the sandwich bar. They are quite satisfied with the products offered by the sandwich bar. This market research finding helps them to know their target market and to set their market strategy and also to develop their market plan. From the basis of the research we can do a SWOT analysis for the bar. This would help them to know the strengths, weaknesses, opportunities and threats.The strengths of the bar are their product they are making for the children. The children sandwich is their main strength. 200 customers is a large amount of customers which shows they do have a strong customer base. The weaknesses of the bar are that the staff were unfriendly to the customers. The customers also want fresh supply for foods. If they could improve on them they would postdate in their business.The opportunities of the bar are that widening the choice of food products to the customers. more childrens sandwiches will bring more customers in with young children is an opportunity for them to make more profit. Making more wraps so that there is a larger selection of food available in store rescue more customers through the door therefore increasing sales and profit.The threats the bar could have is that their competitors. The competitors might overtake them if they do not provide good service to the customers. Any new shops that are opening can be a potential threat and steal customers from his store because they may give better service, products or their prices may be lower. Supermarkets around the shops are also a threat to the bar because they sell sandwiches at lower price than the sandwic h bar.Overall, from the outcome of the research it can be seen that the people are quiet happy and satisfied with the products and services offered by the restaurants. The bar could also set SMART objectives as part of their market plan to improve on their sales and profit. Overall this easy writing has helped me to learn how a research could help to develop their market plan and how they could improve on them.