Developing Marketing Plan

This report discusses the marketing plan of Adidas for expanding their business operations in West Indies. It includes strategic alliances, product development, takeovers, franchising, and more.

Running head: DEVELPOPING MARKETING PLAN
DEVELPOPING MARKETING PLAN
Name of the Student
Name of the University
Author Note

1DEVELOPING MARKETING PLAN
Executive Summary
In this report, the marketing plan of Adidas who are planning to expand their business
operations in West Indies will be discussed, along with some question answers. A marketing
plan briefing report will be discussed along with a submission of a marketing presentation
will be done and submitted CEO of Adidas.

2DEVELOPING MARKETING PLAN
Table of Contents
ASSIGNMENT 1.......................................................................................................................3
ASSIGNMENT 2.......................................................................................................................7
Marketing Plan Research Project...............................................................................................7
Email..........................................................................................................................................8
ASSIGNMENT 3.....................................................................................................................10
Email........................................................................................................................................10
References................................................................................................................................11

3DEVELOPING MARKETING PLAN
ASSIGNMENT 1
1. Outline how strategic alliances can provide options for marketing opportunities and
include two examples of alliances (also known as cooperative business models) that can
be formed between businesses.
Strategic alliances help in smooth market entry into an overseas market. The
companies involved can not only share the expenses and risks like Kodak and Fuji did in the
1990s, but also benefit from shared expertise and knowledge. This also helps to bring a
competitive advantage, for instance, PepsiCo’s joint venture with Lipton Co1.
2. Outline how the development of existing products or services can provide marketing
opportunity options for a business, both in existing and new markets. Relate your
answer to relevant diversification strategies from the Ansoff matrix.
Diversification of products, according to Ansoff matrix, includes adding new products
to the current products either marketed or manufactured. It helps to increase the amount of
sales as well as count of customers, by either brand or product extensions. A business
develops latest skills and knowledge for improving the product including new visions in the
market behaviour.
3. Outline how a takeover can create options for marketing opportunities for a business.
A takeover is the most common kind of external growth, mainly by large business
companies. There are various reasons for a company to decide a takeover which includes
expansion of market share, acquisition of latest skills and hypothetical assets, securing better
1 Corner, John. "Mediated politics, promotional culture and the idea of ‘propaganda’."
In Theorising Media. Manchester University Press, 2013.

4DEVELOPING MARKETING PLAN
distribution, overcoming obstacles for entering the target markets, exclude competitions and
diversification.
4. Outline key information that a franchiser should consider providing when marketing
their franchise opportunity.
A franchiser must share their own experiences and hands-on-knowledge while
marketing their franchise opportunity. They also provide essential tools required to operate
their business to expected standards. Training the franchisee staff, providing a library of
administrative manuals, customer marketing, field consultations and other important
information are shared by a franchiser2.
5. Outline how a company can use the establishment of a new business as an
opportunity for marketing. Provide an example to illustrate your answer.
A company can gain from the marketing opportunities from the new business set up
as it will help the organization to expand their business into the untapped market and will
help to earn more revenue for them, which can be used to innovate their products and
services. For example, if Adidas plans to expand their business operations in West Indies, it
will have an entirely new market and fresh people who can be targeted to satisfy their needs
and wants by supplying the various range of products of Adidas.
6. Outline two other marketing opportunity options that a business could choose to
pursue other than options explored in the questions above.
Two other marketing opportunity options that can be pursued are:
2 Todor, Raluca-Dania. "The importance of branding and rebranding for strategic
marketing." Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V 7,
no. 2 (2014): 59.

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Consumer segmentation – based on hard variables such as age, gender, residential place,
income etc., consumers can be classified with common features which help a business to
understand its demand.
Purchase situation analysis – to locate a product properly, a business must look into the
distribution channels, methods of payment and other circumstances of buying decisions of
consumers.
7. Explain the importance of the product life cycle concept in marketing. Name and
explain each of its stages.
A product life cycle helps the marketing managers to check which stage they are
presently in and thereby make necessary changes. It acts as a forecasting-tool and also used to
frame the evolution of marketing strategies through the stages.
PLC consists of four stages:
Introduction Stage- a product is introduced to the market to develop a proper identity and
boost promotion and awareness.
Growth Stage- the sales and profits starts improving as well as competition when a product
gains recognition.
Maturity Stage- brand is well promoted; sales are growing but more competitors develop.
Decline Stage- sales suffer decline due to change in trends and adverse financial conditions3.
8. Explain the importance of considering the marketing mix when bringing products or
services to the market.
3 Stark, John. "Product lifecycle management." In Product Lifecycle Management (Volume
2), pp. 1-35. Springer, Cham, 2016.

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Marketing mix plays a major role in creating a brand, development of a product,
communications, developing relationships, look after and maintain a company’s reputation
and manage or tackle competition in the market. It is an important tool for making the right
strategy for marketing and implementing useful tactics. A new product must be able to
resolve and fulfil the customer demands4.
9. As most business have the objective to sell as many products as possible, outline key
factors that a company should consider in determining the product component of the
marketing mix.
Firstly, a company must have a proper planning about introducing and modifying the
product. Then it’s equally important to increase sales by advertising or exhibitions. The
company should be able to create the product image among customers. Personal selling as
well as physical distribution of the product must be promoted at the right time and right
place.
10. Outline the importance of the pricing strategy for a business and two types of
pricing strategy that a company could use.
Pricing strategy is important for a business because price is the weapon for a planned
economy; it regulates the demand of a product as well as it defines the profitability of a
business.
A company can use:
Premium pricing – the price of a product is increased compared to similar products to give
customers a perception that the product has higher value.
4 Londhe, Bhausaheb R. "Marketing mix for next generation marketing." Procedia
Economics and Finance 11 (2014): 335-340.

7DEVELOPING MARKETING PLAN
Price skimming – introductory price of a product is set high to maximise the benefits before
other brands enter market.
11. Outline two types of promotional strategies that a business could use.
Two types of promotional strategies a company can use are:
i. Traditional and Online Advertising – advertising allows business promotion to a
larger mass whether through TV, radio, newspapers or social media, search ads,
etc.
ii. Personal Selling – it’s the most effective process as it involves reaching out to
individual consumers over the telephone or e-mail5.
12. Outline three common distribution strategies that can be used as a part of
marketing mix.
Three types of distribution strategies used are:
 Indirect distribution - the end customer gets the product through several channels
in between.
 Direct distribution- when the end consumer receives the product directly from a
company such as in case of online shopping from websites.
 Intensive distribution- this is used mainly for mass marketing products like FMCG
products.
13. Outline why a business may choose to use an undifferentiated marketing strategy.
Undifferentiated marketing or mass marketing operates at a broader scale. It helps a
business to reach maximum number of customers without any specific goals. Also, it is
comparatively cheaper as it doesn't need long working hours or expensive research data. The
time needed is also less as compared to other marketing strategies.
5 Londhe, Bhausaheb R. "Marketing mix for next generation marketing." Procedia
Economics and Finance 11 (2014): 335-340.

8DEVELOPING MARKETING PLAN
14. Outline why a business may choose to use a concentrated marketing strategy.
The main advantage of concentrated marketing is that in a selected market segment, the
company becomes an expertise. It also reduces the cost by manufacturing fewer products on a
huge scale and have a positive effect on advertising and distribution.
15. Explain the process that a marketer can use to ensure that marketing strategies,
approaches and the marketing mix align with an organization’s strategic objectives.
Provide an example to illustrate your response.
To align with the business objectives, the goals, objectives and Key Performance
Indicators must be conceptualized. The goals must begin from the top and go down towards
the objectives. The SMART (Specific, Measurable, Attainable, Realistic and Time-bound)
goal process assures that the organization’s marketing strategy moves in the right direction6.
16. Explain the process that a marketer can use to ensure that marketing strategies,
approaches and the marketing mix meet legal and ethical requirements. Provide an
example to illustrate your answer.
The important legal and ethical standards that needs to be followed are:
 Knowing the customer rights and product requirements
 Codes of conduct. Practice or ethics
 Legal protection of products through trademarks or patents
 Local and environmental requirements
 The Privacy Act.
6 Londhe, Bhausaheb R. "Marketing mix for next generation marketing." Procedia
Economics and Finance 11 (2014): 335-340.

9DEVELOPING MARKETING PLAN

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ASSIGNMENT 2
Marketing Plan Research Project
This assignment will aim to develop the marketing plan briefing report of Adidas,
who wants to expand in the untapped marketplace of West Indies. The marketing plan
briefing report is as follows:
Objective: The main objective of Adidas will be to expand their business operations
in the country of West Indies, who possess a passion in cricket and athletics.
Target Audience: The main target will be the students and the boys and girls who
play cricket and football and take part in athletics, mainly the relay races, where they would
present Usain Bolt as the Brand Ambassador, along with Chris Gayle from cricket
background and Dwight Yorke from football background.
Outcome: The expectation of Adidas will be to tap the untapped marketplace of the
regions of West Indies, who has a passion in the sports like cricket, football and athletics.
This will help to expand the business operations and earn revenue from selling the jerseys
along with the sports kits to the regions like Trinidad and Tobago, Jamaica, Cuba and others.
Method of Distribution: Adidas will open some franchises there from where they
would sell the products in the region of West Indies. As per the reception of the brand,
Adidas will plan to open a store in the country to possess a physical presence in the region.
Main Message: The main message of the organization should be to spread their
branded products to every nook and corner of the country.

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Budget: The budget which will be allocated to the region of West Indies will be $100
million, which will be spend on the promotions and advertisement and setting up of the
warehouse and distribution channels throughout the country.
Timescale: The deadlines which should be meet by the organization are quarterly
sales target along with the target allotted to each and every part of West Indies.
Further Information: Social media promotions need to be done by Adidas apart
from other promotional activities like inaugural discounts, distribution of brochures and
giving advertisements in local newspapers and magazines7.
Email
To
The CEO
Adidas
4201 Camino De La Plaza
Suite 112
San Diego
CA 92173
USA
Sub: Submission of the Marketing Plan Briefing Report
Dear Sir,
7 Adefulu, Adesoga Dada. "Promotional Strategy Impacts on Organizational Market Share
and Profitability." Acta Universitatis Danubius. Œconomica 11, no. 6 (2015): 20-33.

12DEVELOPING MARKETING PLAN
Hope you are doing well.
Kindly find attached the marketing plan briefing report of expansion of the business
operations in the region of West Indies, which was discussed with you and the management
team last week. Please go through it so that we can proceed with the plan in the country.
Please rectify the plan as per your kind requirements.
Thanks and Regards
Student’s Name
(Marketing Manager)

13DEVELOPING MARKETING PLAN
ASSIGNMENT 3
Email
To
The CEO
Adidas
4201 Camino De La Plaza, Suite 112
San Diego
CA 92173
USA
Sub: Submission of the Marketing Presentation
Dear Sir,
Hope you are doing well.
Kindly find attached the marketing presentation of expansion of the business operations in
the region of West Indies, which was discussed with you and the management team last
week. Please go through it so that we can proceed with the plan in the country. This was done
after your confirmation on the marketing plan briefing report.
Please rectify the plan as per your kind requirements.
Thanks and Regards
Student’s Name
(Marketing Manager)

14DEVELOPING MARKETING PLAN
References
Adefulu, Adesoga Dada. "Promotional Strategy Impacts on Organizational Market Share and
Profitability." Acta Universitatis Danubius. Œconomica 11, no. 6 (2015): 20-33.
Azzopardi, Ernest, and Robert Nash. "A critical evaluation of importance–performance
analysis." Tourism Management 35 (2013): 222-233.
Cândea, Melinda, Elena Bogan, and Daniela Varvaruc. "The structure of the strategic plan in
tourism marketing." International Journal of Academic Research in Environment and
Geography 1, no. 1 (2014): 30-36.
Corner, John. "Mediated politics, promotional culture and the idea of ‘propaganda’."
In Theorising Media. Manchester University Press, 2013.
Londhe, Bhausaheb R. "Marketing mix for next generation marketing." Procedia Economics
and Finance 11 (2014): 335-340.
McKelvey, Kathryn. "The Marketing of Fashion." In Textiles and Fashion, pp. 763-797.
Woodhead Publishing, 2015.
Stark, John. "Product lifecycle management." In Product Lifecycle Management (Volume 2),
pp. 1-35. Springer, Cham, 2016.
Todor, Raluca-Dania. "The importance of branding and rebranding for strategic
marketing." Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V 7,
no. 2 (2014): 59.
Tsimonis, Georgios, and Sergios Dimitriadis. "Brand strategies in social media." Marketing
Intelligence & Planning 32, no. 3 (2014): 328-344.