Digital Marketing: Designing a 12-Month Integrated Marketing Plan for Next plc

Digital marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Situation analysis
Customer persona and customer journey map
Objective and goal setting
Design of 12 month integrated marketing plan
.....................................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
The business environment is comprising of different factors which influence the
management and marketing activities of an organization along with goals and objectives. Such
as the external environmental factors internal environment factors along with competitive forces
influence the organization to make improvements and changes on the marketing plan and
strategies to meet the business goals within the changing environment. Nowadays digital
marketing is one of the best marketing approaches to advertise and promote the project along
with customers satisfaction. Because that is providing the different platforms of online marketing
which can be easily used by the organisation and access by the customer (Thompson and
McLarney, 2017). Digital marketing is the key part of the marketing mix, as it utilizes as the
important factor of promotion by involving all the marketing strategies through which
organization can achieve their goals. Next plc, is the British multinational clothing company,
provide different varieties of products, and retain or develop their customers with innovative
digital marketing plans. In this report situation analysis is done by considering the marketing
strategies and competitors. Along with this marketing approaches and models are utilised to
develop an effective marketing strategy that can be appropriate and effective according to the
current environment.
Situation analysis
Situation analysis is the key process of Business Management that involves a critical
evaluation of micro and macro factors, which can affect an organisation new projects and
planning. With the help of situation analysis Next plc., can evaluate the current opportunities and
challenges of business. With the help of which appropriate strategies can be developed to move
forward from the current situation into the desired situation. This is involving the step Like
customer analysis, environment analysis, competitive advantages, product distribution situation.
There are different tools of situation analysis such as porter's Five Force model and SWOT
analysis ( Zwier, 2021).
Summary of key market
The market is comprising of the different actors such as customers, economy, policies,
technology, environment, regulations, Competitors, etc. which can be effectively analyzed by

SWOT. Which helps to assess those factors in terms of strength, weakness, opportunity and
threat.
SWOT analysis- this is a strategic framework that provides the effective structure and method
of micro and macro environment factors analysis in terms of strength, weakness, opportunity and
threat. This model is used in context to the situation analysis of Next Plc.
Strength Weakness
Next plc is the leading multinational, clothing
and home products brand. which numbers. Of
strength through which organization service
in the market by meeting competitive edges.
Such as the company is having a strong brand
image along with the, best brand portfolio,
suppliers, strongest distribution network. The
organization is having a high rate of customer
stagflation due to the best customer
relationship management team. There are
higher-skilled employees.
The weaknesses of the organisation are the
area of improvement in context to better
performance. Next plc, is weak in terms of
various business activities such as they are
not having the proper financial and supply
chain management plan, which can lead to
loss of resources and impact the future. The
organization have to work on their demand
forecasting and new technology.
Opportunity Threat
Development of the new production and
management technologies is the opportunity
for the next PLC to compete in the market
with cost-effective strategies. New Trends
and environment policies are encouraging for
the development of new plans in context to
growth in that particular area of opportunity.
A lower inflation rate is the opportunity to
improve customers experience.
The possibilities of new technologies
developed by the competitors is can b the
most impacting threat because this can create
competition stronger. The company can also
lose customers. due to this shortage of skilled
employees and changing, customer buying
behaviour organizations can be placed at the
risk of productivity loss and higher stress of
change management ( Thompson and