Entrepreneurial Marketing

This report discusses how Rowlinson Knitwear Ltd can enhance their market size through effective social media marketing. It covers topics such as marketing audit, objectives, gathering insights of the target market, social media zones and vehicles, experience strategy, activation plan, and management and measures.

Entrepreneurial Marketing

Executive Summary
For the main purpose to enhance market presence of the business it is highly essential
that effective marketing channels are used by the company so that target audience can be reached
in effective manner and catered in desired form. Social media is the trend which is highly
considered by companies in order to market their product and services with the major view to
reach out to maximum audience and enhance customer base. In this report all the methods in
which Rowlinson Knitwear Ltd can enhance their market size by formulating effective social
media plan has been elaborated.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Marketing audit......................................................................................................................4
Objectives...............................................................................................................................6
Gather insight of target market...............................................................................................6
Social media zones and vehicles............................................................................................7
Experience strategy with selected zone..................................................................................8
Activation plan.......................................................................................................................8
Management and measures...................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Social media marketing is a marketing activity in which with the help of social media
tools marketing activities are performed in order to attract more people into business offerings.
In current social era, this tool is used at a prominent manner due to increasing usage of internet
and availability of vast options on online media. This is basically associated with sharing
contents on social media platforms so as to execute brand promotion and marketing activities.
Social media marketing gives remarkable experience to customers and this is highly effective
strategy used by businesses due to presence of large population on social media. Within this
report a marketing plan is prepared for Rowlinson Knitwear Ltd. The company is a corporate
wear and school wear manufacturing company headquartered in Stockport, UK. With the help of
social media plan huge customer base can be catered by which profits can be earned by
companies. Further marketing audit is helpful so as to formulate plan in the most effective
manner in prevailing market situation. (Nijssen, 2017)
MAIN BODY
Marketing audit
Marketing audit is defined as the analysis which is comprehensive and systematic in nature
and continue to analyse internal and external business environment so that to help company in
formulating business strategies and assist in attaining objective of reaching to potential
customers. Rowlinson Knitwear Ltd is a medium size manufacturing concern which is dealing in
school and corporate wears and situated in UK. The company is using high quality material
which is durable and highly economic in order to provide dresses to the clients as per their
customisation. The company is willing to enhance market size with the help of social media
marketing plan. Following are the methods by which marketing audit of the company can be
executed:
PEST analysis: This is a strategic tool which is helpful in analysing external business
environment of the business:

 Political: UK is a nation which is having high political stability as government is highly
supportive for manufacturing businesses in order to give them power to expand market
with the help of subsidies, tax rebates and many more. This is helpful for Rowlinson
Knitwear Ltd for enhancing market size via social media marketing plan and enhances
marketing activities.
 Economical: UK is having progressing economy and with this all the sectors are
enhancing such as schools and colleges along with increased needs of school and
corporate uniforms (Alqahtani and Uslay, 2018). This is a biggest opportunity for
Rowlinson Knitwear Ltd that they can enhance their market presence with the help of
social media marketing so as to enhance customer base and market share.
 Social: Purchasing power of people in UK is very high which stimulates their standard of
living by which Rowlinson Knitwear Ltd may have high benefits to inculcate products so
as to earn high profits and sustainability as well.
 Technological: UK is one of the technological advanced countries which is beneficial for
Rowlinson Knitwear Ltd as in adapting social media in effective manner in order to reach
out to target customers. On the other hand with the use high end technologies clothes of
high quality with low cost so as to meet their marketing objectives. (Rezvani and
Fathollahzadeh, 2020)
SWOT analysis: This is strategic tool which can be used by businesses in order to analyse
their internal and external environmental capabilities so as to recognise their strengths and
opportunities though which threats and weaknesses can be minimised in effective manner.
Strengths
 Usage of high quality and durable
cloths which are economic so that to be
afforded by each class of people.
 Manufacturing of clothes as according
to customisation given by clients.
Weaknesses
 Presence in limited market by which
their reach to market is limited.
 The cost build of the company is highly
inefficient in nature.
Opportunities
 Using social media marketing as
Threats
 Enhanced competition in market is

marketing tactics so as to enhance
market customer base.
 They are using skin friendly material
clothing by which more customers are
getting attracted towards their product
which is helpful in market expansion.
hampering business operations in
negative manner.
 Due to enhanced marketing cost
product prices are increasing day by
day which is minimising profits.
Objectives
With a main purpose to attain business targets in more effective manner and to motivate team
members to achieve those objectives, it is required that objectives are clearly set. This is helpful
for the employees in reaching to those goals in more effective manner within stipulated time
frame. SMART objectives are formed by Rowlinson Knitwear Ltd in order to achieve their
business objectives with the help of social media marketing. (Chomvilailuk, 2016)
 To enhance customer base of the business by 18% in next 3 months by using social media
marketing as marketing tool.
 To enhance overall sales by 20% by end of this quarter.
 To enhance market share by 12% so as to enhance brand image with the help of social
media marketing.
Gather insight of target market
For making marketing strategies of the business highly successful this is essential that
market is targeted in such a manner that it would cover all the potential customers and market.
This is highly effective in order to formulate robust and effective marketing strategies by which
customer can be attracted in huge manner and market share can be enhanced. For this STP model
is used by Rowlinson Knitwear Ltd in order to achieve their marketing objectives with the help
of social media marketing:
 Segmentation: This is related with dividing the whole market into tiny market segments
on the basis of various aspects such as demographics, benefits, physiographic and many
more in order to recognise demand and wants of each market segments. Rowlinson

Knitwear Ltd may have segmented markets on the basic of psychographics in order to
recognise those market segments which are willing to buy school and corporate wears.
 Targeting: Within this stage divided market segments are studied so as to recognise
target market segment at which company can offer their product offerings in order to earn
high profits. (Kasemsap, 2017)
 Positioning: Within this stage product and services of the company get their position in
the market by which sales turnover can be enhanced. This involves formulation of
marketing mix in order to capture more customers by positioning. Rowlinson Knitwear
Ltd is using social media marketing to position their product within market place and
tackle buying behaviour of them.
Social media zones and vehicles
There are four major types of zones within social media marketing which can be used by
the company in order to enhance their product offering within targeted customers:
 Social community: This social media channel is used in order to connect people in social
manner via social tools such as Twitter, Facebook, and Instagram etc.
 Social commerce: This social media channel is focused on buying and selling of
products within individual and group of individuals. This channel includes TripAdvisor
and yatra etc.
 Social publishing: This zone is used in order to spread various information related to
target audience and content which is associated to specific market. This channel includes
Tumblr, Flickr, YouTube and many more.
 Social entertainment: This zone is associated with connection of individual and group
with entertainment and pleasure. These channels include Myspace, Come2play and many
more. (SEIF, SHOJAEI and Moghadam, 2018)
Business organisations are required to select their own zones in order to select proper
channels which can be helpful for business so as to connect to target customers. Rowlinson
Knitwear Ltd is using Facebook, instagram and other channels of social media in order to get in
touch with huge customers who are willing to buy school and corporate dresses by which sales of
the company can be enhanced. Facebook is helpful for Rowlinson Knitwear Ltd as in connecting

to various companies via their Facebook pages so as to enhance their social presence. Besides
this instagram is helpful as they can promote their brand by appointing social media influencer
so by which their brand may get new image in marketplace. Social media tools are helpful as
they can be directly linked to buying behaviour of individuals.
Experience strategy with selected zone
It is essential for customers to get to know about marketing strategy so that to formulate
them in most effective manner in order to execute marketing plan by which customer experience
can be improvised. The social media zone selected by Rowlinson Knitwear Ltd is social
community in that the major channel selected by the company is Facebook in order to reach out
their target customers. Here are some ways by which customer experience can be improvised by
them:
 Directing the company marketing by tracking its target customers: This means with
the help of social media consumer are tracked and potential customers are found on
which major focus of the company is to be put so as to get higher market share and better
brand image within market.
 Improving customer relationships: The customer relation with a company is required to
be robust and friendly so that demand and needs of potential customers can be easily
identified. For this site of company is required to be updated on regular basis so that to
upkeep customers by providing transparency in prices change and cloths availability.
(Hartsfield, Johansen and Knight, 2017)
 Capturing customer feedback in real time: This is very important for the company to
respond over received feedback so that to make the customer feel that they are highly
valuable and enhance their level of satisfaction form business offerings.
 Staying connected with its customers: The Company is required to stay connected form
their customers and convey them regular updating features and offers so as to maintain
loyalty and trust of their customers for long term.
Activation plan
We are required to set social media objectives, research target audience, establish essential
metrics, analyse competition, creating content of engagement, assessing results and maximise

communicational goals in order to use social media marketing in effective manner. These
activities are required to be performed by Rowlinson Knitwear Ltd so as to bring effectiveness in
their marketing tools and utilise those tools to the maximum. Firstly objectives are required to be
set in order to reach out to target market and assist them in meeting their needs and wants in
considerable manner. With the help of essential metrics audience activities can be determined by
which it can be determined that how any clicks placed by a customer on company’s site.
Secondly market competition is needed to be analysed in most effective manner so as to get
highest engagement of customer in order to modify offerings and meeting their needs by them.
At last communication plays vital role in plan execution as team members are easily
communicated about their task and activity so they can work according to required efficacy in
order to complete given task in desired manner and stipulate time (Hong and Yang, 2019).
Following are the time which is assigned to the activities of plan:

Thus it is to be concluded that all the given activities are to be completed within given
time frame so as to achieve objectives of social media marketing and to enhance usage of social
media tool as marketing. This helps the business in enhancing its sales and profitability within
given timeframe effectively.
Management and measures
With the major view to apply marketing tool in the most effective way it is essential that
business processes are managed in desirable way so that maximum advantages can be attained by

which business objectives can be achieved timely. Managers of the company are making
effective strategies and prompt execution of the same so as to achieve overall objectives in
considerable manner. Further this is also essential that proper and ample amount of budget is
passed in order to execute marketing activities in advantageous manner. For this budget of
£30,000 is prepared by Rowlinson Knitwear Ltd which is divided in given manner
Particulars Amount
Market research £11,000
Human resources £6,000
Training and development £5,000
Miscellaneous £8,000
Total £30,000
Controlling: This is the important aspect of marketing plan in which it is to be
recognised that how effective the plan was seen within its objectives. With the help of KPI
effectiveness of social media plan is to be checked in which objectives can be effectively
measures and evaluated. There are numerous KPI exists in the marketing plan such as customer
satisfaction, improvement in market presence etc. by which the capability of marketing plan in
accomplishing company’s objectives can be determined. (Imen and Lassâd, 2019)
CONCLUSION
Form the above demonstrated report it can be concluded that with the main reason to
make the marketing plan most effective internal and external factors are to be determined and
examined in an appropriate way so that effective plan can be formulated and implemented in
order to have high business benefits. Further it is important that business defines their objectives
in clear manner so that to render highest positive impact on profit and market share.

REFERENCES
Books and Journal
Alqahtani, N. and Uslay, C., 2018. Entrepreneurial marketing and firm performance: Synthesis
and conceptual development. Journal of Business Research.
Chomvilailuk, R., 2016. Disruptive Innovation, Entrepreneurial Marketing, and Competitive
Advantages. International Journal of Business and Economics. 8(1). pp.1-33.
Hartsfield, S., Johansen, D. and Knight, G., 2017. Entrepreneurial orientation, strategy, and
marketing capabilities in the performance of born global firms. International Business:
Research, Teaching, and Practice. 2(1). pp.12-38.
Hong, Y.E. and Yang, S., 2019. ENTREPRENEURIAL AND SME
MARKETING. Contemporary Issues in Marketing: Principles and Practice, p.255.
Imen, O. and Lassâd, P.L., 2019. The Mediating Role of Entrepreneurial Marketing
Education. Journal of Small Business and Entrepreneurship. 7(2). pp.31-40.
Kasemsap, K., 2017. Advanced Issues of Internationalization, International Entrepreneurship,
and Entrepreneurial Marketing in SMEs. In Entrepreneurship: Concepts, Methodologies, Tools,
and Applications (pp. 2093-2107). IGI Global.
Nijssen, E.J., 2017. Entrepreneurial marketing: an effectual approach. Taylor & Francis.
Rezvani, M. and Fathollahzadeh, Z., 2020. The impact of entrepreneurial marketing on
innovative marketing performance in small-and medium-sized companies. Journal of Strategic
Marketing. 28(2). pp.136-148.
SEIF, Y., SHOJAEI, Y. and Moghadam, R., 2018. Entrepreneurial marketing, the marketing
capabilities and performance in project-based businesses.