This report discusses the concept of entrepreneurial marketing and its importance in obtaining better profits. It covers topics such as marketing audit, objectives, target market, social media zones, and implementation of an activation plan.
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Entrepreneurial Marketing
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Contents INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 Marketing audit......................................................................................................................3 Objectives...............................................................................................................................5 Gather insight of target market...............................................................................................5 Social media zones and vehicles (relationship, publishing, entertainment, commerce)........6 Experience strategy according to selected zone.....................................................................7 Implement of activation plan..................................................................................................8 Measures and management...................................................................................................10 CONCLUSION..............................................................................................................................11 REFERENCES..............................................................................................................................12
INTRODUCTION The term entrepreneurial marketing can be defined as the proactive identification and utilization of opportunities to obtain better profits from investment. Entrepreneurs are those individuals who bear risk and offer innovative and creative products to customer for capturing high market share through providing additional value in organisational products. Similarly, marketing plays an important role and according to existing conditions social media is one of the most effective tools of marketing that aids an organisation to obtain top position in market. This report is written from perspective of Rowlinson Knitwear Ltd. which manufactures school as well as corporate wear uniforms or clothes(Yang and Gabrielsson, 2017). It’s headquarter is situated in Stockport, UK. With develop of social media marketing plan and its essential aspects are highlighted in the report. The main motive for formulating effective marketing plans is to enhance organisational sales for improving profits and market area of business. MAIN BODY Marketing audit Market audit can be defined as an effective comprehensive and systematic analysis of micro and macro business environment of an organisation in order to develop an effective marketing plan for organisation. So the goals and objectives of organisation are accomplished in minimum time period. Rowlinson Knitwear Ltd. is a medium sized manufacturing organisation that deals in clothing industry. Moreover, the product quality of organisational products is goods which help management to cover large market area of UK. Along with this company is increasing market reach of products through offering desirable and affordable products in order to design dress as per company specification(Whalen and Akaka, 2016). Some of the effective ways that are implemented by Rowlinson are mention as follow: PEST Analysis-Pest work as a strategic management tool that help to analyse external business environment of an organisation in which organisation is operating there business. Political-FromthepointofUKpoliticalconditions,governmentisopenfor encouraging small business through offering low tax, subsidies and legal flexibility to
the all organisation for supporting new business in a country. In context of Rowlinson Knitwear the supporting actions ofUK government helps to enhance market share of organisation as it support the social media marketing plan for organisation that increase marketing activities of organisation. Economical-With the UK market conditions it is identified by management that the number of corporate companies and schools is increasing with rapid speed. So the demand of organisational products for clothes is also improved(Wales, 2016). As per current scenario, Brexit impact on the economic conditions due to which individuals and organisation both are facing challenges to manage and control its business in appropriate manner. So Rowlinson Knitwear also develop policy such as improve in monetary policy to overcome from financial conditions. Social-According to the present conditions of UK, individuals who are residence of UK are influence to purchase high quality products. This refers that the set standards for individuals are high due to which it is essential for organisation to formulate good quality products. According to Rowlinson Knitwear management, production unit is highly trained for maintain good quality of products. Technological-UK is a highly technological and advanced nation that helps Rowlinson Knitwear to use better information system. The main use of technology changes is to manage social media techniques for organisation. With use of social media techniques it is used by management for completing work as per making marketing techniques to achieve company objectives. SWOT Analysis-It is an effective tool that is used by management for managing its internal effectivenessthroughmonitoringinternalenvironmentoforganisation.Themainuseof marketing techniques is to formulate an effective strategy that satisfies needs and wants of customers in proper manner(Ristevska-Jovanovska, 2016). SWOT analysis from perspective of Rowlinson Knitwear is mention as below: Strength Useofgoodqualityandaffordable pricingofproductsworkasmajor strength for organisation. By developing products according to Weakness Due to low presence in market and its limited area it is complex to reach at target market. Coststructureof organisationisnot
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clients requirements is another strength for organisation will improve. improved in proper manner which work as a weak point for organisation. Opportunities Withimplementofsocialmedia marketingplancustomersbasefor organisationisdirectlyimprovedat globallevelthroughtargetinghuge number of customers easily. By the use of organic material more numberofindividualsareattracted towardsexpansionofbusinessthat improves market share for organisation. Threats Duetoglobalisationcompetition betweenorganisationsistoointense thatgenerateschallengesfor organisation to manage its market area. Increaseinmarketingcostof organisation price of products is also increased that generates issue to buy consumer products effectively. Objectives This is essential for organisation to achieve organisational goals, objectives and targets within minimum time period. The target and objectivesof organisationare achieved by enhancing the morale of individuals and team members(Melchiorre and Johnson, 2017). Some clear objectives are formulated by management of Rowlinson Knitwear to undertake essential action for accomplishing company objectives in decided time period. Some objectives of organisation are mention as below: For improving customer base for organisation with 30% by formulating new social media marketing plan that is achieved in quarterly basis time period. For enhancing sales of organisation products with 10% for each quarter with implement of new marketing strategy. To improve market presence for organisation in order to reach in rural market for boosting goodwill of organisation through social media marketing. Gather insight of target market Marketing strategy of an organisation is able to achieve success only if management clearly understand about target market(Kumar, Choi. and Greene, 2017). These results all the policies designed and developed by management according to marketing needs it is easy to generate
essential purchase for company products from customer perspective. Rowlinson Knitwear utilised STP model to accomplish organisational objectives with help of social media marketing.Segmentation-This is related with dividing the overall market for organisation into small segments that is based on physiographic, demographic etc. in order to accomplish company objectives in proper manner through satisfying needs for each segment of customers(Gruber-Muecke and Hofer, 2015). The specific segmentation for Rowlinson Knitwear is relates with geographic basis that leads organisation to enter into new market.Targeting-According to essential requirements for marketing plan it is identified that targeting plays an important role for organisation to formulate an effective marketing plan. The term target refers to understand needs of a particular section of market or customers so management implement effective policy that helps to target an area in organise manner. Rowlinson Knitwear target those customers which order clothes in bulk.Positioning-According to this stage all products and services of organisation are positioned in market with those aspects that enhances goodwill of overall products among customers. The main motive of positioning aspect is to generate positive perception about organisational products in market. Social media and digital technology is one of the most effective tools for positioning all products in an effective manner. Social media zones and vehicles (relationship, publishing, entertainment, commerce) The main role of social media marketing is to use all social media platforms that are effective for connecting with customers. With the use of social media zones brand awareness, increase in organisational sales and more traffic of website of organisation is increased that improves sale of products by targeting customers easily(Fernández-Mesa and Alegre, 2015). Moreover, the in-detailed information about different zones of organisation is mention as below: Social community-This is one of the most effective social media zone that is used for connecting with individuals on social basis. With the zone of social community it is easy for organisation to build better and effective relationship with its clients. Linked in is one of the key aspects for social community channel to satisfy needs of customers in proper manner. Similarly, Facebook and Twitter are also used to develop relations on personal basis.
Socialpublishing-Theuseofsocialpublishingzoneistotransferandspread information about organisational product and content in proper manner. So it is easy for management to target more number of individuals. Youtube, Flickr etc. are key aspect that helps to transfer all information in proper manner. Social entertainment-With this zone an individual interacts with other persons for fulfilling the purpose of entertainment and relax. There are various channels exists in marketwhichisusedtofulfilpurposeofsocialentertainment(DenizciGuillet, Kucukusta and Liu, 2016). Instagram is one of the best application for interacting with individuals to complete purpose of social entertainment. Social commerce-E-commerce platforms are one of the most effective channels that work as a social commerce aspect. With the implement of social commerce commercial platforms are selected by Rowlinson Knitwear. It is easy for management for selling their products with new platforms. Organizations need to choose their zones so they can pick the proper channels that can help them in associating with their intended interest group. Rowlinson Knitwear can utilize Facebook, LinkedIn and channels of social trade so it can reach to its objective customers and contact with numerous organizations who are keen on school wear and corporate wear outfits so the deals of organization can be expanded. Facebook can help Rowlinson in reaching organizations through their pages on Facebook with the goal that organization nearness can be set up. Through LinkedIn the organization can make its profile which will additionally improve its contacts with organizations and furthermore help it in drawing in representatives with required aptitudes. Social business diverts can help in legitimately managing customers and selling and buying with the use of website and applications. Experience strategy according to selected zone This is an important aspect for organisation to develop a better customer experience strategy to target more number of customers in minimum time period. Rowlinson Knitwear and almost all other organisation use customer experience strategy to target more number of individual that help to develop an effective marketing plan for organisation(Dai and et. al., 2014). The social media zone which is utilised by Rowlinson Knitwear is social community that helps to reach towards more number customers. Moreover, Facebook channel is used by the management for generating better relations for its target customers on personal level. On the other side, to build
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relationsatprofessionallevelmanagementutiliseLinked-inapplicationtointeractwith professional persons. Some of the ways through which organisation improve its customer base is mention as below: Directing the organization promoting by following its objective clients- It implies that the objective clients are followed on the online life through their exercises with the goal thattheobjectiveclientscanbediscoveredwhichcanhelpinconcentratingthe advertising of organization on them(Gruber-Muecke and Hofer, 2015). Improving client connections: The relations with clients ought to be constructed unequivocally by reacting to the requests of clients speedily, refreshing the site of organization normally so the enthusiasm of clients can be kept up, refreshing about the costs and material of fabrics accessible with organization and so on. Capturing client criticism progressively: It is significant that the organization rapidly reacts to the client input with the goal that their experience can be upgraded and improvement in items can be made which help in expanding consumer loyalty. Staying associated with its clients-The organization should remain associated with its clients by refreshing them with new offers, arrangements and many more. So more clients can be included and a dependable base of clients can be made in order to increase sale of organisational products in an effective manner. Implement of activation plan To use all the aspects of social media in an effective manner management must generates better collaboration among all activities of social media to gain desired outcomes. Along with this by using social media strategy management is also able to develop better marketing objectives, research of target audience, implement of essential metrics, competitive analysis and assessing better results from all organisational activities that helps to accomplish organisational goals by engaging all team members of organisation. All the activities that are implemented by Rowlinson Knitwear must manage as per social media strategy in order to complete all work in an effective manner(Kumar, Choi. and Greene, 2017). Along with this by setting clear objectives it is also easy for organisation to achieve social needs and wants for approaching large number of customers in an effective manner. In order to generate better coordination with individuals and all other stakeholders management must develop and design effective social media strategy. So
with some simple clicks it is easy for individuals to interact with all individuals. According to below mention time lines management is completing their activities in decided time period.
Therefore, by accomplishing all above mention organisational activities as per decided time frame it is easy for management to accomplish huge success with completion of task through the help of social media. It results that organisation is able to accomplish competitive edge in market. Measures and management Marketing strategy of an organisation is effectively implemented by management through processing various principles for company benefits. This also results that effective implement of marketing strategy leads organisation to gain maximum benefit in minimum time period. Along with this it is also essential for Rowlinson Knitwear to monitor all activities in order to use social media in an organised manner. Further, with the formulation of an appropriate amount of budget that is allocated for social media marketing in order to accomplish all activities properly is decided which is mention as below: ParticularAmount Cost of market research£ 8,000 Salary and Wages£ 10,000 Training and Development expense£5,000 Uncertain or miscellaneous cost£ 2,000 Total£25,000 Controlling-This is an important for an organisation to implement right marketing strategy that is effectively used but it is conceivable only when management control all of its activities in proper manner(Ristevska-Jovanovska, 2016). KPI and balance scorecard are two most effective techniques which helps to control the social media marketing plan. The selected aspects for both controlling techniques are to improve market presence and customer satisfaction. Thus, these
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KPI techniques helps to determine the performance of organisation in market to conducts social media marketing plan in proper manner. CONCLUSION From this report it is concluded that to make the promoting plan of an organization productive it is significant that the internal as well as external business condition of organization are divided. As most of the marketing function depends on which a viable advertising plan can be framed. It is likewise fundamental that goals are clearly decided and the strategy is suitably picked by organization so the advantages of plans are increased with decided systematic manner and tactics.
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