Marketing Plan for John Lewis Furniture: Enhancing Market Share and Customer Base

Running Head: Marketing & Management
John Lewis
Marketing & Management

Marketing & Management 1
1.0 Executive Summary
John-Lewis is chain of departmental stores operating from United Kingdom. The company
performs its operations under John Lewis Partnership. The first store under the name John Lewis
was opened in 1864 in London. Target audience for John Lewis is both consumer and business.
This report will focus over the marketing plan of John Lewis Furniture which will be made with
the objective of enhancing its market share and customer base in the target market. First section
of the report will focus over current marketing situation of the organization under which
organizational current position will also be determined. Along with this, competitive analysis
will be executed in order to review organizational effectiveness. Along with this, report will also
focus over the existing marketing strategies of organization. Marketing mix strategies of the
organization will also be discussed in relevance with the gaining adequate goals and objectives.
Industrial analysis will be conducted which will lead to determine threats and opportunities for
the organization. Further, objectives of the organization, marketing strategies, action programs
and the evaluation techniques will be studied. This marketing plan will be help the organization
to accomplish goals and objectives of the organization. Apart from this, assessment of major
threats and opportunities will also be discussed in this report with the help of PESTLE factors.

Marketing & Management 2
Table of Contents
1.0 Executive Summary...................................................................................................................1
2.0 Current marketing situation.......................................................................................................3
2.1 SWOT analysis......................................................................................................................3
2.2 Target market.........................................................................................................................4
2.3 Current position......................................................................................................................4
2.5 Marketing mix........................................................................................................................5
Product......................................................................................................................................5
Price..........................................................................................................................................5
Place.........................................................................................................................................5
Promotion.................................................................................................................................5
2.6 Major segments......................................................................................................................5
Boston Matrix..............................................................................................................................5
3.0 Threats and Opportunities Analysis...........................................................................................6
4.0 Objectives and Issues.................................................................................................................6
5.0 Marketing strategy.....................................................................................................................7
6.0 Action Programs........................................................................................................................9
7.0 Controls......................................................................................................................................9
8.0 Conclusion.................................................................................................................................9
9.0 References................................................................................................................................10

Marketing & Management 3
2.0 Current marketing situation
John Lewis is known for providing varieties for furniture along with the bathroom fittings. In
order to fulfil its target audience’s demands and requirements, Joh Lewis has hired some experts
who visit site in order to analyse the space available for furniture fittings before providing
suggestions in relevance with the suitability of furniture. Apart from this, John Lewis has also
posted several crucial tips on their official website through which customers could get an idea in
relation with the buying furniture. They provide furniture for every field i.e. bedroom furniture
as well as furniture for home and offices. Their major target market is UK and their headquarters
is situated at London. In addition, Joh Lewis provides a full fleshed 10 year guarantee on their
furniture to its customers. This strategy is very effective in relation with developing relationship
with the target audience along with developing a feeling of reliability (John Lewis, 2018).
This policy plays crucial role in terms of enhancing demand for organizational products along
with increasing the chances for growth and success for the organization in the target market.
Company’s direct competitors in London are Capital Bedrooms and Kitchens Ltd., Rhino
Bedrooms, Strachan, Sandbone, etc. Furniture market is bit wide and due to huge competition in
the market, it is necessary for every organization to adopt some USPs in order to make separate
image from its competitors. With relation to this, current target market segment for John Lewis
Furniture store are all segments of people i.e. they have varieties of furniture for varieties of
customers. In relation with approaching to its target demographics, organization has added
quality and service in its operations with regards to enhance the goodwill in the target market.
Apart from this, crucial objective for adding quality and service in the operations is to gain
competitive advantage. As UK market is known as the largest homewares market, thus, there are
huge opportunities for the organization in relevance with the attainment of desired goals and
objectives. But due to intense competition in the furniture industry in UK, John Lewis’
management requires to adopt certain effective measures so that competitive advantage could be
attained adequately.
2.1 SWOT analysis
SWOT analysis is the tool to analyse the internal and external environmental conditions with
regards to the operations of an organization. SWOT stands for strengths, weaknesses,