Marketing Plan for Barker: Strategies to Enter the North American Market

MARKETING

MARKETING 1
Contents
Part 1............................................................................................................................ 2
Introduction................................................................................................................ 2
Describe Market Strategy................................................................................................... 2
Competitor’s SWOT Analysis.......................................................................................... 3
Part 2............................................................................................................................ 6
Customer/ Market Need.................................................................................................. 6
Product Strategies....................................................................................................... 11
Branding.................................................................................................................. 12
Pricing..................................................................................................................... 13
Promotion................................................................................................................. 14
Conclusion................................................................................................................ 15
References................................................................................................................... 17

MARKETING 2
Part 1
Introduction
Marketing plan is a business document in which outline is prepared for the future success
including the marketing strategies (Baker, 2016). The main motive of this report is to understand
the concept of marketing plan while entering the market. In this paper, Barker is the clothing
company has been taken into consideration while entering the market. Barker wants to enter the
New York City, New York, USA top operate the business. The company enters the market with
the well-known department store to trial the business environment of the new market to achieve
the success. Nordstrom is the store which is selected by the company as department store from
which the company sells its product in the USA market. The reason behind selecting these
departmental stores is low cost and low investment that the company has to invest to trial the
market environment for operation. The company sells its men’s clothing, accessories and shoes
in the market. The competitive environment of the company will be also analyzed to develop the
marketing plan.
Describe Market Strategy
Advertising:
It has been analyzed that the exiting companies in the USA market uses the campaign technique
of advertising. Ted Baker mainly uses this campaign technique as it launches its all products in
the market. Television is the common strategy that is used by the most of the competitors of the
company specially Burberry.
Publicity

MARKETING 3
Publicity is also one of the market strategies that the companies used to promote their product in
the market. Superdry is the competitor of the company that invites the media to publish their
news related to their products and services in the market to promote the services.
Social Media
Nowadays, social media is the main strategy that helps the organization to spread the business at
the higher level (Dodgson, 2018). All the competitors of the firm use the social media to promote
the services in the market. Ted Baker put their articles on their websites and also on social media
such as Insta, Facebook and the others. Superdry is high presence on social media such as it has
YouTube channel that helps to promote the product (Bureau, 2019). Burbeery also posted the
pictures on the social media by developing their own page in the market.
Competitor’s SWOT Analysis
The main competitors of the company are 3 wise men, Rodd and gunn and Big Johnny as these
are open their store in USA. There are three others those are already located in the market and
these are Ted Baker, Burberry and Superdry.
Competitor: Ted Baker
Strength
 Great Location
 Well designed and merchandised
window to display the entire range of
products in the market.
 Worldwide presence
Weaknesses
 Limited staff to provide services to
consumers
 Less space due to which it difficult to
navigate
 Changing demand of consumers