Marketing and Management

Running head: MARKETING AND MANAGEMENT
Marketing and management
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1MARKETING AND MANAGEMENT
Executive summary
This report discussed about the external and internal business factors being faced by
Patch Strips in their operation. In doing so, PESTLE, SWOT and Porter five forces analysis are
used. In addition, segmentation, targeting and positioning is also being done for Patch Strips and
it will further help them to gain the maximum from the side of the market. This report identified
that Patch Strips is facing the major issues in terms of distribution and market awareness.
Marketing mix elements are discussed, which will help in overcoming these issues in the long
term. The core objective of this marketing plan is to ensure the business expansion for Patch
Strips and increase in the sales volume for Patch Strips. Evaluation measures are also discussed
that will be effective in preventing deviation of the marketing plan from the core objectives.

2MARKETING AND MANAGEMENT
Table of Contents
Introduction......................................................................................................................................4
Situational analysis..........................................................................................................................5
PESTLE analysis.........................................................................................................................5
Industry competitive analysis......................................................................................................6
SWOT analysis............................................................................................................................8
Customer analysis............................................................................................................................9
Segmentation strategy..................................................................................................................9
Targeting strategy......................................................................................................................10
Positioning strategy...................................................................................................................11
Problem statement.........................................................................................................................11
Determination of the marketing objectives....................................................................................12
Marketing mix strategy..................................................................................................................13
Product.......................................................................................................................................13
Price...........................................................................................................................................13
Promotion..................................................................................................................................13
Place...........................................................................................................................................14
Campaign evaluation.....................................................................................................................14
Budget............................................................................................................................................15
Conclusion.....................................................................................................................................15

3MARKETING AND MANAGEMENT
Reference.......................................................................................................................................16