Marketing and Strategic Framework Report

REPORT

Table of Contents
INTRODUCTION...........................................................................................................................1
Marketing Plan............................................................................................................................1
Resources and capabilities..........................................................................................................6
Marketing and strategic Framework...........................................................................................7
Justification for most appropriate strategy..................................................................................9
Evaluation and Justification for proposed strategies.................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................12

INTRODUCTION
In a business economy, each organisation is established to gain maximum profits and
growth in order to expand their current market position easily. For this, management of firm
needs to make different and impactful strategies to acquiring higher competitive advantages.
This report is based on River Island which is a street fashion brand and provide clothing,
footwear and accessories to their customers (Kim and Mauborgne, 2014). River Island was
established in the year of 1948 by Bernard Lewis. This firm has around 350 stores in approx. 100
countries. Therefore, organisation needs to operate their business activities based on online
operations. All these marketing as well as business strategies assist expanding business structure
in worldwide. This report represents organisational marketing plan and positioning, strategic
framework and resources as well as capabilities of firm.
Marketing Plan
For a business organisation it is required to make a specific marketing plan in order to
attain their future objectives and goals easily. It is a part of business activities that used to
determine market positioning of a particular organisation. On the basis of these planning, an
organisation can easily create their future targets and objectives that assist in getting desirable
success. River Island is a clothing brand of UK that provide quality services for Men, Women
and Children.
Mission and Vision of River Island – River Island is a well-known brand that cater
stylish, fashionable and unique clothing’s to their customers. The firm is aiming to bring new
and classy fashion in market by their own creation and ideas. Mission statement of firm is to
introduce variety of products for customers who always rely to them (Best, 2012).
Corporate objectives – For a business organisation, it is required to create their own
objectives and targets on the basis of their products and services. These objectives assist in
motive employees toward future success and growth. River Island is a clothing brand which is
aiming to represent new and trendy cloth in target market on the basis of customer's requirement
and need. Main objective of firm is to create their own image on the basis of their unique
products and services.
STP framework
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This is a marketing model that uses to creating a marketing communication plan in order
to priorities decision and strategies. Main objective of this framework is to create direct and
positive relation with different customers to get higher benefits and success as well. This model
is classified in three specific elements that are determine below -
 Market segmentation – For a business organisation, it is required to provide their
services on the basis of market segmentation and need. These processes is based on
organisation's size as well as structure (Slater, Mohr and Sengupta, 2010). Small scale
organisation has a specific market segment in which they can introduce their services
while as large-scale firms operate their business strategies in maximum segments. For
River Island, it is requiring analysing market segments on the basis of different elements
as -
◦ Demographic – This factor determines Age, gender and income of target customer to
represent organisational services. By analysing these factors, River Island needs to
classify their services as well as products.
◦ Psycho graphic – According to this segment customers are classified on the basis of
their Lifestyle, values, culture and beliefs. These are the most important factors that
has major impact on customer's buying behaviour. For River Island, it is required to
distribute their services in several countries by analysing Psycho graphic factors.
◦ Behavioural – This element determines consumer's requirement and need for specific
product. River Island needs to analyse such factors that can be based on technological
and trend changes. All these elements have direct impact on consumer's buying
behaviour, so for this they need to render services in several segments.
◦ Geographic – According to this factor River Island needs to identify several areas
where customers has maximum requirement for specific product. Through this they
can provide maximum services in these areas to getting maximum profit as well as
growth (Hillier, Grinblatt and Titman, 2011).
 Market targeting – This framework determines organisation's target market where they
wants to cater their products and services. In this procedure, River Island requires to
adopt a specific segment to target for their future objectives and needs. These activities of
a business firm determine strategies, tools, planning and techniques to accomplish their
future goals. For River Island, this approach helping in maximise business structure in
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