Marketing Essentials: Strategies for Dorothy Perkins
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This report discusses the marketing essentials and strategies used by Dorothy Perkins, a British women's fashion brand. It explores the importance of marketing in identifying target customers, designing products, and creating communication benefits. The report also delves into the marketing ...
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK – 1 REPORT.........................................................................................................................3
TASK – 2 REPORT.........................................................................................................................6
TASK – 3 MARKEITNG PLAN....................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
Books and Journals....................................................................................................................12
INTRODUCTION...........................................................................................................................3
TASK – 1 REPORT.........................................................................................................................3
TASK – 2 REPORT.........................................................................................................................6
TASK – 3 MARKEITNG PLAN....................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
Books and Journals....................................................................................................................12
INTRODUCTION
The process marketing is very important in the business world. It is related to the
advertising, publicity and different techniques for sales. The essentials of the marketing are
based on the beliefs that marketing is started after the design of product and services. They are
produced to become ready for sales and delivery. The right approach of the marketing essentials
will help the organisation to identify the right customers to target, the product is designed
according to the needs and requirements of customers. Marketing essentials helps in developing
communication benefits which will help the organisation create a unique place within their
respective markets (Gnizy and Shoham, 2018). Marketing essentials helps in achieving more
profits on the return value. Marketing comprises of all the efforts which are supposed to be
centered and focused on identifying the needs of customers and producing more satisfactory
results which are important to generate more profits. The process of marketing is not effort
which can be done being isolated. Dorothy Perkins is a British Women’s fashion brand which is
based on the online basis. The company is headquartered in London, United Kingdom. The
company offers both own range clothing as well as some of the branded clothes. Dorothy Perkins
is now become a part of Boohoo.com which is an online site to sell the products of the company.
Dorothy Perkins is from the industry of fashion clothing and textiles which is now converted into
an online store. The company has been one of the fashion retailers from past 90 years with so
many numbers of stores in UK as well as on the international grounds. The management of
Dorothy Perkins is based on a selecting the candidates which have the ability to manage the
stores and creating the environment of high performance cultures in this industry (Matheson,
2017). However, the company is going in a bit sales crisis which has resulted in stores not doing
well which created a state of confusion. This report deals with the marketing plan of Dorothy
Perkins.
TASK – 1 REPORT
Marketing consists of many different areas which are inbound of the marketing. Sales and
marketing are two different things and both are equally important for the business of the
organisation. Marketing performs a wide of different marketing functions which are referred to
as the roles played by the business organisation. It helps in identifying the source potential
required for the success of the products in the market. The marketing in turns helps in the
The process marketing is very important in the business world. It is related to the
advertising, publicity and different techniques for sales. The essentials of the marketing are
based on the beliefs that marketing is started after the design of product and services. They are
produced to become ready for sales and delivery. The right approach of the marketing essentials
will help the organisation to identify the right customers to target, the product is designed
according to the needs and requirements of customers. Marketing essentials helps in developing
communication benefits which will help the organisation create a unique place within their
respective markets (Gnizy and Shoham, 2018). Marketing essentials helps in achieving more
profits on the return value. Marketing comprises of all the efforts which are supposed to be
centered and focused on identifying the needs of customers and producing more satisfactory
results which are important to generate more profits. The process of marketing is not effort
which can be done being isolated. Dorothy Perkins is a British Women’s fashion brand which is
based on the online basis. The company is headquartered in London, United Kingdom. The
company offers both own range clothing as well as some of the branded clothes. Dorothy Perkins
is now become a part of Boohoo.com which is an online site to sell the products of the company.
Dorothy Perkins is from the industry of fashion clothing and textiles which is now converted into
an online store. The company has been one of the fashion retailers from past 90 years with so
many numbers of stores in UK as well as on the international grounds. The management of
Dorothy Perkins is based on a selecting the candidates which have the ability to manage the
stores and creating the environment of high performance cultures in this industry (Matheson,
2017). However, the company is going in a bit sales crisis which has resulted in stores not doing
well which created a state of confusion. This report deals with the marketing plan of Dorothy
Perkins.
TASK – 1 REPORT
Marketing consists of many different areas which are inbound of the marketing. Sales and
marketing are two different things and both are equally important for the business of the
organisation. Marketing performs a wide of different marketing functions which are referred to
as the roles played by the business organisation. It helps in identifying the source potential
required for the success of the products in the market. The marketing in turns helps in the
promotion of products to attract the target audience (Harmeling, and et.al., 2017). Marketing
function are very common process in the working of business organisations such as Dorothy
Perkins. The marketing functions involve conducting the research for marketing, developing a
product plan, generating a development process, promoting sales, managing the finance as well
as providing the customer service. Marketing function holds certain responsibilities for the
business of the organisation which contribute positively in the growth of the company. It consists
of strategy management, sales support system, finance team as well as the human resource
development. Marketing functions help in promoting the growth of business of Dorothy
Perkins.There are some vital roles to be played in the marketing functions as there is a thin line
of difference between the marketing functions and the functions of the organisation. This relation
can be explained in terms of marketing functions as part of business. The functions in the
marketing functions are required to have a back up with the help of another operational
departments of the organisation which will lead to an effective performance (Gesualdi, 2019).
The universal functions of marketing includes buying, selling, transporting, storing,
standardisation and grading, financing, risk taking and having the market information.
Understanding marketing at the most basic level is about creating a connection between
brand to its audience. This creation helps in developing marketing into different forms such as
promotion. It can be done with the help of email and content marketing related to the social
media and advertising strategy. Such promotional campaigns helps in building brand awareness
and educate the audience while creating a spark which will lead the generation. Next function is
to help in selling where marketers helps in nurturing the leads with the help of a product centric
and more personalised communications. This includes having a rely on talking points and
answering different questions. It helps in creating more differentiation when compared to all the
competitors in the process of selling. Marketing functions are there to make sure that products
are consistently there to meet the needs of the customers. The marketing teams of the
organisation are there to perform competitor analysis and have the prospects which will help in
integrating the feedback coming from support teams (De Bruyn, and et.al., 2020). Marketing
process is a data driven process running from over the time. They use the granular information
for the multiple specialised tools which are helpful in determining the demographics of
customers and their preferences. Setting a particular price for the products is very important for
the organisation for doing the market research and increase the brand’s value. Promotions and
function are very common process in the working of business organisations such as Dorothy
Perkins. The marketing functions involve conducting the research for marketing, developing a
product plan, generating a development process, promoting sales, managing the finance as well
as providing the customer service. Marketing function holds certain responsibilities for the
business of the organisation which contribute positively in the growth of the company. It consists
of strategy management, sales support system, finance team as well as the human resource
development. Marketing functions help in promoting the growth of business of Dorothy
Perkins.There are some vital roles to be played in the marketing functions as there is a thin line
of difference between the marketing functions and the functions of the organisation. This relation
can be explained in terms of marketing functions as part of business. The functions in the
marketing functions are required to have a back up with the help of another operational
departments of the organisation which will lead to an effective performance (Gesualdi, 2019).
The universal functions of marketing includes buying, selling, transporting, storing,
standardisation and grading, financing, risk taking and having the market information.
Understanding marketing at the most basic level is about creating a connection between
brand to its audience. This creation helps in developing marketing into different forms such as
promotion. It can be done with the help of email and content marketing related to the social
media and advertising strategy. Such promotional campaigns helps in building brand awareness
and educate the audience while creating a spark which will lead the generation. Next function is
to help in selling where marketers helps in nurturing the leads with the help of a product centric
and more personalised communications. This includes having a rely on talking points and
answering different questions. It helps in creating more differentiation when compared to all the
competitors in the process of selling. Marketing functions are there to make sure that products
are consistently there to meet the needs of the customers. The marketing teams of the
organisation are there to perform competitor analysis and have the prospects which will help in
integrating the feedback coming from support teams (De Bruyn, and et.al., 2020). Marketing
process is a data driven process running from over the time. They use the granular information
for the multiple specialised tools which are helpful in determining the demographics of
customers and their preferences. Setting a particular price for the products is very important for
the organisation for doing the market research and increase the brand’s value. Promotions and
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brand are supposed to match the set price range for the product. Functions of marketing helps in
generating a money besides the sales. When the functions of marketing are set to run in a proper
way, can help in building brand equity and help in securing funds for the business of the
company. The distribution channels are present in wide variety for the marketers (Rezvani,
Ghahramani and Haddadi, 2017). They are aligned with the supply chains which creates a
platform which fits the brand with the product. These distribution channels are available for both
physical and digital platforms.
The marketing team of the Dorothy Perkins complete the tasks of buying and selling
services and products. The process includes selling, advertising as well as delivering the products
to the customers. Marketing functions ensures the placement of the products in a proper position
within the market and meeting the demands and requirements of the customers. The marketing
department in Dorothy Perkins deals with the branding and publicising the products in the
market place which will in turn increase the involvement of the customers by offering services
and products. It helps in building strategies which are implemented to satisfy the desired targets
and adopting different theories to sustain in the competitive market place (Roach, and et.al.,
2018). The functions of marketing are connected with the buying and selling of goods. The key
roles and responsibilities of the marketing includes transportation of the goods at the place where
they are required, storing of the goods at proper place and even the collection of information
present in the market which will help in fulfilling the needs and demands of the customers. The
functions of marketing includes finding out the demands of customers as well as anticipating
these demands of customers. This way helps in increasing the profits of the business. The roles
of marketing functions are:
Identifying the demands of customers: The marketing functions of the organisation is
responsible to recognise the changing needs and demands of the customers. The main aim is to
focus on the needs, wants and attitudes along with the habits of the targeted customers (Fine,
2017). This step is used towards carefully analysing the given data and recognise the actual
customers present for the product in the market.
Anticipating the requirements of customers: Marketing functions are responsible to anticipate
the requirements of the customers. Anticipating these requirements will help in offering the
organisation more advantage which is helpful for the organisations to meet the demands and
fulfil the needs of the customers and their target audience.
generating a money besides the sales. When the functions of marketing are set to run in a proper
way, can help in building brand equity and help in securing funds for the business of the
company. The distribution channels are present in wide variety for the marketers (Rezvani,
Ghahramani and Haddadi, 2017). They are aligned with the supply chains which creates a
platform which fits the brand with the product. These distribution channels are available for both
physical and digital platforms.
The marketing team of the Dorothy Perkins complete the tasks of buying and selling
services and products. The process includes selling, advertising as well as delivering the products
to the customers. Marketing functions ensures the placement of the products in a proper position
within the market and meeting the demands and requirements of the customers. The marketing
department in Dorothy Perkins deals with the branding and publicising the products in the
market place which will in turn increase the involvement of the customers by offering services
and products. It helps in building strategies which are implemented to satisfy the desired targets
and adopting different theories to sustain in the competitive market place (Roach, and et.al.,
2018). The functions of marketing are connected with the buying and selling of goods. The key
roles and responsibilities of the marketing includes transportation of the goods at the place where
they are required, storing of the goods at proper place and even the collection of information
present in the market which will help in fulfilling the needs and demands of the customers. The
functions of marketing includes finding out the demands of customers as well as anticipating
these demands of customers. This way helps in increasing the profits of the business. The roles
of marketing functions are:
Identifying the demands of customers: The marketing functions of the organisation is
responsible to recognise the changing needs and demands of the customers. The main aim is to
focus on the needs, wants and attitudes along with the habits of the targeted customers (Fine,
2017). This step is used towards carefully analysing the given data and recognise the actual
customers present for the product in the market.
Anticipating the requirements of customers: Marketing functions are responsible to anticipate
the requirements of the customers. Anticipating these requirements will help in offering the
organisation more advantage which is helpful for the organisations to meet the demands and
fulfil the needs of the customers and their target audience.
Increasing level of customer satisfaction: One of the main role of the functions of marketing is
to satisfy the needs and requirements of the customers. It is helpful in identifying the products
which can generate more satisfactory results from the side of customers. This can help in
offering a great value for the money.
Making profits: The functions of marketing are responsible for generating new and innovative
ways to sell the products to the target audience. Generating profits require to add more value to
the customers with regards to the money for these packages. This will thus, help in increasing the
overall sales and profit of the organisation.
The role of marketing in terms of Dorothy Perkins is used to provide a better analysis of
the situation and making appropriate business strategies. It helps in redefining the goals of the
company and production a marketing strategy which is aligned to it. Dorothy Perkins have the
goals and objectives which includes the cost saving, generates more profits and thus help in
growth of the business by increasing the market share. The objectives of the company are mainly
used for translating and measuring the marketing objectives which are used during the time of
introducing a new product and different designs. This helps the marketing strategy support the
goals of the business with respect to profits. The marketing functions of Dorothy Perkins are
used to help in growing the overall market share by determining the potential target areas of the
business. The marketing functions of the Dorothy Perkins helps in engaging with the analysis of
the demands and supply of the customers regarding the products.
TASK – 2 REPORT
One of the strategy of Dorothy Perkins is the proposed marketing strategy should be
standardized in large with the implementation of compatible strategy to a small scale. Thus, the
basic or the fundamental objective of implementing the suggested marketing mix strategy will be
to offer standardized products with having compatible approach (Chen, and Liu, 2019). The term
standardization refers to the process of offering universal and standardized products across all
the markets. The profit or the advantage that is gained by Dorothy Perkins from having a
adaptive or a compatible approach is successful targeting of the international customers. The
another term used is Adaptive strategy which means the strategy of offering products in
obedience to or in accordance to the taste linking pattern of the costumers. This strategy also
requires localization of the products in different markets.
to satisfy the needs and requirements of the customers. It is helpful in identifying the products
which can generate more satisfactory results from the side of customers. This can help in
offering a great value for the money.
Making profits: The functions of marketing are responsible for generating new and innovative
ways to sell the products to the target audience. Generating profits require to add more value to
the customers with regards to the money for these packages. This will thus, help in increasing the
overall sales and profit of the organisation.
The role of marketing in terms of Dorothy Perkins is used to provide a better analysis of
the situation and making appropriate business strategies. It helps in redefining the goals of the
company and production a marketing strategy which is aligned to it. Dorothy Perkins have the
goals and objectives which includes the cost saving, generates more profits and thus help in
growth of the business by increasing the market share. The objectives of the company are mainly
used for translating and measuring the marketing objectives which are used during the time of
introducing a new product and different designs. This helps the marketing strategy support the
goals of the business with respect to profits. The marketing functions of Dorothy Perkins are
used to help in growing the overall market share by determining the potential target areas of the
business. The marketing functions of the Dorothy Perkins helps in engaging with the analysis of
the demands and supply of the customers regarding the products.
TASK – 2 REPORT
One of the strategy of Dorothy Perkins is the proposed marketing strategy should be
standardized in large with the implementation of compatible strategy to a small scale. Thus, the
basic or the fundamental objective of implementing the suggested marketing mix strategy will be
to offer standardized products with having compatible approach (Chen, and Liu, 2019). The term
standardization refers to the process of offering universal and standardized products across all
the markets. The profit or the advantage that is gained by Dorothy Perkins from having a
adaptive or a compatible approach is successful targeting of the international customers. The
another term used is Adaptive strategy which means the strategy of offering products in
obedience to or in accordance to the taste linking pattern of the costumers. This strategy also
requires localization of the products in different markets.
Product: It is put forwarded that the product portfolio should remain same in presenting or in
offering in the market. In this factor, standardization strategy should be initiated. Yet, the
approach of the products can be changed such as using the international designs and couture in
the clothesline. The strategy of standardisation is initiated by the company and this approach is
used for the products which can be changed using different designs and couture of the clothing
line. The strategy to adapt is used in this case. The product line of Dorothy Perkins is based on
the women clothing with offers all types of clothing options which are aligned with the current
trends of the markets. This is the main advantage of the company which helps in gaining more
attractiveness due to the global product line of Dorothy Perkins.
Price: The prices offered by Dorothy Perkins are usually under the premium pricing strategy for
their business in UK as well as on the international grounds. The company is motivated to keep
the same price range for almost every place they perform their working operations in. This calls
for the strategy of standardisation into the pricing strategy of the company. With the help of this
strategy the company is ready to attract some higher level of customers who are into the
requirement if having higher based customers who can invest in premium clothing line.
Therefore, the company is ready to initiate the global approach with the premium strategy of
pricing. This helps the company to maintain the reputation and high of the company on global as
well as local level of the market (Blut, Teller, and Floh, 2018). This will help Dorothy Perkins to
generate more profits while operating in UK. The company attains many advantages with the
help of having standardisation strategy.
Promotion: The current marketing strategies of Dorothy Perkins is more extensive as well as
holistic approach which is ranged from marketing with the use of Emails as well as using the
help of celebrities to market the products. This strategy of the company helps in magnifying
theirmarket exposure in the target based segments of the customers. In the UK market the
company is using the global promotion strategy along with the implementation of localisation
strategy. In this situation, the strategy of both standardisation and adaptation is used in a way
which is highly balanced. This helps in making sure that maximum level of market penetration is
achieved in the operating market place. This helps in attracting more and customers which
exhibit both local and global preferences.
Place: The company Dorothy Perkins is operation on both the physical stores as well as very
active on the online selling platforms. Therefore, this contributes to the omni channel distribution
offering in the market. In this factor, standardization strategy should be initiated. Yet, the
approach of the products can be changed such as using the international designs and couture in
the clothesline. The strategy of standardisation is initiated by the company and this approach is
used for the products which can be changed using different designs and couture of the clothing
line. The strategy to adapt is used in this case. The product line of Dorothy Perkins is based on
the women clothing with offers all types of clothing options which are aligned with the current
trends of the markets. This is the main advantage of the company which helps in gaining more
attractiveness due to the global product line of Dorothy Perkins.
Price: The prices offered by Dorothy Perkins are usually under the premium pricing strategy for
their business in UK as well as on the international grounds. The company is motivated to keep
the same price range for almost every place they perform their working operations in. This calls
for the strategy of standardisation into the pricing strategy of the company. With the help of this
strategy the company is ready to attract some higher level of customers who are into the
requirement if having higher based customers who can invest in premium clothing line.
Therefore, the company is ready to initiate the global approach with the premium strategy of
pricing. This helps the company to maintain the reputation and high of the company on global as
well as local level of the market (Blut, Teller, and Floh, 2018). This will help Dorothy Perkins to
generate more profits while operating in UK. The company attains many advantages with the
help of having standardisation strategy.
Promotion: The current marketing strategies of Dorothy Perkins is more extensive as well as
holistic approach which is ranged from marketing with the use of Emails as well as using the
help of celebrities to market the products. This strategy of the company helps in magnifying
theirmarket exposure in the target based segments of the customers. In the UK market the
company is using the global promotion strategy along with the implementation of localisation
strategy. In this situation, the strategy of both standardisation and adaptation is used in a way
which is highly balanced. This helps in making sure that maximum level of market penetration is
achieved in the operating market place. This helps in attracting more and customers which
exhibit both local and global preferences.
Place: The company Dorothy Perkins is operation on both the physical stores as well as very
active on the online selling platforms. Therefore, this contributes to the omni channel distribution
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strategy followed by the company. This strategy is constant by the company for many other
market places. The markets of UK as well as customers from the international markets are the
high range of internet penetration. It helps in making favourable marketing conditions and
opening more opportunities coming from the online channels. Along with this, the placing
strategy of the company is helps to carter the customers from all the possible mediums.
Physical evidence: The strategy of standardisation has helps in following the same approach and
ambience to be maintained in all the different markets. The stores are illuminated with a very
soothing form of lightning which helps in making customers feel more comfortable to shop. The
company is committed to maintain the global standards while offering the products and services
to the customers. Dorothy Perkins have managed to form a distinctive image in their operating
markets which helps in forming greater advantage to the business. The company has more than
500 stores present in UK and many others in the international outlets (Opresnik, 2018). The
brand has well known physical evidence.
Process: The current process of Dorothy and Perkins is to have outsourcing policies into their
products and services which are developed from different countries present all over the globe at
the lower costs. This process of operating the business and following the standardisation will
include the outsourcing from different markets and vendors. This approach is very beneficial for
the company as it helps in reducing the costs of production in different locations and thus having
the lower cost of sourcing.
People: The company is following the geocentric approach among the staffing process of the
organisation. This approach will help Dorothy Perkins to hire the employees which are present
from both host and home countries of the company’s set up. It is very helpful as such staff will
help Dorothy Perkins to adjust and enter in a different market while providing services which are
in accordance with the local culture and will help in meeting the global organisational standards.
TASK – 3 MARKEITNG PLAN
In order to operate in the host countries, contemporary business organisations must have proper
business and marketing strategies. This must be done and important because of the reason that
home and host countries will have different business factor as well as environments and business
organisation are to be changed or modify their present business strategies to set off in the new
country based on the domestic social and other factors in that country. This is directing or
market places. The markets of UK as well as customers from the international markets are the
high range of internet penetration. It helps in making favourable marketing conditions and
opening more opportunities coming from the online channels. Along with this, the placing
strategy of the company is helps to carter the customers from all the possible mediums.
Physical evidence: The strategy of standardisation has helps in following the same approach and
ambience to be maintained in all the different markets. The stores are illuminated with a very
soothing form of lightning which helps in making customers feel more comfortable to shop. The
company is committed to maintain the global standards while offering the products and services
to the customers. Dorothy Perkins have managed to form a distinctive image in their operating
markets which helps in forming greater advantage to the business. The company has more than
500 stores present in UK and many others in the international outlets (Opresnik, 2018). The
brand has well known physical evidence.
Process: The current process of Dorothy and Perkins is to have outsourcing policies into their
products and services which are developed from different countries present all over the globe at
the lower costs. This process of operating the business and following the standardisation will
include the outsourcing from different markets and vendors. This approach is very beneficial for
the company as it helps in reducing the costs of production in different locations and thus having
the lower cost of sourcing.
People: The company is following the geocentric approach among the staffing process of the
organisation. This approach will help Dorothy Perkins to hire the employees which are present
from both host and home countries of the company’s set up. It is very helpful as such staff will
help Dorothy Perkins to adjust and enter in a different market while providing services which are
in accordance with the local culture and will help in meeting the global organisational standards.
TASK – 3 MARKEITNG PLAN
In order to operate in the host countries, contemporary business organisations must have proper
business and marketing strategies. This must be done and important because of the reason that
home and host countries will have different business factor as well as environments and business
organisation are to be changed or modify their present business strategies to set off in the new
country based on the domestic social and other factors in that country. This is directing or
leading towards the fact that the contemporary business organisations to have unlike schemes or
strategies in different countries. This company, Dorothy Perkins is one of the best and leading
retailers in the United Kingdom and they are considering entering in international market. The
basic marketing plan for the Dorothy Perkins is developed with the help of following many tasks.
The company must focus on developing a clear and better understanding regarding the target
audience of the company. Working in a highly competitive industry will require Dorothy Perkins
to make a clear research in the market and also have a proper understanding of the main vision of
the company and its products and services (Pomering, 2017). The company must offer the
service by clearing out the important question behind the use of services of the organisation. This
is important to figure out at the initial phases of the business operations as well as addressing the
main and most important feature of the company’s product.
The product by Dorothy Perkins must deliver the needs and requirements of customers which
will in turn help the company to sustain in the market. It is important for the company to identify
the target customers which is another crucial thing in the marketing planning process which is
done after research. It is important for Dorothy Perkins to be much more clear about the
finalisation of customers and thus create and plan the products accordingly. The organisation
must focus on identifying the competitors present in the market which are targeting the same
customer with the same type of product line. This analysis of competitors and their actions will
help the business to grow, learn and adapt more strategies which are related to the positive and
negative parts of the market trends. Dorothy and Perkins have to make an evaluated research on
how to produce different strategies which are according to the needs and requirements of the
markets. The main aim behind the setting of budget for the marketing activities helps in creating
more defined goals and objectives with the help of using a specific time limit. The effective
channels of marketing activities can be used to help Dorothy Perkins to attract the desired
customer crowd and offer them the required products. The company uses different digital
platforms which help in promoting the marketing plan of the organisation. The marketing plan of
the organisation is to satisfy the customers with premium clothing range at the worthy prices.
The goal of the company is to increase their sales and diversify the range of products from what
are offered before. The aim is to increase the revenue of the company.
The resource allocation strategy of the company in order to diversify the products is done by on
boarding some new staff having the competencies of developing the product and marketing in
strategies in different countries. This company, Dorothy Perkins is one of the best and leading
retailers in the United Kingdom and they are considering entering in international market. The
basic marketing plan for the Dorothy Perkins is developed with the help of following many tasks.
The company must focus on developing a clear and better understanding regarding the target
audience of the company. Working in a highly competitive industry will require Dorothy Perkins
to make a clear research in the market and also have a proper understanding of the main vision of
the company and its products and services (Pomering, 2017). The company must offer the
service by clearing out the important question behind the use of services of the organisation. This
is important to figure out at the initial phases of the business operations as well as addressing the
main and most important feature of the company’s product.
The product by Dorothy Perkins must deliver the needs and requirements of customers which
will in turn help the company to sustain in the market. It is important for the company to identify
the target customers which is another crucial thing in the marketing planning process which is
done after research. It is important for Dorothy Perkins to be much more clear about the
finalisation of customers and thus create and plan the products accordingly. The organisation
must focus on identifying the competitors present in the market which are targeting the same
customer with the same type of product line. This analysis of competitors and their actions will
help the business to grow, learn and adapt more strategies which are related to the positive and
negative parts of the market trends. Dorothy and Perkins have to make an evaluated research on
how to produce different strategies which are according to the needs and requirements of the
markets. The main aim behind the setting of budget for the marketing activities helps in creating
more defined goals and objectives with the help of using a specific time limit. The effective
channels of marketing activities can be used to help Dorothy Perkins to attract the desired
customer crowd and offer them the required products. The company uses different digital
platforms which help in promoting the marketing plan of the organisation. The marketing plan of
the organisation is to satisfy the customers with premium clothing range at the worthy prices.
The goal of the company is to increase their sales and diversify the range of products from what
are offered before. The aim is to increase the revenue of the company.
The resource allocation strategy of the company in order to diversify the products is done by on
boarding some new staff having the competencies of developing the product and marketing in
the desired areas of the organisation. The company is supposed to allocate the capital wisely
among the current requirements and the diversified range of product items. The design of the
organisation is supposed to be readjusted to attain the defined goals of the company. The
functions of the organisations are more centralised to help in enhancing the decision making
process while launching new product line. The structure of the organisation is realigned with the
current developments and the marketing area. Restructuring in the marketing area of the products
is helped to keep things in place to be able to ensure good governance structure to the
organisation while making the most of it from the marketing area of excellence. The
management of the company is required to expand their product line to carter the demands of
different taste and expectations of customers. Lastly, company is required to adopt different
types of strategies which are helpful in managing the risks coming in the way of increasing the
revenue.
CONCLUSION
It can be concluded that the role of marketing functions is very important for the
organisation along with the inter relation of other functions within organisation. The overall
marketing mix strategy is used to achieve the business objectives of the company and offering
more competitive advantage. The development plan of the marketing functions is explained in
detailed in this report. Having a marketing plan is very important for the fashion retail industry
of the Dorothy Perkins which is based in UK. This one of the largest fashion brand can attract
many customers just by developing more effective services and providing more high quality
products to its target customers. The marketing provided is used to help in sharing different
strategies of the company which will result in betterment of the business. This will also help in
achieving different goals present in different markets of the company’s operations. Many
different forms of strategies are applied which help in achieving goals from within the desired
will market as well as establishing the standardisation of the brand products. It is helpful for the
companies working in fashion retail industry to focus more on techniques and methods related to
the marketing process and thus are helpful in explaining the quality of the products.
among the current requirements and the diversified range of product items. The design of the
organisation is supposed to be readjusted to attain the defined goals of the company. The
functions of the organisations are more centralised to help in enhancing the decision making
process while launching new product line. The structure of the organisation is realigned with the
current developments and the marketing area. Restructuring in the marketing area of the products
is helped to keep things in place to be able to ensure good governance structure to the
organisation while making the most of it from the marketing area of excellence. The
management of the company is required to expand their product line to carter the demands of
different taste and expectations of customers. Lastly, company is required to adopt different
types of strategies which are helpful in managing the risks coming in the way of increasing the
revenue.
CONCLUSION
It can be concluded that the role of marketing functions is very important for the
organisation along with the inter relation of other functions within organisation. The overall
marketing mix strategy is used to achieve the business objectives of the company and offering
more competitive advantage. The development plan of the marketing functions is explained in
detailed in this report. Having a marketing plan is very important for the fashion retail industry
of the Dorothy Perkins which is based in UK. This one of the largest fashion brand can attract
many customers just by developing more effective services and providing more high quality
products to its target customers. The marketing provided is used to help in sharing different
strategies of the company which will result in betterment of the business. This will also help in
achieving different goals present in different markets of the company’s operations. Many
different forms of strategies are applied which help in achieving goals from within the desired
will market as well as establishing the standardisation of the brand products. It is helpful for the
companies working in fashion retail industry to focus more on techniques and methods related to
the marketing process and thus are helpful in explaining the quality of the products.
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REFERENCES
Books and Journals
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing, 94(2), pp.113-135.
Chen, C.M. and Liu, H.M., 2019. The moderating effect of competitive status on the relationship
between customer satisfaction and retention. Total Quality Management & Business
Excellence, 30(7-8), pp.721-744.
De Bruyn, and et.al., 2020. Artificial intelligence and marketing: Pitfalls and
opportunities. Journal of Interactive Marketing, 51, pp.91-105.
Fine, S.H., 2017. Introduction to social marketing. In Marketing the Public Sector (pp. 1-12).
Routledge.
Gesualdi, M., 2019. Revisiting the relationship between public relations and marketing:
Encroachment and social media. Public Relations Review, 45(2), pp.372-382.
Gnizy, I. and Shoham, A., 2018. The power of international marketing functions: antecedents
and consequences. Journal of Business-to-Business Marketing, 25(2), pp.67-89.
Harmeling, and et.al., 2017. Toward a theory of customer engagement marketing. Journal of the
Academy of marketing science, 45(3), pp.312-335.
Matheson, A., 2017. Marketing trials, marketing tricks—how to spot them and how to stop
them. Trials, 18(1), pp.1-6.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian Marketing
Journal (AMJ), 25(2), pp.157-165.
Rezvani, M., Ghahramani, S. and Haddadi, R., 2017. Network marketing strategies in sale and
marketing products based on advanced technology in micro-enterprises. International
Journal of Trade, Economics and Finance, 8(1), pp.32-37.
Roach, and et.al., 2018. Enhancing innovativeness: the role of dynamic marketing
capabilities. Canadian Journal of Administrative Sciences/Revue Canadienne des
Sciences de l'Administration, 35(4), pp.563-576.
Books and Journals
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing, 94(2), pp.113-135.
Chen, C.M. and Liu, H.M., 2019. The moderating effect of competitive status on the relationship
between customer satisfaction and retention. Total Quality Management & Business
Excellence, 30(7-8), pp.721-744.
De Bruyn, and et.al., 2020. Artificial intelligence and marketing: Pitfalls and
opportunities. Journal of Interactive Marketing, 51, pp.91-105.
Fine, S.H., 2017. Introduction to social marketing. In Marketing the Public Sector (pp. 1-12).
Routledge.
Gesualdi, M., 2019. Revisiting the relationship between public relations and marketing:
Encroachment and social media. Public Relations Review, 45(2), pp.372-382.
Gnizy, I. and Shoham, A., 2018. The power of international marketing functions: antecedents
and consequences. Journal of Business-to-Business Marketing, 25(2), pp.67-89.
Harmeling, and et.al., 2017. Toward a theory of customer engagement marketing. Journal of the
Academy of marketing science, 45(3), pp.312-335.
Matheson, A., 2017. Marketing trials, marketing tricks—how to spot them and how to stop
them. Trials, 18(1), pp.1-6.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian Marketing
Journal (AMJ), 25(2), pp.157-165.
Rezvani, M., Ghahramani, S. and Haddadi, R., 2017. Network marketing strategies in sale and
marketing products based on advanced technology in micro-enterprises. International
Journal of Trade, Economics and Finance, 8(1), pp.32-37.
Roach, and et.al., 2018. Enhancing innovativeness: the role of dynamic marketing
capabilities. Canadian Journal of Administrative Sciences/Revue Canadienne des
Sciences de l'Administration, 35(4), pp.563-576.
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